NATIONWIDE RESEARCH AT A GLANCE
The Finney Media Why Listen?® Survey 2018 is out with results from 26,800 respondents in four different formats – Music stations, Music and Teaching stations, all-Teaching stations, and Teaching programs.
One of the questions asked was about tuneouts – things your listener perceives you might do that would cause her to tune away or turn off the radio. The list of tuneouts below is focused on just the respondents who came from Music stations. The percentages are the total of “very likely to turn off” and “somewhat likely to turn off”.
1. They have a negative, angry, judgmental tone — 85%
2. Announcer talks too much — 50%
3. Plays songs you don’t like — 48%
4. They talk about a topic I’m not interested in — 44%
5. They play commercials — 42%
We discussed in this column last month how the main listener reasons for listening to Christian radio could be summed up in two words – spiritual encouragement. Our top tuneout confirms this. The #1 tuneout – and it isn’t even close – is a negative, angry judgmental tone.
Your listener is looking for spiritual encouragement without negativity, without anger, without judgment.
We believe that doesn’t just mean we take out things that are negative, angry, judgmental, but also that we’re proactive about including “love, joy, peace, patience, kindness, goodness, faithfulness, gentleness, and self-control*.”
Other tuneouts are important (“talking too much about something that’s not interesting” comes to mind), but none quite as important as your station or program being the loving, joyful, peaceful, patient, kind, good, faithful, gentle, self-controlled channel in an otherwise negative, angry, judgmental world.
Coming in October – Another look at the Top 5 Main Reasons Christian Radio listeners listen. This time, we review the Main Reasons in the whole survey – all formats – and discover how listeners to Music Stations are similar to – and different from – listeners to Teaching stations and programs.
*”The Fruits Of The Spirit” – Galatians 5:22
Chuck Finney is the President of Finney Media and has over 30 years experience helping radio stations grow audience and deepen relationships with listeners. He led Salem’s KLTY Dallas to record audience levels and served as National Program Director for Salem’s Fish CCM stations. While with KLTY, the station won multiple awards, including NRB Music Station Of The Year, the CMB Major Market Station Of The Year and the NAB Religious Station Of The Year.
Chuck served as Chairman of Christian Music Broadcasters and currently serves on the Radio Committee of NRB.
Since 2009, he has consulted Christian Music and Teaching radio stations and ministries internationally, helping them reach more people while being Gospel-focused.
He and his wife of 25 years, Lynda, live in the DFW area and have two daughters.