Recently, Country Aircheck spotlighted PPM figures from Jon Miller at Nielsen Audio showing that Country shares shot up in June 2013 (428 aggregate shares from 379 the June before). For two more years, they hovered above the 400-share mark. Last year, they rebounded slightly (391-396) before reaching their lowest point (372) this June.
Broadcasters have certainly been hyper-aware of Country’s issues over the last few years, but Miller’s numbers crystalized them. The concerns voiced by Country PDs about the state of their available music have become ongoing themes—too much pop-leaning music, not enough superstars. And that was among those programmers willing to respond to Miller’s numbers on the record.
So what was Country radio doing right in 2013? And what clues does that provide us for the format now? I went back to the top 100 most-played Country songs of the year, according to NielsenBDS Radio. Here are some things worth considering:
There were plenty of (relatively) anonymous male acts in 2013. The issue of consistent but non-superstar male hitmakers is a consistent one. In this strong year for the format, there are still hit songs from Tyler Farr, Randy Houser, Kip Moore, Justin Moore, Easton Corbin, Jake Owen, Chris Young, Lee Brice, Billy Currington, Brantley Gilbert, Parmalee, and David Nail. A few of those are the first of the “bro country” artists arriving on the scene; others had been living comfortably in the format’s second tier for a decade or longer. In good and bad years, that type of artist is among us always. In good years, it just rankles less, partially because….
There were also plenty of stars. The year’s top 10 songs also include Luke Bryan, Darius Rucker, Miranda Lambert, and Lady Antebellum. Following close behind are Shelton, Tim McGraw (with Taylor Swift and solo), Brad Paisley, Keith Urban, Carrie Underwood, Zac Brown Band, and Jason Aldean. Besides the instant stardom of Florida-Georgia Line, 2013 also saw the continued ascent of Thomas Rhett.