Friday, we discussed how mood-related motivations (especially “to get in a better mood”) were the top personal benefits listeners seek from radio. True, but more true for some formats’ P1’s than others’…

Last week’s reports on our ListenerThink P1 research focused mainly on the total 18-64 audience.  This week, we break down and analyze the P1’s of different formats.

We didn’t ask listeners the format of the station they listen to most…that would be research malpractice — asking a question most respondents can’t answer. Instead, we asked them the name and dial position of the station they listen to most. Knowing that and where they live, we were able to assign listeners to various formats. Here’s what we learned, starting out with News/Talk P1’s

They are a different breed…far less motivated by emotional and mood factors than most listeners.

Check out the table at the end of this post. The first data column shows the overall audience total average on a 4-point scale, where 1= “not at all important” and 4= “very important” as a reason for listening to radio.  News/Talk P1’s score “better mood,” “relax,” “take your mind off problem,” “energy boost,” “fun with others,” and “memories” lowest of any format’s P1’s.

Averages can be abstract, so let’s make it more real. “To hear things that get you in a better mood” is the #1 motivation for listeners as a whole, but not News/Talk P1’s. Here’s how their percentages compare to listeners as a whole:

 GET YOU IN A BETTER MOOD  TOTAL N/T P1’s
VERY IMPORTANT 49% 21%
SOMEWHAT IMPORTANT                  .  . 32% 40%
SLIGHTLY IMPORTANT 13% 19%
NOT AT ALL IMPORTANT   4% 18%
Don’t know   3% 2%

This is understandable…does news put you in a better mood??? But News/Talk P1’s are different…as we’ve noted, they listen escape reality less than any other P1’s:

TAKE YOUR MIND OFF PROBLEMS     . TOTAL N/T P1’s
VERY IMPORTANT 35% 19%
SOMEWHAT IMPORTANT 34% 29%
SLIGHTLY IMPORTANT 18% 22%
NOT AT ALL IMPORTANT 11% 26%
Don’t know 2% 2%

 

News/Talk P1’s do have strong motivations for listening to radio…reasons that are more intellectual than emotional. More than any other group, they listen “to hear things that get you thinking”:

GET YOU THINKING                            . TOTAL N/T P1’s
VERY IMPORTANT 27% 44%
SOMEWHAT IMPORTANT 36% 41%
SLIGHTLY IMPORTANT 22% 10%
NOT AT ALL IMPORTANT 12%   3%
Don’t know  2%  2%

News/Talk P1’s are also #1 for listening “to hear what others are talking or thinking about” and “to learn things that make you more informed than other people.”

Bottom line: News/Talk is the format for listeners that THINK (or, at least think they think).  News/Talk stations would do well to position themselves based on this motivation and psychology…for example, “The Station for People Who Think” or “The Station for People Who Know More.”

Tomorrow: Country

And here is a summary table showing each motivation’s overall score, plus the formats that score highest and lowest for each.  The scale is 1 to 4, where 1=”not at all important” and 4=”very important” as a reason for listening to radio.

NOTE: We revised this on October 7th due to a “deeper dive” into the data, in which we split up Classic Rock from Rock and from Oldies/Classic Hits.

ListenerThink P1 Summary:
TOTAL LOWEST HIGHEST
To get into a better mood. 3.3 News/Talk (2.7) Alternative, CHR, Country (3.5)
To relax and unwind when you feel tense. 3.2 News/Talk(2.7) Country (3.5)
To take your mind off your problems or situations 3.0 News/Talk(2.4) Urban(3.3)
To hear things that make you laugh. 2.9 Oldies/Cl Hits, Public/NPR, Christian(2.8) Sports(3.2)
To get an energy boost when you need a lift 2.9 News/Talk(2.4) Alternative (3.3)
To add to the fun when you’re with other people. 2.8 News/Talk(2.2) Urban(3.2)
To keep you company when you’re alone or lonely. 2.8 News/Talk(2.7) A/C(3.0)
To bring back memories of a past time, place or event 2.8 News/Talk(2.3) Urban, Oldies/Cl Hits (3.1)
To hear things that get you thinking. 2.8 Cl Rock (2.5) News/Talk(3.3)
To hear things that get you excited. 2.7 Oldies/Cl Hits, Cl Rock (2.4) CHR, Urban(3.0)
To hear what other people are talking or thinking about. 2.7 Cl Rock (2.3) News/Talk, Sports(3.2)
To help you work better or faster. 2.6 News/Talk(2.1) Urban, Cl Rock (2.9)
To get practical information that makes your life better. 2.6 Cl Rock (2.1) Public/NPR(3.1)
To learn things that make you more informed than other people. 2.6 Cl Rock (2.2) News/Talk, Sports, Public/NPR(3.0)
To learn things that make you more interesting to others. 2.5 Cl Rock (2.0) CHR, Public/NPR, Sports(2.7)
To feel more like part of your community. 2.4 Cl Rock (2.0) Public/NPR(3.1)
To be reassured nothing bad is happening. 2.3 Cl Rock (1.9) Urban(2.7)
To hear things that make you angry. 1.7 Cl Rock (1.3) Sports(2.1)