November 2020: Top Five Tune outs for CCM Listeners

The Top Five Tune outs for CCM Listeners 

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”:

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 top tune 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 stations 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 

We are in one of the strangest times of our lives. We’ve rarely been part of a national experience where everyone has had their lives changed simultaneously for an extended period of time. In our recent blog Recommendations for Christian Radio Emerging from Lockdown, we pointed out three significant things to say to listeners during this extraordinary period. You can reread that blog HERE.

What are the values to emphasize behind those phrases of familiarity, safety and comfort? We believe we serve her best when we understand what’s on her mind and talk about those things with values consistent with what she expects from us.

This month’s Finney’s Fast Five is based on research of Christian radio listeners nationwide with Scriptural foundation. Here’s our take on The Top Five Values Your Listener Wants from You Now:

1. Empathy. The fear and worry are real. The sickness is real. The job losses and their financial and emotional challenges are real. The loneliness is real. The hurdles of homeschooling, childcare and no summer camp are real. We’re at our best when we’re the friend who lives in that place with her. According to Dr. Brene Brown, empathy sounds like “Hey, I know what it’s like here . . . and you’re not alone.”
2. Affirmation. “Mom, you’re doing a great job” is always a good idea. It just sounds a little different right now. From our Talent Coach Beth Bacall: Right now, it’s affirmation for doing the best she can with what she has.
3. Other Focus. Might be you’re not scared of getting sick. Why wear a face mask? Here’s why: To honor others. It’s the right thing to do. Loving others well by thinking of others first. It’s always part of our DNA but your listener would love to hear it more.
4. Godly Perspective/Reassurance. About what’s happening in this world. According to our Talent Coach Gary Morland, this sounds like a calm confidence that God has this. Check this out: “I am one in whom Christ delights and dwells. I live in the strong and unshakeable kingdom of God. The kingdom is not in trouble and neither am I.”*
5. Eternal Perspective. Focusing more on our eternal home. One of the top reasons your listener listens to you is for help in worshipping God throughout the day.** That has not changed. She is coming to you to get away from the fear, worry, negativity and anger and to focus more on thanking and praising the God of the universe.

Today, we have more opportunity than ever through our radio, video and digital channels to be Jesus for our listener. Let’s make this a special time of ministry!

*James Bryan Smith

** Finney Media Why Listen? Survey 2018

There are few times in the past 100 years where everyone – 100 percent of people in our nation – are thinking about, and had their daily lives changed by, the same thing at the same time. And, for that reason, your “between the songs” content needs to reflect that “my work has changed, my childcare has changed, my church has changed” topic. It’s the only thing most people are thinking about. We recommend you focus on where the heads and hearts of your listener are, in ways that only Christian radio can do.

With help from our friend, Dwight Bain, a nationally board-certified counselor in Orlando specializing in helping people in crisis, here are the Top Five Things to be saying to your listener right now:

1. Pray. For calm. This time is scary. We are loved by a God of peace, joy and hope. Pray that He gives you a sense of calm in this time. And, an ability to be a calming influence to those around you. For a heart of compassion for others. Pray for the people who are sick and their families. For overwhelmed healthcare professionals and their families. For wisdom for our leaders and their families. For your eyes to be opened to ways to serve.
2. Choose how you use this time wisely. Most everyone has to “stay put”. You have choices as to how you use this time. More prayer or less. More quiet or less. More Bible reading or less. More screen time or less. More meals together with family. More board games. Who could you FaceTime with – maybe on a schedule? Dads and Moms – if everything is too busy normally, this is a time you can choose to lead spiritually in ways you didn’t have time for before.
3. Worry less. The world is telling us right now to worry more. Jesus tells us not to worry. You have a choice as to what to do with your worry. Pray that He will help you with and take away your anxiety. Read and pray Philippians 4.
4. Be a peacemaker/be more sensitive to others. All of this togetherness, combined with uncertainty, will lead quickly to short tempers. Choose to be more of a peacemaker now. Listen better. And, be sensitive to those for whom a significant life event will now not happen – prom, sports championship, birthday party, commencement, presentation.
5. Tell a friend. The world is right now spending less time yelling at each other. And, people have lots of questions and worries. If there was ever a time you could have an opening to tell someone about the peace, joy and hope of God, it’s now. Pray that He gives you the right words at the right time.

For God hath not given us the spirit of fear; but of power, and of love, and of a sound mind. 2 Timothy 1:7 KJV