News & Publications
FOR IMMEDIATE RELEASE
November 19, 1997
CMA COMMISSIONS MOST EXTENSIVE CONSUMER SURVEY EVER CONDUCTED ON ATTITUDES TOWARD COUNTRY MUSIC
NASHVILLE - In a special meeting of the Country Music Association Board of Directors today, CMA officials announced the results of a benchmark national consumer survey on attitudes toward Country Music. The study was conducted by Edison Media Research, which specializes in researching and providing strategic information to radio stations, television stations, newspapers, cable networks, record labels and other media and political organizations.
"CMA initiated this study in an attempt to better understand who our consumers actually are and what they want because admittedly, our sales have flattened out over the last couple of years," said CMA President Tim DuBois. "As the trade organization representing the entire Country Music industry, we are attempting to provide information which will allow our members to better serve our fans. This is the start of a process of research which will enable us to assess consumer attitudes on an ongoing basis."
"This is probably the most extensive survey ever conducted in the music industry," said Edison Media Research President Larry Rosin. "A typical national political survey usually involves around 1,000 people. This study engaged five times that number so that conclusions in the survey could be measured within the groups of current, former and potential Country Music listeners. We wanted to look at the differences among consumer groups so that we could further explore opportunities to expand Country Music among potential and former listeners."
The survey was conducted among a probability sample of 7,986 households. Five thousand and five people age 18 to 54 in the continental United States were interviewed. Telephone numbers were selected using a random digit dialing procedure that gave all households an equal chance of selection. One adult was randomly selected in each household.
The survey followed scientific procedures in order to project the numbers to the national population of 18 to 54-year-old adults. The margin of error was plus or minus 2 percent.
Respondents qualified as current Country listeners if they had listened to Country radio for more than an hour in the last month or purchased a Country CD or tape within the last three months. Former listeners had listened or purchased within the last five years.
Among the findings were:
- 51 percent of Country Music listeners said they are listening to the music more in the last year.
- 19 percent of Americans say Country is the type of music they listen to most. This led all other formats of music as a favorite.
- 39 percent of Americans are current consumers of Country Music. Another 11 percent have been consumers within the last five years.
- The highest percentage of Country Music listeners against the total population within a region is actually in the Midwest not the South.
- The age profile of Country Music consumers very closely matches that of the general population.
- Twenty-nine percent of all Country Music listeners are recent converts, having joined the audience within the past five years. An amazing loyalty is evidenced by 37 percent who say they have been a fan for 20 or more years.
- More listeners prefer newer Country Music, with 44 percent saying they favor the music of the last few years. Another 18 percent favored that of the early ‘90s.
- Country Music listeners overwhelmingly disagreed (82 percent) with the idea that "today’s Country singers all look and sound the same."
- Sixty-eight percent feel that "the new Country singers are as good as the established ones."
- Seventy-four percent disagreed that "the new songs all sound the same."
- Country Music listeners are still much more likely to learn about new music from the radio. However, the survey also indicated they may not be learning as easily as they would like. An overwhelming
- 92 percent of listeners said "I like when Country radio stations tell the titles and artists of every song."
- As for purchasing habits, 69 percent of Country Music consumers buy more CDs than tapes.
- Forty-five percent purchase Country Music at discount stores or mass merchandisers compared to 35 percent at a record store.
- Thirty-one percent of listeners have attended a Country Music concert in the last year.
- When Country Music listeners were asked to name their three favorite artists, Garth Brooks was mentioned most frequently (31 percent). Other favorites are Reba McEntire (17 percent), Alabama (14 percent), George Strait (13 percent), and Alan Jackson (12 percent). New artists in the top ten were LeAnn Rimes (nine percent) and Shania Twain (seven percent).
The study was directed by CMA’s Strategic Evaluation Committee, which is chaired by Atlantic Records’ president Rick Blackburn. Blackburn remarked "Certainly research is not the end-all for resolving issues in any industry. If done properly, it should prove to be a great tool in asking the right questions. The size and technique of the CMA consumer study will prove to be a valuable tool for better positioning of Country Music in the increasingly competitive entertainment industry environment."
Edison Media Research, recognized by Advertising Age as the second-fastest growing research company in America, has built a niche for itself by developing innovative research techniques to provide its clients with a strategic advantage in today’s highly competitive media environment. Edison has nearly doubled in size in each of its first three years of business.
Founded in 1958, the Country Music Association was the first trade organization formed to promote a type of music. More than 7,000 music industry professionals and companies from 41 countries around the world are members of CMA. The organization’s objectives are to guide and enhance the development of Country Music and to demonstrate it as a viable medium to advertisers, consumers and media throughout the world.