CRS 2022 Research Project Will Examine Country’s Multi-Generational Audience

Country Radio Broadcasters (CRB) has announced details surrounding this year’s research presentation for Country Radio Seminar (CRS). In partnership with research and marketing partner NuVoodoo Media Services, this project will explore behaviors, trends, and tastes of country music consumers spanning Generation Z to Generation X.

Results from the study will be presented on Thursday, Feb. 24 during the in-person CRS 2022 at the Omni Nashville Hotel.

“For years, a lot of people have said ‘Country music is for anyone 8 to 80,’” CRS Research Committee Chairman and Big Machine Records GM Clay Hunnicutt explains. “This year, we’ll find out for sure, as we look at the multi-generational audiences across country’s past, present, and future, looking at characteristics and day-to-day habits of our listeners-from early adopters to late bloomers. This research presentation will be a must-see for anyone trying to win now, while also working towards what lies ahead.”

NuVoodoo Media Services President/Founder Carolyn Gilbert adds: “It’s especially important that we all begin to think in new ways and zero base much of what’s ‘always been done.’ It’s time to recognize what we don’t know about what we do every day. Facing the world as it is and dealing with it is our way to truly get better and thrive.”

“We had conversations with dozens of country music fans one on one during December via Zoom. We’re using their first-person insights to guide the development of a massive study of nearly 3,000 country music fans we’ll be fielding in January,” shares Leigh Jacobs, NuVoodoo Media Services EVP/Research Analysis. “We’ll use it all to show how they use radio and other media; the things they love, the things that have changed–and those that haven’t. We’ll employ video segments from the Zoom interviews to underscore our findings about their deep relationships with country music. We look forward to sharing it at CRS.”

In 2021, during CRS: The Virtual Experience, NuVoodoo Media Services probed country music consumption habits during the COVID-19 pandemic and quarantine.

CRS will be held Wednesday, Feb. 23-25. Registration for CRS 2022 is open now.