CRS 2005

This year’s Country Radio Seminar® Research Study featured the largest sample of Country P1’s ever surveyed with over 11,000 respondents. A P-1 listener is defined as a radio station’s most important audience. They are the listeners who are already highly engaged and contribute most of the listening done to Country radio.

Edison Media Research, in conjunction with thirteen Country radio stations across the U.S., emailed P-1 Country Radio listeners to invite them to participate in this important study over the Internet and thousands answered the call. Respondents were asked a series of questions about their music tastes, lifestyle, and their perceptions of Country Music and Radio.

For Immediate Release
March 7, 2005

Contact:
Jeff Walker, AristoMedia 615.269.7071 ext. 123 jwalker@aristomedia.com
Katelynn Knutson, AristoMedia 615.269.7071 ext. 132 katelynn@aristomedia.com
Ed Salamon, CRB, Inc. 615.327.4487 Ed_Salamon@crb.org

Largest Study of Country Radio’s P1 Listeners Presented at CRS-36
Edison Media Research Produces Pleasing Results

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NASHVILLE, Tenn. – This year’s Country Radio Seminar® Research Study featured the largest sample of Country P1’s ever surveyed with over 11,000 respondents. A P-1 listener is defined as a radio station’s most important audience. They are the listeners who are already highly engaged and contribute most of the listening done to Country radio.

Edison Media Research, in conjunction with thirteen Country radio stations across the U.S., emailed P-1 Country Radio listeners to invite them to participate in this important study over the Internet and thousands answered the call. Respondents were asked a series of questions about their music tastes, lifestyle, and their perceptions of Country Music and Radio.

The results were extremely positive. 84% of the sample indicated they are listening to Country Radio more this year than in the previous year. The top reasons for this increased listening included perceptions that today’s Country Music is better, that their favorite Country station has improved, and that their overall listening to radio has increased. Even more encouraging is the response to today’s current crop of country artists. Over 60% of the sample strongly agreed that today’s Country music is better than it was just one year ago and many of the top-testing artists in the survey are new artists from the past few years.

Larry Rosin, President of Edison Media Research, said, “Being a fan of Country music myself, I am very excited about the results that my team received at the conclusion of this research project. This is the first time in years where I truly feel that Country music has reached a new surge of popularity. You can just feel the energy in the industry now.”

The study provided a robust and compelling portrait of the Country listener as a moderate, mainstream radio consumer. For example, while 61% were at least a little upset with Natalie Maines of the Dixie Chicks for her anti-Bush comments of 2003, only 19% felt that Country radio should no longer play the Dixie Chicks’ music. Similarly, while 27% of the sample were personally offended by the Janet Jackson episode of 2004, only half that number felt that the government should become involved to prevent future episodes. The majority of the sample felt that parents, not broadcasters, bear the responsibility to protect children from indecent material.

Country listeners in this sample were very technology-savvy and the majority of the P1’s surveyed had not only listened to radio broadcasts on the Internet and downloaded music files, but were also familiar with satellite radio. Many respondents indicated ownership of iPods or similar MP3 devices. Only a small minority, however, reported that using MP3 devices had decreased their listening to radio; indeed, more people indicated that using such devices had increased their listening to radio than reported a significant or drastic reduction in radio listening.

The results of this study are clear-Country music is strong and healthy and the Country listeners surveyed are experiencing a wave of positive feeling about Country radio that bodes well for the broadcasters that serve them.

This full study will be available for download on Monday, March 7, 2005 at www.edisonresearch.com.

Edison Media Research conducts survey research and provides strategic information to radio stations, television stations, newspapers, cable networks, record labels, Internet companies and other media organizations.

Complete information may be obtained by contacting CRB, Inc. at 615.327.4487 or by visiting www.crb.org.
Country Radio Seminar is a registered trademark of Country Radio Broadcasters, Inc.®