We are teaming up with Christian Music Broadcasters (CMB) to invite all Christian music-based radio stations to participate in our third annual CMB Techsurvey. On the heels of our eleven previous annual all-format surveys, we’ve learned that Christian Radio listeners have unique needs and interests that warrant the creation of this stand-alone study.
Our goal in working with CMB is to create a survey that helps enlighten and inform Christian music broadcasters about how their audience is using technology to interact with friends, family, and with the radio stations. We want to identify the opportunities that exist in the digital space for growth, membership development, and better communication with your key listeners.
CMB Techsurvey3 is a national web-based research study devoted to media and technology, utilizing radio station databases. Three years ago, our annual Techsurvey was opened to all formats and ended up creating the largest research study ever conducted for radio. Last year, that record was broken and the survey once again made headlines by telling a new story about radio’s generations. It has been highly quoted throughout radio as well as by sites like eMarketer and Marketing Charts.
Last year, we had sixteen radio stations and two networks participate, generating almost 10,000 responses. Our goal for this survey is to include at least 30 Christian music stations and networks. It’s important to emphasize that the success of this project depends on the inclusion of a wide range of stakeholder stations. The more diversity of stations and larger the sample, the more impactful the results will be for your station.
We need your station’s commitment no later than March 14.
We are sending this letter to you early this year because some stations want to pre-pay so the expense hits in 2015 instead of 2016.
Michelle Younkman, CMB Executive Director, says, “We continue to be amazed with the results from the CMB Techsurvey. As technology and media usage are constantly changing, it is imperative for stations to understand the habits of their listeners. The CMB Techsurvey is an inexpensive resource for Christian music broadcasters everywhere to utilize in building their strategic efforts in reaching more listeners.”
Todd Stach, Chief Creative Officer at WCVO/104.9 The River (Columbus), says, “Numbers tell a story, but they don’t tell the whole story. Yet, you need those numbers to know where you’ve been and where you’re going. The Jacobs Media/CMB Techsurvey has provided us with a clear game plan of where to begin conversations in the digital world. Everything from which social media platforms to invest time into and how to promote first occasion listening have helped our engagement numbers soar! The Techsurvey3 is an investment for your radio station and for our format to grow!”
Kelly Jarvis, Director of Digital Media for 95.1 SHINE-FM, agrees. Kelly says, “We have been using Techsurvey info from Jacobs Media to figure out how to best serve our listeners for a few years now. It has not only helped us with everyday decisions like how we should execute on-air contests, but also with larger decisions like what we should be looking toward in the future. Having an understanding of exactly how tech savvy our listeners are has been tremendously helpful for 95.1 SHINE-FM.”
As we have done in the past, some of the results of this year’s survey will be presented at the annual Worldwide Radio Summit in Los Angeles in April, along with our all-format study, but there will also be a specific webinar presentation with CMB for a deep-dive into the Christian format by generation, gender, and other important factors.
We will also be presenting results at Momentum 2016 next September in Orlando.
The Media Usage Pyramid
Each participating station will receive its local results, along with its Media Usage Pyramid (often displayed in hundreds of cubicles, offices, and air studios throughout the U.S. and Canada). This is information that every programmer and manager needs to develop smart strategies that can capitalize on the opportunities presented by new media and technology.
Research topics will track traditional media usage (TV, radio), as well as new and emerging social media sites (Facebook, Twitter, Pinterest, Snapchat, etc.). The goal is to help stations build their individual “Social Media Footprints” – the platforms most important to Christian radio audiences, and how to best connect with and engage with listeners in these important spaces.
The study will take a deep dive into gadgetry (the digital dashboard, smartphones, tablets, etc.). Additionally, the survey will delve into station related activities – in-car listening and the impact of the “connected car,” the growth of streaming, as well as podcasts and on-demand programming. Plus, we will explore interest in wearable devices such as the Apple Watch, along with exploring the growth of mobile and how listeners are using apps.
And as we have done the past two years, we will include format and value specific questions to help programmers better learn about some of the key issues facing Christian radio and what listeners think and value. Jacobs Media is inviting participating programmers to submit questions for possible inclusion, thus providing even more actionable information for your stations from this survey. What are the big questions you have for your Christian radio specifically? Feel free to send your submissions to Lisa Riker.
The Media Usage Pyramid (below) is a comprehensive way to understand some of the key findings of our studies. The Christian AC and CHR formats are contrasted in this graphic – one of many ways in which we depict the data and help make it easy to understand and apply to strategies.
How to Participate
Below are details about how stations, networks, and companies can participate in CMB Techsurvey3:
It will be fielded in late March 2016. We must have commitments for the survey no later than March 14, 2016. Jacobs Media handles all details of the study, and provides email copy and all technical aspects of participation. We will give you copy and a link that you email to your listeners – that’s it!
A small participation fee. We will survey your database (up to 600 completed interviews). You’ll receive your local market data, the total survey data, your format data, and your station’s media usage pyramid. You will also be able to participate in a participants-only webinar that reviews the key findings this spring. Anyone from your station is eligible to attend. These rates are for CMB members and are identical to what we charge for our Public Radio Techsurvey and the all-format commercial study, and are the same as we charged last year. However, because this is a special survey, we are not allowing any stations to participate at no charge:
|Large Markets (1-40)||$500|
|Small Markets (41+)||$400|
|The prices above are for CMB members only. Non-CMB members pay an additional $250 for the survey.|
Networks: priced on an individual basis. Please contact us with questions.
Stations can register by clicking the link on the form below to sign-up and fill it out for each radio station you would like to have participate. If you have a large number of stations (more than 5) you would like to register, please contact Lisa Riker directly via email or call her at 248-353-9030 for discount information.
We’re very excited about developing this survey specifically for Christian broadcasters and look forward to working with you and analyzing the current digital space, as well as creating the opportunity to track these changes over time.