The Edison Research / Country Radio Broadcasters Survey 2009

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Information about The Edison Research / Country Radio Broadcasters Survey 2009
Entertainment

Published on March 9, 2009

Author: webby2001

Source: slideshare.net

Description

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.

The CRB/Edison Research 2009 National Country P1 Study Tom Webster, VP Strategy and Marketing

Sample and Methodology: Over 13,000 total online interviews Adults, age 12 to 64 Interviews conducted 1/30 - 3/1 All respondents P1 to a Country radio station Sample recruited from databases for 18 stations across America Demographics weighted and balanced to reflect Arbitron Country cume

Over 13,000 total online interviews

Adults, age 12 to 64

Interviews conducted 1/30 - 3/1

All respondents P1 to a Country radio station

Sample recruited from databases for 18 stations across America

Demographics weighted and balanced to reflect Arbitron Country cume

Demographic Information: Sex Age

Ethnicity:

Politics and the Economy

Political Affiliation: “ In general, would you describe your political views as…”

2008 Presidential Election Base: Voted/Expressed an Opinion

What Best Describes Your Feelings About What Obama Will Do As President?

What Best Describes Your Feelings Whether The Economy Will Improve in 6 months?

In the last six months, has your employment status changed…

In the last six months, has anyone in your household lost their job?

Which best describes your spending over the past six months on discretionary items?

In the next 12 months, would you say the amount of money you spend on concerts will…?

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?”

Discount Stores Dominant Music Purchasing Channel “ Where Do You Buy Most of your Music?”

Key Format Measures

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?”

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?”

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?”

Country Makes A Positive Contribution To American Life Base: Those Expressing An Opinion 1 2 3 4 5  Strongly Disagree Strongly Agree 

Country is“Family Friendly” Base: Children Under 13, Those Expressing An Opinion 1 2 3 4 5  Strongly Disagree Strongly Agree 

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?”

New Music Discovery – Page One “ How Much Do You Find Out About New Country Music By…” Often Sometimes Almost Never

Teens Discover New Music Online “ How Much Do You Find Out About New Country Music By…” Often Sometimes Base: Total Population 12-17

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?”

Few Recent Converts to Country “ How Long Have You Been Listening to Country Music?”

Radio

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

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

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

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.”

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

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

Stations Could Improve Coverage of Concerts, New & Older Releases Local Concerts New Releases Available Releases Bio Information Recent Events Importance Satisfaction

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?”

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

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?

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]

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

Television

CMA Viewership Grows “ Did you watch the CMA Awards Last Fall?”

“ Idol” Remains Hot With Respondents “ How Often Do You Watch American Idol?”

“ Dancing” Has A Strong Showing “ How Often Do You Watch?”

Technology

MP3 Players Are Now Ubiquitous “ Do You Own An iPod or Other Portable MP3 Player?”

MP3 Players Now Essential for 12-24 Year Olds “ Do You Own An iPod of Other Portable MP3 Player?” Base: % Saying Yes

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

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

iPhone Ownership

Other SmartPhone Ownership

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

Satellite Radio Subscribers “ Do you Subscribe to Satellite Radio?”

HD Radio Awareness Hits Plateau “ Have You Ever Heard of HD Radio?”

HD Radio Growth Prospects Mixed “ How likely are you to purchase an HD Radio within the next twelve months?”

The Web

Internet Radio Usage Extremely High Amongst Respondents “ Through the Internet, Have You Ever Listened to…”

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

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

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

On-Air Marketing Most Important Factor in Website Awareness “ How did you first hear about [STATION Website]?” Base: % Choosing Selected Response

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

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

Almost Two Out Of Three Respondents Have a Social Network Profile “ Do you currently have a profile set up on the following sites?”

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?

Country Artists

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

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

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

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

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

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

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…?”

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…?”

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…?”

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…?”

“ 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

“ 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

4 Things

Leave Deeper Footprints.

Q. What Social Networking Sites Should We Be on?

Q. What Social Networking Sites Should We Be on? A. Yes.

Take Repetition Seriously.

Think Visual.

 

 

 

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