Finney Media is out with a comparison of its 2016 to 2018 Why Listen survey of listeners of Contemporary Christian Music stations, Hybrid stations, Teaching stations and programs. A significant change has been noted in the reasons listeners are tuning out; however the core reason for listening remains relatively the same over the two-year period.
The public dialogue and rancor over the past couple of years played into tuneout reasons cited in the comparison. Eighty-four percent of respondents in 2018 tuned out because they didn’t like the negativity coming out of their speakers. In 2016, only 47% cited that reason. Finney Media notes that the dramatic change indicates listeners have become sensitized to not wanting a “negative, angry, judgmental tone.”
Both surveys found the main reason for listening remains spiritual encouragement. “I like worshipful Christian music” saw a 1% increase in 2018 (82% to 83%). “I want to grow spiritually” remained static at 80%, while “I want to be encouraged” showed a negligible change (78% to 77%).
Demographically, the comparison showed the average age of respondents has jumped from 53- to 55-year-olds. Hybrid stations showed the largest jump (58 to 60), followed by Teaching stations (57 to 58), and Music Stations (51 to 52).
The comparison also showed how listening options have changed dramatically in two years, creating a sense of impatience in the audience. Finney Media notes that while radio is still one of the easiest ways to listen, the audience has multiple platforms to choose from if the audio doesn’t match what they want to hear.
