It seems to me Alternative is moving more pop lately. For example, Capital Cities’ “Safe And Sound”…a good song, but can someone please tell me what makes it Alternative???

“Safe And Sound” is just one of the cuts Alternative shares with CHR. And Alternative P1’s share some important motivations with CHR P1’s…

One is radio’s “mood enhancing” benefit. Yes, each music format’s P1’s, as a group, listen to get in a better mood. But Alt P1’s, like CHR (and Country) P1’s, listen for mood more than most:

 GET YOU IN A BETTER MOOD TOTAL . ALT P1’s
VERY IMPORTANT 49% 61%
SOMEWHAT IMPORTANT                  .  . 32% 30%
SLIGHTLY IMPORTANT 13%   9%
NOT AT ALL IMPORTANT   4%   0%
Don’t know   3%   0%

And, like CHR P1’s, the Alternatives seek more energy:

GET AN ENERGY BOOST TOTAL . ALT P1’s
VERY IMPORTANT 35% 46%
SOMEWHAT IMPORTANT                  .  . 32% 36%
SLIGHTLY IMPORTANT 19% 16%
NOT AT ALL IMPORTANT 12%   2%
Don’t know   2%   0%

So what makes Alternative P1’s different from their CHR counterparts?

Alt P1’s are not as interested in “excitement” from radio.

They’re less peer motivated. Listening to “add to the fun when you’re with other people” is a motivation for them, but not as much as it is for CHR P1’s.

And they’re less information-oriented than CHR P1’s. They don’t particularly listen to hear what other people think or to learn things that make them more interesting to others (which goes with being less peer motivated).

Finally (strangely?), they’re less nostalgic than CHR fans!  I’ve never thought of CHR fans as listening “to bring back memories,” but they’re average in that respect, while Alternative P1’s are well below average:

BRING BACK MEMORIES TOTAL . ALT P1’s
VERY IMPORTANT 28% 14%
SOMEWHAT IMPORTANT                  .  . 34% 33%
SLIGHTLY IMPORTANT 21% 43%
NOT AT ALL IMPORTANT 14% 10%
Don’t know   2%   0%

Alternative P1’s are less into memories than any other music format’s P1’s. Only News/Talk P1’s are less nostalgic.

Perhaps it’s that Alt P1’s are progressive — unconcerned with old things and open to try new things (like Capital Cities’ “Safe And Sound”?)

 Monday: Oldies/Classic Hits