The National Country P1 Study 2007

The National Country P1 Study 2007
Tom Webster, VP
Edison Media Research
2 March 2007 - Country Radio Seminar 38, Nashville
1
The National Country P1 Study 2007
• Over 22,000 total online interviews
• Adults, age 12 to 64
• Interviews conducted 2/1 - 2/23
• All Respondents P1s to a Country Radio Station
• Sample recruited from databases for 16 stations across America
• Demographics weighted and balanced to reflect Arbitron Country cume
2
Who Are They?
3
Demographic Information
Age
Sex
45 to 54
24%
35 to 44
22%
Women
56%
25 to 34
16%
Men
44%
55+
19%
18 to 24
13%
12 to 17
6%
4
Ethnicity
Other/Refused
5%
Hispanic
2%
White
93%
5
Family Status
Married?
Children Under 13*?
Yes
28%
No
44%
Yes
56%
No
72%
*Living in Household
6
How Much Do You Agree With The Following Statements
About Country Music?
<--Strongly Disagree
1
5
You Can Listen to Country with the Whole Family
6
4 4
12
Your Kids Like Country As Much as You
11
11
0
2
11
You Never Worry About Bad Language in Today’s Country
Strongly Agree-->
3
4
5
19
59
25
55
21
25
23
50
34
75
100
Base: Children Under 13, Those
Expressing an Opinion
7
How Often Do You Attend Religious Services?
At least 1x week
25%
At least 1x month
15%
At least 1x year
23%
Rarely/Never
37%
8
Education
High School or less
29%
Advanced Degree
6%
1-3 Years College
42%
Some Graduate Credits
7%
4-Year College Degree
17%
BASE: Volunteered Response (96% of total)
9
Household Income
Under 25K
7%
No Answer
21%
25-40K
13%
40-60K
18%
100K +
13%
75-100K
14%
60-75K
14%
10
Political Affiliation
“In general, would you describe your political views as...”
Very Conservative
13%
Very Liberal
4%
Somewhat Conservative
25%
Somewhat Liberal
11%
Moderate
47%
11
Majority of These P1s Have Been Listening to
Country for Over Two Years
“How Long Have You Been Listening to Country Music?”
Just Began Recently
4%
More Than 2 years Ago, Not Always
37%
Have Always Listened
59%
12
What Other Types of Music do Country P1s Enjoy?
5s
4s
28%
Oldies
29%
Classic Rock
28%
Soft Rock
24%
Top 40
13%
Alt Rock
Cont. Christian
Jazz
14%
5%
7%
10% 4%
Classical
9%
Rap/Hip-Hop
6% 3%
0%
11%
8%
13%
10%
22%
6%
11%
R&B
Gospel
25%
5%
20%
40%
60%
Base: %Liking Music (4 or 5 on 5 point scale)
13
What Other Types of Music do Country P1s Enjoy?
2006
52%
50%
Oldies
51%
49%
Classic Rock
40%
37%
Soft Rock
38%
35%
Top 40
0%
2007
20%
40%
60%
Base: %Liking Music (4 or 5 on 5 point scale)
14
Radio Listening
15
Among Country P1s, what percentage listen to
their favorite Country station most...
100%
95%
90%
75%
84%
81%
77%
74%
50%
53%
51%
2006
2007
25%
0%
2006
2007
In The Car
2006
2007
In The Morning
2006
2007
At Home
At Work
16
Country P1 Satisfaction
“How Satisfied Are You With What You Hear On Your Favorite Country Station?”
Completely
Mostly
Not Very
2007
47
49 4
2006
47
50 3
2005
47
49 4
0
25
50
75
100
17
Country P1 Satisfaction
“How Satisfied Are You With What You Hear On Your Favorite Country Station?”
Completely
Mostly
Not Very
12-17
48
49 3
18-24
48
48 4
25-34
47
35-44
48
48
45-54
47 4
46
55-64
50 4
48
0
25
5
48 4
50
75
100
18
Country P1s are reasonably satisfied with their choices
“How Happy Are You With Your Choices For Country Radio?”
<--Not Very
Very-->
1
2
3
4
5
2007
12
9
17
29
33
2006
12
9
17
29
33
28
33
2005
13
0
9
17
25
50
75
100
19
Internet, File Sharing Growing Rapidly as Means of
Music Discovery
“Where Do You Go To Hear Music You Like That Is Not On The Radio?”
2006
80%
81%
CDs/Tapes
Internet
33%
iPod/Download
Satellite Radio
Clubs
None
0%
2007
16%
40%
26%
14%
12%
13%
16%
8%
9%
17%
34%
51%
68%
85%
20
Country Radio Continues To Be Dominant Medium For
Music Discovery
“How Much Do You Find Out About New Music By...”
Often
Sometimes
Listening on Radio
Almost Never
91
Music Video Channels
8 1
48
38
From Friends
28
53
TV Appearances by Artists
27
56
Concerts/Shows
22
Hearing a Compilation CD
19
17
48
16
0
14
42
25.1
30
42
50.2
75.3
100.4
21
Social Networking Sites, File Sharing and Internet Radio
Becoming More Significant to Country Music Discovery
“How Much Do You Find Out About New Music By...”
Often
Movie Soundtracks
Sometimes
15
Internet Radio Stations
59
14
Music Magazines
12
MP3 downloads/sharing
12
MySpace/Social Networks
7
0
Almost Never
26
23
63
29
59
20
68
14
79
25
50
75
100
22
Teens are increasingly favoring Internet sources for new
music discovery
“How Much Do You Find Out About New Music By...”
Often
Sometimes
Downloads/Shared Files
34%
Internet Radio Stations
30%
MySpace/Social Nets
25%
0%
25%
32%
26%
30%
50%
75%
Base: Total Population 12-17
23
Listening Perceptions Static Over Past Three Years
“Are Your Listening More Or Less to Country Music On The Radio Than You Were A Year Ago?
More
Less
2007
83
17
2006
83
17
2005
84
0
25
50
75
16
100
Base: Those Expressing an Opinion
24
Country P1s Continue to be very positive about
the current product
“Why are you listening MORE to Country on the Radio than you did a year ago?”
2006
62%
64%
Today’s Country Better
46%
44%
Listening to Radio More
45%
43%
Country Station is Better
34%
More Family-Friendly
24%
22%
Friends Like Country
Media Attention
Other Favorite Station Gone/Worse
0%
2007
14%
14%
11%
10%
25%
50%
75%
Base: Listening More to Country over Past Year
25
Country P1s Continue to be very positive about
the current product
“Why are you listening MORE to Country on the Radio than you did a year ago?”
TOTAL
Age 12-17
Today’s Country Better
62%
Listening to Radio More
69%
46%
Country Station is Better
45%
53%
33%
34%
More Family-Friendly
Friends Like Country
24%
Media Attention
14%
Other Favorite Station Gone/Worse
14%
11%
0%
75%
31%
22%
25%
50%
75%
Base: Listening More to Country over Past Year
26
MP3 Players, Lack of Time Cited as Reasons for
Listening Less
“Why are you listening LESS to Country on the Radio than you did a year ago?”
2006
31%
Listen to Other Sources (iPod/Int)
27%
30%
No Time
25%
25%
Prefer Older Country
26%
17%
Music Not As Good This Year
0%
2007
10%
20%
30%
40%
Base: Listening Less to Country over Past Year
27
MP3 Players, Lack of Time Cited as Reasons for
Listening Less
“Why are you listening LESS to Country on the Radio than you did a year ago?”
2006
Listen to New Station/Diff Format
13%
12%
Tastes Changed
13%
13%
Don’t Like New Country
11%
13%
10%
12%
Friends Don’t Like It
Like Other Music Types Better
Kids Listen to Other Music
0%
2007
6%
8%
6%
10%
20%
30%
40%
Base: Listening Less to Country over Past Year
28
Perceived Spotload Continues to Improve Slightly
“Compared to a year ago, are stations playing...
More Commercials
2007
Same Amount
Fewer Commercials
44
2006
47
2005
53
0
25
50
43
13
40
13
38
75
9
100
29
Perception of Spotload Policies Unchanged
Are you aware that some radio stations have changed their policy to play fewer commercials?
No
42%
Yes
58%
30
Passion for Christmas Music Declines Slightly From 2005
“How much did you listen to stations in your local area that played only Christmas music during the
holiday season?”
A Lot
2007
A Little
Not At All
24
2006
42
25
2005
25
29 5
43
27
0
No Stations Played X-Mas
30 2
42
50
28 3
75
100
31
Other Media
32
Awareness of Satellite Radio Almost Universal
“Have you ever heard of Satellite Radio Services XM or Sirius?”
Yes
92%
No
8%
33
Intent to Subscribe to Satellite Radio Shows Signs
of Reaching Plateau
“How likely are you to subscribe to either XM or Sirius satellite radio services within the next 12
months?”
Somewhat Likely
11%
Very Likely
4%
Don’t Know
11%
Already Subscribe
11%
Not at all Likely
63%
Base: Familiar with Satellite Radio
34
Inertia, Lack of Perceived Value Lead Reasons Not
to Subscribe to Satellite Radio
“What is the primary reason you are NOT at all likely to subscribe to satellite radio?”
35%
Happy w/Existing Options
34%
Would Never Pay for Radio
24%
Too Expensive
Too Many Uninteresting Channels
5%
Too Complicated
1%
Read Negative Reviews
1%
0%
10%
20%
30%
40%
Base: “Not at all” likely to subscribe to
satellite radio
35
Four in Ten Satellite Subscribers Prefer Satellite
Country to Terrestrial Country Station
“How do the Country stations you hear on regular radio compare to the Country stations you hear
on Satellite radio?”
Stations on each about the same
35%
Satellite Country is Better
39%
Don’t Know
7%
Regular Country is Better
19%
Base: Subscribe to Satellite Radio
36
HD Awareness Surges
“Have You Ever Heard of HD Radio?
2006
2007
No
60%
Yes
40%
No
28%
Yes
72%
37
Listeners are Beginning to Make up their Minds
About HD Radio...
How likely are you to purchase an HD Radio within the next twelve months?
Somewhat Likely
14%
Very Likely
2%
Don’t Know
20%
Already Own
1%
Not at all Likely
63%
Base: Familiar with HD Radio
38
American Idol is Red Hot
“How Often Do You Watch...”
Nashville Star
American Idol
75%
47%
50%
29%
25%
16%
6%
0%
Never Miss
16%
19%
20%
21%
18%
7%
Almost Every Show
Some Episodes
One or Two Shows
Never Watch
39
American Idol is Red Hot
“How Often Do You Watch American Idol?”
2006
2007
75%
50%
32%
25%
14%
0%
16%
Never Miss
15%
16%
Almost Every Show
19%
20%
Some Episodes
20%
29%
18%
One or Two Shows
Never Watch
40
Did you watch the CMA Awards Last Fall?
2006
2007
Yes
76%
Yes
81%
No
24%
No
19%
41
Technology and
Consumer Behavior
42
Two-Thirds of These Country P1s Have Listened to
Country Music Radio Stations Over the Internet
“Through the Internet, Have You Ever Listened to...”
Terrestrial Radio Stations
73%
Country Music Stations
67%
P1 Radio Station
60%
Radio in US, but Outside Local Area
42%
Non-Country Music Stations
40%
Other Radio Stations in Local Area
Radio from Other Countries
38%
8%
43
Over 40 Percent of Country P1s Own
a Portable MP3 Player
“Do You Own An iPod or Other Portable MP3 Player?
50%
40%
42%
30%
28%
20%
10%
0%
15%
2005
2006
2007
Base: % Saying Yes
44
Over 40 Percent of Country P1s Own
a Portable MP3 Player
“Do You Own An iPod or Other Portable MP3 Player?
Men
45%
Women
41%
12-17
74%
18-24
62%
25-34
52%
35-44
44%
45-49
36%
50-54
29%
55-64
22%
0%
25%
50%
75%
Base: % Saying Yes
45
Despite Dramatic Increase in iPod Ownership, Only
Slight Change in Perceived Listening Habits
“Which of the following statements best describes how your radio listening has changed since you
have owned a portable MP3 audio player?”
2005
2006
2007
75%
64%65%63%
50%
25%
15%
0%
No Change
18%19%
Listen a Little Less
4% 4% 4%
2% 4% 4%
List a Lot Less
Drastically Red. Listening
7%
4% 5%
Listening More
7% 6% 5%
Not Sure
Base: Own an MP3 Player
46
Nearly Half of these Country P1s have Downloaded
MP3 Files over the Internet
“Have you ever downloaded music files from the Internet, such as MP3 files, for playback at another
time?”
Total
47%
Men
51%
Women
43%
12-17
68%
18-24
75%
25-34
61%
35-44
46%
45-49
39%
50-54
31%
55-64
24%
0%
25%
50%
75%
Base: % Saying Yes
47
More Than Four in Ten P1s Have Exceeded 50
Downloaded Songs
“Approximately How Many Songs Have You Downloaded Over the Internet?”
1-10
24%
101+
26%
11-50
35%
51-100
15%
Base: Have Downloaded Songs Over
The Internet
48
CD Purchases Continue to Decline
How many music CDs have you bought in the past 12 months?
2005
2006
2007
75%
50%
25%
26% 28% 28%
35%
21%
16%
0%
32%
39%
16+
13%
14% 13%
11%
11-15
7% 7%
6-10
1-5
10%
None
49
CD Purchases Continue to Decline
In the last year, did you buy MORE, LESS, or the SAME amount of music CDs or tapes than you did
in the previous 12 months?
Less
25%
Not Sure
9%
Same
48%
More
18%
50
Big-Box Discount Stores Dominate Music Sales
“Where Do You Buy Most of your Music?”
57%
Discount Store (Wal-Mart, Target)
13%
Electronics Store (Circuit City/Best Buy)
6%
Record Club
4%
Over the Internet (Amazon, CDNow)
5%
Someplace Else
9%
Digital Music Store
5%
Record Store in the Mall
3%
Record Store not in Mall
0%
25%
50%
75%
51
The Music
52
Would you say that Country Music coming out today is
better, worse or the same than it was a few years ago?
Worse
11%
Better
41%
Same
48%
53
In the last few years, rock artists such as Kid Rock, Bon Jovi, and Sheryl Crow,
have had songs played on country radio. How do you feel about this trend?
Dislike Hearing on Country Radio
11%
Neither Like/Dislike
22%
Don’t Know
4%
Like Hearing on Country Radio
63%
54
Recordings Purchased Over Past 12 Months (Page 1)
39%
Rascal Flatts - “Me and My Gang
Kenny Chesney - “The Road and The Radio
32%
Carrie Underwood - “Some Hearts”
32%
29%
None of These
26%
Keith Urban - “Be Here”
20%
Josh Turner - “Your Man”
13%
Johnny Cash - “Legend of Johnny Cash”
11%
Nickelback - “All The Right Reasons”
0%
10%
20%
30%
40%
Multiple Answers Accepted
55
Recordings Purchased Over Past 12 Months (Page 2)
Dixie Chicks - “Taking the Long Way”
10%
Kelly Clarkson - “Breakaway”
10%
Soundtrack - “I Walk the Line”
10%
6%
Soundtrack - “High School Musical”
4%
Soundtrack - “Hannah Montana”
Pussycat Dolls - “PCD”
3%
James Blunt - “Back to Bedlam”
3%
2%
Now That’s What I Call Music #22
0%
10%
20%
30%
40%
Multiple Answers Accepted
56
Artist Rankings
Page 1
“On a Scale of 1 to 5, How Much Do You Like or Dislike...”
5s
Toby Keith
George Strait
Brad Paisley
Tim McGraw
Rascal Flatts
Kenny Chesney
Carrie Underwood
Alan Jackson
Keith Urban
Martina McBride
Garth Brooks
Sugarland
Reba McEntire
Montgomery Gentry
Dierks Bentley
4s
42%
42%
3
64%
62%
60%
59%
58%
57%
56%
56%
51%
50%
50%
49%
49%
2
1
22%
8%
23%
11%
27%
10%
25%
10%
23%
11%
25%
11%
26%
12%
26%
13%
27%
14%
30%
15%
25%
16%
28%
15%
25%
16%
33%
18%
34%
19%
Base: Those Expressing an Opinion
57
Artist Rankings
Page 2
“On a Scale of 1 to 5, How Much Do You Like or Dislike...”
5s
Sara Evans
Faith Hill
Gretchen Wilson
Little Big Town
Joe Nichols
Big & Rich
Jason Aldean
Willie Nelson
Shania Twain
Rodney Atkins
Josh Gracin
Billy Currington
LeAnn Rimes
Jo Dee Messina
Lee Ann Womack
4s
41%
40%
37%
36%
36%
34%
33%
33%
32%
31%
29%
28%
28%
27%
26%
3
2
34%
30%
31%
31%
35%
28%
32%
22%
26%
34%
35%
32%
32%
33%
32%
1
19%
19%
20%
23%
23%
20%
26%
22%
23%
27%
26%
28%
27%
28%
29%
Base: Those Expressing an Opinion
58
Artist Rankings
Page 3
“On a Scale of 1 to 5, How Much Do You Like or Dislike...”
5s
Keith Anderson
Miranda Lambert
Heartland
Taylor Swift
Neal McCoy
Dixie Chicks
Jack Ingram
Trent Tomlinson
Danielle Peck
Eric Church
Van Zant
Jeff Bates
Hot Apple Pie
4s
3
25%
33%
25%
31%
24%
33%
24%
31%
23%
30%
20%
15%
15%
14%
20%
33%
19%
32%
16%
28%
16%
30%
15%
27%
14%
27%
9%
20%
35%
2
1
31% 9%2%
29% 11% 4%
31% 10%3%
29%
12% 4%
32%
12% 3%
36%
34% 11% 3%
35% 11% 3%
37%
15% 4%
38%
13% 3%
34%
17%
7%
37%
17%
5%
25%
11%
Base: Those Expressing an Opinion
59
Mean Artist Scores (1-5 Scale)
Page 1
4.45
4.42
4.42
4.34
4.32
4.30
4.30
4.27
4.21
4.19
4.17
4.12
4.11
4.10
4.09
Brad Paisley
Toby Keith
George Strait
Tim McGraw
Alan Jackson
Kenny Chesney
Carrie Underwood
Rascal Flatts
Martina McBride
Keith Urban
Sugarland
Dierks Bentley
Garth Brooks
Reba McEntire
Montgomery Gentry
0
1
2
3
4
5
Base: Those Expressing an Opinion
60
Mean Artist Scores (1-5 Scale)
Page 2
4.09
4.00
3.94
3.89
3.88
3.87
3.85
3.81
3.74
3.73
3.72
3.71
3.70
3.68
3.67
Sara Evans
Joe Nichols
Faith Hill
Little Big Town
Jason Aldean
Gretchen Wilson
Rodney Atkins
Josh Gracin
Billy Currington
LeAnn Rimes
Big & Rich
Jo Dee Messina
Keith Anderson
Lee Ann Womack
Heartland
0
1
2
3
4
5
Base: Those Expressing an Opinion
61
Mean Artist Scores (1-5 Scale)
Page 3
3.64
3.62
3.59
3.58
3.57
3.56
3.53
3.42
3.39
3.30
3.27
Shania Twain
Miranda Lambert
Taylor Swift
Neal McCoy
Willie Nelson
Jack Ingram
Trent Tomlinson
Eric Church
Danielle Peck
Jeff Bates
Van Zant
2.91
2.68
Hot Apple Pie
Dixie Chicks
0
1
2
3
4
5
Base: Those Expressing an Opinion
62
Which of the following best describes your point of
view on the Dixie Chicks?
2006
You disagree with what
Natalie Maines of the Dixie
Chicks said about
President Bush but think it's
ok for Country stations to
play their music
45%
You agree with what Natalie
Maines of the Dixie Chicks
said about President Bush
and feel Country radio should
play Dixie Chicks music
15%
Not Sure
19%
You don't think Country radio
stations should play any Dixie
Chicks music again
21%
63
Which of the following best describes your point of
view on the Dixie Chicks?
2007
You disagree with what
Natalie Maines of the Dixie
Chicks said about
President Bush but think it's
ok for Country stations to
play their music
36%
You agree with what Natalie
Maines of the Dixie Chicks
said about President Bush
and feel Country radio should
play Dixie Chicks music
19%
Not Sure
14%
You don't think Country radio
stations should play any Dixie
Chicks music again
32%
64
In recent years, there has been a lot of negative publicity about the radio
business and particularly about how stations choose the music they play. Which
of these statements best expresses your point of view?
Each Country radio station does the best possible job of trying to choose the music its listeners want to hear
50%
Don’t Know
20%
The music on Country radio is too influenced by what corporate ownership and the record labels want
30%
65
Which Country artists whom you really like did you first
learn about in the last year or two?
3,826
Carrie Underwood
2,363
Sugarland
1,731
Rascal Flatts
1,091
Josh Turner
792
Little Big Town
Jason Aldean
640
Keith Urban
599
Rodney Atkins
594
Kenny Chesney
544
Dierks Bentley
537
# Of Mentions
66
Which Country artist is your #1 all-time favorite?
2,548
George Strait
1,824
Kenny Chesney
1,578
Garth Brooks
1,403
Toby Keith
Rascal Flatts
1,234
Tim McGraw
1,234
891
Alan Jackson
Alabama
854
Brooks & Dunn
836
Reba McEntire
711
# Of Mentions
67
www.edisonresearch.com
68
Thank You.
twebster@edisonresearch.com
69