New P1 Study - Arbitron and dmr - Houston data

Arbitron and dmr have released a summary of findings via PDF. Available here.

• P1s or first preference listeners - those who listen the most to a particular station - continue to represent the majority (two-thirds) of a typical station's Average Quarter-Hour audience in the PPM world.
• Heavy radio users (those who spend more than 7 hours a week listening to radio) represent 50% of all consumers, but they generate the vast majority, almost 90%, of the market's AQH.
• Half of consumers spend 57% of their radio listening with their P1 station.
• Consumers who spend a lot of time with radio and have Deep Loyalty to their P1 station are called Prime P1s - and they are, not surprisingly, the most important radio consumers to a station.
• Consumers who spend a lot of time with radio but are not yet deeply loyal to their P1 station are called Best Prospects.
• Time spent with radio is very consistent over time.
• Two-thirds of consumers have only one or two P1 stations over a ten week period.
• Consumers who tune in to fewer P1 stations over time are significantly heavier radio listeners.

The entire twenty-three page PDF here.