Salem-Commissioned Study Finds Strength, Surprising Youth In Christian Teaching And Talk Format Listening
March 6, 2014 at 4:06 AM (PT)
A study on Christian Teaching and Talk stations commissioned by SALEM COMMUNICATIONS and conducted by NIELSEN and EDISON RESEARCH found that listeners to that format are surprisingly young -- half are under 55 years old, with 14% in the 18-34 range (and increasing), 18% 35-49, and 18% 50-54. Time Spent Listening is fairly consistent across the age groups (6.1 hours per week for 55 and younger, 6.4 hours for 65+).
The study also shows that listeners to the format remain listening primarily to AM and FM radio, spending an average of 6.2 hours a week with radio, almost double the 3.2 hours spent listening online on computers; listening on tablets and smartphones were less than an hour each.
SALEM VP/Dir. of Spoken Word Format PHIL BOYCE noted, "There is this perception that these are your father or even grandfather's radio stations, but we found there is a significant pool of younger listeners spending a great deal of time with our CTT format. These listeners are loyal, fully engaged, and are truly listening to the content for its edifying value."
"At a time when we see some younger listeners might be leaving traditional radio and going more to their iPads, smartphones and computers, this format is growing a younger audience base that is seeking the kind of content we produce," added BOYCE.