Salem-Commissioned Study Looks At Characteristics Of Christian Teaching And Talk Listeners
March 12, 2014 at 4:25 AM (PT)
More from the study on Christian Teaching and Talk stations commissioned by SALEM COMMUNICATIONS and conducted by NIELSEN and EDISON RESEARCH was released TODAY (3/12), this time showing a higher percentage of Christian Teaching and Talk listeners married than among the general population. 29% have a child 17 years old or younger; 6% of the format's listeners are divorced, compared to 13% of the general adult population. Format listeners are also more willing to make donations to the radio ministries they hear -- 52% of P1 listeners said they gave within the past year, and 32% overall -- and half said they supported four or more ministries.
SALEM Radio Division Pres. DAVE SANTRELLA said, "A great deal of the programming heard on our CTT stations encourages a strong and healthy relationship between man and wife. Some of our programs are devoted almost entirely to this subject. It is no wonder then that what we found verifies that what they hear, they also follow at home, with a stable marriage being much more likely."
In addition, 64% of listeners to the format found advertisers on Christian radio to be more credible than those on non-Christian stations. "This proves something that we have thought internally but now have the data to backup," said SANTRELLA. "Not only are our listeners willing to financially back the ministry programs they hear on the air and will do so for multiple ministries, they also will back advertisers who buy time on these stations, because they know they are supporting Christian radio."