Arbitron combined newly released qualitative information from Scarborough Research with its own lifestyle data to counter any lingering misconception about the buying power of Country radio's audience in the keynote research presentation "Whiskey Bent and Hell Bound," at the Country Radio Seminar 2001. While agencies and advertisers may know that Country music's appeal has evolved from highly targeted to mainstream, many of them still have visions of an audience that include out-of-date stereotypes. This presentation reveals a dynamic, plugged-in audience.
Download The Country Radio Study (PDF)