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Instant Demographics Articles by Dr. Gary Crossland

Women and Christian Radio

According to Simmons Market Research Bureau, women in the Christian market are demographically poised as one of America's most desirable target markets.

According to Simmons Winter 2010 study, women in the Christian market are 25% more likely than women in general to have attended graduate school, 9% more likely to have annual household incomes over $75,000, and 16% more likely to have household incomes over $100,000. Women in the Christian market are also 14% more likely than average to own a home, and 18% more likely to own homes valued at over $100,000.

It's not surprising that religious teaching and talk radio blocks reach an even higher psychographic profile. For example, women who listen to Christian radio teaching programs are 55% more likely than women in general to be homemakers, ranking them at the top of all radio formats. This is understandable in the light of the fact that female listeners of Teaching and Talk programs are 300% more likely than average women to have at least five people living at home - once again ranking them at the very top among all radio formats.

Those women who are not homemakers apparently do quite well in the marketplace. When it comes to personal income, female Teaching and Talk listeners beat all other radio formats as well. Also, 5.9% of all Teaching and Talk females have individual incomes over 100K, compared to 2.22% of women in general (or in other words 166% above the national average). Amazingly, they are 48% more likely than the national average to have annual incomes over $250K per year.

The chart below identifies several of the qualitative differences between Christian radio women, and their average American counterparts. All of this strongly suggests that Christian radio women are now the qualitatively-correct choice for advertisers targeting upscale females.

Instant Demographics


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Instant Demographics Articles by Dr. Gary Crossland
© 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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