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Research Finds Over 65% See Radio as Local
RADIO ONLINE | Thursday, April 17, 2014 |
New research from Mark Kassof & Co. reveals that a solid majority of 18-64's see radio as a local medium, and most of those who do say they would listen less to a station that shifted to more national programming.
Overall, 65% see radio as a "mainly local," while half as many (32%) see it as "mainly national." The survey found essentially no variation among demographic groups in this perception. And among those who see radio as mainly local, 51% say they would "listen less" to a local station if it switched to focusing more on national programming, versus 31% who would "listen more." "This research confirms the contention that nationalization of programming is bad for the radio industry," said Kassof & Co. President Mark Kassof.
Demographically, 18-24 year olds are the sole exception... 43% would listen more to a station that focused more on national programming versus 36% who would listen less. These research findings are based on 718 telephone interviews conducted from April 2-6, 2014. The maximum total sample margin of error is +/-4%. More details can be found at kassof.com. This research is the latest in a series of ListenerThinkTM surveys conducted by Mark Kassof & Co.
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