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Index

Executive Summary ……………………………………………………………………………... 2

Introduction ……………………………………………………………………………………… 4

Background on Organization ……………………………………………………………………. 6

Background on Issue …………………………………………………………………………… 10

Primary Research ………………………………………………………………………………. 16

Survey Research and Analysis …………………………………………………………………. 25

Strategic Recommendations ……………………………………………………………………. 46

Conclusion and Recommendations from Primary Research …………………………………... 49

Bibliography …………………………………………………………………………………… 51

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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 most popular programming was

music, followed by Devotional/Inspirational Messages, live BYU Football and LDS General

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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.

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.

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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.

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

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analyzed the audience’s demographics and psychographics to understand their preferences and

expectations of the station.

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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.

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Examples of Facebook posts by BYU Radio

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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.

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Research on Product/Service Provided

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 Latter-day

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.

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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 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

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$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, 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 audio-entertainment

marketplace. This provides growth opportunities for BYU Radio.

Potential for meaningful value creation through cost savings.

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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.

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

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(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

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the listener’s likes (Schonfeld, 2011).

Grooveshark is another popular Internet radio company that offers users the 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 the adoption of

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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.

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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 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

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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 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.

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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 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.

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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 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

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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 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

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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 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

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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 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

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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 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

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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 messages and BYU Radio offered incentives in the

form of prizes to motivate people to take the survey.

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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.

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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

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feel connected and lose interesting. If BYU Radio is looking to appeal to a national audience,

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.

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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 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.

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.

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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 demographic, which normally has less additional income to spend, and it is digital,

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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-and-teens-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.

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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 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.

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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 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.

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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.

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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%

News 37%

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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.

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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 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.

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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 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

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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 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

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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 non-LDS

listeners.

Do you feel that BYU Radio is utilized as an effective

missionary tool for the LDS Church?

Satisfaction Level (%)

Neither agree nor disagree 55%

Agree and strongly agree 45%

To what extent do you agree with the following

statement: ”BYU Radio’s current programming is

likely to attract non-LDS listeners.”

Satisfaction Level (%)

Strongly disagree and disagree 60%

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.

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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 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

Weaknesses

Too many programs

Low satisfaction rate with

programming

No direction

Opportunities

BYU Radio is seen to be connected

with BYUTV

Use SiriusXM to reach National

Audience

Missionary Tool

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

47

some listeners in the process. Once this is accomplished, 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 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

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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 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’

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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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