The Impact of New Songs on the Country Radio Audience
Through an extensive analysis of data from Arbitron’s Portable People Meter™ measurement of Houston radio listening and music monitoring data from Media Monitors, What Happens When New Music Gets Played: The Impact of New Songs on the Country Radio Audience reveals how the exposure of new songs on KILT-FM did not undermine the station’s audience levels.
The study reveals how, on average, the Country audience grows 1.8% with the exposure of a new song. Among the other key findings are that not all new Country music is created equal when it comes to its impact on audience levels. Established artists perform better than new artists, uptempo songs perform better than slower titles and songs from male artists perform better those from female artists. The study also reveals that it takes about 25 weeks for a new song to have its maximum impact on a Country station’s audience levels.
Last updated: 3.21.07