Who Are the Most Marketable Country Stars? Carrie Underwood, Reba McEntire and Dolly Parton, According to Nielsen

In addition to monitoring radio airplay, online streaming and music consumer behavior, Nielsen is the authority in tracking what music people are buying both in-store and digitally. That’s why outlets like Nash Country Daily and Billboard, among others, often cite Nielsen’s statistics in its articles and charts.

An interesting stat that NCD came across this week: Nielsen has also developed its own N-Score, a metric that helps determine the marketability and endorsement potential of athletes, actors and musicians by taking into account factors such as awareness, likeability, influence, role model status, style and success. To get an N-Score, Nielsen fields surveys to more than 1,500 people every week with about 50 different celebrities.

According to Nielsen’s current results, the 15 most marketable country artists (and their N-Scores) are:

  1. Carrie Underwood: 90
  2. Reba McEntire: 89
  3. Dolly Parton: 89
  4. Garth Brooks: 85
  5. Shania Twain: 84
  6. Willie Nelson: 84
  7. Kenny Rogers: 82
  8. Faith Hill: 80
  9. Marie Osmond: 78
  10. Keith Urban: 78
  11. Blake Shelton: 78
  12. Miranda Lambert: 77
  13. Tim McGraw: 77
  14. Brad Paisley: 76
  15. George Strait: 76

Carrie, who tops the list, has her own fitness line, Calia, as well as endorsement deals from Olay and Almay. Reba has her own beauty line, Reba Beauty, and a home goods line available at Cracker Barrel, while Dolly’s Dollywood theme park has remained one of the biggest tourist attraction in the state of Tennessee for decades, drawing more than three million visitors each year.

A few notable names omitted from the list include Luke Bryan, Kenny Chesney and Toby Keith, who all have lucrative portfolios and endorsement contracts.

Interesting stuff, nonetheless.

photos: Reba McEntire courtesy BMLG; Carrie Underwood by Timothy Kuratek/CBS; Dolly Parton by Quantrell Colbert/NBC

Blogs

Kelsea Ballerini Moves Fan To Cry ‘Happy Tears’ After Wearing Her Custom Bedazzled Boots On Stage

Kelsea Ballerini made a fan's dream come true when she wore custom bedazzled boots gifted by 23-year-old Dani Krapf during her headlining tour stop in Tulsa, Oklahoma on April 5. Krapf, a longtime fan of Ballerini, sparkled the personalized pair with colorful gemstones inspired by the singer's past musical eras and song titles. Ballerini surprised…

Kelsea Ballerini Moves Fan To Cry ‘Happy Tears’ After Wearing Her Custom Bedazzled Boots On Stage

Kelsea Ballerini made a fan’s dream come true when she wore custom bedazzled boots gifted by 23-year-old Dani Krapf during her headlining tour stop in Tulsa, Oklahoma on April 5. Krapf, a longtime fan of Ballerini, sparkled the personalized pair with colorful gemstones inspired by the singer’s past musical eras and song titles. Ballerini surprised…

Post Malone Makes Huge Donation Supporting Young Nashville Musicians

Post Malone has joined forces with Raising Cane's to donate $500,000 to Notes for Notes, a Nashville-based charity supporting future musicians. The funds were generated from the sale of limited-edition Post Malone posters at Cane's locations in Utah and Texas. The donation will benefit youth by providing free access to music instruments, instruction, and recording…

Post Malone Makes Huge Donation Supporting Young Nashville Musicians

Post Malone has joined forces with Raising Cane’s to donate $500,000 to Notes for Notes, a Nashville-based charity supporting future musicians. The funds were generated from the sale of limited-edition Post Malone posters at Cane’s locations in Utah and Texas. The donation will benefit youth by providing free access to music instruments, instruction, and recording…

Brad Paisley Set To Headline NFL Draft Concert Series

Brad Paisley has been announced as the headliner for the NFL Draft Concert Series on April 26, which will bring an end to the 2025 NFL Draft held in Green Bay, Wisconsin. Paisley will perform at the Draft Theater near historic Lambeau Field, offering fans a free concert following Round 7 of the draft. “There’s…

Brad Paisley Set To Headline NFL Draft Concert Series

Brad Paisley has been announced as the headliner for the NFL Draft Concert Series on April 26, which will bring an end to the 2025 NFL Draft held in Green Bay, Wisconsin. Paisley will perform at the Draft Theater near historic Lambeau Field, offering fans a free concert following Round 7 of the draft. “There’s…

Morgan Wallen Unveils Star-Studded 37-Song Tracklist For ‘I’m The Problem’

On Wednesday (April 16), Morgan Wallen announced the track list for his highly-anticipated fourth album, I'm the Problem. The country star revealed that there are a total of 37 songs on his upcoming record, which is due out May 16 via Big Loud / Mercury. The project includes an impressive list of special guest collaborators,…

Morgan Wallen Unveils Star-Studded 37-Song Tracklist For ‘I’m The Problem’

On Wednesday (April 16), Morgan Wallen announced the track list for his highly-anticipated fourth album, I’m the Problem. The country star revealed that there are a total of 37 songs on his upcoming record, which is due out May 16 via Big Loud / Mercury. The project includes an impressive list of special guest collaborators,…

Jackson Dean Has Poured Everything He Has Into His Music

Jackson Dean, known for his high-energy live performances, will be releasing his new single "Be Your Man" on May 9. The country rocker's intense stage presence, highlighted by moments of pushing himself to the point of blacking out, has fueled his successful career following his 2022 chart-topping debut single, "Don't Come Lookin'." With a distinct…

Jackson Dean Has Poured Everything He Has Into His Music

Jackson Dean, known for his high-energy live performances, will be releasing his new single “Be Your Man” on May 9. The country rocker’s intense stage presence, highlighted by moments of pushing himself to the point of blacking out, has fueled his successful career following his 2022 chart-topping debut single, “Don’t Come Lookin’.” With a distinct…