2-22-2012
Edison research co-founder and President Larry Rosin presented the study at CRS yesterday which included over 1,000 country fans between the ages of 18 and 54. A key finding from the research: "Local, live DJs are instrumental in the difference between radio and other music outlets like Pandora or Spotify. Both P1s and non-P1s are generally equally as enthusiastic about DJs and half of both groups say that DJs are a prime reason that AM/FM radio is better than internet radio."
Rosin told the CRS audience, ?country music remains a very healthy format and is actually becoming more popular, but one of the main points that I think this year?s survey drives home is that country radio could do a better job at understanding and identifying its non-P1 listeners. While it is understandable that P1 listeners should be a priority, the importance of the other 65 percent or so of your total audience cannot be underestimated. Our data also suggest that live, local DJs are one of the big advantages that radio has over internet and satellite outlets, and should be acknowledged as such.?
Edison Research also performed and included in-depth video interviews with fans as part of its presentation which you can view on the Edison website. The full CRS 2012 Country Radio research study is now available online at: http://www.edisonresearch.com/.
(2/23/2012 6:50:05 AM)
Whatever this study cost, you could have given me half and I could have told you the same thing. "More research in 60 seconds . . . "
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