Executive Summary
When approached by BYU Radio in August 2012, the primary purpose of the
research we were to conduct was to determine who listens to BYU Radio. As a relatively
new station, BYU Radio has struggled to identify its target audience. Their current
approach has been to reach as broad of an audience as possible through diverse, uplifting
programming and a number of distribution channels. Our goal was to identify the primary
listeners of BYU Radio, what programming they listen to and whether the station is being
an effective missionary tool for the Church of Jesus Christ of Latter-day Saints.
BYU Radio had questions they wanted answered; we then converted those
questions into objectives we wanted to research. The first was to identify the
demographics of BYU Radio listeners. The second was to discover what programming
BYU Radio listeners enjoyed the most. Third was to find the extent to which BYU Radio
is being used as a missionary tool. The fourth was to determine potential improvements
they station could make in order to reach more listeners and increase the popularity of
BYU Radio.
In order to conduct our research, we held phone interviews and distributed online
surveys with BYU Radio listeners. From the results we received from during our depth
phone interviews, we compiled a list of questions to build an online survey. This allowed
us to better understand how people view BYU Radio’s programming, services and a
number of other important questions that would help BYU Radio better understand how
it is performing as a station.
We discovered that most male BYU Radio listeners are 20-39 years old,
Caucasian and LDS. The average age range for female listeners is more divided, with
55% being in the 20-29 and 50-59 age range. They are also Caucasian and LDS. The
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most popular programming was music, followed by Devotional/Inspirational Messages,
live BYU Football and LDS General Conference. According to our survey data, 58% of
respondents responded that they were satisfied or very satisfied with BYU Radio’s
current programming. This as an interesting statistic and is lower than what listener
satisfaction should be.
Regarding BYU Radio being utilized as an effective missionary tool for the LDS
church, 45% of participants were neutral and 48% agreed or strongly agreed. At the same
time, when asked if BYU Radio’s current programming is likely to attract non-LDS
listeners, more respondents disagreed than for the previous question. This implies that
while respondents are hesitant to disagree that BYU Radio can be used as a missionary
tool, they still do not believe it will currently work as a missionary tool.
SUGGESTED CONCLUDING STATEMENT: At the conclusion of all our
research, we used the data and many responses to create a number of suggestions. We feel
that once used, these suggestions will help BYU Radio meet its objectives and become a
more popular station and more effective missionary tool.
2
Introduction
In August, 2012, BYU Radio station manager Don Shelline asked our Comms 318
class to conduct an extensive research campaign to determine who is currently listening
to BYU Radio. As a relatively new station, BYU Radio has struggled to identify their
primary audience and had little information about how people actually felt about its
services. Their current approach has been to reach as broad of an audience as possible
through diverse, uplifting programming and a number of distribution channels. Our goal
was to identify who is BYU Radio’s primary audience, what they listen to and if it is
being an effective missionary tool for the Church of Jesus Christ of Latter-day Saints.
These distribution channels include satellite and traditional radio, online
streaming and a mobile smartphone app. BYU Radio is also broadcasted nationally by
SiriusXM satellite radio. Because of SiriusXM’s restriction on giving out information,
BYU Radio does not receive reports, statistics or any data regarding its subscriber base or
audience. Simply put, BYU Radio has virtually no method of tracking who listens to their
station or individual programs. Since very little research has been conducted in the past,
BYU Radio only has a list of 65 regular listeners of the station.
3
We conducted research using a variety of methods including background research,
in-depth interviews and an online survey. We asked participants about themselves, their
general listening habits, opinion of BYU Radio, and radio preferences. As we conducted
the research, a number of other questions arose about listeners’ perceptions of BYU
Radio and their satisfaction with its programming. These questions include how they
viewed BYU radio as a missionary tool and their likelihood to recommend or promote
BYU Radio to others. Using our findings, we analyzed the audience’s demographics and
psychographics to understand their preferences and expectations of the station.
4
Background on Organization
History and Growth
Bonneville International, a media company owned by The Church of Jesus Christ
of Latter-day Saints, started a radio station in 1992 called Bonneville International LDS
Radio Network. Ten years later, on August 1, 2002, the radio station became BYU Radio.
BYU Radio proceeded to grow during the following decade by providing Internet
streaming. In 2003, it began an additional Internet stream, BYU Radio Instrumental,
which featured instrumental inspirational music. In 2006, BYU Radio began streaming a
new high-definition radio signal called “HD2”. In 2008 BYU Radio International, which
featured Spanish and Portuguese-language programming, was created.
During this time, BYU Radio made a deal with Dish Network and is now featured
on Channel 980 for paid subscribers. On October 17, 2011, BYU Radio discontinued
BYU Radio International and BYU Radio Instrumental because the cost of online
streaming was too high. On July 1, 2011, BYU Radio started broadcasting on Sirius
satellite radio on channel 143 (Wikipedia, 2012).
Today, people can listen to live online streaming of BYU Radio for free through
the BYU Radio website. BYU Radio is known for its faith-based programming and BYU
sports coverage. BYU Radio also includes programming about politics, culture and
education. They have a Facebook page with over 5,000 likes and a Twitter account with
over 400 followers.
5
Examples of Facebook posts by BYU Radio
6
7
Although the content on the Facebook page is random and somewhat unrelated to
BYU Radio’s mission, it does generate interactions with fans. However, it’s hard to tell
whether or not these fans are actually listening to BYU Radio. Below is an example of
how fans enjoy BYU Radio Facebook posts, but there is no indication that they listen to
the station regularly.
Past Promotions and PR
BYU Radio has an extremely limited budget and may not be able to afford
promotions. There haven’t been many promotions in the past or public relations efforts by
BYU Radio. This could be because the focus of BYU Broadcasting has been on BYUtv
rather than BYU Radio.
To adapt to the change in social media, BYU Radio created a Facebook and
Twitter account. The Facebook page currently has 5,356 “likes” with 410 “talking about
this”. Content is posted every day to generate a response from fans, but it doesn’t always
relate to the company itself. Sometimes it’s just a picture of a monkey and asks you to
write a caption for it. The content on the BYU Radio’s Twitter account is more relevant
than the content on its Facebook page. BYU Radio has 782 Tweets, 426 followers and is
following 251 users.
Research on Product/Service Provided
8
BYU Radio offers more than 40 programs including BYU athletic events, BYU
devotionals and forums, “Music and the Spoken Word”, LDS-themed music and General
Conference broadcasts. (siriusxm.com/byuradio)
BYU Radio is offered in a variety of formats: satellite radio on Sirius XM,
traditional radio on KBYU-FM 89.1, online streaming and a mobile smartphone app. The
free BYU Radio app is fairly usable - allowing users to stream current programming from
their phones. The app also shows BYU Radio’s schedule over 24 hours. However, other
than these two services, the app does not add any additional value for users.
Resources and Personnel
BYU Radio has great support from BYU and the Church of Jesus Christ of Latterday Saints without the intense supervision that usually follows. Normally with BYU
Broadcasting, the Church must approve any programming. Since BYU Radio is smaller,
they don’t have to go through the Church’s approvals and has full control of the station’s
programming.
Background on Issue
History
The challenge for BYU Radio is in discovering who their devoted listeners are,
what those listeners want from the station and how others perceive BYU Radio. Being
available nationally on SiriusXM Radio, they have a great opportunity to reach large and
diverse audience.
The advent of satellite radio has changed the options available for people to gain
access to the music, sports and commentary that were traditionally available exclusively
9
on radio and television. Using satellite technology, audiences across the United States can
pick up a signal and follow their favorite stations hassle-free.
Within the United States, the largest provider of satellite radio is SiriusXM.
SiriusXM is a broadcasting company located in the USA. The company offers two
satellite radio services: Sirius Satellite Radio and XM Satellite Radio. Today, there are
over 22 million subscribers to SiriusXM, and they are adding over 400,000 each quarter
(Szalai, 2012). The service offers more than 140 channels, all over the United States.
Since 2011, the company has seen an increase of 13 percent in revenue and 38 percent in
their bottom line.
Satellite radio offers a number of features that are very appealing to listeners and
advantageous to a small station like BYU Radio. First of all, subscribers have the power
to choose the stations they wish to hear. They have more control over their music and are
more satisfied with the choices. Also, music stations are commercial-free, and talk
stations provide fewer commercials than other radio stations or television. Lastly,
nationwide coverage means that people can always have access to their favorite stations.
However, there are a few drawbacks. A yearly subscription with Sirius XM costs
around $200. This potentially limits the pool of listeners to specific demographics with
disposable income to be spent on radio. This cost limits the audience that can be targeted
(Reuters, 2008).
Challenges:

BYU Radio offers a wide variety of programming, therefore some listeners only
like small portions of what is featured on the station.

Because of the weak economy and retail sales of satellite radio having cooled,
10
consumers may reconsider paying $13 a month for internet radio, resulting in
fewer subscribers to the station (Reuters, 2008).

BYU Radio is in competition with other Internet radio stations such as Pandora,
Spotify, iHeartRadio and other apps (Hart, 2008).
Strengths:

BYU Radio offers content unique and important the LDS demographic. (General
Conference, CES Firesides)

The radio station is heavily associated with the BYU brand.

Sirius XM has exclusive programming and channels dedicated to personalities,
sports broadcasts, news, music, weather and other specialty topics (Reuters,
2008).

After the merge between Sirius and XM, the company is the second-largest radio
business in the country, having 18.5 million subscribers – allowing BYU Radio’s
availability to increase (Reuters, 2008).
Profitability

Sirius XM is better positioned to compete in the rapidly evolving audioentertainment marketplace. This provides growth opportunities for BYU Radio.

Potential for meaningful value creation through cost savings.

Merger accelerates and enhances cash flows.

Greater programming diversity reaches broader audience and expands addressable
market (Sirius XM, 2007).
Reputation

BYU Radio is strongly associated with the LDS faith.
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
Spiritual content provided by BYU Radio is available nationally – following
through with the station’s motto “Talk about Good.”
Marketing

Merged company is more attractive to large national advertisers that have a
significant number of media alternatives

AM/FM radio 2006 advertising market ~$20 billion(1)

Satellite radio 2006 advertising market ~$70 million(2)

Advertising sales expense savings
(1)
Source: Radio Advertising Bureau (www.RAB.com)
(2)
Source: Consensus Wall Street estimate
Growth
12
(Sirius XM, 2007).
Competition

With BYU Radio currently offering so many different types of programming
options (sports coverage, talk shows, music and spiritual/religious content),
numerous other radio stations from ESPN to Fox News compete with content on
the station.

Pandora is an important competitor to SiriusXM and BYU Radio. In 2011 when
Pandora went public, it had 80 million registered users and 800,000 songs from
80,000 artists. Pandora only offers music and tracks the user’s preferences, and
customizes according to the listener’s likes (Schonfeld, 2011).

Grooveshark is another popular Internet radio company that offers users the
13
ability to not only listen to a genre of music, but customize playlists using any song
they wish that is provided on the site. It is completely free and currently they have
over 30 million users. However, one significant drawback to Grooveshark is that it
is difficult for iPhone users to get the app without jailbreaking their phone
(Grooveshark).
Internet radio continues to be a growing trend and could pose a possible threat to
SiriusXM, with listeners preferring the affordability and wide selection of content that
stations like TuneIn, Pandora and iHeartRadio offer. These services allow people to
stream thousands of radio stations across the globe and between the two of them, have
over 160 million users.
iHeartRadio, owned by Clear Channel, provides listeners with the option of
tuning in to one of Clear Channel’s stations across the United States. TuneIn on the other
hand, connects people to any number of stations, from talk radio to music, all around the
globe. This provides broadcasters with a greater opportunity to reach a growing number
of listeners within the digital world.
Apple is also looking to make a move in the world of online radio. While still
speculative at the moment, the technology giant has hinted that it is working on licensing
agreements with record labels to add better features than what is currently offered by
stations like TuneIn or Pandora. One example being that songs are limited in the number
of times they can be listened to over an hour.
These alternative radio options provide a significant problem for Sirius XM and
ultimately BYU Radio. With more options for radio taking listeners away from Sirius
XM, BYU listenership could struggle. The stations are even more customizable and with
14
the adoption of apps on smartphones, users can tune for free, providing they have the
necessary data plan, and listen to what they want all the time. Sirius XM has the
challenge of proving to customers that what they offer is better, whether due to talk radio,
guest appearances and better coverage.
Promotions, Public Relations and Marketing
BYU Radio’s primary sources of promoting itself are currently through on-air
promotions and social media platforms. The station also receives periodic coverage in
Salt Lake City’s Deseret News. For example, articles mentioning the station in regards to
the new BYU Broadcasting Building and the SiriusXM merger were published in 2010
and 2011 respectively. In addition to BYU Radio’s promotions, SiriusXM is currently
offering a number of promotions through different platforms that could increase the
number of subscribing listeners. Currently, they are offering the chance for subscribers to
save $58 dollars with a yearly subscription for $199. They also offer seven day free trials,
where people can sign up for the service and then hopefully enjoy the experience enough
to want to subscribe permanently to SiriusXM.
15
Primary Research
Qualitative Methodology
Participants were selected from a list of 65 known BYU Radio listeners. Our
class was divided into four teams with each team randomly contacting 16 listeners. Our
team set up interview times with the first 5 listeners who responded to our request. The
interviews were set up via email by our team focus group leader. The process of setting
up interviews with the volunteer listeners took approximately one week. Once the times
were set, the interviews were conducted the following week.
Interviews were conducted via telephone with just the interviewer and the
respondent. The interviewer asked a series of questions regarding the respondent’s
experience with BYU Radio. The goal of obtaining this information is to help BYU
Radio identify its strengths, weaknesses, and potential opportunities. Questions were
asked regarding the respondents’ personal background, listening habits, favorite
programming and radio preferences. The length of the interviews varied between 8 and
13 minutes. The interviews were recorded with various recording devices such as
cameras and smart phones. The full interview transcripts are provided at the end of the
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report.
All of our respondents were male members of the Church of Jesus Christ of
Latter-day Saints from different locations throughout the country. Each respondent was
offered a $25 Visa gift card for his or her participation in the interview.
The interviewer of each particular call transcribed each interview. The
transcripts were collected and sent to our team focus group leader, who then conducted a
thematic content analysis of each interview. This analysis included locating similar
comments and themes within the different interviews, important opinions and key
remarks made by listeners. The focus group leader then coded these common themes
throughout the interviews to research and better understand the public opinion of BYU
Radio.
Analysis of Qualitative Data
In our analysis of the interviews, our team found the following primary and
secondary themes that the respondents shared regarding BYU Radio Primary themes
include when they listen to BYU Radio, talk radio programming, and if they enjoy BYU
Radio’s Sunday content. Secondary themes included their affiliation with BYU, how they
discovered BYU Radio on SiriusXM, and why they listen to other stations.
When they listen to BYU Radio
While many of BYU Radio's listeners tune into the station at various times
throughout the day, the respondents participating in our interviews all listened at a similar
time: early in the morning. David Zobell listens to the station while he gets ready for
work in the morning. Living in a metropolitan area, without a car to make the morning
17
commute, he is only able to listen to the station while preparing to leave his home.
Robert Sanders, a 60-year-old man from North Carolina, listens to BYU Radio
regularly in his frequent travels, particularly in the early morning hours. He specifically
pointed out the hours between 5 and 7 in the morning as times he tuned in to listen.
Additionally, BYU Radio is a mainstay in his car to and from church on Sundays, and
other times during the weekend.
Chet Jeppensen is a part-time truck driver in Idaho. As a result of his
occupation, he often tunes in to BYU Radio early in the morning while on the road.
While not expounding a great deal on his listening habits, he cited the early morning talk
shows as programming he regularly listens to.
Jared Lay, a truck driver from Salt Lake City, has different listening habits from
the other respondents. Instead of just listening to the station in the mornings, he also
dedicated Sunday “from sun-up to sun-down” to listening to the religious content the
station offers. Additionally, during the week, he listens to the station from 6 or 7 in the
evening into the early morning hours of three or four.
Kevin Wheeler, an older man living in Oklahoma, listens to BYU Radio
primarily on Sunday for the station's religious music.
According to our data, the majority of respondents listen to the station in the
morning during a commute or early working hours. While radio is sometimes seen as a
dying industry, the information provided by the respondents shows that people
throughout the country still turn on the radio during those quiet moments on the road.
Talk Radio programs on BYU Radio
Most of the respondents in the BYU Radio interviews mentioned that the
18
reason they listen to the station is for the talk radio programs. These participants named
talk radio programs they listened to regularly such as “This’ll Take a While”, “Thinking
Aloud”, and the Matt Townsend segments.
The qualities that draw the listeners to these programs are the fact that these
programs are regular conversations that are easy to listen to and stimulate deep
conversation. These programs do not contain any fighting or arguing like many other talk
radio stations, and they invite “thought provoking and intelligent conversation” as stated
by David Zobell. Robert Sanders also commented that the conversations that take place
on the station are “informative, entertaining and wholesome,” which he believed to be
beneficial and apply to many different demographics.
The conversations that take place on BYU Radio are inviting towards many
audiences since they are focused on many different interesting and important topics that
can be informative and inspirational. As expressed by a few of the respondents, they are
not solely focused on LDS-related subjects and are easy to listen to. David Zobell, a BYU
graduate, enjoys these programs because his former professors sometimes speak on BYU
Radio. He described his experiences listening to the station as “extensions from school
when I’m not at school”.
However, some participants mentioned that a few programs have portions that
take place in another language for several minutes, which could turn listeners away since
they do not want to listen to something they do not understand. Another complaint was
that sometimes the show gets cut off before the program is finished because of timing,
which can also be annoying to a listener who misses the end of a program they have been
listening to from its beginning.
BYU Radio also offers programs that talk about the Church’s involvement in
19
different fields, such as genealogy and archeology. BYU professors and specialists
discuss these topics. Some programs also discuss the humanitarian work the Church does
in other countries. Robert Sanders said this topic motivates him to be involved in welfare
and humanitarian programs in the future.
Overall, the respondents were impressed with the professionalism and content
of BYU Radio’s conversational programs. They like the topics that are discussed and the
people who are invited to speak on these programs and would like to continue to hear
more welcoming, intelligent and entertaining conversations.
Sunday content on BYU Radio
When determining which questions to ask, our group expected that most
listeners of BYU Radio would either be LDS, or associate the radio station with the LDS
faith. Most of the respondents interviewed were members of The Church of Jesus Christ
of Latter-day Saints.
Because of the association with the Church, much of the listening to BYU
Radio was done on Sunday. When asked whether or not they affiliated BYU Radio with
the LDS faith, most of our respondents agreed. As a result, one of the primary reasons
they tune into BYU Radio is to listen to the religious content available on Sundays.
Listeners of BYU Radio expect to be able to listen to religious material on
Sunday. The feedback we received was that people knew they could trust BYU Radio to
provide church-specific material on Sundays, because of the LDS influence on BYU.
Whether on the way to church or returning from meetings, listeners would tune in to
listen to the inspirational messages, talks or music.
Some listeners feel that BYU Radio is well-known for its Sunday
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programming, especially for its inspirational messages that come from talks in
devotionals and firesides, or from General Conferences. Listeners like the content
because it sends uplifting messages during the busy week that can apply to many daily
challenges. For instance, Chet Jeppensen said that it has helped him in his church calling
because those messages provide many good “thoughts on how to work with the youth”.
Listeners also feel that these messages make them think about the gospel and
meditate when they are driving long distances or working. It is a time to order their
thoughts and feelings and to focus them on good things and on the gospel. Jared Lay said
that he likes the programs of human interest, such as “Enduring It Well”, and he listens to
it all day. Kevin Wheeler said that he listens to the programs and music on BYU Radio to
have some spiritual and uplifting moments while he works on his business at home.
The spiritual content on BYU Radio is inspirational and uplifting for listeners
in their home and work life, according to the respondents. On Sundays and during the
week, the inspirational thoughts, messages and programming can help provide a good
atmosphere and help listeners throughout their daily activities.
Affiliation with BYU
Of the five respondents interviewed by our team, four stated they had a
personal affiliation with BYU. There was a division between the four respondents in how
they are affiliated with BYU. Two respondents are BYU graduates, one has relatives that
are BYU alumni, and one has many friends who are BYU alumni. The fifth respondent
that doesn’t have a personal affiliation with BYU still expressed a high regard for it.
One respondent named Jared Lay has a job that requires him to travel a great
deal and meet people of many faiths and backgrounds. He explained that outside of Utah,
the term BYU is more than just the name of a university. Jared said, “Whenever I talk
21
with anyone, at a truck stop watching a football game or whatever, whenever they hear
the word ‘BYU’ they think ‘Mormon’. When I think BYU, I think LDS. BYU is LDS.
They go hand-in-hand.” It seems that the respondent’s affiliation or exposure to BYU is
influential in whether or not they recognize the name BYU Radio and decide to listen to
the programming.
Discovered BYU Radio on SiriusXM
Of the five respondents interviewed by our team, three stated that they
discovered BYU Radio by finding it on SiriusXM. Two respondents happened upon the
BYU Radio channel by chance. Robert Sanders said, “I came across the channel when it
was first offered with SiriusXM, because as you know, it wasn’t always available through
Sirius.” Jared Lay, who also found BYU Radio on SiriusXM, stated that he was actually
searching for the channel. He said, “I heard that BYU Radio was going to have a channel
on the XM Radio about a month before it actually starting broadcasting. I tried to find it
for a long time and then finally found it on channel 143. I just heard through the
grapevine that there was a BYU Radio station. I heard about it through word-of-mouth. I
called my brother and told him BYU Radio was on the XM Radio.”
The remaining two respondents did not discover BYU Radio on SiriusXM but
found it through other means. Kevin Wheeler looked for the station and found BYU
Radio online. David Zobell is a recent BYU graduate and discovered BYU Radio from
being exposed to it as a student. He currently listens to BYU Radio by downloading
online podcasts.
Listens to other Radio stations
Another important trend we noticed throughout our interviews was that each
22
person we spoke with listened to other radio stations along with BYU Radio. The reasons
they tuned into other stations were similar as well. The two most common reasons our
interviewees listened to other radio stations were for daily news updates and for other
musical options that BYU Radio doesn’t currently offer.
We noticed two of the respondents said they enjoyed listening to the Fox News
Radio station on SiriusXM in addition to BYU Radio. One respondent, Jared Lay,
indicated that he listens to Fox News during the day and listens to BYU Radio on
Sundays. He said he only has three stations programmed into his radio: BYU Radio, Fox
News, and classical music. Fox News Radio is programmed by the Fox News Channel
and is known for its political content, which is generally more conservative in nature.
Even though only a few respondents said they listen to Fox News Radio regularly, it
seems safe to conclude that some listeners may have conservative political views.
Because people like to be informed on current events, and BYU Radio doesn’t offer news
coverage, it’s no surprise that its listeners would need to tune into other stations in order
to get the coverage they need.
As mentioned above, our listeners also felt they needed to listen to other
stations in order to hear the music they enjoy. David Zobell, for example, enjoys
contemporary music like John Mayer, classical music like Gustav Mahler and Eric
Whitacre and diverse show tunes. Our other interviewees expressed interest in country,
classical and even jazz music. Kevin Wheeler, in particular, is disappointed that jazz
music and jazz performances were no longer available on BYU Radio, and so he listens
to other stations to find what he wants.
It’s interesting to note that those we interviewed mentioned how they tuned into
BYU Radio for spiritual and uplifting music, but felt they had to turn to alternative
23
sources for other musical genres. It’s no surprise that because of the perceived religious
affiliation to the LDS Church, that listeners would tune into BYU Radio to find religious
and spiritual music. However, through the interviews we conducted, it seems as if people
don’t consider BYU Radio to be a musical station, or at least a station that provides them
with the music they are looking for. There was no one genre that was demanded by every
person we spoke with, but it was clear they felt BYU Radio didn’t satisfy all of their
musical needs.
Conclusion
From our research and interviews, listeners tune in to BYU Radio through Sirius
XM Radio or online while they are getting ready for work, driving, and sometimes while
working. Our respondents each had some sort of positive impression of BYU Radio
either through their affiliation with BYU or the Church. The listeners enjoy BYU Radio
because of the high quality of the content on the station, particularly the talk shows and
spiritual segments. They prefer these programs for the intelligent, interesting and
inspirational messages that are shared. The listeners do believe BYU Radio is a very
professional station, yet they still had some complaints, mostly about programming being
cut off too early or being difficult to understand.
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Survey Research and Analysis
The Survey
Our survey was conducted online using Qualtrics, which is a research software
company based in Provo, Utah. As a class and under the direction of our Professor, Corey
Edwards, we came up with 29 questions that we felt covered a number of topics that
would enable BYU Radio to gain a better understanding of who listens to their
programming and what their overall impressions are. We had 83 respondents take the
survey, however, there were many who started taking the test but didn’t complete it
mostly because many weren’t BYU Radio listeners. As a result of how the survey was
structured, those who weren’t BYU Radio listeners were not asked any of the remaining
questions and finished the survey early. In the end, we only had 83 people complete the
entire survey. Because of the limited number of people who participated, we don’t have
an accurate margin of error to report.
The survey started October 29 and closed November 13, giving people just more
than two weeks to take the survey. It was promoted on the station’s Twitter and Facebook
accounts, as well as on the BYU Blog and on-air on BYU Radio. Most people were able
to complete the entire survey in less than 30 minutes, but some took longer with times up
to an hour.
Methodology
In order to get the word out and have people take the survey, we used three
primary mediums. BYU Radio wrote posts and included a link to the survey on their
Facebook page and Twitter account. They also used on-air messaging to inform their
listeners of the survey and how they could fill it out. In addition, BYUTV wrote a post
about the survey on their blog. The class was responsible for writing and drafting the
25
messages and BYU Radio offered incentives in the form of prizes to motivate people to
take the survey.
We felt using Facebook, Twitter and on-air scripts to encourage people to
complete the survey would be best, because it would specifically target those who listen
to and take an interest in BYU Radio. It is these people who would be best suited to
provide their input and feedback on their BYU Radio experience and views. We also used
social media because we were not provided with a numerous list of BYU Radio listeners.
We wanted to reach as many people who were familiar with BYU Radio as possible.
There were a few drawbacks to this approach however. It was biased towards
those who use Facebook and Twitter, because not all listeners have these accounts. Also,
because it was an online survey, it was only available to those with Internet and computer
access. For these reasons, it couldn’t be considered an accurate, random sample approach.
This makes it difficult to make accurate inferences about the population. Furthermore, the
small number of people who completed the survey also limits the inferences we could
make about larger BYU Radio listener population.
The Results
It’s important to remember that a larger sample of respondents could have
provided more accurate results; however, even with the limited number of respondents,
there are a number of trends we feel dictate a representation of the population.
We started our analysis by reviewing the answers to the survey. After we analyzed
the survey answers, we performed statistical tests to further analyze the results. We
found several trends that are important for BYU Radio to address from simply analyzing
the answers to the survey.
26
Demographics
In order to better understand our listeners, we used the results from our survey to break
down listening habits based on a number of key characteristics:

Race and Location

Age

Gender

Income

Satisfaction with BYU Radio

Using BYU Radio as a missionary tool
We believe that this will allow BYU Radio to make several decisions and changes
that will enable them to better meet the trends of their listeners and enhance the number
of people listening.
Race and Location
For a quick summary, 84 percent of BYU Radio listeners who participated in our
survey described
themselves as
Caucasian. While
most of the listeners
are located in Utah,
and predominately
in the western
United States, there are more listeners outside of Utah then within. This is important
because if content is too specific to a Utah audience, many listeners will not feel
connected and lose interesting. If BYU Radio is looking to appeal to a national audience,
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which they are if they subscribed to services like Sirius, then they may want to ensure
that they do have some programming that isn’t only appropriate for Utahans.
Furthermore, with
regards to the distribution of
where listeners of BYU Radio
live, BYU Radio should ensure
that their programs timing
matching with Western time
zones. Some of the people we
spoke with in our phone interviews mentioned that it was annoying when there were so
many repeats of a show. It appeared as if programming was coming on many times
during the day. All though it is
appropriate to have
programming that everyone can
relate to, it is impossible to
match the time zones of
everyone across the United States. AS a result, it is better to appeal to the zones with the
most listeners, and then allow other listeners to download content or get transcripts so
they can still access content and benefit from BYU Radio programming.
Age
We thought it might be appropriate to determine the ages of those listening to
BYU Radio, and determine how often they are listening, what method they use to tune in
and what time of the day they are tuning in. This type of information could be used for
28
promotions, determining programming schedules, and coming up with ways to engage
and reach out to specific age groups in order to get them to listen to BYU Radio.
This
first graph
(see above) is
a description
of age groups
and how often
they tune into BYU Radio each day. As you can see, 50 to 60 year olds tune in the longest
because 75% of people who tune in for 5 to 6 hours fall within that age group. The 20 to
29 year olds seems to only tune in for less than an hour and other hours having a fairly
even distribution.
It’s important to note that even though 50 to 60 year olds seem to listen to BYU
Radio for the longest amount of time, they also comprise 25 percent of the audience. The
only age group that comprises a larger portion of the audience is 20 to 29 year olds with
about 27 percent of the overall BYU audience.
29
This is
important because we
will want to ensure that
our content is geared to
these types of listeners.
Efforts will need to be
made in order to ensure that programming and promotions match the interests of these
two age groups.
Also, based on the results we see, content isn’t really isn’t effective at reaching
listeners under 20 and over 60. As a result, we feel like minimal attention with regards to
programming and promotions needs to be directed towards these age groups.
The last important piece of information regarding age that may be useful is how
age groups are tuning in. Online streaming is the most popular across all age groups, and
so it is definitely an effective means of reaching our audience. On the other hand,
podcasts aren’t very popular, and therefore not as much time and effort need be used in
promoting this method. With regards to SiriusXM, it is more often used by middle-aged
and older listeners. This isn’t surprising given the fact that Sirius is a costly service, and it
is less likely that younger individuals would be able to afford it. One thing that is
particularly surprising about listening methods is that under 20 year olds and 20 to 29
year olds don’t really listen to BYU Radio through the mobile app. Seeing as how
younger age groups are more likely to be adopters of technology, this could be an
indicator that people aren’t really that aware that exists. Should we decide that we would
like to increase the number of listeners under 20 and from 20 to 29, promoting the BYU
app could be an effective means. It is cost effective, which would appeal to a younger
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demographic,
which normally
has less
additional income
to spend, and it is
digital, which is
definitely the current trend. This idea is further reinforced as we look at the age of
respondents who commented on the BYU Radio app within our survey.
Nearly 50 percent of respondents who said they would be interesting in
downloading a BYU Radio app were between 20 and 29, and those in their thirties were
over 60 percent supportive of downloading the app. We feel strongly that these medium
would be one of the most effective in reaching younger listeners. A recent study by
Nielson in September, 2012 discovered that “74 percent of 25-34 year olds now owning
smartphones.” (http://blog.nielsen.com/nielsenwire/online_mobile/young-adults-andteens-lead-growth-among-smartphone-owners/). This means that we have a significant
opportunity to motivate this age group into downloading the app and becoming a more
frequent listener of BYU Radio.
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Gender
We also thought it would be appropriate to compare listening habits of male and
female’s listeners to determine if there were any trends associated with gender. While
most of the information seems to suggest that gender doesn’t play a significant role in
helping determine listener habits, there are a few things that could suggest trends.
The first trend we observed from our survey indicated when female listeners tend
to listen to BYU Radio most often. While most hours of the day hold a fairly even
distribution between males and females, there seems to be a trend that females listen
more in the mornings than men do. The results of the survey indicated that nearly 50
percent of our female respondents listen to BYU Radio between 6 am and noon. This
could be for a number of reasons. One of the primary reasons could be that women are
more often than not responsible for getting their children ready in the morning or while
they are performing daily chores around the house. As a result, they may be up and
getting ready while listening to the radio at the same time. Men on the other hand, may be
working and unable to listen to the Radio during these hours. BYU Radio may find this
useful and provide more female oriented programming during the earlier hours of the day
to appeal to a female listener base.
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It is interesting to note thought, that in the phone interviewers we conducted, our
male respondents mentioned they often listened to BYU Radio in the morning hours.
However, they did mention that they listened during their commute to work. Therefore,
the hours of 6 am to noon, shouldn’t be all female content, and slightly adjusted to reflect
the commute of males to work. We could expect that during the hours of 6 to 9, the
distribution would be pretty equal. But when men start work around 9 am, the number of
men tuning in will drop off. It may be worthwhile to conduct more in-depth research to
determine more specific times when people listen in order to confirm this suggestion.
Another interesting observation based on gender is the methods people are
listening to tune in. Males are much more likely to use mobile apps and online streaming,
whereas females are listening through cable and satellite providers and SiriusXM. Once
again, this could be useful for promotional reasons, and how to use specific methods of
targeting listeners based on the various BYU Radio listening channels. By using specific
messaging and promotions based on the different channels each gender uses to tune in,
we can better reach specific genders and even encourage others to tune in and increase
audience size.
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The final point regarding gender that interested us, was why men are much more
likely to tune in once a month over females. Almost twenty percent of males listen only
once a month, whereas only 5 percent of females listen the same. There must be some
reason for this, but that wasn’t discovered through this survey. We feel this could be
helpful in determining if there is a specific program that isn’t aired very often that is very
popular among males, or perhaps the programing isn’t like, and causes them to not want
to listen. Either way, there is an opportunity here that should be further explored.
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Income
As part of our analysis of BYU listeners we also thought it may to useful to see
some results based on the income levels of the respondents and determine if there are any
trends in their listening habits.
Most BYU Radio listeners make under $50,000 dollars a year. This would explain
why most of their audience uses free forms of listening, such as on-line streaming or
podcasts, compared to more expensive options, like SiriusXM. Once again, it is
surprising that mobile app usage would be so low, because apps are a very inexpensive
method of listening. The BYU Radio app is free, and smartphones have become much
more pervasive in today’s growing digital world. This is further evidence that BYU Radio
could do a lot more to promote this method, and target lower income individuals and
families. Using online streaming to reach lower income individuals would also be a very
good idea.
Also, one reason why the majority of listeners may be making under $50,000 a
year is because most listeners are under 20 to 29. It wouldn’t be surprising to learn that
most of these listeners are actually students at BYU.
35
Finally, a quick note about income levels and the types of programming they enjoy. There
appears to be no real difference in the types of programming enjoyed depending on how
much money people make. The only program where the highest income earners tuned in
more often than the $100,000 to $149,999 range was ‘Ancestors’ and ‘Real Families,
Real Answers.’ This could suggest that upper income earners (which could also be older
individuals) appreciate more family oriented content, given their age and their feeling
towards their own families. Older individuals have a greater appreciate for family given
their experience with their own families. This could indicate that an appropriate way to
reach this demographic would be to promote such programming. However, these
36
programs aren’t incredibly popular, and so consideration needs to be taken whether or not
it is worth it to promote to reach this audience, or whether or not there are other stations
that could be promoted and draw more listeners to the station.
Where They Listen
We thought it would also be interesting to look at where people are listening to
BYU radio. Of all the areas, school was the most unlikely place for people to tune in,
with 80 percent of people saying they never listened to BYU Radio at school. Car was a
surprising answer, but when remembering that most listeners are probably students or
without vehicles, it makes sense that the numbers would be so low. The most popular
place to listen to BYU Radio is at home, which makes sense because of female listeners
who most likely listen while at home, or while students are home. The fact that people are
listening at home may be useful in helping BYU Radio developing its programming.
Most people while at home are multi-tasking, and therefore most likely not one hundred
percent focused on the material. As result, listeners may not be completely focused on the
radio content. Material could be tailored so it is less content oriented and simplified, so
37
people are better to multi-task. This is why music is so popular, but it allows people to be
doing other things at the same time.
Satisfaction with BYU Radio
Satisfaction levels among survey respondents are much lower than we want. Only
58% of respondents said they were either satisfied of very satisfied with BYU Radio’s
programming. This number is far too low and needs to be addressed. This trend implies
that a little less than half of BYU Radio listeners aren’t satisfied with what they are
listening to and will most likely turn the station. In addition to a low program satisfaction
level, several other aspects of BYU Radio also have low satisfaction levels. In regards to
convenience, only 68% were satisfied. Only 64% were satisfied with BYU Radio’s
accessibility and 41% satisfied with customer service. Finally, only 35% of respondents
were satisfied with the promotions for BYU Radio. This number is very low and can
actually be seen as an opportunity for BYU Radio to start promoting more. Overall,
respondents had low levels of satisfaction for BYU Radio’s programming, convenience,
accessibility, customer service, and promotions.
38
BYU Radio Aspect
Satisfaction Level (%)
Programming
58%
Convenience
68%
Accessibility
64%
Customer Service
41%
Promotions
35%
Satisfaction levels were also low in regards to the genres of programming that
BYU Radio offers. BYU sporting events coverage only had a satisfaction level of 60%
and General Conference had the highest level of satisfaction of 72%, which still isn’t as
high as we would like. Talk shows only had a 46% satisfaction level and music was 60%.
Devotionals and inspirational messages had a 63% satisfaction level and news had only a
37%. All of these satisfaction rates are considerably low, especially the level of
satisfaction for news. Listeners don’t seemed to be very satisfied with any of the genres
that BYU Radio offers.
BYU Radio Genre
Satisfaction Level (%)
BYU sporting events
coverage
60%
General Conference
72%
Talk Shows
46%
Music
60%
Devotionals/Inspirational
Messages
63%
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News
37%
We found an important piece of information by looking at the percentage of
respondents who listen to BYU Radio specifically for the music it offers. 54% of
respondents said they listen to BYU Radio for the musical content. According to the
satisfaction level of 60% for music, we can see that music is the most popular reason why
respondents listen to BYU Radio and yet only 60% of respondents are satisfied with it.
This is an issue that needs to be addressed by BYU Radio.
SATISFACTION
We thought it was very important to analyze satisfaction of BYU, because it’s
important for a station to know what listeners are thinking about the content. This will be
useful in helping us determine whether their needs to be lots of changes to the station, or
if only minor adjustments must be made.
There are a few key elements of audience satisfaction that should be highlighted.
First, the majority of the most popular and highly rated content is not BYU Radio
specific. General conference, sports coverage and devotionals are highly approved by
listeners, but they are not created by BYU Radio. As of now, BYU Radio specific content
isn’t as popular, and ranks lower.
40
Second, while very few people say they are very dissatisfied or dissatisfied, this
doesn’t necessarily mean that things are doing very well. There are a large number of
people who are neutral or have no opinion. People won’t really want to say BYU radio is
doing a bad job, but they aren’t willing to say they are happy either.
Finally, BYU Radio appears to be doing a very good job with its convenience and
accessibility. Both of these aspects rated very high, with a net promoter score of 62
percent for convenience and 54 percent for accessibility. However, there are a high
number of respondents who have a neutral, or no opinion regarding their satisfaction of
41
Promotions and Programming. Seeing as how a station’s success is primarily judged by
its content, there should be a significant emphasis on increasing the positive views of
programming. Currently, only 35 percent of the surveyed audience promotes the
programming, which is very weak. Promotions are also necessary for creating a greater
following and attracting listeners, and currently around 40 percent are promoters. In order
to increase a greater following, this will need to be improved but more targeted,
promotions.
PROGRAMMING
It’s also appropriate to understand what the perceptions are regarding the
programming. While we already discussed satisfaction, it is also appropriate to go over
the most popular programs as well as what the respondents think of the variety of content
offered by the station.
First, the
respondents
demonstrated that the
six most popular
programs are (in order
of most popular to least
popular) General Conference, Music and the Spoken Word, CES Firesides, BYU Forums,
Bronco Mendenhall’s Show and True Blue.
Unfortunately, the most popular content offered on the station is not actually
created by the station itself. This demonstrates that BYU Radio needs to do a better job
promoting its own content. That is what will make the station unique, and more likely to
increase in popularity. Listeners can obtain General Conference, Music and the Spoken
42
word and CES Firesides from other sources, and so BYU Radio cannot expect to have as
many people use their station when tuning into these programs. However, if other
programs were more recognized and popular, people would have no option but to listen to
BYU Radio in order to follow these BYU Radio specific programs.
Next, around 65 percent of respondents mentioned that BYU Radio has a wide
variety of content. What we don’t know is whether or not this is a good thing. While it is
good to have a variety of programs to appeal to a number of different interests, it can also
get to the point where it becomes excessive. Those we interviewed in our phone
interviews mentioned how they turn to other stations such as fox for news, or other music
stations to satisfy their music cravings. That is because they are not finding what they
need from BYU Radio and there are other, more specific stations that offer this material.
We feel that BYU Radio needs to become a specialized station that people tune to for
specific programming needs. However, with too much variety, there isn’t enough of a
solid voice
that will
draw
listeners in.
BYU Radio as a Missionary Tool
BYU Radio has expressed an interest in wanting the station to be seen as a
missionary tool. When respondents were asked if they thought BYU Radio is being
43
utilized as an effective missionary tool, only 45% agreed. The rest of the 55% of
respondents said they neither agreed nor disagreed. No one said they disagreed. This is
interesting when compared to the following question in the survey that asked respondents
if they thought BYU Radio’s current programming was likely to attract non-LDS
listeners. 60% of the responses said they disagreed. This almost seems contrary to the
previous question. No respondents said they disagreed that they thought BYU Radio was
being used as an effective missionary tool, but more than half said they didn’t think it was
likely that BYU Radio’s content would attract non-LDS listeners. We can suppose that
respondents didn’t want to say the disagreed that BYU Radio was being used as a
missionary tool, but they honestly disagreed that the programming is likely to attract nonLDS listeners.
Do you feel that
BYU Radio is
utilized as an
effective
missionary tool
for the LDS
Church?
Neither agree nor
disagree
Satisfaction Level
(%)
Agree and strongly
agree
45%
To what extent do
you agree with the
following statement:
”BYU Radio’s
current
programming is
likely to attract nonLDS listeners.”
Strongly disagree and
disagree
55%
Satisfaction Level
(%)
60%
44
Neither agree nor
disagree
27%
Likeliness to attract non-LDS listeners
When we
first discussed
BYU’s objectives at
the beginning of our
research, we
discussed that using
BYU Radio as a missionary tool was important. However, the data we collected from our
survey demonstrates that BYU Radio could be doing a better job. Only 30 percent of
listeners say that BYU Radio is able to attract Non-LDS listeners but about 30 percent
say they aren’t satisfied and 40 percent said they didn’t agree or disagree. We feel as if
many listeners would choose no opinion because they wouldn’t want to criticize the
Church’s efforts in missionary work. However, this neutral position is more of a negative
indicator than a positive indicator. However, it presents a large percentage of people who
could be persuaded and motivated, and perhaps chance the missionary perception of the
station.
Conclusion
Although the limited number of respondents makes it difficult to make accurate
inferences about the larger BYU Radio population, there are a number of trends that we
feel will help us make decisions to better the station and attract more listeners. Knowing
the demographics of our audience and their perceptions of the station will help us
understand how to more effective meet their needs. The next section contains our
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suggestions based on the results of our background research, phone interviews and online
surveys. We strongly believe that as we work to implement them, we will be able to
achieve our goals in reaching more people, increasing the popularity of the station, and
using BYU Radio as a more effective missionary tool for the Church of Jesus Christ of
Latter-day Saints.
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Strategic Recommendations
SWOT Analysis
Strengths



Part of BYU brand
Family-friendly programming
On SiriusXM and Dish Network
Opportunities



BYU Radio is seen to be connected
with BYUTV
Use SiriusXM to reach National
Audience
Missionary Tool
Weaknesses



Too many programs
Low satisfaction rate with
programming
No direction
Threats


Losing listeners because of too
many programs
Other radio stations
Situation Analysis
BYU Radio doesn’t know their current customer base. Due to this lack of
information, they are receiving mixed results from their current programming strategies.
By attempting to reach the broadest audience possible, BYU Radio has created too large a
variety of programming. This wealth of programming options on the station leaves a
majority of listeners dissatisfied with BYU Radio as a whole, and many are abandoning
the station to find similar programming elsewhere.
Some difficulties in the process of solving this problem may arise. First, BYU
Radio has the challenge of determining how to best position themselves within the
crowded radio market. This may require BYU Radio to reposition its brand to reach a
niche market and possibly lose some listeners in the process. Once this is accomplished,
47
BYU Radio needs to grow that niche customer base. This can be done through their
social media as well as other strategies.
Core Problem/Opportunity
BYU Radio needs to develop a specific direction for their programming and
brand, or they will continue to have low satisfaction rates and may slowly lose listeners.
Recommendations
After conducting background, qualitative, and quantitative research, we have
several recommendations for BYU Radio that will help them reach out to others and
improve listener satisfaction.
Our first recommendation is for BYU Radio to choose a voice that they want to
be known for. This can be accomplished by evaluating programming along with possibly
eliminating unpopular programming. There are many different programs that BYU Radio
offers. The large selection of programming was meant to satisfy many different listeners,
but our research states that listener satisfaction is actually quite low. This can possibly be
tied to the fact that listeners are tuning in to BYU Radio and not finding the specific
program they want to listen to because there are too many to choose from.
The second recommendation is to make BYU Radio’s online presence, with their
website and social media, more user-friendly and relevant to listeners. As discussed in our
background research, BYU Radio is doing well with creating interaction on their
Facebook page but that interaction isn’t relevant to the content on BYU Radio. We
recommend that BYU Radio only post content that relates back to the station such as
asking Facebook friends what they thought of a program, reminding listeners of
upcoming programs, and posting news and events relating to BYU. In addition to altering
48
what BYU Radio posts on social media, they should also make their own website more
user-friendly. The website should contain an easy-to-find, downloadable copy of the
station’s programming schedule as well as transcripts from the talk shows. According to
our quantitative research, BYU listeners that participated in the survey gave the
convenience of BYU Radio a satisfaction level of 68%. In addition, BYU Radio’s
accessibility 63% and customer service 40%. By providing schedules and transcripts,
BYU Radio listeners can access information that can possibly lead to increased
satisfaction in convenience, accessibility, and customer service.
Our final recommendation is for BYU Radio to use its resources strategically so
the entire station is viewed as a missionary tool. BYU Radio can use its programming as
a missionary tool. Non-LDS speakers could be invited to speak on the show to appeal to
non-LDS listeners and continue to play religious content on Sundays. Along with their
programming, BYU Radio can use their website as a missionary tool by making talk
show content available to listeners. The listeners can print the transcripts and use the
information for talks or to share with friends. By having content available online,
listeners could also share the information on their own Facebook pages or on their Twitter
accounts. This allows the information to be spread through listeners doubling as a
missionary tool.
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Conclusions and Recommendations from Primary Research
After analyzing and evaluating the research, we found some key things that could
help BYU Radio find the conclusions they are looking for.
We were able to identify who BYU Radio listeners are which was the goal of this
research process. The responses from the survey gave us a good perspective about the
listener’s listening habits, income, satisfaction levels, etc. Social media can be a very
powerful tool if it is used correctly. BYU Radio could increase the traffic on Facebook
and increase their audience if they use the right tools that engage listeners in a
conversation about the station’s programming and motivate them to act. The findings of
the survey show that there are a greater percentage of listeners that feel neutral about
recommending BYU Radio to other people. BYU Radio should design strategies and
tactics that will convince this audience to increase their support for BYU Radio. In
addition, some of the programs have smaller audiences and popularity so BYU could
focus more resources on popular programming to improve the stations reputation and
popularity.
Limitations of the research:
We did not have the right sample size for the survey. We initially wanted to have
400 people take the survey, but unfortunately didn’t reach that number. Due to timing
restraints, lack of participation from listeners, and not having a large pool of people to
choose from, we only received 83 complete responses. This made the quantitative
analysis difficult to measure because we could have received better results if we had a
larger sample size. Another limitation was the lack of background information available
to us about BYU Radio. There is some research about BYU Radio, but until we
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conducted the survey, we did not have an idea about who BYU Radio’s audience could
be. We did not know who the listeners are, their characteristics, or their preferences.
There was a lack of correlation between different variables such as listeners’ location,
age, or profession. When analyzing the survey data, we found that in most cases we could
not find any correlation at all between variables. For example, we found that there is no
correlation between income and how listeners listen to BYU Radio. We found that there
is no correlation between how listeners listen to BYU Radio and where they listen. This
problem makes it difficult to know if there are two variables that affect each other. This
problem also is due to not having a large sample as well as some possible bias on the
survey’s responses.
Strengths of the research:
The research shows strong insights and findings that can be used to improve BYU Radio
in the future. Our research provides individual case information. Since we conducted
several in-depth interviews, we had good input to create and come up with good
questions for our qualtric’s survey. The feedback given by the interviewees was useful to
understand listeners’ recommendations. We are able to identify BYU Radio’s audiences
and listeners. This research was designed to know who the listeners are and profile them.
We know the average listener’s income, preferences and listening habits.
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