Chad Merck
Telecommunications
Abstract
Religion is one of the most popular radio topics in the United States, but little study has been conducted in this area. This research focuses on Christian radio stations and examines the factors that generate ratings success for religious radio broadcasters. The research was conducted using a sample of Arbitron ratings books from the fall 2001 measurement period. The research encompasses 88 different stations in 50 different markets, which represents just under a fourth of all US radio markets. The independent variables examined include size of the parent organization, type of religious programming (microformat), station size, and community socioeconomic variables. The dependent variables are the ratings and rankings of each station in its market. This data was supplemented by research into the parent organizations that own these stations, the religious radio industry, and current radio trends.
There is a lack of existing academic research into this niche industry, and station owners have very little information about who is listening or what constitutes a successful station. This study goes beyond the basis demographic data that is available and determines which market variables influence ratings success or failure. It was found that the racial and psychographic composition of the market affects ratings. The study also suggests that organizational variables have very little impact on ratings success, which has implications for the current debate over the effect of the Telecommunications Act of 1996 on stations’ ability to serve the public interest.