NATIONWIDE RESEARCH AT A GLANCE
Each year, all year, we survey Christian music radio listeners across the United States to discover where their heads and hearts are in relation to what we put on the radio. A lot of what we ask isn’t about the songs but what happens between the songs, and it’s enlightening what we learn.
We ask about topics you might hear on morning shows and how interested a listener might be in those topics.
This month we’ll reveal the five morning show topics your listener wants to hear the least. Next month, the Top Five. Focus less on the Lowest Five and more on the Top Five and have a happier 2021!
Here are Five of the Lowest Ranking Morning Show Topics (rated on a 1-5 scale):
The latest update on the weather – 4.0
The latest on COVID – 3.4
Sports Updates – 2.1
Hollywood Updates – 2.0
The latest on the President’s tweets – 1.9
Let’s discuss the bottom three first. Over and over, we see Christian music radio listeners tell us they neither want nor expect 1. Politics, 2. Pop culture/Hollywood, or 3. Sports from their Christian music radio station. That was echoed again this year. All of this research was conducted prior to President Trump’s Twitter account being deactivated. The numbers on these three areas consistently show up so much lower than any other areas. It’s worth considering simply leaving them completely out of the content mix unless something extraordinary happened in your town.
As to no. 4, the latest on COVID, we were asking about it when it was topic no.1 in the news on a daily basis. At 3.4, that’s just lukewarm among our listeners. Almost as if they are saying, “it’s reality, but please only if there’s some good news”.
And, then there’s the weather. It’s not that the weather ranking at 4.0 is a terrible score. 4.0 out of 5 is pretty good. But we’ve watched the weather go from the top of the list over the years to now the lower part of the middle. The weather matters, but it appears most people know they can check their phones to get it now.
Next month we’ll focus on the top five, where you’ll want to focus your energy and creativity.
Chuck Finney’s had radio playing in his head since he was just a boy. Over the course of his career, he’s worked in programming, radio research, and audience connection. Chuck’s passion for words and communication is widely recognized and he’s won several industry awards.
If you ask Chuck how he’s doing, he’ll either say “Blessed, thank you,” or “I really get to do this for a living?!” He’s the President of Finney Media, a speaker and author who loves telling stories and helping you do the same. Chuck is married and has two adult daughters. He lives with his wife, Lynda, in the Dallas area. For more information, read about Chuck at finneymedia.com.