What Makes Country Audiences Special???
Monday, March 25, 2024
Is it their loyalty that sets country radio listeners apart from other audiences? What is it
exactly? If you've ever spent any time in Nashville, while it may have changed since I did morning drive at a top 40 station as I did, it gave me an education in how loyal country music lovers
are - to live shows and to the competition on the radio...
When I heard that media research firm Harker Bos Group conducted a report delving into the
radio listening habits of country music fans, my life-long curiosity on the subject made me sign up for it. I hope you come along for the ride...
To begin with, country music fans regularly tune into AM/FM radio, with 65% saying they
listen 3-to-5 days a week and 35% say they listen 1-to-2 days a week. In addition, country radio listeners are 3% more likely than the average listener to tune into morning shows, with 55% saying it
is their preferred time to listen, according to the State of Media - Country Radio report from Harker Bos Media...
These country radio fans are multi-tasking while listening to their favorite morning shows -
81% say they are driving while listening, 52% relaxing while listening, 46% exercising, and 34% working already while tuned in...
Country music radio listeners surpass the average listener with extended periods of tuning
in, exceeding one hour, with 27% saying they listen for 1-2 hours, and 12% listening for more than two hours, compared to 25% and 9% of overall radio listeners, respectively...
When asked why they listen to the radio, 83% of country listeners enjoy the content, 55%
listen for information (news/weather), 48% tune in for local content, and 45% enjoy the variety of content morning shows offer...
These listeners also prefer traditional methods of tuning in, with an overwhelming majority
(89%) relying on an AM/FM receiver. The next largest group (51%) listens to country radio via mobile apps, and 29% use a smart speaker...
Approximately half of country radio listeners actively participate in contests, call-ins, or
interactive segments, the study reveals. They are also 10% more likely to listen to shows that provide traffic, interviews, and trivia-type contesting. Most are there for the music (86%), followed by
67% who listen for news/updates, and 57% for traffic updates...
"Country listeners represent a tradition-loving and socially engaged segment of radio
audiences." Harker Bos Group writes in conclusion. "Their appetite for variety knows no bounds, as they eagerly access radio through any available means. These enthusiasts actively seek interaction
with their favorite stations, craving the latest updates about society. For country fans, the passion extends beyond music to a genuine interest in the world. It's crucial for country radio stations
to prioritize cultivating a strong connection with these listeners, ensuring they feel updated on everything happening around them."
Did You Know???
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