One of radio’s problems is that too many in the business don’t recognize the power of their medium.  They don’t get  just how important radio is to most listeners.  I think this year’s  ListenerThink P1 research will set them straight…

It’s based on 989 online interviews with 18-64 U.S. radio listeners, conducted from September 12-15th. The focus of this research is to explore the role of radio in listeners’ lives from many angles — one of them, radio’s importance.

As Joni Mitchell once wrote: “You don’t know what you’ve got ’til it’s gone.” So we posed that possibility, and asked if they agree or disagree:

If you couldn’t listen to radio, you’d feel something important was missing from your life.  
AGREE STRONGLY 34%
AGREE SLIGHTLY 36%
DISAGREE SLIGHTLY 17%
DISAGREE STRONGLY 10%
Don’t know   3%

Bottom line: More than two-thirds agree that radio is an important part of their lives.  And we see only small differences between demographic groups… 35-44’s and (especially) 45-54’s would miss radio most if it was gone; 18-24’s would miss it least.  But even among 18-24’s, the majority (58%) agree that something important would be missing without radio. (Among 35-54’s, three-fourths agree.)

Radio isn’t only important to the vast majority of listeners…it’s something they are involved and engaged with. Check in here tomorrow to see how much…