Of the 88% (2327) people who were familiar with the story we asked if they thought that the effects of Imus' firing would in any way negatively affect the quality of what radio stations offer in the future. Overall, the sample was fairly split and almost 10% just didn't care!
....yet perceptions about this story's impact vary wildly when looked at by age group. Teens who had an opinion, in general, didn't think the story would affect radio programming but almost 20% didn't care - thought it was a non-issue.
15% of 18-24 years also don't care about the story, but a larger number (43%) believe that the fall-out from the Imus story would have some negative impact on the quality of the radio they listen to.
The largest segment of our poll, 25-54 adults were most vocal about an opinion with over half believing the Don Imus firing would affect how radio manages controversial on-air content.
Finally, the over 55 members of the study don't believe this story will affect the radio they listen to. 61% responded "no".
Sample: 2327 persons 12+
Sample error: +/- 2.0%
Interviews conducted 4/13/07-4/14/07
Back to Press Releases