Country Better Equipped Than Most Formats For “Fight of Its Life” To Retain Millennials
(Nashville, Tenn. – Feb. 19, 2014) Edison Media Research presented their comprehensive Country music research study presentation on Millennials and Country radio on Feb. 19 at Country Radio Seminar 2014 in Nashville, Tenn.
The CRS panel shared key findings of Edison Research’s “Understanding Country Radio’s Next Generation of Listeners,” just-released research on the music and media habits of 12-to-34-year olds. The full survey was unveiled today at the Country Radio Seminar in Nashville by Edison’s Larry Rosin and Megan Lazovick, along with Jayne Charneski, an expert on “Millennials.” A follow-up session will be held tomorrow (Feb. 20) and contain additional data on such things as the impact of Smartphones, more artist data, and comparisons to listeners of other formats.
According to the findings, Country has grown sharply over the last 13 years among younger radio listeners. Since 2000, both the percentage of 12-to-24-year-old listeners who “listen regularly” to Country and those who list a Country outlet as their most-listened-to radio station have doubled. But millennial Country fans are not merely radio fans. While Country Radio is the top way that younger Country Music fans consume their music, they are also making use of many digital options.
The Edison study shows that radio must actively engage to maintain its place in the life of younger listeners by understanding what is important to them. Some of Millennials’ values include traditional radio strongholds, such as local pride and public service. They listen to radio to hear their favorite songs, but also to discover what the most popular songs are.
“Country radio, like all radio, is in the fight of its life among younger consumers,” said Edison president Larry Rosin. “Country radio is stronger than ever in the broadcast radio universe, especially among younger listeners. But broadcast radio no longer is the entire universe. Programmers who have been laser-focused on other radio stations, or other format competitors, will need to adjust their sights.”
“Millennials have nothing against radio. Young fans of Country music, in particular, are bigger radio users than their counterparts in other formats,” Rosin adds. “But they are also bigger users of other new media. Country radio is starting from a position of particular strength, and must use its strengths to stay relevant.”
Edison performed a national online survey of 1,550 12-34-year-olds and additionally Edison conducted face-to-face interviews with Millennials around the country about their attitudes towards Country music, Country radio, and music listening and media habits in general. The entire presentation, including the videos, is available at www.EdisonResearch.com.
About Edison Research: Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby, Google, MTV, Samsung, Siemens, Time Warner, Yahoo!, The Voice of America and Zenithmedia. Edison Research works with many of the largest American radio ownership groups, including Entercom, Clear Channel, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe. Edison Research is the sole provider of election exit poll data for ABC, CBS, CNN, Fox, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
About Country Radio Seminar: Country Radio Seminar is an annual convention designed to educate and promote the exchange of ideas and business practices in the Country music industry, with specific emphasis on issues relevant to Country radio. CRS 2014 will be held Feb. 19-21, 2014, in downtown Nashville, Tenn., at the Nashville Convention Center. The on-site registration rate is now available for $599. Visit www.CountryRadioSeminar.com for more information. Like CRS on Facebook and follow CRS on Twitter (Hashtag #CRS2014).
