- 06/11/2011
- Posted by: Mike O'Malley
- Category: country music, country radio, radio programming
Albright & O’Malley‘s Roadmap 2011 (our 5th annual online perceptual) continues to provide valuable insights into where country radio is at the moment and where it is headed.
One part of each study is devoted to music, more specifically, trending the listener appeal of various music clusters.
At CRS 2011 we revealed some top line data* that showed ascending passion scores for millennial music and a corresponding decline for Boom-era music.
A&O’s Roadmap clearly shows that these as well as other millennial artists are indeed scoring well across the board 18-54.
But, having said that, as the next chart shows, 25-54 listener passion is still very high for millennial music from pre-millennial artists like Tim McGraw, Kenny Chesney, Toby Keith and Alan Jackson.
Rather, this is about how the passion for millennial music, from newer and established artists, spans such a wide demographic.
Last year Inside Radio/Research Director, Inc. PPM released a format study reporting that while country’s AQH composition is heaviest 35-54, country’s weekly cume ratings varied little across 18-34 (16.6), 18-49 (16.5) or 25-54 (16.4).
The broad strength of millennial music is, of course, great news for a format where the cume ratings are nearly identical across 35 years.
*Unless otherwise noted, all data is from Albright & O’Malley Roadmap on-line surveys of listeners recruited from station database and social media initiatives and as such is subject to any inherent biases
2 Comments
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"Great study Mike! I would be curious to see where the passion trends go when some Hip Hop artists are mixed in. (CMT awards) lol"
"Congrats on being part of the lead story in Inside Radio yesterday, Mike, and now you're taking it one step farther, as our A&O pals at Midwest Family's http://www.facebook.com/l/55d3d/1051bob.fm/ are showing."