Time to wrap up this year’s ListenerThink P1 research. So far, we’ve looked at what listeners think of radio and what personal needs radio satisfies for them. Now, let’s look at what they think of THEMSELVES…

By understanding how their P1 listeners see themselves, stations can build a stronger bond with them by reflecting that image and attitude right back at them…in advertising, promotions and programming.

Let’s review: This research is based on 989 online interviews conducted last month with 18-64 U.S. radio listeners. In this section of our survey, we listed 54 different words or phrases used to describe people, and we asked respondents to check all of those descriptors that apply to themselves.

We learned (no surprise) that most listeners have a pretty positive view of themselves! Most think of themselves as friendly, down-to-earth and smart/intelligent; fewest consider themselves materialistic, fearful and “party animals.” Here’s the whole list:

FRIENDLY 63% HOMEBODY 35% LIBERAL 19%
DOWN-TO-EARTH 57% CHEERFUL 33% BOLD 18%
SMART 57% OUTGOING 33% IDEALISTIC 17%
INTELLIGENT 54% CONSERVATIVE 32% NEWS JUNKIE 17%
FAMILY-ORIENTED 48% SERIOUS 31% SPONTANEOUS 17%
MUSIC FAN 46% ADVENTUROUS 29% RISK TAKING 15%
OPTIMISTIC 45% SPORTS FAN 29% UNCONVENTIONAL 14%
CAREFUL 44% TASTEFUL 29% FLIRTATIOUS 13%
LOYAL 44% WITTY 29% SEXY 13%
CALM 43% RADIO JUNKIE 28% SOPHISTICATED 13%
FUNNY 43% SARCASTIC 28% REBELLIOUS 11%
WARM 42% SELF-CONSCIOUS 28% IMPULSIVE 10%
CONFIDENT 39% SPIRITUAL 25% HIP   8%
INFORMED 39% A LEADER 24% TRENDY   8%
MOVIE FAN 38% SILLY 23% PARTY ANIMAL   7%
SOCIABLE 38% ENERGETIC 22% FEARFUL   5%
TRUSTING 38% RELIGIOUS 20% MATERIALISTIC   4%
SENSITIVE 37% TOUGH 20%

But wait…there’s more!  The most interesting (and, we think, actionable) aspect is when we compare the P1’s of different formats. Almost all share the same top responses — friendly, smart, down-to-earth. But the ones where they’re highest of the formats or lowest is most telling.  Some are predictable, others surprising…

(Note that the numbers below represent the percentage of each format’s P1 listeners that think each word or phrase describes them. More than one format can be “highest” or “lowest” for a particular word/phrase if they are tied.)

A/C P1’s
#1 self-image: Friendly (74%)
Highest  P1’s  for: Friendly(74%), Warm(54%), Outgoing(39%), Liberal(23%)
Lowest P1’s for: Calm(35%)
Comment: Perhaps they need calming, and A/C serves that need.
Alternative P1’s
#1 self-image: Smart(73%)
Highest  P1’s  for: Smart(73%), Intelligent(68%), Informed(67%), Witty(51%), Sarcastic(50%), Movie Fan(47%), Unconventional(24%),  Liberal(23%)
Lowest P1’s for: Party Animal(0%), Tough(11%), Conservative(21%), Optimistic(31%)
Comment: See themselves as a cut above the common. Play to that self-image (without being too obvious).
CHR P1’s
#1 self-image: Friendly(68%)
Highest  P1’s  for: Sociable(46%), Outgoing(39%), Self-Conscious(38%),
Lowest P1’s for: Unconventional(10%), Idealistic(11%), Intelligent(46%)
Comment: Most concerned with acceptance, belonging. The one format where saying “We’re #1” makes sense.
Christian P1’s
#1 self-image: Spiritual(70%)
Highest  P1’s  for: Spiritual(70%), Family-Oriented(60%), Religious(60%), Optimistic(59%), Loyal(57%), Careful(55%), Sensitive(53%), Tasteful(41%), Idealistic(27%), Fearful(12%)
Lowest P1’s for: Party Animal(0%), Materialistic(0%),  Flirtatious(1%), Risk-Taking(4%), Radio Junkie(6%), Rebellious(6%), News Junkie(7%), Spontaneous(10%), Unconventional(10%), Witty(11%), Adventurous(13%), Silly(16%), Sports Fan(16%), Serious(17%), Sarcastic(24%), Funny(29%)
Comment: On a straight and narrow path to “a better place.”
Classic Rock P1’s
#1 self-image: Friendly(69%)
Highest  P1’s  for: Serious(42%), Party Animal(10%)
Lowest P1’s for: Trendy(2%), Impulsive(2%), Hip(3%), Bold(8%), Movie Fan(22%)
Comment: Has time passed them by??? Not a problem.
Country P1’s
#1 self-image: Friendly(69%)
Highest  P1’s  for: Family-Oriented(60%), Trusting(54%), Homebody(45%), Cheerful(43%)
Lowest P1’s for: Hip(3%), Liberal(11%)
Comment: Family values coming through loud and clear.
News/Talk  P1’s
#1 self-image: Smart(56%)
Highest  P1’s  for: Conservative(50%), News Junkie(37%)
Lowest P1’s for: Sophisticated(7%), Silly(16%), Tasteful(17%), Cheerful(23%),  Music Fan (29%), Family-Oriented(33%), Friendly(39%), Down-to-Earth(45%)
Comment: Definitely different!  Flatter their intelligence.
Oldies/Cl Hits P1’s
#1 self-image: Down-to-Earth(68%)
Highest  P1’s  for: Down-to-Earth(68%), Homebody(45%)
Lowest P1’s for: Silly(16%)
Comment: Best contests prizes? Practical things they can use at home.
Rock P1’s
#1 self-image: Smart(70%)
Highest  P1’s  for: Music Fan(62%), Loyal(57%), Impulsive(15%)
Lowest P1’s for: Fearful(0%), Sexy(5%), Religious(9%)
Comment: No fear! Tap into that self-image with interesting (but safe) contest challenges.
Sports P1’s
#1 self-image: Calm(64%)!
Highest  P1’s  for: Sports Fan(61%), Radio Junkie(28%)
Lowest P1’s for: Energetic(8%), A Leader(9), Self-Conscious(10%), Spontaneous(14%), Sensitive(16%), Spiritual(17%), Tasteful(17%), Outgoing(19%), Trusting(20%), Homebody(21%), Warm(21%), Loyal(29%),  Sociable(29%),  Confident(30%), Family-Oriented(33%)
Comment: Calm??? Really??? Maybe in the “man cave.”
Urban P1’s
#1 self-images: Down-to-Earth(67%), Friendly(67%)
Highest  P1’s  for: Funny(65%), Confident(58%), Adventurous(45%), A Leader (42%), Sexy(37%), Silly(35%), Hip(33%), Tough(32%), Bold(29%), Energetic(29%), Risk-Taking(25%), Trendy(25%), Spontaneous(23%), Flirtatious(22%), Rebellious(13%), Materialistic(11%), Party Animal(10%)
Lowest P1’s for: Informed(32%), Careful(37%), Smart(51%)
Comment: Vibrant and strong…many positive self-images…reflect back to them!