Edison Research At CRS Says 'Many Country Fans Not Listening To Country Radio'
February 23, 2012 at 3:45 AM (PT)
A research study conducted by EDISON RESEARCH unveiled at the COUNTRY RADIO SEMINAR finds one in five Country music fans never tunes in to a Country radio station. THE TENNESSEAN reports, "Instead, self-described Country music fans get their music from websites, their own collections stored on iPODS or listening to other types of radio stations, the annual report on industry trends found."
CRS is happening through FRIDAY at the NASHVILLE CONVENTION CENTER.
The report also found that "Country radio already does a good job keeping its hardcore fans, but has to do better reaching those casual Country music fans who are more likely to be women, relatively new fans of Country music and have a favorite radio station that doesn't consistently play Country."
"We run the risk that we just are more and more pleasing to fewer and fewer people until all we are is ecstatically pleasing a tiny, unsustainable number of people," said EDISON RESEARCH Pres. LARRY ROSIN, who also noted the divide between hard-core country fans and others who like country but aren’t dedicated country radio listeners.
"Nearly twice as many devoted Country fans as casual Country fans (77% versus 46%) liked RODNEY ATKINS, JOSH TURNER and BILLY CURRINGTON -- artists with a noticeable Country twang to their singing," THE TENNESSEAN quoted. "But artists such as LADY ANTEBELLUM, TAYLOR SWIFT and CARRIE UNDERWOOD don't divide fans, earning equally high marks from both devoted and casual listeners.
Check out the presentation here.
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9a-9:50a Dear Diary: What's New, Now, and Next? NCC, Level 2, Rooms 209-210
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10a-10:50a Social Media 101: How?, What?, Why? NCC, Level 2, Room 206
10a-10:50a In Their Own Words: Listener Insights and Feelings toward Country Radio. NCC, Level 2, Rooms 204-205
11a-12:20p CMA Presentation: "The Year of Country Radio" NCC, Level 2, Rooms 204-205
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2:30p-3:20p Social Media 201: Execute, Leverage and Monetize. NCC, Level 2, Room 206
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