Why do our listeners choose to listen to our Christian radio stations and programs?
At Finney Media, we believe if we understand the answers to that question, and we craft the sound of our stations toward those reasons, we’ll have more listeners and they’ll come back more often.
Our research on listeners at Finney Media, shows overwhelmingly one simple conclusion. It’s true for CCM, Hybrid and Teaching listeners. It’s true for older and younger listeners. It’s true across all denominations and geographies.
Here it is:
Listeners listen first and foremost for personal benefit.
Do listeners listen because they’re looking for something “safe” with the kids in the backseat? That might be a secondary reason. But even for busy moms, it looks like personal encouragement/spiritual growth are bigger reasons for listening.
Read these comments from a station which participated in our 2021 Finney Media Why Listen® Survey:
I’ve had a pretty rough life, been through divorce, my son committed suicide. I kinda drift away from the Lord sometimes and (station) has always, always been there for me.”
“They tell stories that touch my heart . . . to what I need to change in my life . . . well what God (needs to change) in my life. I truly don’t know how I would have made it . . . through this time.”
In focus groups, we hear words and phrases like “lifegiving”, “hopeful in hopeless world”, and “the only good thing”.
The overwhelming response we hear about reasons for listening are:
- Strongly connected to life’s challenges/hurts.
- How the radio station or program are a help and hope.
That’s what we mean by listening for personal benefit.
The more we understand and connect with this . . . well, just imagine!
