Study: Most Listeners Are Satisfied with Radio Overall

RADIO ONLINE | Thursday, February 16, 2012 | 3:00pm CT

Recent research by Mark Kassof & Co. focused on listeners' satisfaction with their P1 (listen to most) station, and with radio overall. In part two of its study, Kassoff finds that the majority -- though not overwhelmingly -- are satisfied with radio in general. Specifically, 34% rate their satisfaction "five" on a five-point scale, representing "100% satisfied."

An additional 26% are mostly satisfied, rating their satisfaction "four." Overt dissatisfaction with radio is low. Only 10% rate their satisfaction "two," and only 5% rate their satisfaction "one" -- that is, "not at all satisfied." Overall listener satisfaction averages 3.7 on the five-point scale.

Breaking the results down by major formats, Urban P1's express the highest satisfaction witn an average 4.3, and 55% of them are 100% satisfied with radio. Country P1's are next, averaging 4.1. Among major formats, Public Radio and Rock P1's have lower-than-average satisfaction scores. Both average 3.5 on the satisfaction scale. Only 28% of Public Radio P1's are 100% satisfied with radio overall, in sharp contrast to 61% of them who are 100% satisfied with the (Public) station they listen to most.

These research findings can be found at www.kassof.com.