This presentation was originally given at the Country Radio Seminar in Nashville, on March 6th 2009. Data was taken from a national online study of Country Radio fans, recruited from the databases of those stations, and represents the attitudes and opinions of those listeners.
9. What Best Describes Your Feelings Whether The Economy Will Improve in 6 months?
10. In the last six months, has your employment status changed…
11. In the last six months, has anyone in your household lost their job?
12. Which best describes your spending over the past six months on discretionary items?
13. In the next 12 months, would you say the amount of money you spend on concerts will…?
14. Respondents Noted Buying Less Music Over Past 12 Months “ In the last year, did you buy MORE, LESS, or the SAME amount of music CDs or tapes than you did in the previous 12 months?”
17. Respondents Generally Positive About New Country “ In general, do you think that the current Country music coming out today is better than it was a few years ago, worse than it was a few years ago, or about the same?”
18. Current Pop Product Not Highly Regarded “ In general, do you think that the current Pop music coming out today is better than it was a few years ago, worse than it was a few years ago, or about the same?”
19. Current Rock Also Fares Poorly “ In general, do you think that the current Rock music coming out today is better than it was a few years ago, worse than it was a few years ago, or about the same?”
20. Country Makes A Positive Contribution To American Life Base: Those Expressing An Opinion 1 2 3 4 5 Strongly Disagree Strongly Agree
21. Country is“Family Friendly” Base: Children Under 13, Those Expressing An Opinion 1 2 3 4 5 Strongly Disagree Strongly Agree
22. Respondents Favorable Towards Crossover Artists “ In the last few years, artists such as Kid Rock, Bon Jovi, Sheryl Crow, Jessica Simpson and Darius Rucker (from Hootie and the Blowfish) have had songs played on Country radio. How do you feel about this trend?”
23. New Music Discovery – Page One “ How Much Do You Find Out About New Country Music By…” Often Sometimes Almost Never
24. Teens Discover New Music Online “ How Much Do You Find Out About New Country Music By…” Often Sometimes Base: Total Population 12-17
25. CDs Still #1 For Discovering New Music, But Declining. “ Where Do You Go To Hear Country Music You Like That Is Not On The Radio?”
26. Few Recent Converts to Country “ How Long Have You Been Listening to Country Music?”
28. More than 3 out of 4 Respondents Listening “More” to Country Radio “ Are You Listening More Or Less to Country Music On The Radio Than You Were A Year Ago?” More Less Base: Those expressing an opinion
29. Perceived Increase In Radio Listening Drives Increase in Country TSL “ Why are you listening MORE to Country on the Radio than you did a year ago?” Base: Listening More to Country over Past Year
30. MP3 Players Cutting Into Country Radio Listening “ Why are you listening LESS to Country on the Radio than you did a year ago?” Base: Listening Less to Country over Past Year
31. Repetition Rears Its Head “ How Strongly do you Agree/Disagree: [STATION] repeats the same songs over and over, to the point that it becomes annoying.”
32. Concerts, New Releases Most Important On-Air Information “ In your opinion, how important is it for radio stations to give the following information about the artists they play? Not Very Important Very Important
33. Concerts, New Releases Lead in Satisfaction “ In your opinion, how satisfied are you with the different pieces of information that your favorite local country station may give you about the artists they play? Not Very Satisfied Very Satisfied
34. Stations Could Improve Coverage of Concerts, New & Older Releases Local Concerts New Releases Available Releases Bio Information Recent Events Importance Satisfaction
35. A “National Country Station” shows Lukewarm Reception 5 4 3 2 1 Very Interested Not at all Interested “ Imagine there were a new country station available on FM in your area. This would be a national station that would feature Country DJs and radio shows from around the nation. On a scale of 1 to 5, how interested would you be?”
36. A “National Country Station” shows Lukewarm Reception “ Do you think you would listen to this national country station more, less, or the same amount as you listen to [STATION]? Base: % Choosing Selected Response
37. Awareness of Syndicated Programming Exceeds 50% Many Radio stations run “syndicated” or national radio shows, such as Country Top 40, GAC Nights: Live From Nashville, The Lia Show, Country Countdown USA and After Midnight. Does [STATION] play any of these kinds of shows?
38. Listeners Enjoy Syndicated Shows, But Take Pride in Local Programming “ Do you feel the syndicated radio shows featured on [STATION] are better, not as good, or about the same as the local shows currently on [STATION] Base: Are aware of syndicated programming on [STATION]
39. Christmas Music Declines in Importance with Country Respondents “ How much did you listen to stations in your local area that played only Christmas music during the holiday season?” Weren’t aware of station A Lot A Little Not At All that played X-mas only Base: Those expressing an opinion
45. MP3 Players Are Now Ubiquitous “ Do You Own An iPod or Other Portable MP3 Player?”
46. MP3 Players Now Essential for 12-24 Year Olds “ Do You Own An iPod of Other Portable MP3 Player?” Base: % Saying Yes
47. Uncertainty Creeps Into Respondents’ Perceptions of iPod Impact “ Which of the following statements best describes how your radio listening has changed since you have owned a portable MP3 player?” Base: Own an iPod of Portable MP3 Player
48. Download Behavior Strong 12-39 “ Have you ever downloaded music files from the Internet, such as MP3 files, for playback at another time?” Base: % Saying Yes
51. 22% of Sample Interested In Listening to Country Radio on Mobile Phone 5 4 3 2 1 Very Interested Not at all Interested “ How interested would you be in listening to your local Country station on your mobile phone
56. Internet Radio Usage Extremely High Amongst Respondents “ Through the Internet, Have You Ever Listened to…”
57. Internet Radio Listeners Listen Often To Their Favorite Country Station Online “ How often do you listen to [STATION] over the Internet?” Base: Listened to audio over the internet
58. Respondents Generally Happy With Station Websites “ Think about the website for [individual station]. How much do you agree/disagree with the following statements?” Base: % Expressing An Opinion
59. Respondents Generally Happy With Station Websites “ Think about the website for [individual station]. How much do you agree/disagree with the following statements?” Base: % Expressing An Opinion
60. On-Air Marketing Most Important Factor in Website Awareness “ How did you first hear about [STATION Website]?” Base: % Choosing Selected Response
61. Concerts, Contests and Local Information Generate Most Interest “ Thinking about your favorite country station’s website, how interested would you be in…” Not Very Interested Very Interested
62. Video Drives Internet-based Music Discovery “ Which of the following websites do you visit to learn more about Country music and artists?” Base: % Choosing Selected Website
63. Almost Two Out Of Three Respondents Have a Social Network Profile “ Do you currently have a profile set up on the following sites?”
64. Over One-Third of Respondents Interested in Social Networking Features 5 4 3 2 1 Very Interested Not at all Interested “ Think about [STATION] site. Imagine it had a feature that would allow you to connect with other Country music fans and interact with the local Country music community. Howe interested would you be in this feature?
66. Artist Rankings, page 1 5 4 3 2 1 Really Like Really Dislike “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?” Base: Expressing an opinion
67. Artist Rankings, page 2 5 4 3 2 1 Really Like Really Dislike “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?” Base: Expressing an opinion
68. Artist Rankings, page 3 5 4 3 2 1 Really Like Really Dislike “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?” Base: Expressing an opinion
69. Artist Rankings, page 4 5 4 3 2 1 Really Like Really Dislike “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?” Base: Expressing an opinion
70. Artist Rankings, page 5 5 4 3 2 1 Really Like Really Dislike “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?” Base: Expressing an opinion
71. Mean Artist Scores (1-5 Scale), Page 1 “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?” Base: Expressing an opinion
72. Mean Artist Scores (1-5 Scale), Page 2 Base: Expressing an opinion “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?”
73. Mean Artist Scores (1-5 Scale), Page 3 Base: Expressing an opinion “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?”
74. Mean Artist Scores (1-5 Scale), Page 4 Base: Expressing an opinion “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?”
75. Mean Artist Scores (1-5 Scale), Page 5 Base: Expressing an opinion “ On a Scale of 1 to 5, How Much Do You Like or Dislike…?”
76. “ New Faces” “ Please name ONE Country singer/group whom you really like that you first learned about in the last year or two” GROUP/SINGER # Of Responses Brad Paisley 249 Jamey Johnson 196 Miranda Lambert 192 Jake Owen 171 Kellie Pickler 164 Toby Keith 162 James Otto 161 GROUP/SINGER # Of Responses Taylor Swift 1897 Lady Antebellum 1509 Sugarland 1250 Carrie Underwood 819 Zac Brown Band 544 Rascal Flatts 441 Darius Rucker 287
77. “ All-Time Favorites” “ Please name ONE Country singer/group who is your all-time favorite” GROUP/SINGER # Of Responses Brooks and Dunn 445 Brad Paisley 439 Keith Urban 435 Alabama 428 Reba McEntire 414 Carrie Underwood 307 Sugarland 267 GROUP/SINGER # Of Responses George Strait 1473 Kenny Chesney 1131 Garth Brooks 841 Toby Keith 757 Rascal Flatts 753 Alan Jackson 679 Tim McGraw 552