CMT, Coleman Conduct Study on Female Country Artists

RADIO ONLINE | Thursday, February 20, 2020

CMT and Coleman Insights

CMT and Coleman Insights have released research unveiling insights into Country radio listeners habits and attitudes toward female artists. Debunking long-perpetuated myths claiming both female and male listeners don't want to hear female voices, CMT's Equal Play Radio Research demonstrated listeners want equal play for female artists on Country radio, as well as more female artists in the genre they helped to build.

Commissioned by CMT Insights, data from Coleman Insights reveals that not only do 84% of listeners want equal play for women on radio, but 7 out of 10 want more female artists in the genre. Listeners reported they would even seek out country radio more if women were specifically highlighted, with 28% saying they would listen to radio more if additional female artists were featured, versus 11% who would listen less.

"The age-old myth that 'women don't want to hear women' has led to a multitude of unproven public claims about female voices on the air, including 'you can't play two women back-to-back' or 'ratings drop when you play women'" said CMT Senior VP/Music & Talent Leslie Fram. "When we approached Coleman Insights about this specific line of research, we were shocked to learn no one had ever commissioned data on the listeners themselves. CMT took it directly to the fans and what we found couldn't have been more clear: listeners want equal play and women do want to hear women on the radio."

While it may be common knowledge among industry insiders that more male artists are played on country radio than female, listeners were polled for the first time to uncover whether or not they recognized the bias. The data proves the understanding to be nearly universal, with 72% of Country listeners reporting they hear more songs sung by men on Country radio, with no differences shown in gender or age.

CMT's Equal Play Radio Research indicated that a majority of fans are indeed open to hearing female voices, with 53% reporting no gender preference when it comes to artists. Listeners also heavily acknowledge (88%) the role females have played in Country music's history, a theme that is reiterated in additional research released earlier this week by University of Ottawa's Dr. Jada Watson.

Fram added, "This tells us country music fans want to hear good songs period. But it also tells us that we are training listeners not to hear female voices. Without creating an equal playing field, fans don't know what they are missing. This is about a balance of gender and diversity. It's essential for all voices to be heard."

This week marks the official kick-off of CMT Equal Play campaign, the brand's year-long initiative to create measurable industry-wide action to dramatically increase female representation in country music and create a path for parity in 2020. Last month, CMT pledged 50/50 video airplay parity for female and male artists across CMT and CMT Music channels. CMT Radio followed suit by announcing "CMT Radio Live with Cody Alan" would also be implementing 50/50, a 100% increase in female airplay on their weeknight shows airing 7-midnight.