August 8 2016, Issue 511
Bummer Summer: Country Cools
Historically Country radio shines during the summer, which makes it the most useful period for gauging the format’s overall health. Unfortunately, Country seems a bit under the weather. The July 2016 PPM survey marked the first time in five months and the first July that more stations were down in share than up as the format experiences summer lows rarely seen since PPM became currency more than five years ago. Ratings softness is especially apparent among Persons 18-34, the demographic that drove record highs in 2014 and arguably fueled a more pop-driven sound. A wave of popularity experienced in recent years appears to be over. So what exactly is happening and where are those flighty millennials off to now? Country Aircheck tapped Nielsen VP/Audience Insights Jon Miller to provide a more complete picture, not to mention a recovery update following the skiing accident that left him hospitalized for more than a month earlier this year (CAT 3/18). Countin’ Of Youth: “Enjoy it while it lasts” was the position many veteran programmers took as P18-34 shares began to peak in 2014. The demo is notably fickle and listeners within it may finally be moving on to newer and shinier things. “The one thing that does jump off the page is Country’s 18-34 shares,” Miller observes. Jon Miller The demo’s 2014 peaks were 10.6 (June), 10.2 (July) and August (10.1). Barring a significant swing one way or the other in August (to be released late this month), the summer of 2016 will likely go down as the format’s weakest since 2012 (see page 8). The better news is that other segments of the audience remain relatively steady, though not unaffected. P25-54, for example, are down little more than half a share since the highs registered in June and July of 2014 (8.4 for both). So where is the 18-34 crowd going? One clue is found in July’s year-over-year numbers, which grew most for Classic Hits, Hot AC, Classic Rock and Urban (continued on page 7)
Fix-Uppers: Big Loud’s Chris Lane (c) celebrates his No. 1 “Fix” with team members including (l-r) twin brother Cory, Morgan Sweat, Joey Moi, Stacy Blythe, Clay Hunnicutt, Maggie Abrams, Roger Fregoso, Brandon Matthews, Lloyd Norman, Jeremy Groves and Tori Johnson.
Whisperin’ Bill: One For The Books
Country Music Hall of Famer, BMI Songwriting Icon and Grand Ole Opry member Bill Anderson’s biography title, Whisperin’ Bill Anderson: An Unprecedented Life In Country Music, isn’t an exaggeration. Beginning with Ray Price’s 1958 cover of “City Lights,” Anderson’s songs have charted in seven consecutive decades – a feat no other country songwriter has accomplished. His more recent hits include 2005 CMA Song of the Year “Whiskey Lullaby” and the 2007 ACM Single and Song of the Year “Give It Away.” Anderson’s nine lives include deejay, actor, game show/ talent show host, restaurant owner and even disco chart-topper. Anderson teamed with CMHoF’s Peter Cooper to write his memoir, out Sept. 1. Pre-order it here or here. A few excerpts: Anderson, 19 years old and living a double life as a musician and deejay, was fired from his first job in radio at WGAU-AM & FM/ Athens GA for playing country music. From there he went to WJJC/Commerce, GA and started hosting The Bill Anderson Show: Bill Anderson
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