NOW is the time!

Earlier this year, Alan Burns and Associates was asked to conduct perceptual research along with focus groups to help Christian Music Broadcasters radio stations determine the best strategy for growing audience. The research results showed that it is totally possible to grow the weekly cume to 50 million (from the current national cume of 32 million) but the format may have “milked” the P1 audience for all its worth.

A significant part of this growth potential lies within delivering compelling content for the non-listening 35-54s without alienating the core. Our research shows that the common thread among P1s and this potential new cume is the mood set of your radio station. The connecting thread is content and language that focuses on creating a tone of “makes me feel good”, “picks me up” and positivity. This mood set can come from upbeat music, positioning language that accentuates the hopeful, joyous tenor of your stations, and conveying fun through the topic selection and attitude of your station’s personalities.

Now, you may be asking yourself, how will increasing the “feeling good” language/content on my radio station bring in new cume. They aren’t listening so how can they hear. Great question. The answer is that Christian music stations have a substantial “phantom” cume that does not show up in the ratings. Our research shows that over 40% of “non-listener prospects” tune in monthly to a Christian music station but not often enough to show up in weekly cume. If we can increase the frequency of these listeners tuning into your station, we can see significant increases in cume and TSL.

Right NOW may be the time to realize a significant increase in audience for Christian music stations. Americans are dealing with tragedies like the El Paso and Dayton shooting everyday (prayers to the victims and their families). And media in 2019 is inundated with negativity and stories about the corrosive political climate, “false news”, violence, extreme weather, traffic congestion, etc. We are bombarded with negativity in headlines, on TV and radio, and divisive conversations on social media. We are being drowned in “bad news” and the harsh reality of our lives. There is a real opportunity for Christian music stations to be the escape from all this distress and hostility and offer comfort, joy and laughter to our listener’s lives.

The basic reason people choose to listen to music based radio is to get a dose of “feels good” and the need for positivity may have never been more important than it is right NOW. People need to be uplifted and encouraged. They need to have fun and laughter! AND…this is the common thread between our P1s and the “phantom” cume that will grow the format. Delivering on a basic need can increase our weekly cume and time-spent-listening.

Success is a function of hard work, good luck, and the right timing. NOW may be the missing part of the success equation!

In Part 2 of “NOW is the time”, we will offer some tips on driving “feel good” content and language on your station.

As always, I’d love to hear your thoughts. Send them them to alan@burnsradio.com or jeff@burnsradio.com 

Alan Burns 251-243-1592

Jeff Johnson 410-647-6666