THINK AGAIN. Harker Research Study Profile Participants were between 25 and 54 years of age,...

THINK AGAIN

Harker Research

Study Profile• Participants were between 25 and 54 years of age,

balanced demographically

• Qualifying requirements were based on music radio station listenership

• Participants were recruited from 6 geographically diverse markets: Austin, Boston, Chicago, Pittsburgh, Portland, and Raleigh

• A Total of 1000 listeners participated

• Interviewing took place between April 26 and May 23

73% of music listeners are interested in news

Harker Research

Very Interested

Somewhat Interested

Not At All Interested

27%

52%

21%

Interest In News

Harker Research

Hard News

Lifestyle news

44%

51%

Content Preference

Harker Research

Headlines

In Depth Reporting

67%

30%

When listening to news on a music station, do you prefer hearing headlines or more in depth coverage?

Do you prefer a radio newscast that takes a political stance similar to yours, one that is even handed,

or one that takes a political stance opposite you?

Harker Research

Even Handed

Similar

71% 5%

17%

Opposite

Do you prefer a radio newscast that tends to support a conservative viewpoint, a liberal viewpoint, or a neutral

viewpoint that is neither conservative or liberal?

Harker Research

Neutral

Conservative

68%9%

20%

Liberal

Element Interest“Very interested” among music listeners

Harker Research

Weather ReportsTraffic ReportsWar on Terror

Emotional StoriesSports Scores

Social Security ReformHigh Profile Trials

Better ParentingHealth News

Off-beat News StoriesMusic News

Movie ReviewsPersonal FinanceHollywood Gossip

TV TonightBusiness Reports

Marriage TipsHome Improvement

TV Last Night

THINK AGAIN

For more information call:Andrew Kalb 305-567-2269 andrew.l.kalb@abc.com