Christian Radio Shows Strong Audience Relationships

RADIO ONLINE | Friday, May 17, 2013 | 3:06pm CT

In Jacobs Media's tech study of core radio listeners, more than 9,400 Christian Radio fans representing 10 stations and two networks (K-LOVE and Air 1) across North America speak in a united voice about their digital habits and preferences. A major takeaway from this year's breakout is that Christian Radio partisans continue to share and recommend at a record pace.

According to Jacobs Media President Fred Jacobs, "Last year, the Net Promoter recommendation score among Christian Radio listeners was off the charts. This year, it's even better, which is a major advantage for stations in the format."

Here are some takeaways:

They love their mobile gadgets
In Techsurvey9, Christian Radio listeners are moving quickly to purchase smartphones and tablets. Well more than half (56%) now own a smartphone (+30% from TS8), while a third (34%) have acquired a tablet (+56% from TS8).

They are very social
Nearly nine in ten (87%) have a social networking profile. And more so than any other format group, they are most apt to "like" their favorite station on Facebook.

They love to tweet and pin
More than a third of Christian Radio fans with social media profiles are signed up on Twitter and/or Pinterest-major engagement opportunities for stations in the format.

They love Christian radio
While they listen to less broadcast radio than average, they spend more time with their favorite Christian Radio outlet than fans of most formats. And they are far less likely to listen to Pandora or to subscribe to SiriusXM.

They are major "musicvores"
When asked about the main reasons they listen to broadcast radio, "favorite songs" is the main motivator, just a shade behind the #1 format in this category-Country. But more so than any other group of format partisans, Christian Radio devotees turn to radio to help them get in a better mood.

Streaming is a primary activity
With the exception of Alternative fans, Christian Radio partisans lead all formats in weekly streaming. Well more than half (56%) say they listen to streaming radio at least weekly.

In the next several weeks, Jacobs Media will be hosting webinars from Techsurvey9 for the following formats that are available to the radio industry: May 21 (News/Talk), May 29 (Sports Radio), June 4 (Rock/Classic Rock) and June 10 (AC/CHR/Hot AC).