One part of each study is devoted to music, more specifically, trending the listener appeal of various music clusters.
At CRS 2011 we revealed some top line data* that showed ascending passion scores for millennial music and a corresponding decline for Boom-era music.
But, having said that, as the next chart shows, 25-54 listener passion is still very high for millennial music from pre-millennial artists like Tim McGraw, Kenny Chesney, Toby Keith and Alan Jackson.
While the data also shows that passion scores for Boom Era music have become noticeably softer over time, and that the best scores are coming from older demos, this isn't to say that all pre-millennium songs don't test well - plenty still test very well.
Last year Inside Radio/Research Director, Inc. PPM released a format study reporting that while country’s AQH composition is heaviest 35-54, country’s weekly cume ratings varied little across 18-34 (16.6), 18-49 (16.5) or 25-54 (16.4).
The broad strength of millennial music is, of course, great news for a format where the cume ratings are nearly identical across 35 years.
*Unless otherwise noted, all data is from Albright & O’Malley Roadmap on-line surveys of listeners recruited from station database and social media initiatives and as such is subject to any inherent biases