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The Case for
Christian Radio
UNPARALLELED REACH AND RESPONSE
Why Radio?
•Radio is always on!
•Radio reaches 91% of the population each week (12+)
•Radio’s weekly potential audience is...
Why Radio?
•Listeners are loyal to relatively few stations
•Radio is a “call-to-action medium,”
effectively moving audienc...
Why Christian Radio?
• More than 20 million weekly listeners to Christian radio (18+)
Source: RAB Radio Format Profile: Re...
Why Christian Radio?
• More than 20 million weekly listeners to Christian radio (18+)
Source: RAB Radio Format Profile: Re...
Who is the Christian Radio Listener?
In 2014, Salem Communications, Nielsen Audio and Edison
Research released the results...
Time Spent Listening:
“In a typical week, approximately how much time do you spend
listening to Christian talk or sermons ...
Christian Media Usage Per Week:
“In a typical week, do you…”
Listen to Christian TALK or
SERMONS on the radio
Listen to Ch...
Time spent listening by platform:
“In a typical week, approximately how much time do
you spend listening to Christian talk...
Ministry Product Purchases:
38% of all Christian radio survey respondents said they
purchased a product they heard offered...
Ministry Donations:
“In the last six months…”
“How many MINISTRIES that you
listen to on the radio have you made a
monetar...
Who are the Christian Ministry Donors?
In 2o13, Ambassador Advertising and Edison Research released the
results of an exte...
Christian Radio Listeners vs Ministry Donors:
“Would you describe yourself as Born again or Evangelical?”
Christian Radio Listeners vs Ministry Donors:
“How central is religion in your life?”
Christian Radio Listeners vs Ministry Donors:
“Are you a regular donor to a local church?”
Christian Radio Listeners vs Ministry Donors:
“How often do you listen to a Christian teaching talk radio
station, either ...
Christian Radio Listeners vs Ministry Donors:
“How much time have you spent listening to
Christian radio in the last week?”
Christian Radio Listeners vs Ministry Donors:
“How often do you use (item) to follow
a ministry program on the radio? (Nat...
Christian Radio Listeners vs Ministry Donors:
“How often do you use (item) to follow
a ministry program on the radio? (Nat...
How Radio Helps Ministry
“Radio gives us the ability to touch large numbers of lives with God’s
transforming truth and bui...
Radio Review
• Radio is available free, everywhere and at any time.
• Radio is central to people’s lives and remains a pow...
Radio Review
For unparalleled, cost-effective reach to
(and response from) the most committed
Christians . . .
. . . the a...
So faith comes from hearing, and hearing
through the word of Christ.
Romans 10:17 (ESV)
Ambassador Advertising
1641 Langle...
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The Case for Christian Radio 2015

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For decades, so-called experts have been predicting the demise of radio. Every time a new entertainment technology is introduced into the marketplace – television, Walkman, CDs, iPods and now tablets and smart phones – we hear THAT is the technology that will make radio irrelevant. Ninety-five years after the launch of KDKA, the first radio station to sign on in the US, radio is still here and is still thriving.

Radio is unique because it is available 24/7. Its reach is unparalleled, covering over 91% of the population each week, or 244 million listeners in the US. Radio elicits strong loyalty from its listeners, who say that radio is “central to their lives.” (Radio Advertising Bureau: Why Radio: 10 Reasons to Advertise, 2015) Best yet, radio is FREE!

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The Case for Christian Radio 2015

  1. 1. The Case for Christian Radio UNPARALLELED REACH AND RESPONSE
  2. 2. Why Radio? •Radio is always on! •Radio reaches 91% of the population each week (12+) •Radio’s weekly potential audience is 244 million (18+) •Radio reaches targeted demographics Source: RAB’s Why Radio: 10 Reasons to Advertise, 2015
  3. 3. Why Radio? •Listeners are loyal to relatively few stations •Radio is a “call-to-action medium,” effectively moving audiences to respond. •“Radio continues to be perceived as central to people’s lives.” – Nielsen Audio/Edison Research Source: RAB’s Why Radio: 10 Reasons to Advertise, 2015
  4. 4. Why Christian Radio? • More than 20 million weekly listeners to Christian radio (18+) Source: RAB Radio Format Profile: Religious / Christian 2014 • 43% are between the ages of 35-54 • 77% are between the ages of 25-64 • 62% are college educated • 66% are employed • 40% have a household income $75k+ • 64% have a household income $50k+
  5. 5. Why Christian Radio? • More than 20 million weekly listeners to Christian radio (18+) Source: RAB Radio Format Profile: Religious / Christian 2014 • 64% are married • 67% listen in a vehicle • 19% listen at home • 11% listen at work • 72% of listeners use some form of social media
  6. 6. Who is the Christian Radio Listener? In 2014, Salem Communications, Nielsen Audio and Edison Research released the results of an extensive study designed to learn more about the Christian Radio Audience. Following are some of the questions and the answers from that study.
  7. 7. Time Spent Listening: “In a typical week, approximately how much time do you spend listening to Christian talk or sermons on over-the-air AM/FM Radio?” 15% 11% 5% 8% 5% 11% 16% 29% 10+ hours 6 - 10 hours 5 - 6 hours 4 - 5 hours 3 - 4 hours 2 - 3 hours 1 - 2 hours 1 hour or less 31% listen to Christian talk or sermons for 5 or more hours a week! Source: Salem/Nielsen/Edison Study 2014
  8. 8. Christian Media Usage Per Week: “In a typical week, do you…” Listen to Christian TALK or SERMONS on the radio Listen to Christian MUSIC on the radio Watch Christian TV Read Christian content MAGAZINES 84% 81% 52% 50% % WHO DO ACTIVITY IN A TYPICAL WEEK Source: Salem/Nielsen/Edison Study 2014
  9. 9. Time spent listening by platform: “In a typical week, approximately how much time do you spend listening to Christian talk or sermons on a…” DESKTOP OR LAPTOP TABLET SMARTPHONE AM/FM RADIO 3.2 hrs 0.8 hrs 0.7 hrs 6.2 hrs AVERAGE (in hours) Source: Salem/Nielsen/Edison Study 2014
  10. 10. Ministry Product Purchases: 38% of all Christian radio survey respondents said they purchased a product they heard offered by a ministry on the radio. 5% 25% 40% 30% At least once a month Every few months or so At least once per year Less often than once per year Out of those that have purchased a ministry product, 70% made a purchase once a year or more. Source: Salem/Nielsen/Edison Study 2014
  11. 11. Ministry Donations: “In the last six months…” “How many MINISTRIES that you listen to on the radio have you made a monetary donation to?” 45% 25% 17% 13% One Two Three Four or more “How many DONATIONS have you made to ministries that you listen to on the radio?” 22% 14% 14% 10% 40% One Two Three Four Five or more Source: Salem/Nielsen/Edison Study 2014
  12. 12. Who are the Christian Ministry Donors? In 2o13, Ambassador Advertising and Edison Research released the results of an extensive study to learn more about donors to Christian Ministries. • The study looked at donors to three national ministries. • Two groups were compared: • Consumers with a Christian affiliation, but not listeners to Christian radio (“National Christian Sample”) • Respondents from the participating ministries’ donor list (“Database Sample”)
  13. 13. Christian Radio Listeners vs Ministry Donors: “Would you describe yourself as Born again or Evangelical?”
  14. 14. Christian Radio Listeners vs Ministry Donors: “How central is religion in your life?”
  15. 15. Christian Radio Listeners vs Ministry Donors: “Are you a regular donor to a local church?”
  16. 16. Christian Radio Listeners vs Ministry Donors: “How often do you listen to a Christian teaching talk radio station, either on AM/FM or online?”
  17. 17. Christian Radio Listeners vs Ministry Donors: “How much time have you spent listening to Christian radio in the last week?”
  18. 18. Christian Radio Listeners vs Ministry Donors: “How often do you use (item) to follow a ministry program on the radio? (National Christian Sample)
  19. 19. Christian Radio Listeners vs Ministry Donors: “How often do you use (item) to follow a ministry program on the radio? (National Christian Sample)
  20. 20. How Radio Helps Ministry “Radio gives us the ability to touch large numbers of lives with God’s transforming truth and build relationships that listeners take seriously and see as spiritually significant. Radio is instant, it’s personal, it’s portable, and it speaks to the mind—it takes people well beyond entertainment and engages their thinking.” -Jay Flowers, Managing Director – Grace toYou “The purpose of Share LifeToday with Dr. John Sorensen is to encourage believers to be intentional in their spoken witness for Jesus Christ by providing stories of transformed lives and witnessing tips. We believe that Christian Radio is one of the most effective ways to reach our audience and spread the gospel.” -Debra Revitzer, Director of Communications – Evangelism Explosion
  21. 21. Radio Review • Radio is available free, everywhere and at any time. • Radio is central to people’s lives and remains a powerful tool motivating listeners to action. • Christian Radio listeners are largely committed to their faith and active in their local churches. • A majority of Christian radio listeners are converted into ministry donors and a majority support multiple ministries over the course of the year.
  22. 22. Radio Review For unparalleled, cost-effective reach to (and response from) the most committed Christians . . . . . . the answer is Christian Radio!
  23. 23. So faith comes from hearing, and hearing through the word of Christ. Romans 10:17 (ESV) Ambassador Advertising 1641 Langley Ave Irvine, CA 92614 www.ambassadoradvertising.com

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