The folks at Coleman Insights try to answer that question with new research called, “The Contemporary Music SuperStudy.” The study examines the current appetite for contemporary music among 1,000 12- to 54-year-olds in the U.S. and Canada. Here’s some of what the study revealed…
The study evaluates a song list comprised of the most consumed songs of 2018 as measured by Nielsen Music – BDSradio that includes radio airplay, streaming, and sales data. Coleman says the study revealed that that Hip Hop/R&B and Pop are both the most consumed genres and the genres that invoke the most passion. However, the study also indicates that Hip Hop/R&B is significantly polarizing.
According to Coleman Insights President Warren Kurtzman, “This helps explain why deciding which Hip Hop/R&B songs to play on Pop formats can be a tricky proposition. A programmer has to determine whether strong passion as well as factors like streaming data outweigh the negatives, which can be a high percentage of ‘Dislike A Lo’ scores”
The study found, compared to the overall test list, that Alternative/Rock also over-performs with passion scores, while Country, Dance/Electronic and Latin underperform.