The results of the CRB Country radio research study presented today at CRS 2011 provided a wealth of encouraging news for Country radio and the Country Music industry.
The comprehensive study, sponsored through a partnership between Country Radio Broadcasters, Inc. and the Country Music Association, polled 5,000 P1 Country radio listeners about their consumption habits and the state of Country Music in general. Nearly 200 industry professionals were also polled to gauge their insight and perceptions about the Country format versus those of the consumer.
The "big picture" findings from the study, conducted by North Carolina-based media research firm Coleman Insights, concluded that consumers perceive the overall state of Country Music as significantly more positive than professionals in the industry do. Additionally, radio is the medium which makes consumers feel "most connected" to Country Music and remains the most consistent means of new music discovery for them. New media usage in Country Music continues to increase among all age demographics, showing growth patterns consistent with those in other formats. Complete findings from the study will be available at CRB.org and ColemanInsights.com on Wednesday, March 9, at 10 a.m. CST.
"I was extremely excited about the research data presented at CRS this year," says CRB Board member and Chair of the CMA Research Committee, Rusty Walker. "As a result of the study's innovative approach and its thorough questionnaire process, the findings by Coleman Insights will help all facets of the Country Music industry in better serving its customers, listeners and fans."
The 2011 study surveyed a sample of 12- to 64-year-old P1 Country radio listeners across the U.S. and their usage of new media devices, including social media websites, smartphone applications and radio station and artist websites. Data was trended against the findings from the last national Country radio P1 study presented at CRS, conducted in 2007. Participants in this year's study were polled between Feb. 7-18, 2011, via email and online questionnaires.
"This year's study confirmed that the overall perception of Country Music by its core consumers was extremely positive, and the general health of Country radio is still strong," says Coleman Insights President and COO Warren Kurtzman. "Listeners are continuing to find new means of consuming Country Music through emerging technologies, but this study seems to indicate they are not undermining Country radio's connection with its listeners."
Findings from the study were presented March 3 at the CRB research panel during CRS 2011. Coleman Insights VPs Chris Ackerman and Sam Milkman presented the data, and CMA Market Research Director Greg Fuson announced the study as a piece of CMA's continuing research to help identify and define the Country Music consumer.