This year’s ListenerThink P1 research explores the role of radio in listeners’ lives from many angles — what they think of it, its importance and the benefits of listening. The results are mostly positive, but there’s some negative too. Today, the bad news…
Based on 989 online interviews with 18-64 U.S. radio listeners, conducted September 12-15, more than half agree:
|Radio isn’t as good as it used to be.|
From a demographic perspective, 18-34’s are most negative — 61% agree, while only 31% disagree (and just 9% disagree strongly). What’s interesting is the oldest of them were only teens when The Telecommunication Act of 1996 became law…law that enabled “mega groups” that many blame for the decline of radio.
Men are, overall, more negative than women, and 18-34 men the most negative — 67% of them agree that radio is not as good as it used to be, while only 28% disagree.
In contrast, 45-54’s — both women and men — are the most supportive of radio on this question…45% agree, 50% disagree. But that’s far from an enthusiastic defense of the radio’s direction!
Fortunately, that’s the extent of the bad news in this year’s P1 research. For the first of the good news, “tune in tomorrow”…