How Your Listener is the Key to Longevity
Dave Sullivan at Radio Research Consortium is a very smart man. Check out the ARTICLE and video below. It’s important to watch the whole thing because he gets into analysis of Nielsen ratings for CCM stations toward the end:
The bottom line is this: in a Nielsen PPM world of declining Weekly Cume (how many listeners listen to radio for at least five minutes in a week) and declining Weekly Time Spent Listening (how long on average those radio listeners hear a station), CCM is the non-comm format that is growing.
It’s sobering news.
It echoes what we’re seeing in our research.
Are listeners more busy, more distracted? Yes.
Are uses of other media choices up the past few years? Yes. In audio, that’s especially true with streamed music and podcasts.
Are listeners looking for hopeful, uplifting channels like yours? Definitely!
Is there opportunity for us? Most definitely!!
Arguably, this is a golden age for CCM audio channels.
If we get our heads wrapped around how, where and how often listeners consume audio.
If we get past our personal biases and “that’s-the-way-we’ve-always-done-it’s” long enough to listen to our listener. And then act on what they tell us.
These are tough actions that are hard to do. I know. Even though I’ve been in the business all of my adult life, I struggle with this crucial step, too.
This is not compromise on the ministry mission. Instead, it’s a major focus on the sound that mission takes coming out of the speakers.
In a world of declining Cume and TSL, there is a way to address this. We can help you figure out a plan to grow your ministry impact, and not be left behind. We evaluate, we list specific items to consider doing, and we work on each aspect of your sound. Let’s talk about how you can reach your potential. Email us at Info@finneymedia.com.
