All eyes are on country programmers in Nashville this week. How will they respond to the red-hot controversy of female artists getting the cold shoulder on their radio stations? Yesterday, we reported on a new study that shows female artists are only airing 10% of the time. Today, more fuel for that fire.
CMT and Coleman Insights have released new research about listener habits and attitudes toward female artists. The two organizations say that their research shows that 84% of listeners want equal play for women on radio, and seven out of 10 want to hear more female artists.
What if country radio programmers knew their ratings might actually go up if they increased the number of female artists they spin on their stations. The Coleman/CMT study says listeners reported they would even seek out country radio more if women were specifically highlighted. Twenty-eight percent said they would listen to radio more if additional female artists were featured, versus 11% who would listen less.
The CMT Insights study with Coleman Insights surveyed 1,000 radio listeners ages 25-54, specifically screening for respondents who would rate a Country station as “Love it and would listen all the time,” “Like it a lot and would listen frequently,” or “Like it and would listen occasionally.”