Jason Scott
Staff Writer
According to recent research, Carrie Underwood is favorite country artist among 12-24-year-olds it has been announced.
Carrie Underwood’s post-American Idol success is somewhat of a Cinderella story. Years before auditioning for the blockbuster FOX singing competition, she tried her hand at landing a major record label deal with various demos and live performances. However, it wasn’t until she stood before then-judges Simon Cowell and Randy Jackson that her life changed forever.
According to a study released by Edison Research, the 30-year-old powerhouse is “the most popular artist among 12-to-24-year-olds who like country music, as well as the most popular Country artist among 12-to-24s overall,” as first reported by All Access. The study continues, citing that among 12-to-24-year-olds, Underwood earned an 82% favorable rating with
Tim McGraw
(80%), Blake Shelton
(77%) and
Luke Bryan
(75%) following.
Titled “Understanding Country Radio’s Next Generation of Listeners,” this new research allows industry executives to get a better reach on the music and media consumption habits of 12-to-34-year-olds, otherwise known as the target demographic. The full survey is expected to be unveiled on Feb. 19 by Edison’s Larry Rosin and Megan Lazovick and “Millenials” expert Jayne Charneski at the Country Radio Seminar in Nashville.
A followup survey will be conducted on February 20.
For this first round, 1,550 12-34 year-olds (including 900 respondents under the age of 25) were studied prior to the airing of Underwood’s starring role in The Sound Of Music on December 5 from November 18-25, 2013.
As far as the top four Country (or related) artists, respondents likewise gave Underwood a bold 48% rating. Kelly Clarkson (44%), Taylor Swift (43%) and Tim McGraw (40%) were also among the top-rated. The key to these numbers is looking at the diversity and range in taste for the younger radio listeners: the report cites McGraw and Bryan as clear evidence of this.
This research is expected to assist radio and other audio formats in molding the landscape moving forward.
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