Trending and Spending:
The Country Music Radio
Consumer
Country Music Radio Seminar
2017
CMA Research
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
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WHO IS THE COUNTRY MUSIC RADIO CONSUMER
HOW ARE BRANDS SPENDING ON RADIO ADVERTISING ACROSS KEY
CATEGORIES
WHY ARE COUNTRY RADIO CONSUMERS A VALUABLE TARGET FOR
BRANDS COMPARED TO OTHER RADIO FORMATS
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
Country Music is the #1 Radio Format in the US
46m
#1
2,078
Consumers 18+
Radio Format
by Share of
Listening
Country Terrestrial
Radio Stations in the US
#1 ranking based on AQH Rating (Average Quarter Hour Persons as percentage of population)
Source: Nielsen State of Media: Audio Today 2016, Nielsen BDS
Source: GfK MRI Doublebase 2016 Study
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
3
COUNTRY MUSIC RADIO APPEALS TO A
WIDE AUDIENCE
Country Radio Listeners include a strong male and
female listening base compared to other genres.
Country Music Radio Listening is strong across multiple
generations including the millennial audience.
64%
57%
54%
46%
22%
53%
22%
47%
42%
20%
21%
18%
36%
Country
Pop - Contemporary
Hit Radio
Classic Rock
14%
Urban
18-24
25-34
MILLENNIALS
35-44
45-54
GENERATION X
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
55-64
65+
BOOMERS
4
HOUSEHOLD INCOME OF COUNTRY MUSIC RADIO
CONSUMER EXCEEDS AVERAGE & RISING
Average Annual Household Income
$82,000
$80.1K
$80,000
29%
$78,000
$76,000
$74,000
Of Country Music Radio
Consumers have a household
income of $100,000+
$72,000
$70,000
$68,000
2012
2013
2014
Counry Music Radio Listeners
2015
2016
Gen Pop
Source: MRI Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
5
ATTRACTIVE CONSUMER CHARACTERISTICS FOR
BRANDS
Married
56%
Work Full
Time
53%
Own
Home
72%
College
Educated
56%
Parents
Source: MRI Doublebase 2016
34%
6
COUNTRY MUSIC RADIO LISTENERS
ARE HIGHLY ENGAGED LISTENERS
Time Spent Listening per Week
Country
6hrs:15m
5hrs:30m
Urban
Classic Rock
Contemporary
Hits
4hrs:00m
3hrs:15m
81%
Of Country Radio Listeners
Listen Daily or More
vs. 71% of Non-Country
Radio Listeners
7
Source: The Futures Company for CMA
Nielsen, Audio Today 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY MUSIC LISTENER
SPENDING AND RADIO AD
SPENDING
Research provided in this report is made available by CMA for educational and informational use only. Usage is limited to in-person presentation purposes and CMA must be clearly
credited. Reproduction or re-distribution is prohibited. CMA is not responsible for any non-approved use of the research materials provided or data reported from third party sources.
$17.8B TOTAL AD SPENDING DOLLARS FOR RADIO IN 2017
Top Radio Advertising Categories in US
$483.4M
Retail
$409.5M
Communications
Financial
Automotive
Restaurants
Travel
+1%
Compound Annual Growth Rate for Radio
Advertising through 2020
$197.3M
$179.7M
+7.8%
Compound Annual Growth Rate for Terrestrial
Radio Online Advertising through 2020
$144.6M
$65.9M
9
Source: PWC Entertainment & Media Outlook, 2016-2020
Kantar Media; Radio Advertising Bureau, 2015
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
RETAIL CATEGORY
$483.4M
Radio Advertising Spend on
Retail Category
Country
Urban
10
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY MUSIC RADIO LISTENERS SPEND
MORE ON HOME IMPROVEMENTS
Total Annual Spend on Home Improvement
$5.5B
Country
$4.5B
Contemporary Hit
Classic Rock
Urban
$2.3B
79%
$368
52%
Completed the work on
their own
Average amount of money
spent on Home
Improvement Project
53%
$1.3B
11
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY RADIO LISTENERS VISIT
CONVENIENCE STORE NINE TIMES A MONTH
Past 30 Day Spend at Convenience
Country
Contemporary Hits
Urban
Classic Rock
$1.9B
66%
38%
Purchase
Gas
Buy
Snacks
$1.7B
$949M
45%
Buy Soft
Drinks
16%
Buy Beer
$757M
12
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY RADIO LISTENERS SPEND $42 MORE PER YEAR ON
SPORTS & RECREATION EQUIPMENT
Total Annual Spend on Sports/Rec Equipment
$1.9B
Country
$1.6B
Contemporary Hit
Classic Rock
Urban
For Country Music Radio Listeners Sports & Recreation
is a family affair.
20%
$828M
$582M
$160
Country Music Radio Listeners
that are also Parents bought
Sports Equipment in the Last Year
Average Annual Spend for a Country
Music Radio Parents on Sports &
Recreation Equipment
vs. $138 for other Parents
13
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COMMUNICATIONS
CATEGORY
$409.5M
Radio Advertising Spend on
Communications Category
14
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
MILLENIAL COUNTRY RADIO LISTENERS SPEND
MORE ON CELL PHONE SERVICE
Millennial Average Monthly Cell Phone Bill
Country
Contemporary Hit
Classic Rock
$147.40
$139.60
91%
Own a Smartphone
59%
On a Family or Shared Plan
$135.00
35%
Urban
24%
$120.10
15
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
AUTOMOTIVE CATEGORY
$179.7M
Radio Advertising Spend on
Automotive Category
Country
Contemporary
Hits
Urban
Classic Rock
16
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY RADIO LISTENERS
SPEND BIG ON AUTO
Total Expenditure on Most
Recent Purchase / Lease
Country
$687.5B
Contemporary
Hits
$621.3B
Urban
$291.1B
Classic Rock
$261.0B
17
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY MUSIC RADIO MILLENNIAL LISTENERS MORE
LIKELY TO OWN/LEASE SUV
Millennial Country Radio Listeners
% of Millennial Radio Listeners that Own / Lease a SUV
43%
Country
52%
Likely to buy or lease a vehicle
in the next 12 months
38%
Classic Rock
vs. 41% of all Country Radio Listeners
38%
Contemporary Hits
Urban
28%
18
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
TRAVEL CATEGORY
$65.9M
Radio Advertising Spend on
Travel Category
19
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY RADIO LISTENERS
SPEND MORE ON TRAVEL
Total Amount Spent on Domestic
Vacations in Last 12 Months
Country
$28.0B
Contemporary
Hits
$25.5B
Classic Rock
$11.1B
Urban
$8.0B
20
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
53% OF COUNTRY RADIO LISTENERS TRAVELED WITHIN
THE US IN THE LAST YEAR
Reason for Vacation Travel
General Sightseeing
18%
21%
Take 4 or more Domestic
Trips per year
15%
Shopping
Visit Family or Friends
13%
Beach
13%
7
9%
Fine Dining
Outdoor Recreation
6%
Visit National Park
6%
$1539
Hotel Nights per year
on Average*
Average Amount of Money Spent
on Domestic Travel per year*
21
Source: GfK MRI 2016 Doublebase 2016
*When traveling by plane
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
FINANCIAL SERVICES
CATEGORY
$197.3M
Radio Advertising Spend on
Financial Category
Country
Contemporary
Hits
Urban
22
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
MILLENIAL COUNTRY RADIO LISTENERS HIGHER USEAGE
IN GROWING FINANCIAL SERVICES SEGMENTS
Millennials with
a Mortgage
Millennials that use
Online Tax Prep
Millennials with
an education loan
Country
27%
20%
16%
Classic Rock
25%
18%
12%
Contemporary
Hits
21%
16%
13%
Urban
12%
14%
7%
23
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
RESTAURANT CATEGORY
$144.6M
Country
Radio Advertising Spend in
Restaurant Category
24
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
COUNTRY RADIO LISTENERS ARE
FAST FOOD FANATICS
Average 30 Day Spend at QSR
Country Radio
Parents
Classic Rock
Parents
Contemporary Hits
Parents
Urban Radio
Parents
$66.3
50%
Visited QSR 9+
times in last 30 days
$64.1
$61.5
$49.3
$13.5B
Total Spend Annually
at Fast Food/QSR
25
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
KEY TAKE-AWAYS
Your Listener is a powerful
audience for advertisers and
brands
Your Listeners are spending more than other
radio formats in key categories including retail,
automotive, and restaurants.
• Appeals to a broad audience, including
the sought after millennials
• Strong home ownership results in Country Radio
spending more on home improvements annually.
• More engaged than other radio
formats with 81% of fans listening
daily or more
• The robust group of millennial Country Radio
listeners spend more on their monthly cell phone
bill than other radio formats.
• Affluent with nearly 30% in HH of
$100K+
• Country Radio Listeners spend 10% more in the
automotive category than other radio formats
26
Source: GfK MRI 2016 Doublebase 2016
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.
If you have questions about the
Country Music Audience and
Market, please contact us at the
Country Music Association
35 Music Square East
Suite 201
Nashville, TN 37203
(615) 244-2840
[email protected]
[email protected]
Access and use of CMA research reports is strictly limited to current, active CMA members and intended only for member internal use for Country Music specific business. Material presented
in this document may not be reprinted, distributed, or shared outside of member organizations. Requests for non-internal use may be directed to and require CMA review and approval.