Wednesday, February 19, 2014

A Roadmap 2014 Sneak Preview

More than 9,000 country radio listeners from nearly 100 radio stations participated in A&O&B's Roadmap 2014.  This is nearly double the number of stations whose listeners completed the online survey and an increase of 43% in sample size from 2013.
75% reside the USA and 25% live in Canada  Demos were fairly well-balanced, with huge growth in the under-35 cells:

13%  18-24
21% 25-34
19% 35-44
25% 45-54
16% 55-64

90% called a country station "their first choice."

Just 13% agreed with the stations that country music is worse than it used to be.

58% said they spend more than two hours per day with their favorite country station and 33% listened 1-2 hours daily.

72% called themselves very satisfied with their favorite country station.  Fewer than 1% said that they are "very dissatisfied" with the country station they listen to the most.

In short:  these are passionate fans of country music who use radio heavily.

The national averages are certainly fascinating to ponder, but the real utility of these numbers for A&O&B clients is to compare every data point in the study with their local listener perceptions to spot both problems and opportunities by knowing more about their audience.

No comments: