Since roughly a third of all radio users give all radio stations some 70% of their total hours of listening, it's safe to say that as goes the core, so goes the radio station they use.
That's why A&O&B has been tracking annual "Roadmap" online perceptual studies for many years.
In 2014, 8,874 very local fans in more than 70 markets in the U.S. & Canada gave us their opinions. Nine of ten were "P-1," since just 9.3% choose country as 2nd or 3rd choice.
As Mike O'Malley blogged that passion for today's country runs very high: "even among 55-64 year olds, six in ten like new country frommillennial stars 'a lot.'"
That's driving improving total hours tuned:
It's especially the case with younger demos:
The biggest increase came 18-24, but is across all demos:
Loyalty (likely to switch if something new became available) is also on the upswing:
That's not say that there aren't individual radio stations failing to perform at these benchmarks whose listeners might jump at the chance to try something different and new. As Radio-Info's Mike Kinosian reported on Friday, one third of the Nielsen rated country stations in his last tracking study failed to join the national up trend for the country format.
I hope you aren't one of them, but it appears that the average country station among A&O&B clients is well-positioned to fend off a niche competitor!
If you aren't among the majority, A&O&B can help,
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11 months ago