Ambassador Advertising Agency has announced the completion of a commissioned national survey conducted with Edison Research to quantify the value constituents place on radio.
The study also aimed at providing media organizations with guidance on the use of a range of distribution technologies among Christian constituents.
For example, the survey revealed followers of Christian radio listen to more than 10 hours per week as indicated by this sample chart:
In preparing the release of the study, Ambassador Executive Vice President Jim Sanders said, “We anticipate the results of this survey will go a long way in addressing the issue of broadcast value. It will provide direction on new media spending and establish a benchmark against which future studies will be compared to help determine changes in media consumption habits.”
A random sample of 1,000 telephone interviews of individuals in the category of 18 years or older was used to conduct the survey completed in March. Five-hundred individuals were random national interviews, and 500 were database interviews provided by three Ambassador-related ministries.
All respondents reported being a “born again” or “Evangelical” Christian and/or being of some denomination, and attending church services at least once a week.
Data in the Ambassador study provides further detail with the Infinite Dial study conducted earlier this year by Arbitron and Edison Research, a national survey offered in English and Spanish language to 2,021 individuals aged 12 and older.
After debriefing with current clients, Ambassador leadership will invite other ministries as well as interested individuals and organizations for scheduled webinars beginning in the next several weeks to provide information to the broader Christian broadcasting public.
Ambassador Advertising Agency, headquartered in Irvine, CA, has served Christian media ministries worldwide for five decades.
Published: August 15, 2013