Country Radio Broadcasters’ Hispanic Study Presented by Edison Media Research Well Received At Country Radio Seminar (CRS-38)

(Nashville, Tennessee – March 2007) Hispanic radio listeners are favorable towards and open to listening to Country music, according to a new survey conducted by Edison Media Research on behalf of the Country Radio Broadcasters.

Full results of the Edison/CRB study “The Hispanic-American Relationship to Country Radio and Music,” were unveiled at the 38th annual Country Radio Seminar. The study of 600 Hispanics nationwide, age 12-49, and their relationship with Country music was commissioned by CRB to examine the growth potential of the format among America’s most rapidly expanding demographic group.

At the conclusion of his presentation on Hispanics and Country Music, Edison’s president Larry Rosin stated, “There is no reason to ignore this audience – Country music and country radio simply must attract the Hispanic community in order to be viable in the long term.” His conclusions also noted that Country music and Country radio have not yet tried to appeal to this audience.

The report included several recommendations for Country radio and Music Row.

For Country radio: The key word is Outreach – Build Bridges. Advertise within Hispanic communities, hire outside consultants who specialize in reaching these consumers. Attend Hispanic community events, obtain endorsements from Hispanic taste-makers, consider creating Spanish language simulcasts streamed from websites and adopt a long-range plan to create loyal listeners in the Hispanic community.

For Music Row: Consider re-recording songs in Spanish, create collaborations between country stars and Spanish stars, release Salsa or Bachata remixes of Country hits, and try to increase credibility and interest among hispanic listeners as part of a long-term strategy to be integral to Hispanic consumers.

Some key points of study include:

Twenty-four percent of Hispanics age 12-49 say that they enjoy listening to Country music , and another 42% say they “do not listen to Country music but they would be open to listening more.” Only one-third of Hispanics say they dislike Country music and would never listen—a number consistent with what is reported by non-hispanic whites.

In addition, only 38% of Hispanics are aware of a Country radio station in their area. Potential listening is hampered by this lack of awareness and outreach.

One of the most significant finding points to tremendous untapped potential for growth of Country radio's Hispanic listener base: Out of all surveyed participants 41% agree that “Country radio stations are not interested in appealing to Hispanic listeners.” The results indicate that Country radio would benefit greatly from increased outreach to Hispanics: 56% of those who say they like or are open to Country music say that seeing an ad on Spanish television would lead them to listen more.

Rosin concludes, “You reap what you sow. Country music only needs to make itself available to Hispanics, and then court them. Listening will almost assuredly go up.”

CRB’s President Becky Brenner of KMPS in Seattle adds, “ The Country Radio Broadcasters are very proud to have been the catalyst for this research. The results are certainly very exciting for both country radio in particular and the country music format in general.”

The full presentation can be viewed at www.crb.org in the research section.

CONTACTS:

Jeff Walker – AristoMedia – 615.269.7071 ext. 123 – jwalker@aristomedia.com

Larry Rosin – Edison Media Research – 919.260.0228 – Irosin@edisonresearch.com

Alicia Bushe – Edison Media Research – 919.260.0228 – abusche@edisonresearch.com

Ed Salamon – CRB, Inc. – 615.327.3387 – ed_salamon@crb.org