The 2021 Finney Media Why Listen?® Survey is out! Almost 11,000 respondents participated from three different formats – Music and Teaching (Hybrid) stations, Teaching stations and programs, and All-Music stations. The findings are fascinating!
Today we begin a series of special monthly releases of the findings from that massive nationwide survey, specifically designed for Hybrid and Teaching broadcasters.
In the survey, we presented listeners about twenty different reasons they might listen to their Christian radio station. Here are the Top Five Main Reasons for Hybrid Station respondents. The numbers are the percentage of respondents who indicated that’s a Main Reason they listen.
Top Five MAIN REASONS (Hybrid):
| 1. | It helps me worship God throughout the day. | 86% |
| 2. | It helps me grow spiritually. | 85% |
| 3. | I like the worshipful Christian music. | 80% |
| 4. | I want to be encouraged. | 76% |
| 5. | It helps me understand the Bible better. | 68% |
Now check out the Top Five Main Reasons for All-Teaching Station and Program respondents. Again, the numbers are the percentage of respondents who indicated that’s a Main Reason they listen.
Top Five MAIN REASONS (Teaching):
| 1. | It helps me grow spiritually. | 87% |
| 2. | It helps me worship God throughout the day. | 81% |
| 3. | It helps me understand the Bible better. | 79% |
| 4. | I want to help spread Truth. | 72% |
| 5. | I want to be encouraged. | 70% |
We believe there are at least two headlines to focus in on. First, if you were to sum up both of these, your listener is coming to you for Spiritual Growth and Encouragement. The more you deliver on these and less on other things, the more she will keep coming to you.
Secondly, listeners want help with worshipping God from you . . . and they don’t identify worship with songs. It’s the no. 2 reason they come to Teaching Stations and Programs, and you don’t play many songs.
Coming in September from the 2021 Why Listen?® Survey: The Top Five Listener Tune-outs for Hybrid and Teaching Stations.
Want more? SIGN UP for our limited-time Why Listen® Pulse email series and get Teaching and Hybrid research delivered each month directly to your inbox.
