- 02/21/2014
- Posted by: Mike O'Malley
- Category: country music, radio programming
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A & O & B’s Roadmap 2014 – our just-released annual online perceptual of some 9,000 country fans – included an in-depth look at music discovery.
Nearly 58% of the 18-54 respondents said they had “discovered a new artist in the past 12 months that is becoming one of their favorites.” 90% said they had discovered a new artist via FM radio though discovery via social is certainly trending up.
It gets quite interesting when you break out discovery by demo.
Discovery is higher among 18-24s with nearly 70% saying they’ve discovered a new artist in the past 12 months vs. 52% of 45-54s. 52% is no small number but 70% is big.
Who listeners have discovered also looks different by demo.
Luke Bryan, The Band Perry and Florida-Georgia Line have some pretty significant discovery differences 18-24 vs. 45-54.
These differences are less dramatic but they certainly exist for Thomas Rhett, Cole Swindell and Jason Aldean.
There are many other examples.
These differences are less dramatic but they certainly exist for Thomas Rhett, Cole Swindell and Jason Aldean.
There are many other examples.
A take-away for programmers is, given country’s wide demos, that while listeners may be on the same page for things like artist discovery, they are not necessarily reading the same paragraph.
A &O & B’s annual Roadmap online perceptual is a free service to clients who also receive a separate, local report with feedback from their market’s listeners. For information, contact Mike@AandOandB.com or Becky@AandOandB.com.