Edison Media Research Announces the National Country P1 Study III at CRS 38

Edison Media Research to present the Third National Study of Country P1 Listeners
Presentation on March 2nd at the 38th Annual Country Radio Seminar in Nashville.
This year’s Country Radio Seminar Research Study features one of the largest samples of Country P1s ever surveyed with over 22,000 country fans across the U.S., weighted and balanced to reflect the national Country audience composition according to Arbitron.
Country continues to be an extremely healthy and well-regarded format, with 83% of those respondents expressing an opinion indicating that they were listening more to Country on the radio than they were a year ago, and 41% indicating that the current Country product is better than it was a few years ago, compared to only 11% believing it to be worse.
The Internet continues to surge as a platform for music discovery, with 40% of those surveyed naming the web as the primary place they go to hear music unavailable on the radio, an increase of 7 percentage points over last year. MP3 players and downloadable music files also grew dramatically as an outlet for music discovery, from 16% to 26% over the past year. Also, over 20% of the Country partisans surveyed “often” or “sometimes” learned about new music from social networking sites, such
as MySpace.
“Music Discovery continues to be important for all Country radio partisans–young and old,” noted Edison Vice President Tom Webster, “but the Internet and downloaded files are rapidly catching up to CDs as the preferred alternative channels with younger demographics. With so many listeners turning to the Internet as their entry portal for music information and discovery, it is more vital than ever for Country Radio Broadcasters to understand that their web sites are an integral part oftheir brand.”
Additionally, over 60% of these Country partisans indicated that they had listened to their favorite Country radio station over the Internet.
Finally, like last year, George Strait was most frequently named as Country’s “All-Time Favorite” performer, while American Idol Carrie Underwood was most often cited as last year’s “new discovery” for these Country partisans. The survey also contains rankings of dozens of Artists, the most popular recordings of the year, and opinions on the current crop of Rock/Country crossover artists.
Download the presentation graphs here.

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