Report: Most Listeners See P1 Station Like a Friend

RADIO ONLINE | Friday, October 9, 2015

New research from Mark Kassof & Co. reveals that nearly two-thirds of radio P1's think the station they listen to most is like a friend to them. When asked to imagine their P1 station as a person, and what that person's relationship would be to them, 37% selected "close friend" from a list of 12 possibilities. Another 26% selected "casual friend." The next-highest response was "acquaintance," at only 9%. Only 3% think their P1 station would be like a "stranger."

Rock P1's see their station as a friend more than any other format's P1's do, with close and casual friendship totaling 80%. AC P1's are next at 77%, but they see their station more as a casual than a close friend.

Mark Kassof stated, "These findings tell us that radio is more than a mere 'appliance' delivering music and talk for most P1's... it really is an integral part of these listeners' lives."

These findings are based on 1,104 online interviews with 18- 64-year-old P1 listeners in the U.S., conducted September 8-9.