- 40% of Americans ages 18-54 like country music, with one-third of country fans being primary listeners (P1s) to country radio. - Non-country P1s are more likely to be new to the country format and prefer music from the last 10 years compared to country P1s. - While non-country P1s love the lyrics and themes of country music, they are less likely to listen to country radio due to preferring other stations or music collections and disliking commercials.

1. Beyond Country’s P1s
Sponsored by:

3. Fully 40% of Americans 18-54 like Country Music
Survey Universe: 18-54 year old Americans
Did Not Qualify Country Fans
60% 40%
0% 20% 40% 60% 80% 100%

4. One-third of Country Fans are P1 to Country Radio
Country Fans
Country P1s Non-Country P1s
35% 65%
0% 20% 40% 60% 80% 100%

7. Demographics of Country Fans:
Country P1s Non-Country P1s
Men Men
Women 44% Women
46%
56% 54%

8. Non-Country P1s are less likely to be legacy Country listeners
“When you were growing up were your parents regular listeners to Country music?”
Country P1s Non-Country P1s
Yes Yes
59% 45%
No No
41% 55%

9. Non-Country P1s are more likely to be new to the format
Percent who have been a listener to Country music for three years or less:
Country P1s 5
Non-Country P1s 10

10. Top 40, Classic Rock, and AC are the strongest
among Country fans who are not P1s
“Think about the radio station you listen to most
for music, what type of music does it play?”
Today's Top 40 Hits 18
Classic Rock 15
Pop Hits from 80s-Today 15
Contemporary Christian 12
Oldies 10
Alternative Rock 7
Hip-Hop 6
Softer Pop from 80s-Today 4
Contemporary R&B 3
Harder Rock 3
Soft R&B 1
Spanish/Latin 1
Percent Base: Non-Country P1s

11. Most Country fans prefer music from the last ten years
“Of these different eras of Country music, which one is your favorite?”
60s 70s 80s 90s 2000s Last year or two
Country P1s 6 4 10 19 34 28
Non-Country P1s 6 10 13 23 27 21
1/6th say 60s-70s is their favorite Base: Expressing an opinion

12. Non-Country P1s love the lyrics and themes of Country music
Percent agreeing with each statement:
Country music makes a positive 90
contribution to American life
Country Radio stations play songs
84
with stories you can relate to
The lyrics to Country songs
80
often express how you feel
You never worry about hearing bad
66
language in today’s Country music
BASE: Non-Country P1s

13. Non-Country P1s share the values of your P1s
“Do you go to church or some other place of worship…?”
Country P1s Non-Country P1s
Never
31%
Never
37% Every week
Every week
17% 23%
A few times A few times
A few times a year
a month A few times
a year 29%
18% a month
28%
17%

14. Country has momentum with non-P1s
Percent agreeing:
“Country music
is becoming
more popular”
BASE: Non-Country P1s

15. Crossover music best unites the
Country P1s and Non-Country P1s
Percent with positive preference for…
80
Carrie Underwood, Rascal Flatts, Taylor Swift
73
72
Country P1s
Shania Twain, Lonestar, Faith Hill Non-Country P1s
67
78
Lady Antebellum, Sugarland, The Band Perry
64

16. The “twang-iest” artists are the most polarizing
Percent who liked Rodney Atkins, Josh Turner, and Billy Currington
Country P1s 77
Non-Country
46
P1s

17. One-fifth of Non-Country P1s never listen to your stations
“Do you currently ever listen to Country music on local AM/FM radio stations?”
Yes
81%
No
19%
Base: Non-Country P1s

18. “Why do you not currently listen to Country
music on a local AM/FM radio station?”
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”
“There are too many commercials on AM/FM Country radio”
“Do not like the local AM/FM Country stations”
“Country music has changed in ways I don’t like”

19. Non-Country P1s are much more
aware of Internet music sources
% having heard of the following online radio stations or websites
53
Pandora Internet Radio
64
23
Country P1s
iHeartRadio
Non-Country P1s
31
8
Spotify
15

20. Non-Country P1s are more likely
to use Internet music sources
Listen “frequently” to:
67
AM/FM Radio
56
24
iPod / mp3
33 Country P1s
Non-Country P1s
6
Pandora
13
2
iHeartRadio
2

22. Everyone sees the value of Country Radio personalities
% Agreeing with each statement below about the DJs
and personalities on AM/FM Country music stations
The DJs are generally well- 75
informed and entertaining
77
The DJs are an important 67
part of the community
64
You like the companionship of 61
hearing DJs on Country radio
51
Country P1s
DJs are a prime reason why AM/FM 49 Non-Country P1s
radio is better than Internet radio
46
You consider the DJs on the Country station 44
you listen to most to be like your friends
34
BASE: Listen to Country music on local AM/FM radio station

24. Country Radio

25. Report and Videos
available on our website:
edisonresearch.com

26. Thanks to: