News-Talk P1s start day with Radio

Story by Inside Radko

Core news/talk listeners are the most likely of all radio users to begin their day with broadcast radio, especially at home. More than half (54%) say they make radio their first media occasion, according to a breakout of 11,985 news/talk station database members who participated in Jacobs Media’s Techsurvey9.

But the survey found news-talk fans are less likely than fans of other formats to be heavy radio listeners. And the format ranked second from the bottom on the “net promoter” scale, a measure of how likely someone is to recommend the station to others. An older skewing format, core news/talk listeners are less likely to interact with radio through Facebook than other format. They’re also more likely to use LinkedIn as their second social media choice. When it comes to building relationships with radio, news/talk partisans prefer email. They’re also more likely to subscribe to satellite radio, listen to podcasts and own a car equipped with a digital dashboard.

“News/talk fans are especially likely to start their day with radio, but from there, it’s tablets, satellite radio, on demand, and a host of other information sources,” Jacobs Media president Fred Jacobs said during a webinar yesterday.

Just 15% of news/talk radio listeners say they’re listening less to radio, with a lack of enjoyment for the programming the top-cited cause. That’s almost double the percentage of listeners who gave that reason among all formats. The study was fielded online from January 29- February 19. While the sample of core or P1 listeners is non-projectable, such listeners often contribute up to 80% of a station’s listening.