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Christian Radio in the US Market

By Andy Beaubien, BPR

This week we will examine the rise of Christian radio stations and their impact on the US radio market. Although religious-based radio programs have been in existence for almost as long as broadcast radio, the emergence of Christian radio formats is still a relatively new phenomenon. Today almost every market in the US has at least one station the format of which is based exclusively on Christian themes and content.

Weekly reach of the most successful Christian stations is impressive. WPLJ in New York averages around 700,000 listeners per week, KKLQ in Los Angeles has around 500,000. KLTY in Dallas, Texas averages around 600,000. (Source: Nielsen Audio, 24.08.2024 PPM.)

Christian stations typically feature music, listener call-in programs, full-service breakfast programs and bible-based teachings. In many ways, Christian stations are formatted like other popular formats. The difference lies in the message that underscores their programs.

Positivity is at the heart of the Christian radio brand. Terms such as hope, inspiration and faith predominate in Christian programs. While mainstream stations often position themselves as sources of information or entertainment, Christian stations offer a positive message designed to improve the listener’s sense of well-being.

Christian pop songs are filled with uplifting messages. Here are some examples:

• Just too good
• Nothing sweeter
• Let it begin
• Trust in you
• Your love awakens me
• I can only imagine
• I’ll fight for you
• That was then, this is now

What lessons can we draw from the success and appeal of Christian radio?

Positioning a station as playing the best hits of the 2000’s may help to identify a key part of a station’s product, but it goes no further in promoting listener benefits. The promise to improve one’s mood, one’s day and, in the broader sense, one’s life is a far stronger position. If you can convince your listeners that listening to your station will make them feel better about their life, you offer them a much more powerful incentive to tune in and become loyal listeners.