Today our ListenerThink P1 research looks at CHR P1’s — who  score many motivations higher than listeners as a whole do.

For example, we’ve seen how listening “to get in a better mood” is the #1 motivation out of 18 we tested.  It’s #1 with CHR P1’s too, who score higher than average…tied for highest with Country P1’s.

But more than Country P1’s (who listen most to relax), CHR P1’s feed off the energy of the format. It’s not their #1 motivation, but it is higher than average…tied for highest of any format’s P1’s:

GET AN ENERGY BOOST  TOTAL CHR P1’s
VERY IMPORTANT 35% 46%
SOMEWHAT IMPORTANT                  .  . 32% 30%
SLIGHTLY IMPORTANT 19% 18%
NOT AT ALL IMPORTANT 12%   4%
Don’t know   2%   2%

And, CHR P1’s tie for the #1 “excitement seekers” among listeners:

GET YOU EXCITED  TOTAL CHR P1’s
VERY IMPORTANT 25% 33%
SOMEWHAT IMPORTANT                  .  . 36% 40%
SLIGHTLY IMPORTANT 21% 17%
NOT AT ALL IMPORTANT 16%   7%
Don’t know   2%   2%

Energy, excitement…no surprise to anyone familiar with CHR.  CHR’s P1’s also score higher-than-average listening for  “things that make you laugh” and listening “to add to the fun when your with other people”…again, not revelations!

BUT, that social motivation — the focus on “other people” — does lead to one motivation that is a bit surprising. CHR P1’s tie for #1 (with Public Radio P1’s!) for listening “to learn things that make you more interesting to others.”

MAKE YOU MORE INTERESTING  TOTAL CHR P1’s
VERY IMPORTANT 21% 25%
SOMEWHAT IMPORTANT                  .  . 29% 31%
SLIGHTLY IMPORTANT 24% 29%
NOT AT ALL IMPORTANT 24% 15%
Don’t know   1%   1%

No, it’s not a strong motivation for CHR P1’s, and even less so for listeners as a whole. Still the fact that the majority of CHR P1’s consider it at least somewhat important suggests that CHR stations should help them impress their friends by keeping them “in the know” about concerts, movies, TV, celebrities, and anything else they have strong interest in.

Finally, we note that CHR P1’s not only score many motivations higher than average…they don’t score any of the motivations we tested lower than average. What that tell us is: these listeners are engaged with radio.

Tomorrow: Urban