The Question
Nashville’s reputation as a creative and fast-growing city has long been tied to its storytelling, both on screen and off. When the television drama Nashville premiered in 2012, the city was finding its rhythm, blending small-town charm with national visibility. The show broadcast Music City’s energy and skyline into millions of homes across America. More than a decade later, with the debut of 9-1-1: Nashville, the question resurfaces: can a TV show actually drive people to move to Nashville?
The Data Behind the Hype
The TV show Nashville aired between the years 2012 and 2017, a period in which the Nashville Area experienced one of its fastest growth periods. Migration surged, with the metro adding 15,000 to 23,000 new domestic residents per year, contributing to roughly 100 new people per day. Statistically, this period shows a strong correlation between the show’s viewership and domestic migration. Nashville’s national exposure coincided with explosive population growth. However, it’s important to note that correlation does not imply causation. The Chamber’s research shows the TV show and the growth were both products of the same momentum—a city on the rise.
When Nashville’s growth is compared to Southeastern peers such as Austin, Charlotte, Raleigh, and Atlanta, the story becomes clearer. These metros also saw major domestic migration increases during the same years, even without comparable national TV exposure. The data indicates that Nashville’s growth did not differ significantly from its peers, and that any variation was not driven by the show itself but reflected a broader regional migration wave fueled by job creation, affordability, and lifestyle appeal.
(Peer metros such as Austin, Charlotte, Raleigh, and Atlanta are compared here only for migration trends; they did not have similar national TV exposure during this period.)
Following the Money: Housing and Cost of Living
The second correlation focuses on affordability and migration. In the early 2010s, Nashville’s housing costs were well below the national average, with a cost-of-living index (COLI) for housing under 100, marking it as one of the country’s more affordable large metros. Between 2012 and 2017, that affordability began to tighten as new residents arrived faster than homes could be built. During this time, housing costs and migration were strongly correlated, revealing how when more people came, prices rose in tandem.
When viewed across the longer timeframe from 2012 through 2024, the relationship becomes more nuanced. The correlation drops, showing that housing costs and migration no longer moved in lockstep as the city matured. This broader view illustrates how Nashville evolved; the city’s creative energy, professional opportunities, and high quality of life are now the factors driving migration.
Will 9-1-1: Nashville Move the Needle?
If history is any guide, 911: Nashville may not dramatically change how people see the city, but it shines a renewed spotlight on it. The show’s lighter tone might not redefine Nashville’s reputation, yet it still showcases its neighborhoods, music, and skyline to a national audience. Rather than driving migration, it keeps Nashville visible, reminding viewers why the city stands out.
Still, visibility matters. Both eras, 2012 and 2025 (during Nashville’s run time and post-Covid) share similar growth rates, and since 2022, Nashville has returned to growing by approximately 100 new residents per day. This makes the present moment an interesting test of whether cultural exposure can once again align with migration trends. Cultural storytelling shapes how people imagine a place before they visit or relocate, and the question now is whether 911: Nashville can push that number even higher. Each prime time shot of the skyline and every storyline set on Lower Broadway adds another layer to Nashville’s national identity.
What Comes Next
Looking ahead, Nashville can serve as a case study in how pop culture and economic growth intersect. Its ongoing evolution provides a chance to explore how storytelling, media attention, and civic development reinforce one another over time.
Future research could compare viewership data from Nashville and 911: Nashville alongside migration trends to see whether television exposure aligns with population changes. For now, the data suggests this: Nashville’s story is bigger than any show, but every time it appears on screen, its identity and magnetism grow just a little stronger.
The Chamber Research Center provides research and data in support of continued economic prosperity for the region. They are also an analytics and data resource for Chamber members and can provide business lists, economic data, and custom research. To learn more about the Research Center, visit the link HERE.
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