This year’s study was an ‘Ethnographic Study’, which
profiled Country fans across the nation, examining them in their day-to-day
environments to gather qualitative information regarding their use and
consumption of County radio in an era filled with an array of music media
outlets.
Radio consultant and CRS research chairman, Joel Raab said, “Going
beyond X's and O's allows us to examine not only attitudes, but behavior. This
added insight gives programmers new depth in understanding our fans.”
The fans selected for the study varied signifant in age and
lifestyles and the results found that Country music touches the lives in deeply
personal ways. And the study raises a key question: when Country fans/listeners
respond with real emotion, why are radio stations becoming more and more like
their automated competitors?
Among the study’s key findings were:
- Radio’s competition is no longer only between stations.
The fight today is against all of the other media: Television(outlets like
CMT/GAC/TCN), YouTube, Pandora, and even personal mobile devices.
- People are choosing to listen to the device that presents
the path of least resistance. In the car, that remains radio. At home or in the
workplace, there is a much more competitive situation: television, in
particular, at home and the Internet at work.
- If one listens to radio today, it is often devoid of
emotion. And yet when you talk to people in their homes, they place the
emphasis on the emotions that country music elicits.
No comments:
Post a Comment