Yesterday, we looked at News/Talk P1’s — who listen to stimulate their thinking more than other listeners. Today, we look at their opposite…

Country P1’s listen to feel better…even more than most.  While listening “to relax” is important for most listeners, it is most important for Country P1’s:

RELAX AND UNWIND  TOTAL CTRY P1’s
VERY IMPORTANT 46% 59%
SOMEWHAT IMPORTANT                  .  . 31% 27%
SLIGHTLY IMPORTANT 15% 11%
NOT AT ALL IMPORTANT   6%   1%
Don’t know   2%   2%

And, Country P1’s tie for the #1 group listening to improve their mood:

GET YOU IN A BETTER MOOD  TOTAL CTRY P1’s
VERY IMPORTANT 49% 59%
SOMEWHAT IMPORTANT                  .  . 32% 30%
SLIGHTLY IMPORTANT 13%   8%
NOT AT ALL IMPORTANT   4%   3%
Don’t know   3%   1%

One way they improve their mood is using radio to take their minds off problems or situations. Most listeners do, but Country P1’s do more than most:

TAKE YOUR MIND OFF PROBLEMS   . TOTAL CTRY P1’s
VERY IMPORTANT 35% 47%
SOMEWHAT IMPORTANT 34% 26%
SLIGHTLY IMPORTANT 18% 19%
NOT AT ALL IMPORTANT 11%   5%
Don’t know   2%   3%

More than average, Country P1’s also listen to “add to the fun” when they’re with others, and to help them “work better and faster,” though they’re not highest for either of those motivations.

Country P1’s score lowest for two of the motivations News/Talk P1’s score highest for — “To learn things that get you thinking”…

GET YOU THINKING                            . TOTAL CTRY P1’s
VERY IMPORTANT 27% 23%
SOMEWHAT IMPORTANT 36% 28%
SLIGHTLY IMPORTANT 22% 32%
NOT AT ALL IMPORTANT 12% 14%
Don’t know   2%   2%

And “to learn things that make you more informed than other people”:

MAKE YOU MORE INFORMED  . TOTAL CTRY P1’s
VERY IMPORTANT 21% 12%
SOMEWHAT IMPORTANT 34% 35%
SLIGHTLY IMPORTANT 22% 21%
NOT AT ALL IMPORTANT 21% 29%
Don’t know  2%   3%

Country P1’s also listen less than other P1’s “to get practical information that makes your life better.”

Bottom line: Radio helps Country P1’s make their lives better by feeling better, much more so than information!  This does NOT mean that Country stations should drop news!!! But it does suggest that Country stations could benefit from positioning as a place to escape a crazy world…for example: “Escape to the Country!”

Tomorrow: CHR