NEW YORK, NY—According to a special Nielsen report in collaboration with the Radio Research Consortium, popular Christian radio network Air1 is still the dominant alternative to listening to actual good music. For the past twelve years, the line of radio stations has controlled a clear majority of the airwaves for listeners not in the mood for creative, thought-provoking music with interesting and innovative song structures.
The study surveyed Christian radio stations of all genres over a wide range of demographics nationwide, and found that Air1 has greater retention, market share, and penetration than any other religious station playing a similar catalog of saccharine, homogeneous pop hits. Nielsen’s report summary indicated that potential listeners who had resigned themselves to consuming samey, intellectually sterile pop numbers were more likely to tune into Air1 affiliates than competing vendors of awful music by nearly a 3-to-1 margin.
The full report, available for direct purchase from Nielsen, includes detailed surveys and market research covering the demographics of culturally Christian listeners who don’t like quality music. Interestingly, among users who favor sappy hits in the style of the secular Top 40, a full 72% reached for the dial to tune into Air1 on their morning commute. Of millennial consumers of terrible music, 62% favored listening to Air1 digitally on their smartphones or other mobile devices, while the rest were split among smaller, local Christian stations and country music broadcasts.
Nielsen also promised a report covering the tastes and tendencies of Christians who don’t like listening to good preaching, hitting in Q3 2016.