Saturday, June 22, 2013

Digging Deeper, Unearthing Better News

My blog last week (Country Fans & Republicans) reflecting on the headline of researcher Mark Kassof's latest national "Listener Think" study (Country Fans: Born This Way?) and the fact that after all the great new country music of the last five years the largest group of our listeners proved to be what seems like the same folks who have been listening all their lives made me feel a bit like Reince Priebus, Karl Rove, Ralph Reed, Frank Luntz and other leaders of the Grand Ole Party who are juggling expectations of a life-long-loyal core with their own hopes, attempting to grow their pie.

I took solace in the latest CMA Insider Panel research showing how active, youthful and family-oriented our users are, but also asked Mark to crunch his numbers to see what was there below the headline picked up last week by the trades. 

He was kind enough to do so:

Some observations on his data from Kassof:

    •    RAISED ON/GREW UP WITH IT is #1 with both younger and older country fans.
    •    Younger country fans are more motivated by RELATES TO ME/MY LIFE, REAL/TRUE/HONEST and SOOTHING/CALMING/RELAXING than the older group.
    •    Older country fans are more motivated by UNDERSTAND THE WORDS, LIKE THE SOUND and >THAN/DIS OTHERS (translation: like it more than or dislike other genres) than the younger group.
    •    Men are more motivated by RAISED ON/GREW UP WITH IT  (30%!) and RELATES TO ME/MY LIFE than women.
    •    RAISED ON/GREW UP WITH IT  still ties for #1 with women.  Women are more motivated by TELLS A STORY/STORIES, UNDERSTAND THE WORDS and SOOTHING/CALMING/RELAXING than men.

As strong as country radio's ratings are, it still has more room to grow by leveraging the music's relatability and power to keep building appeal among men and younger listeners.

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