beyond country's p1s - edison research presentation for crs 2012
TRANSCRIPT
Beyond Country’s P1s
Sponsored by:
0% 20% 40% 60% 80% 100%
Survey Universe: 18-54 year old Americans
Fully 40% of Americans 18-54 like Country Music
0% 20% 40% 60% 80% 100%
Country FansDid Not Qualify
40%60%
Country Fans
One-third of Country Fans are P1 to Country Radio
0% 20% 40% 60% 80% 100%
Country P1s Non-Country P1s
35% 65%
Demographics of Country Fans:
Men44%Women
56%
Country P1s Non-Country P1s
Men46%
Women54%
“When you were growing up were your parents regular listeners to Country music?”
Non-Country P1s are less likely to be legacy Country listeners
Yes59%
No41%
Yes45%
No55%
Country P1s Non-Country P1s
Percent who have been a listener to Country music for three years or less:
Non-Country P1s are more likely to be new to the format
5
10
Country P1s
Non-Country P1s
“Think about the radio station you listen to most for music, what type of music does it play?”
Top 40, Classic Rock, and AC are the strongest
among Country fans who are not P1s
18
15
15
12
10
7
6
4
3
3
1
1
Today's Top 40 Hits
Classic Rock
Pop Hits from 80s-Today
Contemporary Christian
Oldies
Alternative Rock
Hip-Hop
Softer Pop from 80s-Today
Contemporary R&B
Harder Rock
Soft R&B
Spanish/Latin
Percent Base: Non-Country P1s
6
6
4
10
10
13
19
23
34
27
28
21
Country P1s
Non-Country P1s
60s 70s 80s 90s 2000s Last year or two
Base: Expressing an opinion
“Of these different eras of Country music, which one is your favorite?”
Most Country fans prefer music from the last ten years
1/6th say 60s-70s is their favorite
Percent agreeing with each statement:
Non-Country P1s love the lyrics and themes of Country music
90
84
80
66
BASE: Non-Country P1s
Country music makes a positive
contribution to American life
Country Radio stations play songs
with stories you can relate to
The lyrics to Country songs
often express how you feel
You never worry about hearing bad
language in today’s Country music
“Do you go to church or some other place of worship…?”
Non-Country P1s share the values of your P1s
Every week17%
A few times a month
18%
A few times a year28%
Never37%
Country P1s Non-Country P1s
Every week23%
A few times a month
17%
A few times a year29%
Never31%
“Country music
is becoming
more popular”
Percent agreeing:
Country has momentum with non-P1s
BASE: Non-Country P1s
Percent with positive preference for…
Crossover music best unites the
Country P1s and Non-Country P1s
80
72
78
73
67
64
Country P1s
Non-Country P1s
Carrie Underwood, Rascal Flatts, Taylor Swift
Lady Antebellum, Sugarland, The Band Perry
Shania Twain, Lonestar, Faith Hill
77
46
Country P1s
Non-CountryP1s
Percent who liked Rodney Atkins, Josh Turner, and Billy Currington
The “twang-iest” artists are the most polarizing
“Do you currently ever listen to Country music on local AM/FM radio stations?”
One-fifth of Non-Country P1s never listen to your stations
Yes81%
No19%
Base: Non-Country P1s
Top Five Reasons Non-Country P1s are Not Listening to AM/FM radio
“Family members prefer other radio stations”
“Listen mostly to own music collection for Country”
“Do not like the local AM/FM Country stations”
“There are too many commercials on AM/FM Country radio”
“Country music has changed in ways I don’t like”
“Why do you not currently listen to Country
music on a local AM/FM radio station?”
Non-Country P1s are much more
aware of Internet music sources
53
23
8
64
31
15
Pandora Internet Radio
iHeartRadio
Spotify
Country P1s
Non-Country P1s
% having heard of the following online radio stations or websites
Non-Country P1s are more likely
to use Internet music sources
67
24
6
2
56
33
13
2
AM/FM Radio
iPod / mp3
Pandora
iHeartRadio
Country P1s
Non-Country P1s
Listen “frequently” to:
% Agreeing with each statement below about the DJs and personalities on AM/FM Country music stations
Everyone sees the value of Country Radio personalities
75
67
61
49
44
77
64
51
46
34
Country P1s
Non-Country P1s
BASE: Listen to Country music on local AM/FM radio station
The DJs are generally well-informed and entertaining
The DJs are an important part of the community
You like the companionship of hearing DJs on Country radio
DJs are a prime reason why AM/FM radio is better than Internet radio
You consider the DJs on the Country station you listen to most to be like your friends
Country Radio
Report and Videos
available on our website:
edisonresearch.com
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