What if AM or FM radio went away?
That’s what Mark Kassof & Co. asked some 1,200 listeners, specifically P1s.
Some 90% would miss FM, with nearly half saying they’d miss it “a lot.”
Demographically, 45-54’s would miss FM most (55% a lot), 18-24’s least (31% a lot.)
When asked about AM, half of 18-64s said they wouldn’t miss it; just 11% would miss it “a lot.”
News/Talk P1s (32%) would miss AM the most, with 38% saying “somewhat” and 19% not at all.
RBR+TVBR observation: Asked whether the company queried listeners about whether they’d miss AM or FM if they left the dashboard, Kassof confirmed to RBR+TVBR the question was more open-ended. Most respondents were FM listeners, “reflecting the ongoing reality out there,” he indicated. He believes the result show AM/FM is not going away anytime soon, which, presumably, would be reassuring to industry executives.
