How to Convert Non-Listeners to Listeners – Alan Burns, Momentum 2018
With the goal of find out how Contemporary Christian Music radio might grow its weekly cume to 50,000,000 we conducted a set of focus groups to identify issues, then surveyed 400 women nationally between 35 and 54 years old – the core demo for the format – who don’t normally cume CCM during a typical week. We compared those women to a sample of 61 CCM super-core listeners recruited from CMB member station databases.
Using cluster analysis we found within the results a fruitful target for CCM expansion. This segment contained all of the format core listeners, and 40% of the non-listeners. In other words, we found a large group of non-listeners whose wants, needs, and perceptions of the format are very similar to CCM’s existing core.
Summarizing the difference between the core and the best prospects for expansion is simple: the prospects place more importance on having fun and feeling good than do the core. The core also wants those benefits, just not as intensely as the prospects. None of the core’s highest priorities would suffer if Christian Contemporary Music Radio became more fun and light-hearted in ways that fit the brand.
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