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Christian Radio - #1 for Reaching Families with Grade-School-Aged Children
According to Simmons Market Research Bureau, among the top 19 radio formats in America, Christian radio ranks #2 for reaching families with children, just behind Contemporary Hit Radio.
The Only Format That Christian Radio Trails is Oldies Radio
In its 2010 report, Simmons revealed the number of children per household for most media groups, additionally breaking these children down by age. Here were the results. 53% of all American adults are parents. However, the same is true of 64% of all Christian radio listeners (19% above average). For this characteristic, the only format that Christian radio trails is Oldies radio. However, these statistics undoubtedly include households where the children are possibly grown, so let's look at something more specific.
34% of all American adults have children living at home, as opposed to 43% of all Christian radio listeners (27% above average). However, once again, these stats do not tell us what age these children are, and it is obvious that they include those households whose children are 18 years old or older. When it comes to households with children under 18 years old, Christian radio listeners are 28% more likely than the national average to have children in this age bracket.
When it comes to supporting large families (four or more children), Christian radio is, once again, second only to CHR radio stations.
Similarly, Christian households are always larger than the national average. When it comes to family units of five or more people, once again Christian radio ranks just behind CHR. One fact has remained fairly consistent over the years, and that is that Christian radio ranks #1 among all radio formats for reaching families with grade-school-aged children (a full 46% above the national average).
For advertisers wanting to reach families with children, it is obvious that Christian radio must be in the mix, especially since their rates are generally lower than other stations, allowing advertisers the ability to buy whatever frequency is necessary to accomplish their overall goals.
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© Instant Demographics. All data Simmons Market Research Bureau. Used by permission. Instant Demographics is a research firm dedicated to studying the demographics, lifestyles, media habits and buying habits of the Christian market. Each year, Simmons samples approximately 100,000 American adults. From this universe, Instant Demographics extracts approximately 12,000 individuals who are in the Christian market. More information can be acquired at InstantDemographics.com, or by calling 405-563-6000.
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