Sometimes research confirms the obvious. That’s the case with Oldies/Classic Hits P1’s…

Like most listeners, Oldies/Classic Hits P1’s listen more than anything else to get in a better mood and to relax. What makes them different is that they (along with Urban P1’s) are the top nostalgia listeners.  Their listening to “bring back memories of a specfic time, place or event” is well above average:

BRING BACK MEMORIES                      . TOTAL . O/CLH P1’s
VERY IMPORTANT 28% 38%
SOMEWHAT IMPORTANT 34% 37%
SLIGHTLY IMPORTANT 21% 18%
NOT AT ALL IMPORTANT 14%   5%
 Don’t know   2%   2%

Another way these listeners deviate from average is excitement…that is, they don’t want it much:

GET YOU EXCITED                              . TOTAL . O/CLH P1’s
VERY IMPORTANT 25% 18%
SOMEWHAT IMPORTANT                  .  . 36% 30%
SLIGHTLY IMPORTANT 21% 24%
NOT AT ALL IMPORTANT 16% 24%
Don’t know   2%   4%

Finally, Oldies/Classic Hits P1’s are less motivated than most when it comes to listening “to hear things that get you thinking” or “to hear what other people are talking or thinking about.”

It’s just “Good Times, Great Oldies”! And skip the intellectual challenges and excitement.

Tomorrow:  Christian