Study reminds Country radio to connect, understand non-P1 audience,
This year’s study compiled data from a national survey of more than 1,000 Country fans ages 18-54. According to Edison Research, which conducted the study and presented the findings at CRS, 65 percent of Country fans qualified as “non-P1” listeners. Edison Research also performed and included in-depth video interviews with fans as part of its presentation.
Among the study’s key findings were:
– Local, live DJs are instrumental in the difference between radio and other music outlets like Pandora or Spotify.
– Both P1s and non-P1s are generally equally as enthusiastic about DJs and half of both groups say that DJs are a prime reason that AM/FM radio is better than internet radio.
– Non-P1s are more than twice as likely to have begun listening to Country music “in the last few years.”
– Ninety percent of non-P1s feel that Country music makes a positive contribution to America. Four in five say that Country lyrics often express how they feel.
– Non P1s are more likely to go to church on a weekly basis than P1 listeners.
– Eighty-six percent of non-P1s perceive that Country music is becoming more popular.
– Non-P1s are much more likely to be aware of Pandora, iHeart or Spotify and much less likely to listen frequently to the radio.
“Country music remains a very healthy format and is actually becoming more popular, but one of the main points that I think this year’s survey drives home is that Country radio could do a better job at understanding and identifying its non-P1 listeners,” says Edison Research Co-founder and President Larry Rosin. “While it is understandable that P1 listeners should be a priority, the importance of the other 65 percent or so of your total audience cannot be underestimated. Our data also suggest that live, local DJs are one of the big advantages that radio has over internet and satellite outlets, and should be acknowledged as such.”
The full CRS 2012 Country Radio research study is now available online at: www.EdisonResearch.com.
About Edison Research:
Edison Research conducts market research, survey research and exit polling, providing strategic information for businesses, governments and media organizations worldwide. Edison Research has been the sole provider of election exit poll information to the six major news organizations – ABC, CBS, CNN, FOX, NBC and the Associated Press – since 2003. Edison Research works with many of the largest American radio-related companies, including Entercom, Clear Channel, CBS Radio, Bonneville, Pandora and Dial Global; and also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Voice of America, AMC Theatres and ZenithOptimedia. Edison also conducts strategic research for successful media companies in South America, Europe, Africa and Asia. For more information or a complete methods statement contact Edison via www.edisonresearch.com.
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 2012 will be held Feb. 22-24, 2012, in downtown Nashville, Tenn., at the Nashville Convention Center. Visit www.CountryRadioSeminar.com for more information. Country Radio Seminar is a property of Country Radio Broadcasters.
