New research from Mark Kassof & Co. reveals that an overwhelming majority of 18-64 listeners in the U.S. think the people on radio – announcers, personalities or personality teams – make radio “better to listen to.”
Specifically, 47% think the people on radio make it “a lot better to listen to,” and another 39% think they make radio “a little better.” Only 9% think the people on radio make it worse, including the mere 2% who think they make radio “a lot worse.”
Humor is the #1 reason listeners volunteer for thinking personalities make radio better. Those who think personalities make radio worse give wanting only music as their #1 reason.
These findings are based on 953 online interviews with 18-64 listeners to terrestrial radio, pure play online sources, podcasts or satellite radio. The surveys were conducted June 18th and 19th.
Said Mark Kassof: “This research shows that personalities are a powerful asset for traditional radio in meeting the challenge posed by music-only alternatives. Clearly, radio shouldn’t be cutting back on personalities…it should be developing them!”