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Country Music Consumer Relies on Local Radio, TV Videos and WOM to Make Buying Decisions

When it comes to influencing sales of country music, radio is still the king followed by music videos on TV and Word of Mouth, according to new findings from Tunecom and BIGresearch.

In another first for the Country Music Industry -- Tunecom in conjunction with BIGresearch and BIG Machine Records tested the music video for Jack Ingram's new single "Wherever You Are" among 500 Country Music consumers. While the participants had very positive scores to offer the young country star and the video itself, perhaps most enlightening were the underlying answers regarding the consumers purchase actions and influences.

"I feel one of the most interesting findings of the study -- is that most still enjoy buying the entire CD, rather than simply downloading or purchasing a single..." said Tunecom's Joe Patrick, "...with all the hype about digital downloads, I guess we were expecting to see a larger preference for singles."

The survey also revealed that Local Radio continues to dominate influence on music purchase decisions with nearly 80% of the respondents saying it plays the most important role in their buying habits. Television Music Videos followed in second place, with Word of Mouth recommendations taking third above Internet Radio, TV Commercials and Satellite Radio.

Which would you say influences your music purchases the most?
 (check all that apply)
1.  Local Radio                     77.7%
2.  TV Music Video Channels         46.1%
3.  Friends/Family (Word of Mouth)  28.8%
4.  Internet Radio                  18.3%
5.  Satellite Radio                  8.3%
6.  TV Commercials                   6.8%
Source: Tunecom/BIGresearch

BIG Machine Records Founder & President Scott Borchetta used the online Video Test with Tunecom as a new means to keep tabs with Country Music Consumers. "In the world of new media -- particularly as it pertains to the record industry, it's important to have as much consumer insight as possible on a project," said Borchetta. "Big Machine Records' approach is to gather insights beyond the song itself."

The video was tested among 506 Country Music Fans nationally online in late December 2005.

About Tunecom

Tunecom, LLC has been operating as a multi-media promotional and marketing company serving the Radio and Record communities since 1999. Their first online marketing system, Countrytune.com, has partnered over 130 country radio stations with various record companies, to give radio listeners an opportunity to preview new albums via station web sites before the albums were available in stores. Tunecom has continued to develop targeted marketing, sales and promotional programs for both radio stations and record labels.

www.tunecom.com

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 15,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error 1 percent. Complimentary findings are available at: www.bigresearch.com.

Distributed by Market Wire