Trump Supporters, Haters Share Favorite Song


Coleman Insights has completed a new project, “The Contemporary Music SuperStudy,” which examines the appetite for contemporary music among 1,000 12- to 54-year-olds across the United States and Canada.

The study measures the appeal of the most consumed songs of 2018 based on radio airplay, streaming, and sales data, as reported by Nielsen BDSradio. Coleman Insights is releasing its full findings in its Tuesdays With Coleman blog post, “Bruno Mars is the Great Unifier.”

Below are highlights of the findings:

* Country significantly over-performs with Trump supporters, while Hip Hop/R&B performs dramatically better among those with negative perceptions of the president than among those who support him.
* Despite marked differences in music tastes, Trump supporters and detractors agree on the same #1 song overall, “Uptown Funk” by Mark Ronson featuring Bruno Mars.
* The contemporary song Americans and Canadians like least is “Gucci Gang” by Lil Pump.
* Hip Hop/R&B is the most consumed genre of 2018 and invokes the most passion but is significantly polarizing.
* Pop is the one sound that fans of all other contemporary styles find appealing.
* Hip Hop/R&B performs much better with daily music streaming service users than it does with daily radio users, while the opposite is true with Country.

Coleman Insights President Warren Kurtzman said, “This study demonstrates that many factors—age, gender, ethnicity, geography, and political views — influence our music tastes. It also shows how Pop music may be the one thing we can all agree upon, as epitomized by the massive and enduring popularity of ‘Uptown Funk.’”

Coleman Insights will present a deeper look at the study in an upcoming webinar, “The Contemporary Music SuperStudy Deep Dive,” which will take place between 2:00 PM and 3:00 PM EDT on Tuesday, April 30. Registration is now open for the webinar here.


  1. Senseless survey or sign of the times? We are now programming based on political polarization. Trump Country 105.5. 106.7 The Beat: Hip Hop, R&B and the DNC. Puro Beto 92.3. No wonder Radio gets ridiculed by the digitally savvy Madison Avenue marketing leaders


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