Exactly one year ago, Scarborough research highlighted the fact that what the company calls "heavy" users of radio are significantly more likely to use the Internet as a source for entertainment than Americans who listen to less radio.
90% of Heavy Radio Listeners in Scarborough's research are between 18 and 64 but there are noteworthy generational differences.
Some formats, of course, have no choice in which generational cohort to target, but since country music preferences don't seem to fragment until our listeners get over 55 (see my post on this) and it's possible to target all three demos between 25 and 54, here's another reason to really understand 35-44 and not get drawn too quickly toward under 30!
Satisfaction and Switching - Listener Hot and Cold Buttons and the Impact of Switchers - Two of the many topics we track in Roadmap – A&O&B’s annual "state of country" online perceptual study – are country listeners' 1) degree of station sati...
3 days ago