Red & Blue Formats

Arbitron has released a study called "Radio Today 2005 Edition" that is readily available on line to download at the Arbitron web site. It combines Scarborough consumer data with Arbitron audience data to come up with a snapshot of radio listening in the United States. It looks at 13 different radio formats and includes consumer information like purchasing plans and leisure activities.

In reviewing the country section I felt it contained data that's useful for your air staff and your sales department. Your sales department should already have access to Scarborough data. But how often has your air staff seen it? This data can abolish certain country listener stereotypes, while reaffirming others. It's also interesting to compare it to other formats that you compete against for audience share.  Your air staff should be reviewing a lot of show prep on a daily basis, but I doubt they see this information. It can definitely give them a better mental picture of whom they are talking to every day.

This study includes traditional and modern country music formats. Although the overwhelming majority of country formats continues to be "Mainstream Country", as opposed to " Classic Country" and " New Country". Amazing isn't it? Even in 2005, this format has not significantly fragmented.

The study looks at listeners 18+ Monday-Sunday 6am to midnight.  Women outnumber men in audience composition 53% to 47%. The largest cell is persons 35-44 at 19%. That's good news for advertisers. Country's appeal among older listeners is still there, as has been the case historically, with persons 55-64 and 65+ at 16%.

So where do these folks listen? It's still not a huge at work format, though that checks in with a respectable 26%. Most of our listening is done in car with 37%, and at home with 35%. While the opportunity to grow at work listening should remain a priority for stations, jocks should realize where these people are whom they talk to on a daily basis.

Geographically is where the Red state vs. Blue state fun begins. Country listening is highest right down the middle of the country! From Idaho to Ohio, from Arizona to Georgia, and from the Dakotas to Texas. Not surprisingly, country listening is the lowest in the Middle Atlantic up through New England. And from California up through the Pacific Northwest. Kind of reminds you of our last presidential election, doesn't it!

Here come some stereotypes. Country listeners aren't dumb, but they're not as well educated as listeners of some other formats. 34% of country listeners have some college. 14% are college graduates. If you look at the AC format 28% are college graduates. A majority of country listeners earn between 25-50K a year. Where as a majority of AC listeners earn over 75K a year. But country listeners are 6% more likely to have kids in the house, and 11% more likely to own their own homes. It never hurts to remind your air talent that family values, the family dinner table, and the nuclear family in general is high on their priority list.

The stereotypes get worse, or get better depending on your perspective! But this is information jocks can build talk sets around! Here's the percent of the following consumer categories country listeners represent!  Almost 28% plan on buying a new pick up truck soon, 24% plan on buying Satellite TV, 35% have gone hunting recently, 28% fishing, 27% camping. And 23 eat at fast food restaurants at least five times a month! These rates are well above the norm.

What can a jock take away from this? Whether you’re a brand new air talent or a seasoned veteran this information should be top of mind. When you're on air, talk to these people. Don't talk at them, or worse, down to them. Most of your listeners-consumers (they really are the same thing) don't call the request line and don’t show up at remotes. They're out there living their lives day by day. They need to hear someone who understands their needs, problems, and desires. That's what makes a great on-air communicator. And it translates into higher ratings!