Description:
Performed by GfK NOP/OmniTel of Princeton, NJ, for American Media Services
April 13-15, 2006.
Part of a weekly national random-digit dialing telephone omnibus survey. Sample includes 1,004 American adults. This survey is statistically significant and is considered to reflect American opinion within +/- 3 percent.
1. How important do you think the role of radio is in your everyday life?
| Very important | 42.0% |
| Somewhat important | 35.6 |
| Not very important | 15.0 |
| Not important at all | 7.0 |
| Don't know/No response | 0.3 |
2. How important do you think the role of radio is in American life in general?
| Very important | 46.9% |
| Somewhat important | 44.6 |
| Not very important | 6.0 |
| Not important at all | 1.2 |
| Don't know/No response | 1.3 |
3. How often do you listen to the radio?
| Once a day | 21.4% |
| Several times a day | 52.6 |
| Several times a week | 11.1 |
| Not very often | 12.7 |
| Not at all | 2.0 |
| Don't know/No response | 0.1 |
4. When you get in your car, do you usually turn on the radio to a local station?
| Yes | 77.5% |
| No | 19.8 |
| Don't know/No response | 2.7 |
5. Why do you listen to the radio?
| Music | 53.8% |
| News | 37.6 |
| Weather & traffic information | 16.6 |
| It keeps me updated on local events in my community | 12.6 |
| Diversion/Something to do/Pass the time | 8.3 |
| Entertainment/Enjoyment/Fun | 8.1 |
| Sports | 5.8 |
| Talk shows/Talk radio | 2.8 |
| Information | 2.3 |
| Other | 7.5 |
| None | 0.9 |
| Don't know/No response | 1.6 |
6. If you could not listen to radio anymore, how much, if at all, would you miss it?
| A lot | 58.2% |
| A little | 28.4 |
| Not at all | 13.4 |
7. How do you usually wake up in the mornings?
| You wake up on your own | 42.0% |
| An alarm clock | 35.9 |
| Clock radio | 20.8 |
| Don't know/No response | 1.2 |
8. What would you say is the most important reason you listen to the radio when you first wake up?
| Music | 34.5% |
| News | 25.1 |
| Weather reports | 16.8 |
| Talk show | 8.5 |
| Traffic reports | 6.0 |
| Don't know/No response | 9.0 |
9. In the city where you live, where does your local favorite media personality work?
| Radio station | 36.6% |
| Television station | 32.3 |
| Newspaper | 7.2 |
| Local internet site | 1.4 |
| Don't have a favorite | 18.2 |
| Don't know/No response | 4.2 |
10. Do you have a favorite radio personality in your home market?
| Yes | 37.3% |
| No | 61.9 |
| Don't know/No response | 0.8 |
11. Which of the following, if any, qualities do you think a good on-air radio personality must possess?
| Be someone who makes me think | 89.3% |
| Be someone who makes me laugh | 82.1 |
| Be someone I feel I can trust | 78.6 |
| Have involvement with the community | 75.9 |
| Be someone who surprises me | 54.0 |
| None | 1.4 |
| Don't know/No response | 0.8 |
12. Is there a radio personality in your community that you feel like you know, even if you've never met in person?
| Yes | 39.1% |
| No | 60.1 |
| Don't know/No response | 0.8 |
13. Which one of the following qualities do you believe is the most important ingredient for a good radio station?
| It has a good balance of music, news, commentary and commercials | 41.0% |
| It plays my kind of music | 26.3 |
| It offers more than just music | 11.7 |
| It tells me about local events in my community | 9.6 |
| It surprises me often with something new | 4.3 |
| It makes me laugh | 2.6 |
| Don't know/No response | 4.5 |
14. When you hear a series of commercials on the radio, do you usually change the station?
| Yes | 44.9% |
| No | 52.7 |
| Don't know/No response | 2.3 |
15. How long would you say you generally listen to commercials on the radio before you change the station?
| Less than a minute | 60.8% |
| One or two minutes | 28.5 |
| Three or four minutes | 5.7 |
| Five minutes or more | 3.2 |
| Don't know/No response | 1.8 |
16. If you could be on the radio for a day, what one job would you most like to have?
| Disc jockey | 32.0% |
| Talk show host | 23.9 |
| News reporter | 16.9 |
| Weather forecaster | 11.6 |
| Sportscaster | 8.1 |
| Don't know/No response | 7.5 |
17. Considering such things as news, ads, entertainment, weather, sports, talk, music and opinions, what would you say commercial television is best at?
| Entertainment | 27.0% |
| News | 24.0 |
| Ads | 11.8 |
| Sports | 8.2 |
| Weather | 6.2 |
| Music | 6.1 |
| Opinion | 5.6 |
| Talk | 4.9 |
| Don't know/No response | 6.2 |
18. Considering such things as news, ads, entertainment, weather, sports, talk, music and opinions, what would you say commercial radio is best at?
| Music | 26.7% |
| Entertainment | 16.1 |
| News | 15.9 |
| Talk | 11.0 |
| Opinion | 8.7 |
| Ads | 6.9 |
| Sports | 4.7 |
| Weather | 3.6 |
| Don't know/No response | 6.3 |
19. Considering such things as news, ads, entertainment, weather, sports, talk, music and opinions, what would you say satellite radio is best at?
| Music | 23.9% |
| Entertainment | 8.2 |
| News | 8.0 |
| Talk | 4.3 |
| Sports | 3.7 |
| Opinion | 3.3 |
| Weather | 1.9 |
| Ads | 1.0 |
| Don't have satellite radio | 26.6 |
| Don't know/No response | 19.2 |
20. Considering such things as news, ads, entertainment, weather, sports, talk, music and opinions, what would you say newspapers are best at?
| News | 68.2% |
| Opinion | 8.8 |
| Ads | 4.9 |
| Sports | 4.2 |
| Entertainment | 3.4 |
| Talk | 1.8 |
| Weather | 1.8 |
| Music | 0.4 |
| Don't know/No response | 6.6 |
