the edison research / country radio broadcasters survey 2009
TRANSCRIPT
The CRB/Edison Research2009 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
Demographic Information:
Female55%
Male45%
12-176%
18-2413%
50-5413%
55-6417%
25-3417%
35-4421%
45-4913%
Sex Age
Ethnicity:
Hispanic/Latino5%
White89%
Other/Refused6%
Politics and the Economy
Political Affiliation:
Somewhat Conservative
23%
Very Conservative
14%
Moderate46%
Somewhat Liberal
12% Very Liberal5%
“In general, would you describe your political views as…”
Base: Voted/Expressed an Opinion
2008 Presidential Election
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?”
Not Sure10%Less
31%More12%
Same47%
11
52
6
4
175
2
3
0 25 50 75
Record Store not in Mall
Record Store in Mall
Digital Music Store
Someplace Else
Over the Internet (Amazon, CDNow)
Record Club
Electronics Store (Circuit City/Best Buy)
Discount Store (Wal-Mart, Target)
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?”
Same48% Better
38%
Worse14%
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?”
Same43%
Better11%
Worse46%
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?”
Worse46%
Better11%
Same43%
Base: Those Expressing An Opinion
1 2 3 4 5 Strongly Disagree Strongly Agree
Country Makes A Positive Contribution To American Life
Base: Children Under 13, Those Expressing An Opinion
1 2 3 4 5 Strongly Disagree Strongly Agree
Country is“Family Friendly”
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?”
Don't know7%
Dislike Hearing on Country
Radio13%
Like Hearing on Country
Radio56%
Neither Like/Dislike
24%
New Music Discovery – Page One
16
24
27
27
45
87
26
46
57
52
40
12
58
30
16
21
15
1
0 20 40 60 80 100
MP3 downloads/sharing
Concerts/Shows
TV Appearances by Artists
From Friends
Music Video Channels
Listening on Radio
“How Much Do You Find Out About New Country Music By…”
Often Sometimes Almost Never
Teens Discover New Music Online
30
27
41
16
27
28
0 20 40 60 80 100
Internet Radio Stations
MySpace/Social Nets
Downloads/SharedFiles
“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.
16%
12%
16%
33%
81%
8%
13%
14%
26%
40%
80%
5%
11%
18%
42%
48%
70%
9%
0% 20% 40% 60% 80% 100%
None
Clubs
Satellite Radio
iPod/Download
Internet
CDs/Tapes
2009
2007
2006
“Where Do You Go To Hear Country Music You Like That Is Not On The Radio?”
Few Recent Converts to Country
More Than 2 Years Ago, Not
Always38%
Just Began Recently
4%
Have Always Listened
58%
“How Long Have You Been Listening to Country Music?”
Radio
More than 3 out of 4 Respondents Listening “More” to Country Radio
84
83
83
77
16
17
17
23
0 20 40 60 80 100
2005
2006
2007
2009
“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
14%
22%
43%
44%
64%
11%
14%
24%
34%
45%
46%
62%
13%
14%
25%
36%
43%
52%
55%
10%
0% 20% 40% 60% 80%
Other Favorite StationGone/Worse
Media Attention
Friends Like Country
More Family-Friendly
Country Station is Better
Listening to Radio More
Today's Country Better
2009
2007
2006
“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
12%
26%
25%
27%
13%
10%
17%
25%
30%
31%
11%
13%
14%
15%
26%
34%
39%
13%
0% 20% 40% 60%
Tastes Changed
Friends Don't Like It
Music Not As Good This Year
Watch Country Music TV
Prefer Older Country
No Time
Listen to Other Sources (iPod/Int)
2009
2007
2006
“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 ConcertsNew Releases
Available Releases
Bio InformationRecent 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?”
“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
A “National Country Station” shows Lukewarm Reception
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?
“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]
Listeners Enjoy Syndicated Shows, But Take Pride in Local Programming
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
15%19% 20%
32%
16% 16%20% 18%
29%
14% 15%20% 19%
33%
14%
0%
20%
40%
60%
80%
Never Miss Almost EveryShow
SomeEpisodes
One or TwoShows
Never Watch
2006 2007 2009
“How Often Do You Watch American Idol?”
“Dancing” Has A Strong Showing
15%20% 19%
33%
7% 9%
21% 18%
46%
11% 11%18% 19%
41%
14%
0%
20%
40%
60%
80%
Never Miss Almost EveryShow
SomeEpisodes
One or TwoShows
Never Watch
American Idol Nashville Star Dancing With the Stars
“How Often Do You Watch?”
Technology
MP3 Players Are Now Ubiquitous
61%
15%
28%
42%
0% 20% 40% 60% 80% 100%
2005
2006
2007
2009
“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?”
8295
6161
35
4851
6473
0 25 50 75 100
55-64
50-54
45-49
35-44
25-34
18-24
12-17
Women
Men
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?”
8175
5562
58
3544
4862
72
0.00 25.00 50.00 75.00 100.00
55-64
50-54
45-49
35-44
25-34
18-24
12-17
Women
Men
Total
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
Yes14%
No86%
“Do you Subscribe to Satellite Radio?”
HD Radio Awareness Hits Plateau
40%
72%
71%
0% 20% 40% 60% 80% 100%
2006
2007
2009
“Have You Ever Heard of HD Radio?”
HD Radio Growth Prospects Mixed
Very likely2%
Somewhat likely13%
Not at all likely65%
Already Own One2%
Don't Know18%
“How likely are you to purchase an HD Radio within the next twelve months?”
The Web
Internet Radio Usage Extremely High Amongst Respondents
8%
42%
44%
45%
67%
69%
79%
0% 20% 40% 60% 80%
Radio from Other Countries
Other Radio Station in Local Area
Non-Country Music Stations
Radio in US, but Outside Local Area
P1 Radio Station
Country Music Stations
Terrestrial Radio Stations
“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 21 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…?”
“Please name ONE Country singer/group whom you really like that you first learned about in the last year or two”
“New Faces”
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
“Please name ONE Country singer/group who is your all-time favorite”
“All-Time Favorites”
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 SitesShould We Be on?
Q. What Social Networking SitesShould We Be on?
A. Yes.
Take Repetition Seriously.
Think Visual.
