Broadcasting Trends
In April 2024, Dunham+Company conducted a survey of over 2,500 Christian radio listeners, focusing on those who consistently tune into one station more than others, likely having it preset in their car. These dedicated listeners are referred to as ‘P1 listeners.’
Key findings show that loyal listeners are more likely to be younger, married, and female, with 48% financially supporting their station due to alignment with its mission to spread the gospel.
Since the previous survey three years ago:
- There’s been a slight decline in Christian music radio listening (91% to 87%)
- An increase in teaching/talk radio (42% to 46%)
- Teaching/talk radio audiences tend to skew younger (40% being Millennials) compared to music listeners (48% being Gen X)
Why This Matters
This data is significant not only for radio stations but also for the ministries airing their content on these platforms. It highlights key listener trends that can inform programming and outreach strategies. For instance, understanding why P1 donors (loyal listeners) support their favourite stations can provide insights into the values and content that resonate most with the audience. Ministries can leverage this information to tailor their messages and engagement efforts, ensuring they connect more effectively with their target listeners.
Next Steps
Understanding your P1 listener and adapting to what they want and need is critical for the sustainability of Christian radio. For deeper insights from this research, click here to listen to the Cause+Effect podcast where Dunham+Company founder, Rick Dunham, highlights key points from the study.
Do you know the demographics of your most loyal listeners?
Sam Rinearson
Director of Strategy | sam@eaglecom.us