Understanding “Parents, Teens, and Country Music” Announced as Topic of Study Added to CRS 50th Anniversary Agenda

Edison Research will unveil results from a new study during Country Radio Seminar’s 50th Anniversary event, to be held Feb. 13-15. Fostering and preserving Country music and radio’s multi-generational appeal is the focus of “Parents, Teens, and Country Music,” which will be presented on February 14 at 3:30 p.m. CT

Once a format whose primary appeal was thought to be among 35-plus listeners, Country radio and music’s boom over the last decade has been driven by the unprecedented growth of Country as an all-ages format. As Country music continues to evolve, and media usage shifts among all groups, particularly including teenagers, “Parents, Teens, and Country Music” looks at how Country radio and music can continue to connect with both groups.

The latest study joins more than a decade of acclaimed Edison Research presentations at Country Radio Seminar on behalf of CRB. Previous topics include the listening habits of millennials, mobile device usage among Country music fans, a study of listener needs titled “What Makes Country Radio Matter,” and last year’s “At Home with Smart Speakers” about devices such as Amazon Alexa and Google Home devices.

“Parents, Teens, and Country Music” will combine a survey of Country music listeners who have teenagers at home, a survey of teenagers, and footage from the in-person interviews that have become a highlight of Edison’s CRS presentations. Both groups will be asked about their musical tastes, media usage, and how that usage takes hold with an eye on how parents and teens influence each other.

“This presentation will allow CRS attendees to understand better the lives of people currently in their demographic target while allowing a peek into those of the crucial next generation of Country fans,” says Edison Research president Larry Rosin. “There will be practical advice both for connecting with the parents, and cultivating the younger group for the future.”

Blair Miller