There’s a popular question in today’s business circles we might adapt to Christian radio. It’s this. “What do Christian radio listeners ‘hire’ my radio ministry to do for them?”
One way to answer that question is to find out why people listen to Christian radio. The Finney Media Why Listen?® 2018 survey did just that. From the results, we can safely say this:
The destination for listeners is a station that fulfills their expectations.
In the Why Listen 2018 study, respondents rated the importance of possible reasons for listening using a simple scale. This year we included in our survey I “want to worship God throughout the day” as a reason—and it resonated. You can see that this is the number one reason across all Christian formatted radio why a listener stays tuned to your station or program.
Surprise #1 Reason—you help her worship God throughout the day!
The chart below expands on the reasons:

Several important findings emerge from these reasons for an expectation of listening:
| Tier 1. The top three reasons listener tune to Christian radio are: Leading in worship, fostering spiritual growth and being encouraged. There is a significant gap in ratings between the top-rated reasons and the next category of items. | |
| Tier 2. You will see a shift to the listener acquiring information with a secondary priority on protection from unhealthy influences. |
It’s clear that a driving force for a listener is to engage in worshipful, emotionally connective, spiritually encouraging—relational—experiences with a supporting emphasis on intentional gleanings about God and the Bible.
What do these survey results mean for you as you pray, plan and act?
Strive for content that is highly interesting/relational to your listener. Work toward presenting it in a way that is Biblically bold, spiritually encouraging and widely accessible.
There’s more coming from the Why Listen2018 survey. Stay tuned for the upcoming Momentum workshop on the Findex™, a Webinar coming in late September about notable changes in survey resultssince 2016 and a Why Listen white paper later this year.
And, if you couldn’t attend the recent Webinar, you’ll find theFirst Results powerpoint and a link to view the webinar recording HERE.
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Do you cover your website and digital ministry in prayer? This is an area for your ministry where you may have staffers as well as maybe some contractors who are not believers (yet!).