One thing many don’t realize about research is that sometimes it’s never quite done. There’s often another crosstab we can do, another data run, another perspective to consider. That was certainly the case in our analysis of Classic Rock P1’s…

In our first shot at the ListenerThink P1 data, we included Classic Rock P1’s with Classic Hits/Oldies P1’s, because we’ve been noting some convergence of audiences for these formats.

When we analyzed them separately, we found that the P1’s of the formats do share much in common. For one thing, both (like most listeners) listen most to “get in a better mood” and “to relax.”  And they share other motivations (or lack of them) too.

However, the Classic Rockers differ more from listeners as a whole, mainly by having fewer motivations for listening to radio…

The one and only motivation Classic Rock P1’s score above average for is listening to enhance their work experience:

HELP YOU WORK BETTER OR FASTER  . TOTAL  . CLR P1’s
VERY IMPORTANT 25% 29%
SOMEWHAT IMPORTANT 31% 37%
SLIGHTLY IMPORTANT 19% 18%
NOT AT ALL IMPORTANT 21% 12%
Don’t know   2%   4%

But we find many motivations that Classic Rock P1’s score below average…and, in fact, lowest of any format’s P1’s…

Many are thinking/informational motivations:

  • To hear things that get you thinking.
  • To hear what others are talking or thinking about.
  • To get practical information that makes your life better.
  • To learn things that make you more informed than other people.
  • To learn things that make you more interesting to other people.

(On a number of these questions we previously characterized Country P1’s as scoring lowest. They’re still below average, but now that we’ve broken out the Classic Rockers, we find they’re even lower. Sorry, Country P1’s!)

Classic Rock P1’s low interest for thinking and information speaks to a certain “disconnect,” in our view.  So does their response to…

FEEL PART OF THE COMMUNITY          . TOTAL  . CLR P1’s
VERY IMPORTANT 17%   5%
SOMEWHAT IMPORTANT 30% 27%
SLIGHTLY IMPORTANT 24% 29%
NOT AT ALL IMPORTANT 27% 35%
Don’t know   2%  4%

And…

REASSURE NOTHING BAD HAPPENED  . TOTAL . CLR P1’s
VERY IMPORTANT 17%   7%
SOMEWHAT IMPORTANT 24% 21%
SLIGHTLY IMPORTANT 26% 26%
NOT AT ALL IMPORTANT 29% 42%
Don’t know   3%   4%

So, Classic Rock P1’s don’t listen to connect to community or make sure nothing bad has happened.  Now, both of those motivations are near the bottom of the 18 we tested for listeners overall. But the fact that Classic Rockers score them even lower suggests that either (a) they have other ways to serve these needs, or (b) they just don’t care!

Classic Rock P1’s aren’t an excitable bunch, at least when it comes to radio…

GET YOU EXCITED                                 TOTAL  CLR P1’s
VERY IMPORTANT 25% 15%
SOMEWHAT IMPORTANT                  .  . 36% 27%
SLIGHTLY IMPORTANT 21% 32%
NOT AT ALL IMPORTANT 16% 23%
Don’t know   2%   4%

But they listen to get angry even less than the average listener (which isn’t much)…

GET YOU ANGRY                                   TOTAL  CLR P1’s
VERY IMPORTANT 10%   0%
SOMEWHAT IMPORTANT                  .  . 14% 10%
SLIGHTLY IMPORTANT 12% 11%
NOT AT ALL IMPORTANT 61% 76%
Don’t know   2%   4%

Bottom line: For Classic Rock P1’s, it’s help me get through the work day, lift my mood, relax me.  And don’t try to get me too involved one way or the other.

Tomorrow: Rock