NATIONWIDE RESEARCH AT A GLANCE
The Finney Media Why Listen? Survey 2018 showed perceptions from almost 27,000 Christian radio listeners across the United States in four different formats – Music Stations, Music and Teaching Stations, all-Teaching Stations, and Teaching Programs. There’s an important takeaway for right now – fall 2020.
One of the questions we asked was about tune outs – things your listener perceives you might do that would cause her to tune away or turn off the radio. The list of tune outs 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”:
- They have a negative, angry, judgmental tone 85%
- Announcer talks too much 50%
- Plays songs you don’t like 48%
- They talk about a topic I’m not interested in 44%
- They play commercials 42%
Keep in mind, this survey was over two years ago. Before the pandemic and lockdown. Before this year’s racial tensions. And, before the contentious presidential campaign. We suspect that for Christian radio a negative, angry, judgmental tone as a tune out has not declined since 2018. Here’s what we had to say on all of this back in 2018, but it bears repeating.
The main reasons we uncovered in the Why Listen? Survey for listening to Christian music radio could be summed up in two words – spiritual encouragement. Our toptune out confirms this. The No.1 tune out – and it isn’t even close – is a negative, angry judgmental tone.
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*.”
With the time we’re in right now, has there ever been a better time for you to make sure your station sounds like that? Truly different from what your listener hears and sees elsewhere.
Coming in December – Christian Music Radio Listeners’ Top Five Favorite Christmas Movies
*”The Fruits Of The Spirit” – Galatians 5:22
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.