One of the great things about radio is that it’s something listeners can do while they’re doing something else…working, driving, whatever.  But don’t confuse that with thinking that radio is simply “background sound”…

This year’s ListenerThink P1 research — 989 online interviews with 18-64 U.S. radio listeners, conducted September 12-15th — reveals that listeners are very much engaged with radio, despite whatever else they’re doing. Three-fourths agree that…

When you listen to radio, you pay a lot of attention to it.  
AGREE STRONGLY 31%
AGREE SLIGHTLY 45%
DISAGREE SLIGHTLY 18%
DISAGREE STRONGLY   4%
Don’t know   2%

The bottom of this scale is every bit as telling as the top, with a mere 4% strongly disagreeing that they pay a lot of attention to radio!

Listeners’ involvement in radio extends across demo groups. ..18-24 men agree least that they  “pay a lot of attention,” but still overwhelmingly agree  — 69% do (26% strongly), while only 9% disagree strongly.  They might change when they get a bit older…25-44 men pay the most attention to radio — 88% agree (36% strongly), while only 1% strongly disagree!

So (as we saw yesterday), radio is important for the vast majority of listeners, and (as we see today) the vast majority pay a lot of attention to it.

WHY???  Obviously, radio is a source of music, news, weather, sports, etc. But beyond those programming elements, we find that radio serves important personal and emotional needs for listeners.  Come back tomorrow and we’ll share more of what we learned in our P1 research…