Wednesday, August 21, 2013

New Gold Has More Than Just A Familiar Sound

A&O&B's Fall 2013 gold research composites are being tabbed and categorized now and probably the first thing most client stations will note as they placed the new gold recommendation on the air is the return of some “older” titles. 

Top of the ranker, by "net positive" among A&O&B USA client stations

Top of the ranker, by "net positive" among A&O&B Canadian client stations

In fact, two factors combine to make this development less startling then it first appears. 

The very small proportion of the library that now comes from the 1990's is songs that test very well 25-34.  

These young people may not even know that these tunes aren’t new country songs! 

They see them as a return to more traditional sounds, which is universally appreciated by the core. 

And, due to careful categorization of them, this well under 10% of your updated gold music library actually gets played less 5% of the time.

It's all about "variety," and research continues to reinforce that is highly-prized by most of the target, while their primary demand is to hear their favorites more than anything else.

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