Byu Radio Research Complete

Brigham Young Universitys Bradley PR Agency
BYU Radio Research

David Lake, Kelly Orgill, McKay Perry, Karisa Saunders and Michal Savage Communications 318 Public Relations Department
Table of Contents
Executive Summary.............................................................................................................................. 6 Introduction.......................................................................................................................................... 8 Background ......................................................................................................................................... 10 Background on Organization .................................................................................................................. 10 Background on Issue ............................................................................................................................... 11 Factors Contributing to the Issue:....................................................................................................... 11 Sirius XM Radio ................................................................................................................................... 13 Who is Listening .................................................................................................................................. 14 Who Could be Listening ...................................................................................................................... 15 The Promotion of BYU Radio .............................................................................................................. 16 Social Media ........................................................................................................................................ 17 SWOT Analysis......................................................................................................................................... 17 Qualitative Research and Analysis.......................................................................................... 20 Convenience............................................................................................................................................ 20 Consumer Habits ..................................................................................................................................... 22 General Broadcasting Brand ............................................................................................................... 22 Friends Listening Habits ..................................................................................................................... 22 Family Listening Habits ....................................................................................................................... 23 Listening While Alone ......................................................................................................................... 23 Commuting.......................................................................................................................................... 23 Sunday Listener ................................................................................................................................... 23 Weekly Listener................................................................................................................................... 24 Time of Day Tuned In .......................................................................................................................... 24 Programming Expectations ..................................................................................................................... 25 Sports .................................................................................................................................................. 25 Religious Talk ...................................................................................................................................... 25 Music versus No Music ....................................................................................................................... 26 Family-Friendly Programing ................................................................................................................ 27 Competition ............................................................................................................................................ 27
Local News .......................................................................................................................................... 28 Podcasts .............................................................................................................................................. 28 Multiple listening options ................................................................................................................... 28 Conclusion ............................................................................................................................................... 29 Quantitative Research and Analysis ....................................................................................... 30 Introduction ............................................................................................................................................ 30 Data Confidence...................................................................................................................................... 31 Demographics of Respondents ............................................................................................................... 31 Programming Preferences ...................................................................................................................... 32 BYU Radio Programming Genres by Age............................................................................................. 33 BYU Radio Programming Genres by Gender ....................................................................................... 34 Specific BYU Radio Programming........................................................................................................ 36 Content Rating ........................................................................................................................................ 37 Satisfaction by Gender, Promoters by Gender ................................................................................... 37 Satisfaction by Age Group, Promoters by Age Group ......................................................................... 38 Is BYU Radio Current? ......................................................................................................................... 39 Listening Habits ....................................................................................................................................... 40 Frequency............................................................................................................................................ 40 Time of Day by Gender ....................................................................................................................... 41 Time of Day by Age ............................................................................................................................. 42 Listening Mode.................................................................................................................................... 42 Mobile Application and Convenience ..................................................................................................... 44 Missionary Effectiveness......................................................................................................................... 45 Content for Missionary Purposes by Age............................................................................................ 45 Content for Missionary Purposes by Gender ...................................................................................... 47 Missionary Tool ................................................................................................................................... 48 Missionary Tool vs. Attractive content for non-LDS listeners............................................................. 49 Social Media ........................................................................................................................................ 50 Listener Suggestions ............................................................................................................................... 52 Conclusions and Summary ...................................................................................................................... 52 Strategic Recommendations ....................................................................................................... 54 SWOT ...................................................................................................................................................... 54 4
Situation Analysis: ................................................................................................................................... 54 Core Problem .......................................................................................................................................... 55 Key Publics, Strategies and Tactics: ........................................................................................................ 56 Conclusions and Recommendations ....................................................................................... 58 Appendix 1. In-Depth Interview Transcripts ..................................................................... 60 Appendix 2. Quantitative Survey Results .......................................................................... 82 Appendix 3. Bibliography.......................................................................................................... 113
Executive Summary
BYU Radio came to the Bradley PR Agency to discover its average listener, gauge listener satisfaction and identify if BYU Radio is a successful missionary tool. To accomplish this, we identified the demographics of the average listener, discovered programming preferences, found the extent listeners believed BYU Radio is utilized as a missionary tool and suggested potential improvements for BYU Radio. In order to achieve these results, the research was broken into three parts. We began with background research to fully understand BYU Radios history and other influential factors such as Sirius XM Radio. We then conducted qualitative in-depth interviews to gather more information. We used this information to create the basis for a survey used in quantitative research. Our purpose for the survey was to identify listener demographics, programming preferences and utilization as a missionary tool. Due to the number of responses, the results only revealed trends from BYU Radios listeners, rather than statistically significant figures. However, the results give valuable information regarding BYU Radios audience, their satisfaction and the perception of BYU Radios success as a missionary tool. We were able to take these results and formulate suggestions for potential improvements to BYU Radio. Our research found most users listen to BYU Radio through Internet streaming. Sirius XM Radio was the second most popular outlet and the highest users were listeners ranging in age from 40 49. Older age groups were more likely to tune in through Sirius XM Radio than younger age groups. Survey respondents included male and female listeners ages 20 79; however, women listen more than men. Female age groups with the highest listenership were 20 29 and 50 59. Females tend to listen in the morning and to educational programs as well as talk shows. Men tend to listen more on Saturdays to the sports coverage. Among all genders and
age groups, listeners tune in equally to music and inspirational programming that is available in the afternoons, evenings and on Sundays. For both genders, the yearly salary of the average listener was under $100,000. People listen to BYU Radio for music and devotionals/inspirational messages and our qualitative research found that listeners expect wholesome radio material. Listeners satisfaction according to the survey was 58 percent; people who listen more than two to three times a month are much more satisfied than those who listen monthly or less. BYU Radios most highly recognized programming by its listeners was not BYU Radio original content. The lowest rated content were talk shows with 46 percent satisfaction and news with 36 percent satisfaction. Listeners believe BYU Radio is a missionary tool, but they are unlikely to share the content with their friends of other faiths. The likelihood of listeners utilizing it as a missionary tool is higher for women and increases with age for both genders. Because women are more likely to share it and the programming they listen to, mainly educational and talk programming, it would be best to implement missionary-sharing content within these programs. Other suggestions BYU Radio listeners contributed are evaluated throughout the research findings. Overall, BYU Radio had a net promoter score of 23. The net promoter score is a question that asks respondents to rate on a scale from 1-10 the likelihood that the listener would recommend BYU Radio to their friends and family. The promoters are people who answered this question with a 9 or 10, passives answered with a 7 or 8 and detractors answered with a 6 or lower. The net promoter score is calculated by subtracting the percentage of detractors from the percentage of promoters. With net promoter scores ranging from -100 to 100, a positive score is deemed good and 50 + is excellent. BYU Radios NPS is good, and research found that women are more likely to be promoters.
Introduction
BYU Radio came to Bradley PR to understand its listenership and receive feedback from its audience. As an affiliate with The Church of Jesus Christ of Latter-day Saints, creating a viable missionary outlet was also important to the client. In order to do this, the research objectives were to determine the demographics and programming preferences of its audience as well as to analyze its effectiveness as a missionary tool and find areas of improvement for BYU Radio. The research process was launched with an investigation of BYU Radios background. We gathered information regarding BYU Radio, the various outlets BYU Radio uses to broadcast, the types of programming BYU Radio broadcasts and the social media influence of BYU Radio. In our initial meeting with Don Shelline, he said he believed a primarily outlet for BYU Radio was Sirius XM Radio and explained that Sirius XM would not give BYU Radio any listener demographics; therefore, a large portion of our background was dedicated to discovering more information about Sirius XM Radio including its listener base. After completing the background research, and in order to determine what would be important to ask in a survey, we performed in-depth interviews with 20 of BYU Radios listeners. Those selected for the interviews had previously provided their contact information to BYU Radio and then responded to an email asking them if they would be willing to participate in a research survey. The in-depth interviews were conducted to discover the listeners current listening habits, their attitudes toward BYU Radio, possible improvements and their demographics. The interviews were then transcribed and coded to identify common themes. These themes were analyzed and recorded in a portion of this work entitled qualitative research.
The qualitative research served as the basis for the quantitative research, which was used to gather information about BYU Radio listener demographics, programming preferences, attitudes towards BYU Radio as an effective missionary tool and feedback about possible improvements for BYU Radio. Our results and analysis from the background, in-depth interviews, quantitative survey and strategic recommendations for BYU Radio are included in this report.
Background
Background on Organization
BYU Radio has been in existence since 2002. The company hopes to improve the lives of others and to portray a positive image for BYU and The Church of Jesus Christ of Latter-day Saints by following the motto, Talk about Good. Initially, BYU Radio broadcasts were only available through web streaming, but the company joined HD Radio in 2006 in attempts to branch out. Online streaming programs proved too costly for BYU Radio, as some listeners continuously streamed instrumental music. The high cost of this bandwidth caused BYU Radio to discontinue online instrumental programming. BYU Radio now focuses on a nation-wide platform for its listeners. A free app is available to download for smartphones. There is also a Dish Network channel which does not have visual images and is an alternative method to tune into BYU programming. An article published in 2011 announced that BYU Radio was one of five channels selected to receive lease space on Sirius XM Satellite Radio. BYU Radio received this opportunity because of the aforementioned merger between Sirius and XM, which included a rule from the Federal Communications Commission that Sirius XM allocate four-percent of the full-time audio channels on both platforms for content not associated with their company. This made Sirius XMs search for channels with "diverse viewpoints and/or diverse entertainment content" that would help improve service to historically underserved audiences. BYU Radios proposal was accepted, and since April 2011, BYU Radio has been a channel on Sirius XM Radio (Israelsen-Hartley, 2011). BYU joined Sirius XM in 2011. With the ability to reach listeners nation-wide, BYU Radio has begun to focus on programming for the entire nation rather than only reaching the
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original intended audience, members of The Church of Jesus Christ of Latter-day Saints. Because these channels are broadcast through satellite, listeners can enjoy the same channels anywhere in the United States and Canada, on mobile devices, the Internet and in motor vehicles. As of December 31, 2010, the company had more than 20 million subscribers. Sirius XM Radio has provided more potential for growth, but growth has been extremely difficult to measure because Sirius XM does not provide numerical data for participating radio stations. Without numerical data, BYU Radio is uncertain as to the true demographic of its listeners and the actual number of listeners. Without consumer data, the current reputation of BYU Radio is largely unknown. The main feedback received is only through emails from listeners. The general tone of these emails is positive.
Background on Issue
Factors Contributing to the Issue:
Radio has been a part of the American appliance collection since the early twentieth century. In order to understand who is listening to BYU Radio, it is necessary to understand who listens to radio, satellite radio and Internet radio in addition to which programming they prefer. Broadcast radio still has a hold on the market, but Internet radio is becoming increasingly mainstream. The bulk of the Internet radio consumers listen between the hours of 10 a.m. and 10 p.m. with the morning drive time of 6 a.m. to 10 a.m. still dominated by broadcast radio (Parks Associates, 4, 2012). Other forms of radio are also becoming increasingly popular. Spectrum, a journal published by IEEE Explore, came out with an article called Digital Radio Takes the Road in 2001, explaining how radio broadcasting in the United States took the leap into digital radio. The article introduced satellite digital audio radio services (SDARS) and described how listeners
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would be able to tune into the same radio stations anywhere in the United States. The article projected that customers would start to choose digital audio broadcasting over both AM and FM frequencies by the years end (Layer, 2001). The same publisher produced an article in Aerospace Conference Proceedings in 2002 introducing Sirius Satellite Radio and XM Satellite Radio. The article further advocated satellite broadcasting, focusing on the Sirius Satellite Radio network. It discussed field results, performance data and propagation characteristics, showing that satellite radio serves large urban and rural geographical areas (Davarian, 2002). BYU Radio continues to find little success attracting media attention and tracking its audience due to the aforementioned reluctance of Sirius XM to share numbers with participating radio stations. Thus, BYU Radio has difficulty comparing its results with results of other competing stations.
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Sirius XM Radio
Sirius XM Radio broadcasts music, sports, news, talk, entertainment, traffic and weather channels in the United States and Canada, clearly reaching a broad sweep of listeners radio interests. The following graph shows the demographics for Sirius XM:
Sirius XM Radio listeners are an average of 44 years old, have an average yearly income of $110,600 and 69 percent are married. The listeners of BYU Radio through Sirius XM may have different demographics than those of the overall Sirius XM listeners, but having the Sirius XM demographics display likely trends for BYU Radio listeners who listen via Sirius XM.
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Much of Sirius XMs revenue is dependent on the auto industry. The business model for Sirius XM allows new car buyers to access satellite radio for free for a certain amount of time, then requires the car owners to purchase their radio membership. Sirius XMs installation deals with virtually all of the leading domestic and foreign automotive manufacturers, including Ford, Diamler, Chrysler, Fiat, General Motors, Honda and Toyota (Seeking Alpha, 2012). Sirius Buzz: Sirius XM Satellite Radio News is a website that is constantly updated with Sirius XM Radio Inc. news. The latest articles include topics such as Sirius XMs deal with GM, recent stock market news, Sirius XM On Demand for Androids and news on Liberty Medias intentions (Spencer, 2012). With new car owners being a large part of the demographic of Sirius XM listeners, BYU Radio believes it can gather a general idea of who is listening. BYU Radio assumes that people with cars use Sirius XM most. They also assume males typically care more about new forms of technology. Because of these assumptions, BYU Radio believes their main audience to be males who own new cars. The suspected age range of these males is between 45 and 65 years of age, with a higher middle-class income.
Who is Listening
The only information we can gather on BYU Radio listeners in bulk is from Sirius XM. In October and November 2009, Arbitron completed a study, which showed that Sirius XM had more than 35 million adult listeners. Of the 35 million, 32 million listened to Sirius XM weekly. The study revealed that the majority of Sirius XM listeners were highly educated, wealthy and listened through commercials more than AM/FM radio listeners. President and Chief Content Officer of Sirius XM said, not only do we have the best programming in radio, but we have some of the most valuable listeners in all of media. Our
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combination of unparalleled audio content and unrivaled in-car delivery continues to attract a discerning cross-section of Americans (PR Newswire, 2010).
Who Could be Listening

The trend in Internet radio is not going unnoticed. Pandora reported an increase of 6 percent in usage in the second quarter of 2012 in the 18 49 year-old demographic (Pandora, 2012). Other Internet radio leaders are Last.fm and Spotify. The important common trait is the social media aspect of these Internet radio applications. Sixty percent of the people surveyed listened to Internet radio while spending time on social media websites (Parks Associates, 10, 2012). According to a Pew Research Center Survey, the listenership has increased on digital devices in the car such as smartphones. However, this does not mean broadcast is losing significant ground. Radio has decreased by just three percentage points since 2001. It joins television as two of the most prevalent media devices. Even though the ubiquitous nature of radio may suggest an affinity for AM/FM radio, the survey also reported that only 22 percent of respondents said they love their radio stations. Audio devices that respondents reported to love more were the iPhone (66 percent), broadband radio (43 percent) and satellite radio (39 percent) (Mitchell, Rosenstiel & Santhanam, 2012). It is also important to note the difference between Internet radio and other AM/FM online streaming services. Internet radio, i.e. Pandora, has seen increased usage over the last three years while online streams of AM/FM stations are decreasing in usage (Mitchell, Rosenstiel & Santhanam, 2012). In a survey conducted for Targetspot, research demonstrated that 42 percent of Internet users listen to Internet radio. However, Internet radio, such as Pandora, is competing with Sirius XM by growing in its mobile usage, rather than its standard Internet-based usage.
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"The mobile advertising market is poised to grow from $1 billion in 2010 to $20 billion in 2015," CEO Joe Kennedy said in an interview in March 2012 (Ciaccia, 2012). Kennedy said Pandora plans to increase its variety of radio stations to better compete with the competition of Sirius XM and other radios. Last year, the company created a comedy channel and will continue to add other spoken word stations. However, the company does not have direct plans to expand beyond its main use, music (Ciaccia, 2012).
The Promotion of BYU Radio

In 2011, BYU Radio was named one of five channels be used to promote diversity in Sirius XM Satellite Radio, promoting the Internet-based channel to a nationwide audience. "When I joined BYU Broadcasting last fall, I knew we had something with a lot of potential in BYU Radio," said Don Shelline, BYU Radio Manager. "There is such a wealth of information, education, talent and enthusiasm that flows from the BYU campus. To be able to channel all that into a broadcast schedule that can now go out across the nationthat's a radio dream come true (Israelsen-Hartley, 2011). Marcus Smith, radio services manager at BYU Broadcasting said it will be a great opportunity to share the rich educational, cultural and entertainment resources of BYU with the radio listeners throughout the country. This marks a valuable step in increasing the diversity of programming available to satellite radio listeners, while promoting access for new entrants and independent satellite radio programming," FCC Chairman Julius Genachowski said in a press release. I applaud Sirius XM for its new lineup (Lasar, 2011).
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Social Media
BYU Radio has begun the process of utilizing social media to capture audience engagement. BYU Radio is on Facebook and Twitter. BYU Radio has 5,357 followers and when the research began, BYU Radio had posted 257 pictures and had 1,764 comments and likes. Twitter currently has 427 followers, is following 249, and has tweeted 876 times. Although social media is being used, BYU Radio should capitalize on it to reach the needs of the audience. Only material applicable and relevant to BYU Radio programming or listeners should be posted on both Facebook and Twitter. In addition, if the material is engaging, asking questions (which, again, must be relevant) will gain more credibility and boost the consumers trust in BYU Radio. The use of social media as a part of an organizations goal is relatively new. Many philosophies exist, but the most important thing is to ensure that social media is supporting the goals of BYU Radio. Just having social media accounts is not a solution by itself. The leveraging of social media as part of an organizational strategy can lead to BYU Radio achieving its goals.
SWOT Analysis Strengths

Diverse programming=> wide appeal Freedom in decision making Student employees Unique perspective into BYU Broadcasting facilities Carried on Sirius XM=>growth potential
Weaknesses
Diverse programming=> many competitors Lack of listener data BYU website underdeveloped in terms of design, content, navigability Delivering relevant news to nationwide audience No brand and reputation
Opportunities
Mobile phone app 18.5 million subscribers Monopoly Branding Increase social media outreach Missionary purpose
Threats
Internet radio Cost Economy Local radio station competitions
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Strengths. BYU Radios programs are diverse and appeal to a wide variety of listeners. In addition, BYU Radio can be flexible in its programming because of its freedom in making decisions. As a part of BYU, the radio station can offer a unique perspective into BYU. With a nation-wide platform on Sirius XM, BYU Radio has tremendous potential for growth if it can determine its target market. BYU Radio also has reduced costs by employing students and it can embrace growth with the state-of-the-art broadcasting facilities. Weaknesses. While diverse programming leads to a wide appeal, it also increases the number of competitors. BYU Radio faces the decision to be spread too thin in catering to many programming preferences or focusing on a more narrow preference. This weakness influences how or if BYU Radio delivers relevant news. A nationwide audience poses these difficulties. Other weaknesses include a lack of reputation and branding. Confusion may exist in differentiating BYU Radio from Classical 89 or even the Mormon Channel. The BYU Radio website is also a weakness. It is underdeveloped in respect to design, content and navigability. Opportunities. From carriage on Sirius XM Radio, BYU Radio has a potential audience of 18.5 million subscribers. The audience potential is even larger with the use of the Internet station. For those who cannot afford Sirius XM, BYU Radios mobile phone app can provide free access to its programming. BYU Radio is also a monopoly in terms of the types of content that it provides. Other stations do not encompass this range of programming. The most important opportunity is that BYU Radio can brand itself in a way that will accomplish its missionary purpose. The social media outreach opportunity can greatly contribute to the missionary purpose. The missionary purpose is crucial to BYU Radios organizational goals. Threats. Threats to BYU Radios success can be found in competition. Competitors to BYU Radio include other Internet radio stations and local radio stations. The cost to operate and the
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ability to find access to BYU Radio due to personal economics of listeners pose obstacles for increasing listenership. The focus for BYU Radio will be to discover who their audience is, what the audience listens to, the reasons why they listen, and what other programming would appeal to this audience in order to accomplish its missionary purpose. In order to learn these facts, BYU Radio will need to overcome some obstacles. This will be covered in more detail in our situation analysis.
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Qualitative Research and Analysis
Participants were chosen from a group of listeners who reached out to BYU Radio in recent years. They were first contacted through email and each volunteered by responding with a time they were available to receive a phone call and participate in an in-depth interview. Of the 15 people contacted, five responded. The in-depth interviews were conducted by telephone and recorded for further analysis. Each interview lasted 10-20 minutes. Interviewers received verbal permission from participants to record and transcribe the interviews. These transcriptions can be found in the appendix. Interviews were conducted to understand the listeners perceptions and preferences, and to gather suggestions for BYU Radio. BYU Radio gave respondents $25 visa gift cards as an incentive for participation in the in-depth interviews. Each member of the research team interviewed a BYU Radio listener and later transcribed the interview. Interviewers then analyzed each transcript to compile a thematic content analysis. All interview transcripts were read, and analysts assigned a code for responses. These codes were further analyzed and put into themes. After transcript analysis, all themes were organized into categories of primary themes or secondary themes.
Convenience
A primary theme from the in-depth interviews was convenience. Respondents gave positive and negative feedback regarding convenience. Different secondary themes relevant to convenience were referenced more than 50 times during the in-depth interviews. This shows convenience is a major concern for current listeners. The majority of discussion about convenience focused on how inconvenient it has become to listen to BYU Radio. Of those interviewed, three of the five people were long-time listeners of BYU Radio. While these listeners were once loyal, many of them have found it more difficult to follow the station since the station began its relationship with Sirius XM.
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Each of the long-time listeners used channels other than Sirius XM or the BYU Radio app to listen. Three of the five people interviewed were not aware BYU Radio had an app for smartphones. However, four of the five were interested in the app when it was mentioned and explained. The lack of BYU Radio app use seemed to be a result of low app awareness. The four that were interested in the app said they found ways to access BYU Radio through Internet streaming, but they reported difficulty in listening with regularity through this channel. Ron Earl, a man in his 60s from Poway, California, said, [Listening to BYU Radio] used to be
a little more convenient in my car. Im not going to go out of my way to put it on my TV or listen to it on the computer unless its something that I really want to get. Id probably listen to it quite a bit if it was on the Sirius A La Carte program.
The cost of Sirius XM may be a major factor in why users do not access BYU Radio
through satellite radio. Earl reported having a negative experience with Sirius XM as he tried to get
BYU Radio. He hoped to access BYU Radio through purchasing the Sirius XM A La Carte program,
but ultimately discovered that BYU Radio was not a station available in the A La Carte package. While he had a negative experience and hoped for a more convenient method of listening, he
remains a loyal listener of BYU Radio. La-Dell Orgill, 57, from San Antonio, Texas was the only interviewee who accesses BYU Radio
through Sirius XM. She has only been a listener of BYU Radio for six months, but she has been very satisfied with her ability to listen to BYU Radio wherever she is. Because access to BYU Radio through Sirius XM was infrequent among those interviewed, the BYU Radio app plays a crucial role in listener convenience. While there was a general lack of app awareness, most respondents gave positive feedback after hearing about the app. Those who gave positive feedback also expressed intent to download the app.
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Upon learning about the BYU Radio app, Marley Kunzler, a 38-year-old man from Apopka,
Florida said, I travel quite a bit, so if I had something where I could listen to it on the road, that
would be very convenient for me. It appears that if BYU Radio was more convenient to access and if listeners understood the
convenience, consumer loyalty would increase. Interviewees who were regular listeners to other
podcast programs did not know that BYU Radio offered podcast programs. If BYU Radio wants to focus on strengthening current listening outlets, we suggest increasing awareness of the free app and free podcasts. Consequently, convenience will improve and listener loyalty will increase.
Consumer Habits
Consumer listening tendencies were analyzed under the primary theme of habits. This includes
when and with whom the interviewees listen to BYU Radio. The secondary themes, which will be explained in more detail, include general broadcasting, friends listening habits, family listening habits, listening while alone, Sunday listener, commuting, weekly listener, and time of day tuned in.
Combined, these secondary themes were mentioned 22 times by respondents in the in-depth interviews.
General Broadcasting Brand

Adam Neilson, 38, from Puyallup, Washington was one respondent who associates BYU Radio
with BYUtv, demonstrating a connection between the two under the umbrella of BYU Broadcasting. Neilson did not know a lot about BYU Radio because he was an infrequent listener, however, the association with BYUtv is a good sign if BYU Radio should choose to closer associate itself with BYUtvs brand.
Friends Listening Habits

Interviewees were asked whether they had friends who also listen to BYU Radio. Two of the
five respondents said they had friends who listen to BYU Radio. One said that his friends listen
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mainly to music on BYU Radio for its religious content. Other respondents expressed a lack of
awareness regarding friends listening habits.
Family Listening Habits

Some listeners discussed with whom they did or did not listen with while listening to BYU
Radio. Kunzler specifically mentioned that he listens to BYU Radio with his family. When asked if
his family listened with him he said, Typically, Ill have it on and everybody will be able to listen to it. This suggests a demand for programming for audiences to listen to together rather than just
programs for those who listen alone. Content for programs geared toward children and teenagers
may be appropriate programming for groups to listen to and may be of interest to BYU Radio listeners.
Listening While Alone

It is important to note that this theme was found in the response of an interviewee who listened to BYU Radio while commuting. Most commuters are alone on their way to work, and
commuting preferences may be crucial in understanding the target market of BYU Radio.
Commuting
Two separate respondents discussed their listening habits while commuting. Both respondents indicated they travel regularly for work, whether for a short commute or a long commute for business trips. Orgill said she listens to Sirius XM while she travels, while the other commuter, Neilson, discussed his preference for podcasts.
Sunday Listener
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Sunday listening was discussed more than any other theme in relation to habits. The respondents emphasized an increase of BYU Radio listening on Sundays. When asked when she
listened to BYU Radio, Orgill said, Usually its in the evening and then a lot more on Sundays.
This theme surfaced when speaking about habits because BYU Radio consumers typically associate the content on BYU Radio with Sunday-appropriate material.
Weekly Listener
It may be easy to assume that Sunday listeners are the primary type of weekly listener.
However, sports listeners also maintain consistency by keeping up to date with BYUs scheduled
games. For BYU sports followers outside of Utah, BYU Radio is a source of information for fans during sports seasons. This pattern should be explored further in the quantitative research portion.
Time of Day Tuned In

The interviewees discussed the time they listened to BYU Radio. The time of day listeners tune in
to BYU Radio gives understanding to the type of programming needed at those times. Three out of five
respondents listen while working or traveling to work. Kunzler discussed his evening commute
listening habit, while Cody Morgan, 43, from Chandler, Arizona discussed listening to the radio from 8 a.m. 5 p.m. while at work. The time of day each program airs and to which audience the program targets should be synchronized with the listener habits of commuters, family listeners, and at-work listeners. Listener habits found through qualitative research will be analyzed further through quantitative research. Being able to understand the patterns of how many people listen, what activities primarily take place while listening and what days and times listening occurs will help
BYU Radio better fulfill the audience's needs.
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Programming Expectations
To meet consumer needs and interests, questions were asked in each of the five in-depth interviews with emphasis on programming feedback. The feedback is comprised of commentary on current programming, previous programming changes and suggestions. Secondary themes revolving around programming preferences and expectations were mentioned 42 times by respondents in the indepth interviews.
The most common response regarding the programming from almost all respondents was that BYU Radio offered wholesome discussion and uplifting radio material. Orgill said she turns to BYU Radio specifically because of its good values, and she expects BYU Radio to have that type of programming. Several interviewees specifically mentioned they enjoyed the faith-based broadcasting. Overall, BYU Radio listeners expect to have wholesome entertainment when they tune in, and BYU Radio has met their expectations.
Sports
The questions regarding the listening preferences of sports drew diverse responses. One commuting listener said she would not listen to BYU Radio if sports were being broadcast.
Alternatively, Neilson, a former listener, said, [I] would probably listen to BYU games if they aired.
But [I] also [do] that through KSL. He said he listens to BYU sporting events through a KSL app.
Earl said he was a long-time listener of BYU Radio through several programming and ownership
changes, and he said the primary reason he listens to BYU Radio is for sports. He formerly listened to classical music on BYU Radio, but discontinued when BYU Radio programming changed. The time
Earl listens to BYU Radio is directly linked to sports programming. Respondents answers indicate sports are a possible programming preference.
Religious Talk
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All of the participants interviewed are members
of The Church of Jesus Christ of Latter-day
Saints, and four of the five interviewees specifically mentioned they enjoyed the religious discussion BYU Radio offers or made suggestions to add more religious discussion to the programming. Morgan said he stopped listening to BYU Radio when the programming shifted focus to talk radio rather than devotionals and music. He said that he would listen to the Mormon Channel and would download talks from BYU into mp3 format. In addition, Neilson, who listens to programming similar to BYU Radio, suggested adding past church talks or recorded religion classes. Orgill said she enjoys listening to interviews with general authorities. She said, That is my favorite type of thing to listen to. It will be important to learn if BYU Radio listeners who are not members of The Church of Jesus Christ of Latter-day Saints are interested in programming focused on LDS-based content.
Music versus No Music

In a similar vein to sports, the interviews revealed both strong proponents and opponents of music. Orgill said she would prefer listening to uplifting discussion and religious talk rather than music. She said she would change the station if music was on BYU Radio. She emphasized a particular interest in business discussions, programming focused on better parenting and other similar uplifting discussion which she found relevant to her life.
As mentioned above, Morgan said he stopped listening to BYU Radio because of the shift
away from music and religious topics. He enjoyed BYU Radio primarily for background music and an occasional religious talk. He said BYU Radios transition to more talk-related programming
was a problem for him and having multiple people talking was too distracting for him at work. He
did mention later that he considers all of the content he has heard to be good.
Earl said that, besides sports, he used to tune in for music, but does not anymore because
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the classical music is not offered through Internet streaming. Neilson said he listened to BYU Radio primarily for Sunday music. This listener also mentioned that he listens to similar programming through apps both from the Mormon Channel for uplifting content and KSL for sports. Music preference will also need to be tested in our quantitative survey. We will need to discover whether those who are interested in music conflict with those who are interested in the talk programs that BYU Radio offers.
Family-Friendly Programing
As mentioned previously, there was some demand for family programming. Kunzler said he
would like to have family friendly programming for his family. He suggested adding animated stories focused towards children, preteen and teenage kids. He specifically mentioned listening to
BYU Radio while with his family. Meanwhile, Orgill said she does not listen to BYU Radio while
she is with other people, including her own family. If she is with another person, she turns off the radio and would prefer to talk. Morgan said he does not listen to BYU Radio at home because he has five kids, its sometimes hard to stand by and listen to something.
While there is some
demand for family programming, these mixed responses suggest that research should be conducted.
This will be something considered in the quantitative survey as well as in future programming changes.
Competition
The interviews conducted show that listeners perceive BYU Radio to be unique, and some of its listeners comments suggested loyalty to BYU Radio. Respondents mentioned themes
revolving around competition 24 times within the in-depth interviews. Two out of the five people
interviewed said they do not listen to alternative stations. As mentioned earlier, Ron Earl called
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Sirius XM when he found out that BYU Radio was not offered on the A La Carte programming to
find out if it was possible to purchase BYU Radio programming in a smaller package. Although BYU Radio may have the advantage of loyalty because of its wholesome programming and association with the LDS faith, it remains in competition with local news,
stations with multiple listening options and stations providing downloadable podcasts.
Local News
Although Orgill is a loyal BYU Radio listener, she also expressed her continued devotion to
local news stations. These stations provide her with weather and traffic updates in the area, which was particularly important to her as a commuter. Since BYU Radio is based in Utah and has a variety of listeners from all over the country, it is not feasible for BYU Radio to provide traffic and weather information to each region.
Podcasts
Other stations offer podcasts of speeches and discussions listeners can play anytime,
anywhere. Two out of five people interviewed said they like to download LDS talks and past devotionals to listen to at their own convenience. Both individuals said they would be interested in downloading podcasts from BYU Radio.
Multiple listening options

Four out of five people interviewed mentioned the Mormon Channel when searching for similar faith-based content. Morgan specified his frustration with BYU Radio's topics broadening in recent years. He suggested BYU Radio split the station into two channels, one for content only and another for music only, similar to the Mormon Channel's format. Two out of the five participants interviewed said their appreciation for BYU Radio would increase if BYU Radio provided multiple channels.
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Conclusion
From analysis of the in-depth interviews, it is clear that there is loyalty to BYU Radio and value-based programming. However, listeners specific programming preferences remain unclear. Through improving convenience, BYU Radio can increase listenership. BYU Radio may also benefit from advancing the awareness of the available smart phone app, providing content for children and teens, and providing additional outlets for listeners. Many of the themes mentioned throughout the qualitative research and analysis provided topics for further quantitative research.
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Quantitative Research and Analysis

Introduction
Methodology The survey was constructed by first compiling 200 questions, 10 questions from each student in the class. From those questions, the four groups in the class each created a survey outline and narrowed their outline to 25 questions. The group surveys were presented to the class and evaluated. As a class, we selected the most relevant questions from the four group surveys and merged them into a final 30 question Qualtrics survey. Survey leaders from each group ensured the survey included questions in each of the following categories: perceptions, attitudes, behaviors, and demographics. The introduction informed participants about survey details prior to taking it and thanked them for their participation. The introduction to the survey can be found in Appendix K. The survey addressed the listening habits, attitudes, and perceptions of participants as well as their satisfaction with BYU Radio. We emphasized questions regarding the BYU Radio app, BYU Radios social media sites, BYU Radios effectiveness as a missionary tool, participants affiliation with BYU and the LDS faith, and if participants would recommend BYU Radio to their friends. Questions about general radio listening were also included to compare overall radio listening habits to BYU Radio listening habits. At the conclusion of the survey, participants were able to submit their contact information for a chance to win a $25 iTunes gift card or another small prize. They were informed that their contact information would in no way be linked to their survey results. Before being activated and distributed, the survey was edited and modified by Professor Edwards and BYU Radio personnel.
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The survey was distributed and administered solely on the Internet through a survey link provided by Qualtrics. It was advertised on BYU Radio programs and was posted on BYU Radios Facebook page, Twitter account, website, and the BYUtv blog. The survey was activated on November 2, 2012 and deactivated on November 13, 2012. Facebook posts were made on November 2nd, 3rd and 13th. Tweets occurred on November 2nd, 3rd, and twice on November 12th (from both BYU Radio and BYUtv). The blog post occurred on November 12, 2012, and the link was posted on the website shortly after the survey was activated.
Data Confidence
Because respondents opted to participate in the survey, the sample selection is not a random sample. The sample size consists of 100 respondents (this number does not include respondents who were forced to exit the survey because they were non-listeners). Out of the 100 respondents, 83 completed the survey in its entirety. The margin of error is at least 10 percent for all questions. The sample size would have to be at least 384 for us to attain a 95 percent confidence level on a normal distribution curve. The sample also violates the 80/20 statistical rule that states 80 percent of the expected counts must be above five or the chi-square statistical tests yield inaccurate findings. The results of the survey cannot be extrapolated to the whole population of BYU Radios listeners. However, these results can provide more quantifiable results than the in-depth interviews, and they can highlight trends among listeners.
Demographics of Respondents
We surveyed to understand the extent of the BYU affiliation of respondents in the survey sample. Four respondents who listen to BYU Radio were not affiliated with BYU. Seventy-five out of listeners are members of the LDS church.
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We found many different trends by evaluating responses according to gender. All answers evaluated are from the 83 respondents who reported their gender. While responses can be evaluated by gender, we are unable to project the percentage of males and females who listen to BYU Radio because those surveyed were not taken from a random sample. Of those who reported their gender, 47 were males and 36 were females. The following chart illustrates the demographics of survey respondents:
In what ways are you affiliated with BYU? (Check all that apply) Have family who attends/attended I have a friend who attends/attended 19 14 33 2 15 7 4 4 1 0 0 33 Alumni/Alumna I am in no way affiliated with BYU I live in a BYU community Current BYU Student LDS Church member
Male What is your gender? Female Total Under 20 20-29 30-39 40-49 50-59 60-69 70-79 80+ Total
8 6 14 2 12 0 0 0 0 0 0 14
24 15 39 0 8 8 6 13 2 2 0 39
22 19 41 1 11 6 6 12 4 1 0 41
40 33 73 3 19 15 12 18 4 2 0 73
10 4 14 0 9 3 2 0 0 0 0 14
3 1 4 0 0 1 0 2 1 0 0 4
47 36 83 3 23 17 12 21 5 2 0 83
What age group are you in?
Programming Preferences
In the in-depth interviews, we found diverse opinions about the listeners programming preferences. As part of the survey, when asked if respondents agreed with the statement, I like
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Total
that BYU Radio offers a variety of programming on one channel, 66 percent marked strongly agree or agree, 28 percent marked neither agree nor disagree, and six percent marked disagree. The distribution of the answers shows that listeners are generally pleased with BYU Radios ability to offer a variety of programs.
BYU Radio Programming Genres by Age

One of the reasons people listen to BYU Radio is because BYU Radio provides radio access to somewhat exclusive BYU sporting events. In the 20-29 age group, more individuals responded they listen to BYU sporting event coverage, live BYU Football and Live BYU Basketball than any other age group. This age group includes college students and recent graduates who still have interest in following BYU sports (Appendix G). The 30-39 age group continued to show a preference for BYU sports. More respondents in this group said they tune in for BYU Football coverage than for any other genre. Music was the next most popular choice for this group. The 40-49 age group heavily favored music programming, with 75 percent of respondents saying they tune in for music. The next most popular choice is football, with 67 percent of respondents tuning in for football coverage. An interesting trend here is that this group favors talk show programming much more than younger groups. More than 40 percent of respondents tune in for talk shows, while younger groups were in the 20-30 percent range. As the 50-59 age group comes in, a large shift is seen in programming preferences. Each of the younger groups showed a strong desire to listen to BYU football. However, BYU football was selected by only 24 percent of respondents in this age group. Music and devotional programming remained high options, similar to other groups, but education-based programming and talk shows were more popular in this group than other groups.
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BYU Radio Programming Genres by Gender

The graphs below report the answers to the question, Why do you listen to BYU Radio? given by males and females. Men were far more likely to tune into BYU Radio for sports coverage of all types. This was the only genre that men were more likely to favor than women. The greatest difference in programming preference between genders was talk shows. Only 23 percent of men tune into BYU Radio for the purpose of listening to talk shows. In contrast, almost twice as many women by percentage (42 percent) listen to talk shows on BYU Radio. The next greatest difference was between those who listen for educational programming. Educational programming is a genre listed to by 39 percent of women, while only 23 percent of men tune in for education-based programming. Women also preferred music more than men, as 67 percent of women said music was a reason for listening to BYU Radio. While women preferred music over men, music was still tied with BYU Football coverage as the most popular choice for why men listen to BYU Radio. Women also preferred devotionals and inspirational messages over men (58 percent by women, 47 percent by men).
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Why men listen to BYU Radio:

# Answer Response %
BYU sporting event 1 coverage 2 3 4 5 6 Live BYU Football Live BYU Basketball LDS General Conference Talk Shows Music Devotionals/Inspirational 7 Messages 8 Education/Information 11 23% 22 47% 23 19 18 11 23 49% 40% 38% 23% 49% 21 45%
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Why women listen to BYU Radio:

# Answer Response %
BYU sporting event 1 coverage 2 3 4 5 6 Live BYU Football Live BYU Basketball LDS General Conference Talk Shows Music Devotionals/Inspirational 7 Messages 8 Education/Information 14 39% 21 58% 15 8 16 15 24 42% 22% 44% 42% 67% 11 31%
Specific BYU Radio Programming

By asking the participants which specific programs they have listened to, we noticed that the most recognized programs that BYU Radio broadcasts are not produced by BYU Radio. (Appendix H). The top responses were predictable programs such as General Conference, Music & the Spoken Word and CES Firesides. It is no surprise that these programs have been listened to by more listeners than any other. However, it is surprising that even BYU Radios highest scoring original programming is barely recognized by 20 percent of listeners. The Marcus Smith Morning Show, a program played twice each day by BYU Radio, is only recognized by 12 percent of listeners. This shows that BYU Radio needs to do a much better job of spreading the word about their original programming.
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Content Rating
Satisfaction by Gender, Promoters by Gender
When examining satisfaction, we looked at differences in responses between genders. The question, On a scale from 1-10, with 1 being very unlikely and 10 being very likely, how likely would you be to recommend BYU Radio to a friend or colleague? was examined in conjunction with the question, On a scale of 1 10, with 10 being current and 1 being behind the times, where would you rate the content of BYU Radio? The following are the results: How likely are you to recommend BYU Radio?
Average answer Men Women 7.26 7.97
How would you rate the content of BYU Radio?

Average answer Men Women 6.91 7.72
The mean for the first question helps to produce a net promoter score. Net promoter scores indicate how likely your listeners are to promote programming. A score of nine or higher means the listener is likely to promote your station to others. A score of seven or eight means they are passive. They are unlikely to either promote your programming or to talk poorly about your station. A score of six or lower is counted as a detractor. Detractors are likely to talk poorly about your station and keep people from listening. Your net promoter score is derived from subtracting the percentage of detractors from the percentage of promoters. BYUs net promoter score among genders is as follows:
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Total net promoter score: Womens net promoter score: Mens net promoter score:
23% 25% 17%
This shows that BYU Radio should promote their programming through their female listeners. They are much more likely to share with their friends.
Satisfaction by Age Group, Promoters by Age Group

The satisfaction of BYU Radios programming was rated on a five point scale with five being very satisfied and one being very dissatisfied. Categories included BYU sporting events coverage, General Conference, talk shows, music, devotionals/inspirational messages and news. Satisfaction levels were generally very high across the board, receiving average scores between four and five in every category. This trend seems to be uniform across age groups with the exception of a couple categories. All but two categories have an average rating above a four. The music category in the 40-49 age group is a 3.92 and the talk shows in the 50-59 age group is 3.95 (Appendix I). There is a very interesting trend among age groups as potential promoters. The older the listener, the more likely they are to be promoters. The following numbers will demonstrate this point: Net Promoter Scores by Age Group 0% 20-29 18% 30-39 25% 40-49 33% 50-59 60% 60-69 The net promoter score steadily improves among age groups. This suggests that older listeners may be better tools for promoting BYU Radio.
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Is BYU Radio Current?

This rating dealt with respondents views of BYU Radio being current or behind the times. The age groups showed an average of about seven. One group stood out among the others, as the age group of 50-59 was the most likely to believe BYU Radio had current programming (average score of 7.62). Age Group 20-29
# Answer Min Value Max Value Average Value Standard Deviation 1 Scale of 1 to 10 2.00 10.00 7.26 2.20 23 Responses
Age Group 30-39

Age Group 40-49

Age Group 50-59

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Listening Habits
Frequency
Our survey addressed listener frequency and the amount of time they spend listening. Nine percent said they listen to BYU Radio daily and 17 percent listen two-three times a week. When respondents listen, 70 percent listen for 2 hours or less each day, 27 percent listen for three-five hours and four percent listen for five-six hours. Of the ten respondents that listen daily, 50 percent listen for one-two hours, another 30 percent listen for three-four hours, and 20 percent (or two respondents) listen for five-six hours. Those who listened two-three times per week were much more likely to listen for less than an hour (24 percent) and one-two hours (53 percent). In total, 59 percent of BYU Radio listeners tune in less than once a week. In contrast, 88 percent of listeners tune in for other radio stations on a weekly basis. This shows that BYU Radio has a lot of room to grow in attractive listeners. Frequency of listening correlated strongly with listeners likelihood to be promoters. The following chart demonstrates this:
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70% 60% 50% 40% 30% 20% 10% 0% -10% -20% -30% -40% -30% Less than once a month
Net Promoter Score

47% 28% 7%
60% 53%
Once a month
2-3 times a month
Once per week
2-3 times
Daily
From the chart above, it is clear that those who listen less than once a month have a poor impression of BYU Radio programming. The net promoter score among these listeners is -30 percent. This is a very low score. However, frequent listeners have the potential to be extremely useful in promoting BYU Radio. Those who listen weekly or more have net promoter scores of 47 percent. Those who tune in more than once a week have scores over 50 percent.
Time of Day by Gender

Respondents were asked what time of day they listened to BYU Radio and to check all answers that applied. In analyzing responses for weekday listening, the reported times of day that men and women listen to BYU Radio were generally similar. However, there was a difference in morning listening. While we initially believed men might listen to BYU while commuting to work, the data did not support that idea. Only 32 percent of males reported listening during morning hours. Meanwhile, 47 percent of women reported listening during morning hours.
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This may be an opportunity for BYU to choose programming that would appeal to women. Mornings would be a great time to use talk shows and educational programming, both of which are preferred by women. For afternoons and evenings, programming such as devotionals and music would be accommodating for both genders. Men showed a tendency to listen more often on Saturdays. As previously mentioned, men also reported listening to BYU football, which correlates with their Saturday listening. With men listening more frequently on Saturdays, a general emphasis on sports would be a great asset to Saturday programming.
Time of Day by Age

There is no significant trend regarding frequency and quantity of listening within the age groups. Our initial hypothesis before this study began was that BYU Radio listeners were usually older or retired individuals. The results show that the top three groups in listening frequency are the 20-29, 30-39, and 50-59 age groups (Appendix A). A possible explanation for this is that younger people are more technologically involved and may be more likely to take an online survey. This is particularly true of a survey promoted heavily through BYU social media. Without a larger representation from an older demographic, it is not possible to examine listening habits of older individuals.
Listening Mode
Internet streaming was the most utilized method of listening. According to the results, online streaming is utilized by 65 percent of listeners. As shown in the chart below, those who listen through Sirius XM and those who listen through a mobile app were second, tied at 27 percent.
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# 1
Answer Sirius XM Satellite Radio Mobile Phone App Podcast On-line Streaming Satellite/Cable Provider Other
Response 26
% 27%
2 3 4
26 9 62
27% 9% 65%
5 6
10 4
11% 4%
Of daily listeners, 56 percent listen to BYU Radio through Sirius XM. Of those who use Sirius XM, 46 percent listen on a weekly basis or more. In contrast, only 24 percent of listeners who do not use Sirius XM, listen on a weekly basis or more. This shows that having Sirius XM greatly influences the potential for frequent listeners. Don Shelline previously cited Sirius XM Radio as an exciting opportunity for BYU Radio to have a nationwide platform. As Shelline expected, those using satellite radio are in the older age groups. However, they do not listen in their cars, as expected. Instead, they listen in their homes. This was common among all age groups. The most popular location for listening aside from home is the car. However, with Internet streaming as the most popular listening option, Sirius XM Radio may not be producing the results initially desired. Listening Mode by Gender Both men and women primarily listen to BYU Radio through Internet streaming (74 percent of men and 56 percent of women). Aside from Internet streaming, the two genders display very different habits.
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Women prefer using Sirius XM Radio (33 percent) and their Cable/Satellite provider (19 percent) for listening. Men are more likely than women to use the BYU Radio Mobile app (38 percent) and podcasts (13 percent). Men also use Sirius XM Radio (19 percent).
Mobile Application and Convenience

Interest in the BYU Radio mobile application was diverse. Of those who listen to BYU Radio about once a month, 47 percent were interested. The app may be a method to reach listeners who are infrequent listeners, but find the content of BYU Radio desirable enough to want a mobile application. Thus far, the app has not been as popular of a method of listening as it could be.
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Missionary Effectiveness
Content for Missionary Purposes by Age
Respondents were asked, To what extent do you agree with the following statement: BYU Radios current programming is likely to attract non-LDS listeners. More than 40 percent of the 20-29 and 40-49 age groups disagree or strongly disagree that BYU Radio has programming that can attract non-LDS listeners. The 30-39 age group had 47 percent agree or strongly agree that the programming would likely attract non-LDS listeners while 29 percent of the 50-59 age group agrees or strongly agrees with the statement. Large portions across age groups had people who neither agreed nor disagreed with the statement. Because of the large number of listeners who are neutral, BYU Radio has the opportunity to sway their opinion that the content will attract listeners of other faiths. If this occurs, those who have neutral opinions will be more likely to share BYU Radio with their friends of other faiths. The following charts illustrate this data:
Age Group 20-29

# Answer Response %
Strongly disagree
0%
Disagree Neither Agree nor
11
48%
3 Disagree 4 Agree
35%
13%
Strongly Agree Total
1 23
4% 100%
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Age Group 30-39

# Answer Response %
Strongly disagree
0%
18%
3 Disagree 4 Agree
35%
41%
1 17
6% 100%
Age Group 40-49

# Answer Response %
Strongly disagree
8%
33%
3 Disagree 4 Agree
33%
8%
2 12
17% 100%
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Age Group 50-59

# Answer Response %
Strongly disagree
5%
14%
3 Disagree 4 Agree
11
52%
24%
1 21
5% 100%
Content for Missionary Purposes by Gender

Women will be much better tools for BYU Radio in reaching out to non-LDS listeners. Among promoters, women were much more likely to believe BYU Radio would attract non-LDS listeners. The following graph depicts the opinions of promoters of each gender regarding how attractive BYU Radios content is to non-LDS listeners:
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Is BYU Radio likely to attract non-LDS listeners?

60% 53% 50% 42% 40% 42%
30%
27%
Males Females
20% 13% 10% 0% 0% 0% Strongly disagree Disagree Neither Agree nor Disagree Agree Strongly Agree 7% 5% 11%
As illustrated in the graph above, 80 percent of female promoters believe BYU Radio is likely to attract non-LDS listeners. Meanwhile, only 53 percent of men share this belief. This shows that women would be a more effective method for sharing BYU Radio with non-LDS listeners.
Missionary Tool
Participants were asked, Do you feel that BYU Radio is utilized as an effective missionary tool for the LDS Church? Those who are either satisfied or very satisfied with BYU Radios programming were more likely to agree that BYUs programming was an effective missionary tool. Nearly 50 percent of LDS respondents who took the survey said they either agree or strongly agree BYU Radio was an effective missionary tool.
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Missionary Tool vs. Attractive content for non-LDS listeners

The following charts show an interesting trend between listeners perceptions of BYU Radio as a missionary tool and how attractive it is for non-LDS listeners:
Do you feel that BYU Radio is utilized as an effective missionary tool for the LDS church?
50% 45% 45% 40% 35% 35% 30% 25% 20% 15% 10% 5% 0% Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree 4% 3% 13%
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To what extent do you agree with the following statement: BYU Radios current programming is likely to attract non-LDS listeners.
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Strongly disagree Disagree Neither Agree nor Disagree Agree Strongly Agree 4% 7% 39%
26%
25%
The first graph shows a strong tendency for listeners to believe that BYU Radio is an effective missionary tool. However, the results of the second graph seem to disagree with that idea, as only 32 percent of listeners either agree or strongly agree that BYU Radio is attractive to non-LDS listeners. BYU Radio either needs to produce more content that is appealing to nonLDS listeners, or they need to convince listeners that their current content would be appealing to those who are not LDS.
Social Media
A relatively small percentage of listeners follow BYU Radio on either Twitter (22 percent) and/or Facebook (34 percent). In total, 38 people follow BYU Radio on social media. Those 38 individuals were asked what they would like to see more of in the social media content
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of BYU Radio. Seven respondents answered the question. The answers are best summarized in the table below:
# 4 7 1 Answer Pictures/Videos Ability to request songs/programs Promotions Information on guests and interviews BYU Events BYU Radio Schedule Interactions with BYU Radio personalities Transcripts Other Response 6 5 5 % 86% 71% 71%
57%
5 3
4 4
57% 57%
29%
2 9
2 1
29% 14%
It is a small sample size, but the results show listeners hope to see pictures, videos, promotions and the ability to request songs and programs on BYU Radios social media.
Social Media by Age

The majority of BYU Radios social media followers come from the age groups of 20-29 and 50-59.
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Listener Suggestions
Respondents had the opportunity to give suggestions for BYU Radio. The most common response related to programming information. Six different respondents said they struggled to find program schedules or that BYU Radio should Get the word out better about what content BYU Radio has. These suggestions can be cross-referenced with the stats about BYUs original programs given previously. Previously we saw that BYU Radios original programs were not listened to by more than about 20 percent of listeners at most. Those who marked that they are dissatisfied or very dissatisfied with aspects of BYU Radio were asked to follow up on why they are dissatisfied. Four respondents left comments on why they are dissatisfied with BYU Radio. The responses from the four who are either dissatisfied or very dissatisfied are included below:
Text Response Just not enough relevant mix of music. NO News; how about real news, not recaps from other news sources. I can't stand listening to anything to do with conference or "faith promoting" crap. If you are going to delve into real issues, than get real.
Conclusions and Summary

BYU Radio has the potential to be a more effective missionary channel and outlet for listeners. They can also strengthen their audience viewership by placing specific programming at the proper time to appeal to their specific audience. The following is a summarized list of the findings and suggestions made throughout this paper: Use females to promote BYU Radio Use females to utilize BYU Radio as a missionary tool
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Increase sports programming on Saturdays and around all sports coverage Put talk radio and educational programming in the morning for women Include inspirational messages/devotionals in the afternoon and evening when it applies to both men and women
The more people listen, the more likely they are to think BYU Radio is an effective missionary tool
Improve the social media interactions between daily listeners to hear their feedback regarding content
Improve the social media interactions to appeal to the once a month listeners so they will be drawn to listen more often
Increase interactions on social media (photos/videos, promotions and allow users to recommend content)
The younger generation tends to think BYU Radio is an ineffective missionary tool. BYU Radio can reach out to them to get them more involved and change that perception.
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Strategic Recommendations
SWOT
From the research we have done, we recognize the following strengths, weaknesses, opportunities, and threats:
Strengths
Thousands of followers on social media Listeners all over the United States Listeners enjoy the uplifting content Enjoy music Enjoy inspirational messages NPS score 23 NPS increases with age Women likely to promote and do missionary work Increasing age likely to promote missionary work
Weaknesses
Social media content is not relevant Diverse programming = many competitors 58 percent satisfaction with programming Low satisfaction with talk radio and news 58 percent listen less than once a week NPS of 0 for 20-29 year olds
Opportunities
Engage in social media Social media can be a missionary tool Original programming already in place- work on brand recognition Improve talk and news programs Potential to reach 18.5 million Sirius XM listeners Potential as missionary tool
Threats
Other radio stations Unsuccessful branding Losing missionary opportunity
Situation Analysis:
Currently, only 58 percent of listeners are satisfied with BYU Radio programming content. Listeners do not listen frequently; only 42 percent of respondents listen once a week or more, and 58 percent of those surveyed listen less than once a week. Some BYU Radio programs have low approval, such as talk radio and news. However, BYU Radio has a good net promoter score. Among listeners, females, frequent listeners, and listeners between the ages of 40-69 are
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most likely to promote. BYU Radio has an opportunity to capitalize on listeners perceptions that programming is uplifting and can be used as a missionary tool. BYU Radio content could be promoted by church members if they feel the content is good enough to share. However, BYU Radios social media content is currently not relevant or engaging. Currently, the type of programming and the timing of the programs offered through BYU Radio are well coordinated. However, in order to achieve the results necessary to meet its goals, BYU Radio will need to create content that is valuable to members and those who are not members of The Church of Jesus Christ of Latter-day Saints. It will also need to increase the satisfaction of the listeners in the news and talk programming. If BYU Radio hopes to increase listener frequency and satisfaction, improvements in the quality and publicity of their content will need to be made.
Core Problem
If BYU Radio does not improve their content and publicity, BYU Radio will struggle to increase their listenership, and BYU Radio will not be used as a missionary tool for members of other faiths.
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Key Publics, Strategies and Tactics:

Women who listen to BYU Radio 86% make less than $100,000 94% attended some college 47% listen once a week or more 56% listen through online streaming 33% through Sirius XM 81% listen alone 50% listen with family 81% listen at home 42% in car Strategies: Through mass communication and social media, we will persuade female listeners to share BYU Radio with friends and family. Tactics: By improving the content of talk shows and educational programming, women will be more likely to promote it. Currently talk shows have an approval of only 46%. By creating a social media plan, BYU Radio will create more effective posts to engage female listeners and help them share BYU Radio content with member and nonmember friends Listeners within the age range 40 69 50% of 40-49 listen through Sirius XM 50-59 have a net promoter score of 25% 60-69 have a net promoter score of 60% The older they are, the more likely to promote BYU Radio as missionary tool Strategy: Through mass communication and social media, we will persuade listeners between 40-69 to share BYU Radio content with their friends. Tactics: By using intervening non-LDS publics, such as guest speakers in programs, BYU Radios content will be more friends for non-members. By creating a social media plan, BYU Radio will create more effective posts to engage listeners and help them share BYU Radio content with member and non-member friends
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Men who listen to BYU Radio 76% make less than $100,000 98% attended some college 40% listen once a week or more 74% listen through online streaming 38% through mobile phone app 70% listen alone 45% listen with family 83% listen at home 34% in car 36% at work Strategies: Through mass communications, we will persuade more men to tune in on Saturdays. Tactics: By increasing sports programming on Saturdays, BYU Radio is likely to get a more loyal listener base among males.
Conclusions and Recommendations

The distribution method of the survey was through the Internet. With an Internet survey and a small sample size, findings may be biased toward the preferences of those who listen on the Internet and there will be a larger margin of error. However, there were several key trends identified through the data that can be applied. . The research successfully gathered information regarding who the average listener is, their satisfaction with BYU Radio, whether or not they believe BYU Radio is a successful missionary tool and their suggestions for potential improvements for BYU Radio. The research shows that the best way to promote BYU Radio would be through female listeners and those between the ages of 40-69. BYU Radio could benefit from including easily shared content about their programming, specifically in the educational programs and talk shows. This content may make listeners more likely to promote BYU Radio and use it as an effective missionary tool. Including this type of interactive content through all mediums, including social media platforms, will allow current listens to interact more with BYU Radio and also enable them to more easily share content they enjoy. Website improvement is another essential step to be taken. Six listeners reported difficulty in finding programming information in the suggestions section. Without easilyaccessed programming information, BYU Radio will continue to struggle to promote original programming. While there are many steps to be taken, BYU Radio has many opportunities to increase their listenership and has a bright future ahead.
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Conclusions and Recommendations

The method for distribution of the survey was through the Internet. This may have skewed our results to be based on Internet usage. For example, one reason that the main medium of listening to BYU Radio was through Internet streaming, may be because the users that use Internet streaming were those that took the survey. The method of distribution to listeners was not a random sample. This information therefore cant accurately predict the trends of a larger audience. In addition, the research is not statistically significant because of the lack of responses to the survey. The survey questions each have large degrees of freedom because of the lack of responses. Without statistical significance, the results cannot be extrapolated to accurately portray a larger audience; however, it does show the trends of current listeners. The research successfully gathered information regarding who the average listener is, gauging their satisfaction, identifying BYU Radio is a potentially successful missionary tool and find potential improvements for BYU Radio. Overall, the methodology used throughout the research process, although not perfectly statistically sound, shows trends BYU Radio can reliably utilize to base its programming. The research shows that the best way to promote BYU Radio would be through female listeners. The programming could be strengthened to include more missionary effective content, particularly in news and talk shows. If the content is something that listeners feel they can share, they will do it.
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Appendices
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Appendix 1. In-Depth Interview Transcripts

By: David Lake, Kelly Orgill, McKay Perry, Karisa Saunders and Michal Savage
Marley Kunzler Interview on September 21, 2012 McKay Perry

McKay: Id like to start off with a few general questions. When did you start listening to BYU radio? Marley: Gosh. Its been a while. I couldnt tell you the year, but its been quite a few years ago. Long-time listener McKay: How did you hear about BYU radio in the first place if you can remember that far? Marley: I believe I probably saw it maybe on line or the churchs webpage or BYUs webpage. Internet McKay: How do you usually listen to BYU radio? What device do you usually use? Marley: Typically its on a pc. 60-70% of the time its on a pc and the rest on a mobile phone. Computer, phone McKay: A mobile phone? Marley: Yeah. McKay: What time of day do you usually listen to BYU radio? Marley: Usually its in the evening and then a lot more on Sundays typically. Evening, Sunday listener McKay: What BYU radio programs do you usually listen to? Marley: Usually its the music more than anything. LDS music McKay: Uh huh Marley: Probably 80% of the time its theyou know the hymns and the music. LDS music McKay: The hymns and the music programs? Okay. And do you have any friends or other family that listen to BYU radio? Marley: Yes. Friends listen McKay: Now what do you prefer to listen to BYU radio onon what device? Marley: Probably a pc Computer
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McKay: A pc? McKay: Now what are some of the reasons why you choose to listen to BYU radio? Marley: Lets see, obviously the values side of it. Good values McKay: What kind of values are important to you when youre listening to radio? Marley: Being able to listen to it without having to change the channel is one. Wholesome discussions, wholesome music. Those types of things. Good values, common beliefs, religious discussions McKay: What kinds of wholesome discussions particularly pique your interest on BYU radio? Marley: The interviews with different people that are conducted. You know the gospel centered or interviews with regard to what people say. Religious discussions McKay: What other radio stations do you enjoy listening to if any? Marley: Well, theres a local radio station, but I would say on the internet, that [BYU radio] or the Mormon channel. That would probably be the other big one. A lot of those broadcasts are simultaneous that I can think of, though I dont remember for sure. Mormon Channel, local radio McKay: A lot of the broadcasts that you like to listen to are around the same time? Marley: Well, theyre kind of I was going to say about the same topic, the same type of material. Similar programming McKay: Do those stations have anything that is different that BYU radio does not have that interests you? Marley: Umm, well, the only other thing I can think of is they have multiple channels based upon what youre interested in listening to at the time. Multiple listening options McKay: So within each station they have multiple channels that focus on different topics. Is that what youre saying? Marley: Yes McKay: Okay. What kind of values do they reflect thats similar to BYU radio and thats why you listen to them? Marley: Well, I dont know if your familiar with the mormonchannel.org broadcast, but Mormon Channel
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McKay: I am Marley: But it is the same type of valuesyou know, faith-based broadcasting good values, religious discussion, Similar programming, LDS music, talk McKay: Now I assume youve probably heard about the BYU radio app? Have you heard about it? Marley: Dont believe I have actually. I have the BYUTV app, I dont have the BYU radio app. No app awareness McKay: I guess we were wondering if you would be interested in it, the BYU radio app and maybe why you would? Marley: Yep thats, you I travel quite a bit and so if I had something where I could listen to it on the road, that would be very convenient for me. BYU radio app, commuting, convenience, app interest McKay: What kind of mobile device do you use BYU radio on? Marley: It would be iPhone. iPhone, Internet streaming McKay: Its an iPhone? Marley: Yeah McKay: How does BYU radio vary from other stations youve listened to? Marley: Its kind of like the questions you were asking earlier which was what sets it apart? And that would be the values and the faith-based broadcasting that you dont have to change the channel when they bring up a certain topic. You can learn something and actually feel better aboutfeel closer to the spirit from listening to it. Thats probably the major difference Good values, religious discussion, similar programming, LDS music, talk McKay: Is there any way you feel that BYU radio falls short of some of your expectations for radio? Marley: I cant think of anything at the moment. McKay: Have maybe some of your friends that listened to it suggested that there be certain or more programs on BYU radio? Marley: I cant really think of anything that somebody said. McKay: Is there anything you would like to change about BYU radio?
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Marley: I guess one would be more content for kids. I know that there is some of that. You know stories, animated stories and stuff like that. That is becoming more and more important in our household. Being able to direct it towards say preteen and teenage kids. Childrens programming, Teen programming McKay: Do your kidsI assume these are your kids? Marley: Yes McKay: Do they listen to BYU radio with you? Marley: Yes typically they do. Typically, Ill have it on and everybody will be able to listen to it. Family listening habits McKay: Do you have any other suggestions of radio programs, whether it be specific content or what have you, s that should be added Marley: No. I cant think of anything else. McKay: Would it be alright if I ask you some questions about your demographics? Marley: Sure. McKay: What city do you currently live in? Marley: Orlando McKay: What isI assume your religious background is the Church of Jesus Christ of Latterday Saints Marley: Yes it is. McKay: What is your age? Marley: 38 McKay: Marital status? Marley: Married McKay: How many children do you currently have? Marley: Five McKay: What is your current income? There is a range: under 20k, 20-50, 5-100, 100-200, or
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200+ Marley: 100-200 McKay: Now, if you had a chance to tell BYU radio anything youd like to see on their station, maybe what would attract your kids, or what would interest you more, what kinds of things would you tell them. Marley: I dont know if I have any other suggestions. I dont know if youre open to getting suggestions later on, but I could email you.
La-Dell Orgill Interview on September 24, 2012 Michal Savage

Michal: If at any time you feel uncomfortable with the questions, you can feel free to decline to answer. Is that alright? La-Dell: Sure. Michal: Ok. Perfect. I am just going to start off with a couple of questions about BYU radio itself. Can you tell me when you first started listening to BYU radio? La-Dell: About 6 months ago. New listener Michal: How did you hear about BYU radio? La-Dell: We had purchased a new vehicle, and it had Sirius radio in it, so thats who I did. We also bought a Roku box. So I had both of those. That was kind of different than what I had before. Vehicle listening, Sirius, Roku Michal: Was the Roku box later or before your car? La-Dell: Probably right about the same time. Michal: Can you tell me if you listen to BYU radio both in your car, and on your radio? La-Dell: I do, Ive listened both on my Roku. Im not a huge television watcher. Ill turn it on Sunday morning, or go to BYU radio. Especially if I am listening to something on the Sirius radio station and then when I get home, and I want to go back, that is when I will use that. Roku, Internet, Sunday listener. Michal: How often do you listen to BYU radio, if you could give an estimate, for a week? La-Dell: Maybe, in a week, probably 3 times a week Ill turn it on and listen to that. It might be more often than that. Three times a week Ill turn on BYU radio. Frequent listener
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When you listen to BYU radio, do you listen for an extended amount of time, or in snippets, or while you are driving La-Dell: Its while I am driving. If I find something that catches my interest Ill stay there and listen to that. That is usually how I listen to it. Ive never looked at a program list to know what is on. Vehicle listening, program interests Michal: Is there a particular time of day that you listen to BYU radio? La-Dell: I almost always listen to it on Sunday morning when I am traveling, to church or to go pick somebody up. I almost always listen to BYU radio then. Other times, again, usually in the morning, like on my way to work, and occasionally in the afternoonalthough not as much. Sunday listener, vehicle listening, commuting Michal: So when you do listen to BYU radio, is it usually after youve listened to something else and switch over, or do you turn on BYU radio. La-Dell: That is a very good question. AH hm. If it had been the last channel that I had been listening toI usually turn it on first. If it is not, I occasionally flip over if its not. Sorry if thats a direct answer. Passive listener Michal: No thats perfect. So you dont know of any program on BYU radio that you know of or make a point to listen to, do you? La-Dell: There is one, I dont remember the name of it exactly, but it is something like on the road, I like that one. There is um..are you allowed to give me some of the programs..but there is one... Program name recognition Michal: I dont know them off the top of my head so Ill try to pull up a list really quick. La-Dell: There is one that I think, oh I cant even remember. On on the road or something like that. There is another one that is experiences of business owners and I sometimes listen to that one. I dont know what theyre called, thats really embarrassing. Honestly, I dont usually listen to the music programs. Usually if I do, Ill flip back off. I guess I like the talk radio type programs a little better. Business discussions, no music, talk radio, Eyres On the Road Michal: Ok, some of the programs that they have, is it making your own road, the one you were talking about. They have quite a long list here. La-Dell: I guess I could look at it too. Is it a programming guide. Programming guide La-Dell: I love devotionals by the way. I really do enjoy devotionals. I love listening to interviews with general authorities or something like that. I really do enjoy those. That is my favorite type thing to listen to. Devotionals, Religious talk-preferences Michal: So if you had a personal preference, would you like to hear more of that, rather than say
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music or something else? La-Dell: Im embarrassed to tell you, but yes, probably so. Listener preference Michal: BYU radio is interested to know what people really want to hear. So that is good to know. Lets see, so do you know of any other friends or family that listen to BYU radio? La-Dell: Hmm, no I dont know that I do. Unknown if friends listen Michal: Perfect. Does anyone else in your family, say if someone else is traveling with you, do you listen, or is it when it is just you? La-Dell: Usually it is just me. Otherwise I have it off or we just chat. Listening while alone Michal: Do you, in general, enjoy the programming that is on BYU radio, or would you prefer to hear other types material on BYU radio. La-Dell: I generally enjoy it. Positive response Michal: Have you ever listened to anything like sports on BYU radio? La-Dell: No, sorry. Michal: If sports or any type of subject was on the radio, would you listen to it? La-Dell: I typically dont. No Sports Michal: So if it was on the radio, you would probably change the station, is that correct? La-Dell: That is correct. No Sports Michal: Lets see. Sorry, go ahead, La-Dell: I think there is one with the Eyres like Richard and Linda Eyers or something..Eyres On the Road Michal: Yes, Eyres on the road. Michal: That one is about parenting and I do enjoy that one. If that is on, I would totally listen to that. And then some other ones, the wives, Ive been impressed with those and then I cant remember the names of them. La-Dell: Thats perfectly fine. Ok, yeah, they do have quite a bit of programming. A lot of them seem to sound very similar from the list they have. So even if I went through all of them you probably would recognize the names of some, but probably most of them you probably wouldnt be able to tell they were different programs and know the names of them. Programming options,
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name recognition Michal: Right. You are probably right and I totally agree. Can you tell me a little bit about your radio preferences when you are not listening to BYU radio? La-Dell: Yes, I really enjoy listening to FOX news, like talk radio. I listen to that. I listen to FOX kind of boring. Ill listen to the local talk radio stations as well. And then, other times I am just flipping to music stations on. On the Sirius station I know what genre they are, I usually will pick by genre. Genre preferences, Talk radio, Local news, Sirius, Fox Michal: Is that how you found those stations? Through genres that Sirius offers? La-Dell: Yes, I did. Michal: Ok, perfect. Is that how you found all of the stations you listen to, or just for a couple that youve listened to? La-Dell: When I first got my car, I looked at the list really fast, so I programmed them into my car. So BYU is like my number one, so I have that, and then fox is 4 and something is 5 and then I have music stuff I do. So I looked at the list from Sirius radio. Preset preferences, Sirius, new car Michal: Ok, perfect. And can you tell me, why do you enjoy the local news? Do you prefer knowing what is going on locally? La-Dell: I like the local news mainly if there is traffic or a weather issue. I do like some syndicated shows that are broadcast from a local station as opposed to Sirius radio. As far asI just like the traffic updates and some syndicated shows. I dont know that they are on Sirius. Listener preferences, Sirius, local news Michal: Since you have purchased your car, you do go back to the AM and FM stations? La-Dell: I do. Listener Preferences, AM/FM Michal: And do you access those through your car? La-Dell: Yes. AM/FM, vehicle listening Michal: So the syndicated shows, is there a draw for you to go back to them because they are not on Sirius XM? La-Dell: Yes, that is correct. AM/FM Michal: And can you tell me, in comparison to using your Sirius radio verses the FM or AM radio, can you tell me how much you use one over the other?
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La-Dell: Typically I use Sirius more than the local station. Listener preference, Sirius XM Michal: Ok. La-Dell: Do you want a percent? Michal: Well, if you can think of it in a percent that would be great, if not, maybe if you have an idea in hours, that would be fine. La-Dell: Oh yes, Ill do that. If I am going to listen to the local station, I typically, at 9 oclock or 9:10. I will listen to the local station if I listen to the syndicated show. It is from 9-11. Listener preference Michal: Ok. La-Dell: And I really do listen to that one. And then it hits like, a commercial, Ill flip back to Sirius for a little bit. And then Ill flip back to the syndicated show for a little bit. Listener preference Michal: And do you access that in your car from 9-11? La-Dell: Yeah, I do. AM/FM, vehicle listening Michal: Ok, that is great. Can you tell me, are you interested in the programs that BYU Radio offers that are related to the church of Jesus Christ of Latter-day Saints? La-Dell: Yes, I am. Listener preference, religious talk preferences Michal: If you were able to choose whether or not it was affiliated with The Church of Jesus Christ of Latter-day Saints would you prefer that all programming be related to The Church in some sort of way, or do you like the diversity in programming, or would you prefer not to have any connection there with the programming? La-Dell: I like the diversity. I think that it is a nice broad spectrum it has to turn people on. And people enjoy that. Although I do have to admit, when I flip back to BYU I do look for something more uplifting or something that may be either skill building, or you know, something to that effect where I mean promoting parenting or something like that. I kind of flip to BYU radio for that, rather than just the news. I am actually looking for, like either uplifting experiences like I said, or development skills for myself. Listener preference, diversity, good values, skill building. Michal: Ok. Perfect. Ok, I am looking at the time, and I am noticing that we are getting close to 20 minutes and I want to be conscientious of the time that you have. Are you okay if we go over past 20 minutes a little bit. La-Dell: Yes, I am fine, Im fine. Its enjoyable, thanks.
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Michal: Ok, perfect. Um, do you have any suggestions for BYU radio that perhaps would make BYU radio better? I know that you said you like the uplifting and skill building, but is there anything else that you feel like BYU radio should consider when they are looking into programming? La-Dell: You know, the only thing I could say, this is technically instead of programming, as far as planning programming. But technically, and Im not really sure if this is true, or if this is just me or my radio--but it seems when I flip over to BYU, that the volume is a lot lower. And I dont know if that is something that can be corrected or not, but on the other stations I dont have the volume turned up near as much. And I get over to BYU, and especially if it is a talk show. There is one..its called fresh something or other, but when they are talking back and forth. But that one seems to me like they are sitting in a living room and there is a microphone but I dont hear it as well unless I turn up the volume. Volume problems Michal: Ok. La-Dell: So I dont know if that is something thatI mean, I am notIts not totally disturbing or anything, but that is something that might be a suggestion somehow. Michal: That is perfect. If BYU radio had an APP for a smart phone, would you be interested in it? La-Dell: Oh actually yes, I would. That is really kind of funny that you ask. I would be. I hadnt even thought about it, but yes I would be. No app awareness, app interest Michal: Ok. Can you tell me a little bit about why youd be interested in one? La-Dell: Lets see. I really like the idea of accessing something like an app, or several of my favorite things that I like to check on while I am sitting, like in an office and Im waiting and just kind of enjoy flipping back on, when I have my phone with me. So yes, I think I would actually. Convenience, app interest Michal: Well, they actually do have an app if you are interested in it. La-Dell: Ok, well I will do that then! That is very interesting. Michal: Ok, perfect. If you were to compare BYU radio to other radio stations, and say you were to rate BYU radio on a scale of 1-10 to other stations, what would you rate BYU radio? La-Dell: Um, that is really interesting because there isnt another station that is like BYU. So I think that BYU actually has a really high mark for what they offer. So. You know, I would say maybe its not perfect, but maybe lets give them a 9, because that allows room for improvement. I really do think the programming is excellent. And when I flip over there I get what I expect. Positive response
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Michal: Ok, perfect. La-Dell: I guess I should give them a 10 then, but they wouldnt have room for improvement, so Ill give them a 9. Michal: Okay, I am just going to ask some demographic questions, and those are all the questions I have, unless you have other suggestions that you have for BYU radio to consider. La-Dell: OK. Michal: Ok, perfect. Actually, can you tell me your address so I can get La-Dell: 629 Candleglo there is now--in Windcrest Texas, or San Antonio Texas. San Antonio is fine. And the zip code is 78239. Michal: 78329? La-Dell: Oh, 78239. Michal: Ok. Perfect. 78239. And are you a member of the Church of Jesus Christ of Latter-day Saints? La-Dell: Yes, I am. Michal: And are you married or single? La-Dell: Married. Michal: Okay. And, um, I am going to give you a range of incomes, are you alright if I give you a range, and you answer which one? La-Dell: Sure. Michal: I have under 20,000 per year, 20-50 thousand per year, 50-100 per year, 100-200, or over 200 thousand dollars a year. La-Dell: I think, 50-100. Michal: Okay. La-Dell: Um, and, if you dont mind me asking, if you can tell me what your race is. Michal: Oh yes, Caucasian or white? La-Dell: Okay, perfect. Those are all of the questions that I have for you. I really appreciate all the time that you have taken to answer all of my questions.
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Michal: No problem, Ive enjoyed it. La-Dell: And youll be getting a gift card in the mail soon. Michal: Oh, well thank you. La-Dell: Alright, have a nice day. Michal: Thanks you too. Bye, bye.
Cody Morgan Interview on September 27, 2012Kelly Orgill

Kelly: All the materials will be used for BYU Radio information only and you are going to be compensated with a 25 dollar visa gift card. Cody: Okay Kelly: If you are uncomfortable with any of the questions you may choose not to answer at any time. Cody: Sounds good Kelly: For purposed of data collection, we would like to record our conversation. Are you comfortable with this conversation being recorded? Cody: I am fine Kelly: Are you comfortable with answering general questions regarding residence and income at the end of this survey? Cody: Probably not, if they are generic enough I wont mind so much. Kelly: and I can ask you them and if you choose not to respond, thats fine Cody: Sounds good Kelly: When did you start listening to BYU Radio Cody: I dont know, I would say at least 7 years ago, but maybe as much as 10 years ago. Longtime listener Kelly: How did you hear about BYU Radio? Cody: Well, I would have to remember 7 to 10 years ago. I dont remember. I probably go to the
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point where I saw people were doing things online and I started listening. Kelly: How often do you listen? Cody: I stopped listening about a year or two ago. About two years ago, in my opinion, you guys had significantly changed your format. Its no fault of yours, you were obviously catering it towards others. I remember there was a talk show or dj sort of thing where you invited people in to talk to them and stuff like that. Prior to that it was just music, BYU Devotionals and there was this more intellectual type guru would come on and interview someone for about an hour and music and the Spoken Word. For me, I really enjoyed listening to background music and when it comes to a BYU devotional or conference talk, I am happy to have that going in the background, but when it gets to people talking to one another, unfortunately for me it was more distracting and it became more difficult for me to focus on my work. I used to listen to you on the high definition channel until the Mormon Channel took over. Programming change, music, negative talk radio response, religious talk preferences, Mormon Channel Kelly: What did you use to listen to BYU Radio? Cody: Internet and I would still do the same thing today. Internet Kelly: What time did you usually listen? Cody: Throughout the day: 8am to 5pm Arizona Time Daytime listener Kelly: Do you have any friends and family that listen to BYU Radio? Cody: Not that I know of Unknown if friends listen Kelly: Have you heard about the BYU App Cody: No, I havent. It doesnt surprise me though. No app awareness Kelly: Would you be interested in it? Cody: Probably not, big Mormon family, I have five kids, its sometimes hard to stand by and listen to something. There is a mix of content which is good and bad. It would be probably good if BYU Radio could break up their station into music only vs. content. If Im not mistaken, thats what the Mormon channel has done. Maybe you guys have changed since then. That was the issue that I had, I love the music and devotionals, but when you switched to more content, I had to find another radio station to listen to. As far as content goes, I think all of the content I have listened to is good. No app interest, music, religious talk preference, devotionals, Mormon Channel Kelly: What other radio stations do you listen to? Cody: Your LDS Radio, NPR.org for news and stuff, the Mormon channel, I actually get that on
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the HD radio on the way home. I also download talks from BYU and that sort of stuff just goes to the mp3s. NPR, LDS radio, Mormon Channel, news, podcasts, religious talk preference Kelly: Do you have any other suggestions of things that BYU Radio can do to change? Cody: If you had more talk shows that would probably be good for the folks in the area. Of course, you would have to be careful about the antis in the area. talk shows, anti-Mormon sentiment I think you guys used to do the classic talks as well. Spencer W. Kimball, Hugh B. Brown stuff like that. Religious talk preference Cody: I think it is wonderful that you guys are doing this. Im happy to talk to BYU TV as well. Kelly: Now, I have a few questions about demographics, but you can just ask me to skip the question if you would prefer not to answer. What is your religion background? Cody: LDS Kelly: What is your marital status? Cody: Married Kelly: What is your race? Cody: White Kelly: What is your income Cody: Well just to make sure I am talking to someone from BYU, let me ask you a question and then I dont mind offering more personal information. What was Joseph Smiths wifes name? Kelly: Emma Cody: What was his brothers name? Kelly: Hyrum Cody: And what was his mothers name? Kelly: Lucy Mack Smith Cody: Alright, you are good! Ill give it to you. Kelly: I passed.
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Cody: You are either really good with Google, or you know it Kelly: Well, I guess I have been a member for 21 years, so that helps. Cody: Nice. Kelly: So, what is your current income? Under 20,000 Cody: 20,000
Ron Earl Interview on September 28, 2012 David Lake

David: How long have you been listening to BYU Radio? (This part cut out of the recording for some reason, but he said he has listened to it since the 80s. He spoke a lot about listening to sports programming. He mentioned that he has listened BYU Radio through many different changes of stations and ownership) Long-time listener David: Is your primary reason to listen to BYU Radio because of BYU Sports? Ron: Yes Sports David: What BYU Sports do you follow? Is it just for game casts or for information about BYU Sports? Ron: I dont listen to it quite as much now because the TV has a lot of stuff on it. I try to listen to it for soccer games and other broadcasts BYU is covering. Sports David: What channel do you use to listen to it? Through Sirius radio, a phone app, or how? Ron: I listen to it usually through my iPod touch. I also listen to it through an app on television, also through a stereo system. I would have gotten Sirius, but the problem is that Sirius has an al a carte version, for 7 dollars a month for fewer channels. but BYU isnt available on it. Im not sure why they dont make it available and why BYU radio doesnt do ask and check on that. I actually sent them an email asking and they never got back to me. Internet, Negative Sirius opinion, convenience David: This is actually probably why you are being interviewed now, because you wrote the email. We have limited information on who listens to BYU Radio, so we got leads from people who emailed in for the most part. How often would you say you listen to BYU Radio? Ron: Probably roughly once or twice a week. It all depends on what games are available on television. Weekly listener David: Do you ever tune in for other programming besides sports programming?
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Ron: Not often. I used to tune in to the classical station from time to time, but thats gone away I think. Music David: That actually has gone away because it was a little too costly to have people constantly listening to it on the Internet. What other types of programming do you listen to besides BYU Radio? Ron: Mostly just news. News David: Are there other things besides sporting events that would draw you into BYU Radio if they added it to their programming? Ron: The first thing is that it used to be a little more convenient in my car. Im not going to go out of my way to put it on my TV or listen to it on the computer unless its something that I really want to get. Id probably listen to it quite a bit if it was on the Sirius al a carte program. Convenience, negative Sirius opinion David: Thats good to know. Outside of the issues of programming, do you have any other possible improvements for BYU radio? Things they could do better? Ron: No, I think its actually pretty good. I listen to it at other times from time to time. It seems pretty interesting. Its just about being convenient. Convenience David: Do you mind if we get some demographic information to go along with your input? Ron: Yeah, sure. David: Are you LDS? Ron: Yes David: Did you say you live in San Diego? Ron: Yeah, near San Diego in a city called Poway David: How old are you? Ron: 68 David: Are you married? Ron: Yes David: If you are not comfortable answering the questions we understand, but we would like to
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know information about race and income. Are you comfortable sharing that info? Ron: Race is fine. What race are you? Ron: Caucasian. David: Can we get your address? We would like to mail you a gift card. Ron: Thanks, yeah its 13451 Calle Colina Poway, CA 92064 David: Can I just ask you if there is anything else youd like to say about BYU Radio or if there is anything I should know about improvements for BYU Radio programming? Ron: I wish I could say I listened to it a little more often, but like I said, its just not that convenient. If I could get it on the al a carte on Sirius Id listen to it all the time. Negative Sirius opinion David: You said before that you listen to it on the iPod touch. Do you have the BYU Radio app for that? Ron: Actually my iPod touch, when I listen to it on there I listen to it on something else other than the app because my iPod touch is too old. I will be getting a newer one soon, in October. BYU RADIO app, app interest David: That would be a way to listen to it. I definitely understand the issues with getting Sirius and making sure you get your moneys worth out of it. I didnt keep it as well for the same reason. Ron: It was my understanding that BYU Radio was selected as one of 5 or 6 diversified programming channels and they were supposed to be involved no matter what. They were kind of like minority stations or whatever. The other thing they dont do is a couple times a year they turn on Sirius for people who dont subscribe so they can get a feel for what is there, but they dont have BYU Radio on there, its not even there. If people could get it by al a carte youd get a lot of subscribers. Convenience, negative Sirius opinion David: You said you contacted Sirius and they said you werent able to. What did they tell you? Ron: I called them and they said there was no problem with adding BYU Radio to al a carte. I was kind of suspicious because their customer service is contracted overseas. You can tell by the way they talk. I would try to really pin them down and then Id never hear from them again. I said its not on the webpage, but these other people are telling me it is. I was pretty sure you couldnt get it, and finally a manager contacted me and said nope, its not available on al a carte. BYU broadcasting loyalty, no alternative station loyalty
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David: Do you have anything else useful that we should know that you can think of? Ron: Nope, not right now. David: Do you have any other friends or family who listen to BYU Radio? Ron: I probably do, but I cant think of any. David: If you think of any you can email me the information and we will interview them if we need more people. We may have enough, but we will move on to them if we need more people. Ron: I hope it helped. David: Thank you, it did. We will get that gift card mailed out to you as soon as we can. Ron: Thank you.
Adam Neilson Interview September 26, 2012Karisa

Karisa: I know you mentioned its been awhile since you listened to BYU Radio, so Im going to ask you a couple questions about when you did listen to BYU Radio and then maybe a few questions about why you stopped listening. Adam: Okay. Let me clarify something. I think when I think about BYU Radio, I probably think more BYUtv-ish and not BYU Radio. I really dont remember the last time I listened to BYU Radio and I dont live in Utah anymore and I dont stream it online, so I am not be the best candidate here. Infrequent listener Karisa: Thats totally fine. We will just try to figure out maybe if you would listen to BYU Radio in the future, so thats just fine. Adam: Okay Karisa: So, I guess my first question then is, do you associate BYU Radio with BYUtv, or think of them as the same thing? Adam: Yes, I do associate them. BYU Broadcasting, I should say. General Broadcasting Karisa: Okay, great. When was the last time, then that you listened to or watched BYUtv? Adam: It would have been the BYU vs. Weber State game. Sports Karisa: Okay, so for sports mainly? Adam: Yes. Sports
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Karisa: So, then have you ever listened to BYU Radio before, or is it what you were saying before, just strictly BYUtv? Adam: Ive listened to BYU Radio, but its been a while. So, I dont recall when. Its probabl y been a couple of years. Infrequent listener Karisa: Gotcha. Do you remember what you would listen to on BYU Radio? Was it mainly sports broadcasting as well? Adam: Um, no. it was probably Sunday music. Music Karisa: Great. Was that Music and the Spoken word, or mainly hymns played on BYU Radio? Adam: It would be both. Music Karisa: Okay. Do you have friends that listen to BYU Radio? Adam: Uh-hu. Friends listen Karisa: Okay, do you know what programs they listen to on BYU Radio? Is it music as well? Adam: Mainly music. Music Karisa: Great. You said that you havent listened to it for a couple of years, so what are some reasons why you stopped listening to BYU Radio? Adam: Proximity, and I dont listen to a lot of radio. When Im in the car I listen to a lot of podcasts more than anything. Its nothing against BYU Radio, its just that my interests have changed. I listen to medical podcasts when Im in the car more than anything. Convenience, other interests, Podcasts Karisa: Okay. Are there any other stations, I know you just talked about podcasts, but are there other stations you enjoy listening to in the car or on your computer? Adam: Not really. I dont listen to any stations. No alternative station loyalty Karisa: Okay. Have you heard about the BYU Radio app for IPhones and Androids? Adam: No, I havent, but I would be interested. I have the BYUtv app. BYU Radio App Karisa: Great. Why would you be interested in that app? Would it be something you would use regularly, you think? Adam: Oh, I probably would. I would probably listen to BYU games on it. But I also do that through KSL. I do have the KSL app and I listen to that anytime the BYU games are on. And
78
Music and the Spoken Word on Sunday mornings wouldnt be a bad idea. I listen to the Mormon channel. Because I listen to conference that way, on the app a lot. Mormon Channel, Sports, Music, BYU Radio App, KSL, Talks Karisa: Okay, great. Adam: Yeah, I dont really stream the Mormon channel for music so much as I do for looking at general conference talks and watching some of the videos that are streamed on the Mormon channel. Talks, Mormon Channel Karisa: Okay, do you have any suggestions of programs that you would be interested in if they were added to BYU Radio? Adam: You know, Im not sure if theyre on it, but I think some of Elder Maxwells topics would be interesting. Maybe some of the better lectures on some of the religion classes would be interesting, if they were to record them. And again, youre seeing that Im kind of a podcast guy, so its no surprise that I like speech. Podcasts, Talks, Religion classes Karisa: Yeah, for sure. If you have anything that you remember from when you did listen to BYU Radio, and maybe you dont know all of the programs that are on there, but is there anything you would change about BYU Radio that would make you listen to it more? Adam: Oh, Im sorry. Its just been too long to really remember. Infrequent listener Karisa: Thats totally fine, I just thought I would ask. Is it alright if I ask you a few demographic questions? Adam: Yeah, you bet. Karisa: What city do you currently live in? Adam: Puyallup, Washington. Would you like me to spell that? Karisa: Yes, please. Adam: P-U-Y-A-L-L-U-P Karisa: Okay, thank you. And Im guessing from your previous answers that your religious background is LDS? Adam: Yes Karisa: What is your age? Adam: 38
79
Karisa: Your marital status? Adam: Married Karisa: Do you have any children? Adam: I have six Karisa: What is your current income range? Under 20 thousand, 20-49 thousand, 50-99 thousand, 100-200 thousand, or above 200 thousand? Adam: Well, its right around 200, so Im not sure if this year its going to be above or below it. Its probably going to be above. Karisa: Okay, and what is your race? Adam: White Karisa: And is there anything else you can remember about BYU Radio or any other feedback you have about it. Adam: No, sorry. Karisa: Alright, and if you have any friends or family that have any feedback, feel free to email me and we can include that as well. Adam: You bet. And I will download the app. BYU Radio App Karisa: Okay, thatd be great! Adam: Ill try it out. BYU Radio App Karisa: Perfect! And if you have any feedback about that, just let me know if there is anything you want to change or if you feel that its not useful, let us know. We would love to hear. Adam: Okay, I sure will. Karisa: And, can I get your full address to send you the $25 gift card? Adam: You bet. Are you ready? Its kind of a weird address, but thats Washington for you. 13530 174th Street Ct. E. Puyallup, WA 98374 Karisa: Alright, perfect. We will send that right away. Adam: Thank you very much.
80
Karisa: Thank you so much, you have a great day. Adam: You, too.
81
Appendix 2. Quantitative Survey Results
Initial Report
Last Modified: 11/25/2012
1. How often do you listen to BYU Radio?
# 1 2 3 4 5 6 7
Answer Never Less than Once a Month Once a Month 2-3 Times a Month Once a Week 2-3 Times a Week Daily Total
Response 48 27 14 18 15 17 10 149
% 32% 18% 9% 12% 10% 11% 7% 100%
82
Statistic Min Value Max Value Mean Variance Standard Deviation Total Responses
Value 1 7 3.11 4.11 2.03 149
2. Why do you listen to BYU Radio? (Check all that apply)

# 1 2 3 4 5 6 7 8 9 10 Answer BYU sporting event coverage Live BYU Football Live BYU Basketball LDS General Conference Talk Shows Music Devotionals/Inspirational Messages News Education/Information Other Response 36 43 29 40 31 53 49 16 27 2 % 37% 44% 30% 41% 32% 54% 50% 16% 28% 2%
Other test links others send me
Statistic Min Value Max Value Total Responses
Value 1 10 98
83
3. When you listen, how many hours a day do you spend listening to BYU Radio?
# 1 2 3 4 5 Answer Less than an hour 1-2 hours 3-4 hours 5-6 hours More than 6 hours Total Response 25 43 26 4 0 98 % 26% 44% 27% 4% 0% 100%
Value 1 4 2.09 0.68 0.83 98
84
4. What time of the day do you listen to BYU Radio? (Check all that apply)
# 1 Answer Mornings between 6 am and 12 pm Afternoons between 12 pm and 6 pm Evenings between 6 pm and 12 am Overnight between 12 am and 6 am Saturdays (please specify time) Sundays (please specify time) Response 40 % 41%
53
55%
50
52%
3%
5 6
19 20
20% 21%
85
Saturdays (please specify time) test 10 am football time 6 pm afternoons for conference Game times Game times game time 9 am and 10 pm Game Days AM or PM or Both Afternoon between 12pm and 8pm Football/Basketball games 12-8pm bet 2 & 8pm EST, sometimes later during a game Football games.
Sundays (please specify time) test 5 pm 6 pm for conference
9 am and 10 pm AM or PM or Both All day
Variable bet 2 & 8 pm EST
After 2 While I'm driving. Usually in the morning/afternoon. 9:00 AM to 12:30, 4:30 PM to 8:00 10-2 8am to 12pm 12pm - 6pm 3:00 - 6:00 8-10, 1-8 12 pm - 8 pm a.m., unless I have church then
Value 1 6 97
86
5. How do you listen to BYU Radio? (Check all that apply)

# 1 2 3 4 5 6 Answer Sirius XM Satellite Radio Mobile Phone App Podcast On-line Streaming Satellite/Cable Provider Other Response 26 26 9 62 10 4 % 27% 27% 9% 65% 11% 4%
Other test Radio on the radio radio in the car or house
Value 1 6 95
6. BYU Radio recently launched a new mobile phone app. How interested would you be in downloading this app?
# 1 2 3 4 5 Answer Very Uninterested Uninterested Neutral Interested Very Interested Total Response 11 14 17 15 13 70 % 16% 20% 24% 21% 19% 100%
87
Value 1 5 3.07 1.81 1.34 70
7. Who do you listen to BYU Radio with? (Check all that apply)
# 1 2 3 4 5 Answer Alone Friends Family Co-workers Other (please specify) Response 72 12 42 3 2 % 76% 13% 44% 3% 2%
Other (please specify) truck driver Family, if conference
Value 1 5 95
88
8. Where do you listen to BYU Radio?

# 1 2 3 4 5 Question Car Home School Work Other (please specify) Never 48 7 76 60 84 Rarely 8 12 5 8 2 Sometimes 19 22 5 9 6 Often 9 26 7 10 1 All of the Time 10 27 1 7 0 94 94 94 94 93 Mean 2.20 3.57 1.43 1.89 1.18
Other (please specify) Working out Computer Shop No No No Others homes while watching games When I can get WIFI alome BYU Broadcasting from DirectTV Computer Shop
Car 1 5 2.20 2.03 1.43 94
Home 1 5 3.57 1.54 1.24 94
School 1 5 1.43 0.94 0.97 94
Work 1 5 1.89 1.84 1.36 94
Other (please specify) 1 4 1.18 0.35 0.59 93
89
9. How often do you listen to Radio programming aside from BYU Radio?
# 1 2 3 4 5 6 7 8 9 10 Answer Every day 2 - 3 times a week A few times week Once a week 2-3 times a month Once a month Every other month 2 - 3 times a year Never Other Total Response 51 13 13 6 2 3 1 2 2 1 94 % 54% 14% 14% 6% 2% 3% 1% 2% 2% 1% 100%
Other Sometimes
Value 1 10 2.33 4.33 2.08 94
90
10. In general, what type of radio or Internet streaming do you listen to? (Check all that apply)
# 1 2 3 4 5 6 7 8 9 Answer Podcasts Internet streaming Smart phone apps FM radio AM radio HD radio Sirius XM radio None Other (please specify) Response 29 56 24 71 24 4 22 1 2 % 31% 60% 26% 76% 26% 4% 24% 1% 2%
Other (please specify) Tune In Radio app for IOS Pandora
Value 1 9 93
91
11. Rate your satisfaction of the following BYU Radio genres.

Very Dissatisfie d 1 3 4 4 4 5 Dissatisfie d Neither Satisfied or Dissatisfie d 8 9 19 11 7 21 Satisfie d Very Satisfie d 28 46 27 35 36 20 No Opinio n 23 16 24 14 19 31 9 2 9 2 9 2 9 2 9 2 9 1 Mea n
Question
1 2 3 4 5 6
BYU sporting events coverage General Conference Talk Shows Music Devotionals/Inspiration al Messages News
5 1 3 8 4 1
27 17 15 20 22 13
4.58 4.63 4.41 4.26 4.51 4.48
BYU sporting events coverage 1 6 4.58 1.39 1.18 92
General Conference 1 6 4.63 1.25 1.12 92
Talk Shows 1 6 4.41 1.92 1.38 92
Music 1 6 4.26 1.80 1.34 92
Devotionals/Inspirational Messages 1 6 4.51 1.62 1.27 92
News 1 6 4.48 2.14 1.46 91
92
12. Please provide details on why you are dissatisfied with these BYU Radio themes:
Text Response Just not enough relevant mix of music. Uh ? Radio shows are MUCH better live. Pre-recorded or audio feed from another source tend to be dry and boring Not sure NO Not sure You took Sounds of Sunday off the air. Seem very bland and not very current The sports casters are very opinionated and don't give great commentary about sports. I used to LOVE BYU radio, but all the talk shows are boring & uninspirational. News; how about real news, not recaps from other news sources. Breaks up too often I can't stand listening to anything to do with conference or "faith promoting" crap. If you are going to delve into real issues, than get real. The music is lame and the devotionals are too frequent. Music doesn't fit in with the other programming, and it's often cheesy.
Statistic Total Responses
Value 15
93
13. Which of these BYU Radio programs have you listened to? (Check all that apply)
# 14 27 5 3 2 41 6 37 7 18 31 1 17 25 4 36 16 21 29 33 44 40 20 22 10 Answer General Conference Music & the Spoken Word CES Firesides BYU Forums Bronco Mendenhalls Coachs Show True Blue Conversations Thinking Aloud Education Week History of the Saints Scripture Roundtables Ancestors History of Hymns Matt Townsend Afternoon Show BYU Weekly The Tantara Hour Highway 89 Legacy Real Families Real Answers Sunday School Scriptures Why I believe Traveling With Eric Dowdle Inspiring Lives Living Essentials Eyres on the Road with Richard & Linda Eyre Response 59 53 34 26 24 22 21 20 19 18 18 18 17 17 17 16 16 15 13 13 12 12 12 11 11 % 66% 60% 38% 29% 27% 25% 24% 22% 21% 20% 20% 20% 19% 19% 19% 18% 18% 17% 15% 15% 13% 13% 13% 12% 12%
94
12 24 32 9 42 15 26 11 38 30 8 45 28 19 43 35 23 13 34 39
Food Nanny Marcus Smith Morning Show Sperry Symposium Everything Creative Turning Point Generations Project Mormon Identities Faith in Action Thisll Take A While Road to Zion Enduring it Well Other (please specify) Notes From The Kennedy Center Insights Wheatley Forum The Julie Hanks Show Making Your Own Road Fresh Take Talk Worthy with Kim Stilson Through the Garage Door
11 11 11 10 10 10 9 9 8 8 7 7 7 7 6 5 4 4 4 3
12% 12% 12% 11% 11% 11% 10% 10% 9% 9% 8% 8% 8% 8% 7% 6% 4% 4% 4% 3%
95
Other (please specify) Sounds of Sunday Instrumental Music Devotionals Only live BYU sports Classical 89 Football games
Value 1 45 89
14. How satisfied are you with the following aspects of BYU Radio?
# 1 2 3 4 5 Question Programming Convenience Accessibility Customer Service Promotions Very Dissatisfied 6 2 3 3 3 Dissatisfied 2 4 6 1 1 Neutral 20 15 16 16 20 Satisfied 32 30 26 17 18 Very Satisfied 19 30 30 19 13 No Opinion 9 7 7 32 33 88 88 88 88 88 Mean 3.94 4.17 4.08 4.64 4.55
Programming 1 6 3.94 1.57 1.25 88
Convenience 1 6 4.17 1.20 1.10 88
Accessibility 1 6 4.08 1.43 1.20 88
Customer Service 1 6 4.64 1.82 1.35 88
Promotions 1 6 4.55 1.95 1.40 88
96
15. On a scale from 1-10, with 1 being very unlikely and 10 being very likely, how likely would you be to recommend BYU Radio to a friend or colleague?
# 1 Answer Scale of 1 to 10 Min Value 1.00 Max Value 10.00 Average Value 7.65 Standard Deviation 2.42 Responses 86
# 1
Answer Scale of 1 to 10
Min Value 1.00
Max Value 10.00
Average Value 7.65
Standard Deviation 2.42
Responses 86
16. In what ways are you affiliated with BYU? (Check all that apply)
# 1 2 3 4 5 6 7 Answer Current BYU Student Alumni/Alumna Have family who attends/attended LDS Church member I live in a BYU community I am in no way affiliated with BYU I have a friend who attends/attended Response 15 39 42 76 15 4 34 % 17% 45% 49% 88% 17% 5% 40%
Value 1 7 86
97
17. Do you feel that BYU Radio is utilized as an effective missionary tool for the LDS church?
# 1 2 3 4 5 Answer Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree Total Response 3 2 34 26 10 75 % 4% 3% 45% 35% 13% 100%
Value 1 5 3.51 0.82 0.91 75
18. To what extent do you agree with the following statement: BYU Radios current programming is likely to attract non-LDS listeners.
# 1 2 3 4 5 Answer Strongly disagree Disagree Neither Agree nor Disagree Agree Strongly Agree Total Response 3 22 33 21 6 85 % 4% 26% 39% 25% 7% 100%
98
Value 1 5 3.06 0.94 0.97 85
19. To what extent do you agree with the following statement: I like that BYU Radio offers a variety of programming options on one channel.
# 1 2 3 4 5 Answer Strongly disagree Disagree Neither Agree nor Disagree Agree Strongly Agree Total Response 0 5 23 39 16 83 % 0% 6% 28% 47% 19% 100%
Value 2 5 3.80 0.68 0.82 83
99
20. Do you follow BYU Radio on any of the following? (Check all that apply)
# 1 2 3 Answer Twitter (@byuradio) Facebook (facebook.com/byuradio) No Response 18 28 45 % 22% 34% 54%
Value 1 3 83
21. What would you like to see more of on BYU Radios social media sites? (Check all that apply)
# 9 2 6 Answer Other Transcripts Interactions with BYU Radio personalities Information on guests and interviews BYU Events BYU Radio Schedule Ability to request songs/programs Promotions Pictures/Videos Response 1 2 2 % 14% 29% 29%
8 5 3 7 1 4
4 4 4 5 5 6
57% 57% 57% 71% 71% 86%
Other test
100
Value 1 9 7
Appendices
Appendix A
Under 20 How often do you listen to BYU Radio? Never Less than Once a Month Once a Month 2-3 Times a Month Once a Week 2-3 Times a Week Daily Total Less than an hour When you listen, how many hours a day do you spend listening to BYU Radio? 1-2 hours 1 3-4 hours 5-6 hours More than 6 hours Total 0 0 0 3 0 1 0 0 0 1 1 3 2
2029
What age group are you in? 3040506039 49 59 69 0 4 4 1 4 2 2 17 3 0 2 0 5 2 2 1 12 2 0 5 1 3 4 4 4 21 3 0 0 1 2 1 0 1 5 0
7079 0 0 0 1 0 1 0 2 0
80+ 0 0 0 0 0 0 0 0 0
Total 0 20 10 17 14 13 9 83 18
0 8 4 5 3 3 0 23 8
7 8 0 0 23
8 5 1 0 17
7 3 0 0 12
8 7 3 0 21
3 2 0 0 5
1 1 0 0 2
0 0 0 0 0
35 26 4 0 83
Appendix B
What age group are you in?
101
Under 20 Mornings between 6 am and 12 pm What time of the day do you listen to BYU Radio? (Check all that apply) Afternoons between 12 pm and 6 pm Evenings between 6 pm and 12 am Overnight between 12 am and 6 am Saturdays (please specify time) Sundays (please specify time) Total 3
2029 9
3039 5
4049 5
5059 8
6069 2
7079 0
80+ 0
Total 32
2 1 0 0 0 3
10 13 2 5 6 23
11 11 1 4 4 17
8 5 0 3 1 12
12 11 0 4 6 21
2 3 0 1 0 5
2 0 0 1 1 2
0 0 0 0 0 0
47 44 3 18 18 83
Appendix C
Sirius XM Satellite Radio How do you listen to BYU Radio? (Check all that apply) Mobile Phone App
0 0
4 5 3 18 0 1 23
3 9 2 10 2 1 17
6 2 0 6 3 1 12
6 5 2 15 4 0 21
2 2 0 3 0 0 5
0 0 0 1 1 0 2
0 0 0 0 0 0 0
21 23 7 55 10 4 83
Podcast On-line Streaming Satellite/Cable Provider Other Total
0 2 0 1 3
Very Uninterested BYU Radio recently launched a new mobile phone app. How interested would you be in downloading this...
Uninterested 1 Neutral Interested Very Interested Total 0 1 0 3 1 6 5 3 18 1 2 1 4 8 0 4 1 3 10 5 4 2 2 16 1 0 1 1 3 2 0 0 0 2 0 0 0 0 0 11 16 11 13 60
Appendix D
102
Very Uninterested BYU Radio recently launched a new mobile phone app. How interested would you be in downloading this...
Uninterested 1 Neutral Interested Very Interested Total 0 1 0 3 1 6 5 3 18 1 2 1 4 8 0 4 1 3 10 5 4 2 2 16 1 0 1 1 3 2 0 0 0 2 0 0 0 0 0 11 16 11 13 60
Appendix E
Alone Who do you listen to BYU Radio with? (Check all that apply) Friends
1 1
18 3 11 1 0 23
13 2 8 0 2 17
10 1 9 0 0 12
14 3 8 1 0 21
4 1 1 0 0 5
2 0 0 0 0 2
0 0 0 0 0 0
62 11 39 2 2 83
Family Co-workers Other (please specify) Total
2 0 0 3
Under 20 Never Where do you listen to BYU Radio? Car Rarely 0 Sometimes Often All of the Time Total 1 0 0 3 2
2029
What age group are you in? 3040506039 49 59 69 9 2 4 1 1 17 5 0 2 1 4 12 14 3 0 2 2 21 3 0 1 0 1 5
7079 1 0 1 0 0 2
80+ 0 0 0 0 0 0
Total 44 8 14 7 10 83
10 3 5 3 2 23
Under 20 Every day How often do you listen to Radio programming aside from BYU Radio? 2 - 3 times a week 0 0
2029
What age group are you in? 3040506039 49 59 69 11 5 8 1 13 2 3 0
7079 1 0
80+ 0 0
Total 45 12
9 4
103
A few times week Once a week 2-3 times a month Once a month Every other month 2 - 3 times a year Never Other Total
2 0 0 0 1 0 0 0 3
1 1 2 2 0 1 2 1 23
0 0 0 0 0 1 0 0 17
3 0 0 0 0 0 0 0 12
2 4 0 0 0 0 0 0 21
1 1 0 0 0 0 0 0 5
1 0 0 0 0 0 0 0 2
0 0 0 0 0 0 0 0 0
10 6 2 2 1 2 2 1 83
Appendix F
Podcasts In general, what type of radio or Internet streaming do you listen to? (Check all that apply) Internet streaming
26
0 Smart phone apps FM radio AM radio HD radio SiriusXM radio None Other (please specify) Total 0 3 1 0 0 0 0 3
17 11 19 6 1 3 0 1 23
11 5 10 3 2 5 1 1 17
6 0 9 4 1 6 0 0 12
13 5 16 4 0 5 0 0 21
1 1 5 3 0 1 0 0 5
1 0 2 1 0 0 0 0 2
0 0 0 0 0 0 0 0 0
49 22 64 22 4 20 1 2 83
Appendix G
Under 20 BYU sporting event coverage Why do you listen to BYU Radio? (Check all that apply) Live BYU Football 1 Live BYU Basketball LDS General Conference 0 2 0
2029
What age group are you in? 3040506039 49 59 69 7 4 7 2
7079 1
80+ 0
Total 32
11
10 8 11
10 6 8
8 5 5
5 5 7
3 2 1
1 1 0
0 0 0
38 27 34
104
Talk Shows Music Devotionals/Inspirational Messages News Education/Information Other Total
0 2 2 0 0 0 3
7 11 13 4 4 0 23
4 9 8 1 4 1 17
5 9 7 2 5 0 12
10 12 11 5 10 1 21
0 3 1 1 1 0 5
0 1 1 0 1 0 2
0 0 0 0 0 0 0
26 47 43 13 25 2 83
Appendix H Age Group 20-29

# 14 27 5 3 2 16 41 37 6 18 Answer General Conference Music & the Spoken Word CES Firesides BYU Forums Bronco Mendenhalls Coachs Show Highway 89 True Blue Thinking Aloud Conversations History of the Saints Response 17 13 11 8 8 6 6 5 5 4 % 74% 57% 48% 35% 35% 26% 26% 22% 22% 17%
Age Group 30-39
105
# 14 27
Answer General Conference Music & the Spoken Word Bronco Mendenhalls Coachs Show True Blue CES Firesides BYU Forums Conversations Real Families Real Answers Legacy Matt Townsend Afternoon Show
Response 11 8
% 65% 47%
2 41 5 3 6 29 21 25
6 6 5 4 4 4 4 3
35% 35% 29% 24% 24% 24% 24% 18%
Age Group 40-49

# 14 27 3 2 4 37 25 Answer General Conference Music & the Spoken Word BYU Forums Bronco Mendenhalls Coachs Show BYU Weekly Thinking Aloud Matt Townsend Afternoon Show Eyres on the Road with Richard & Linda Eyre The Tantara Hour True Blue Conversations Response 10 9 5 5 5 4 4 % 83% 75% 42% 42% 42% 33% 33%
10 36 41 6
4 4 4 4
33% 33% 33% 33%
Age Group 50-59
106
# 27 14 5 18 37 3 33 17 1 31 7
Answer Music & the Spoken Word General Conference CES Firesides History of the Saints Thinking Aloud BYU Forums Sunday School Scriptures History of Hymns Ancestors Scripture Roundtables Education Week
Response 13 12 11 9 9 8 7 7 7 7 7
% 62% 57% 52% 43% 43% 38% 33% 33% 33% 33% 33%
107
Appendix I Satisfaction BYU genre (Survey Question 11) Age Group 20-29
# Question Very Dissatisfied Dissatisfied Neither Satisfied or Dissatisfied 1 2 6 6 3 8 Satisfied Very Satisfied No Opinion Mean
1 2 3 4 5 6
BYU sporting events coverage General Conference Talk Shows Music Devotionals/Inspirational Messages News
0 0 1 0 0 1
1 0 0 2 2 0
4 3 5 5 6 2
9 14 5 7 8 3
8 4 6 3 4 9
23 23 23 23 23 23
4.96 4.87 4.35 4.13 4.39 4.43
Age Group 30-39

1 2 3 4 5 6
1 1 1 1 1 1
0 0 1 1 0 0
3 4 3 5 3 3
9 9 5 6 7 2
2 2 6 3 5 7
17 17 17 17 17 16
4.47 4.53 4.65 4.35 4.76 4.63
Age Group 40-49

1 2 3 4 5 6
0 1 1 1 1 2
0 0 1 1 0 0
5 0 2 4 5 1
5 9 3 5 5 4
2 2 3 0 0 4
12 12 12 12 12 12
4.75 4.83 4.17 3.92 4.08 4.42
Age Group 50-59
108
Question
Very Dissatisfied
Dissatisfied
Neither Satisfied or Dissatisfied 5 6 7 3 2 6
Satisfied
Very Satisfied
No Opinion
Mean
1 2 3 4 5 6
0 1 1 2 2 1
3 0 1 2 1 1
5 4 2 3 3 2
3 9 9 9 11 8
5 1 1 2 2 3
21 21 21 21 21 21
4.10 4.10 3.95 4.00 4.24 4.14
Appendix J Age Group 20-29

Age Group 30-39

Age Group 40-49
109
# 1 2 3 4 5
Question Programming Convenience Accessibility Customer Service Promotions
Very Dissatisfied 2 1 1 1 1
Dissatisfied 0 0 0 0 0
Neutral 3 1 2 2 2
Satisfied 2 5 4 3 2
Very Satisfied 3 3 3 1 1
No Opinion 2 2 2 5 6 12 12 12 12 12
Mean 3.83 4.25 4.17 4.50 4.67
Age Group 50-59

Hours a day spent listening to BYU Radio

# 1 Answer Less than an hour 1-2 hours 3-4 hours 5-6 hours More than 6 hours Total Response 25 % 26%
2 3 4
43 26 4
44% 27% 4%
0%
98
100%
110
Length of listening for daily listeners # 1 2 3 4 5 Answer Less than an hour 1-2 hours 3-4 hours 5-6 hours More than 6 hours Total Response 0 5 3 2 0 10 % 0% 50% 30% 20% 0% 100%
Listening Length for listeners who listen 2-3 times a week

# 1 Answer Less than an hour 1-2 hours 3-4 hours 5-6 hours More than 6 hours Total Response 4 % 24%
2 3 4
9 3 1
53% 18% 6%
0%
17
100%
111
Daily Listeners method of listening to BYU Radio? # 1 2 3 4 5 6 Answer Sirius XM Satellite Radio Mobile Phone App Podcast On-line Streaming Satellite/Cable Provider Other Response 5 2 0 3 2 2 % 56% 22% 0% 33% 22% 22%
Appendix K Dear Participant, We are students at Brigham Young University working to help BYU Radio better meet the needs of its listeners. BYU Radio is part of BYU Broadcasting, but is separate from KBYU FM, KBYU-TV and BYUtv. Please answer the following questions specific to BYU Radio, which should take no more than 10 to 20 minutes of your time. At the end of the survey BYU Radio will be randomly selecting 15 people to win prizes such as $25 iTunes gift cards or BYU Broadcasting gear. Thank you for your participation.
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Appendix 3. Bibliography
Ciaccia, C. (2012, March 12). Pandora CEO Talks Sirius XM Challenge, Mobile. The Street. Accessed: http://www.thestreet.com/story/11452515/1/pandora-ceo-talks-sirius-xmchallenge-mobile.html Davarian, F. (2002). Sirius Satellite Radio: Radio entertainment in the sky, Aerospace Conference Proceedings, IEEE, 3, 1031- 1035. Edleman. (n.d.) 2012 Edelman Trust Barometer Executive Summary. Accessed: http://www.edelman.com/trust Edleman. (n.d.) Inforgraphic (Trust in Media). Accessed: http://trust.edelman.com/trustdownload/infographic-trust-in-media/ Houston, L; Santhanam, A; Rosenstiel, M.; Rosenstiel, T. (2012, September 13). Audio: How Far Will Digital Go? Accessed: http://stateofthemedia.org/2012/audio-how-far-willdigital-go/ Isrealsen-Hartley, S. (2010). BYU Broadcasting: State-of-the-art building will produce content to bless families lives. Deseret News, http://www.deseretnews.com/article/700086479/BYU-Broadcasting-State-of-the-artbuilding-will-produce-content-to-bless-families-lives.html?pg=all. Isrealsen-Hartley, S. (2011). BYU Radio now on Sirius XM Satellite Radio. Deseret News, http://www.deseretnews.com/article/700128952/BYU-Radio-now-on-Sirius-XMSatellite-Radio.html?pg=all. Jannorone, J (2012). Sirius XM's Karmazin Expects Liberty Media to Replace Board. Wall Street Journal, http://online.wsj.com/article/SB10000872396390444426404577647583975856376.html. Layer, D. H. (2002). Digital Radio Takes the Road. Spectrum, IEEE, 38 (7), 40-46. Miller, J. (2012, September 11). NFL Week Part 2: Three Things Radio Can Learn From Fantasy Football. Arbitron. Accessed: http://www.arbitrontraining.com/Programming/2012Sep11_FantasyFootball.htm Morin, R; Motel, S. (n.d.) A Third of Americans Now Say They Are in the Lower Classes. Pew Research Center. Accessed: http://www.pewsocialtrends.org/2012/09/10/a-third-ofamericans-now-say-they-are-in-the-lower-classes/ n.a. (September 13, 2012). Sirius XM: Buy Or Sell? Seeking Alpha. Accessed 2012, September 13: http://seekingalpha.com/article/864621-sirius-xm-buy-or-sell n.a. (2012, September 13). The Mysterious Q3 2013 OEM Deal. Sirius Buzz: Sirius XM Satellite Radio News. Accessed 2012, September 12: http://siriusbuzz.com/
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n.a. (2010, January 14). Arbitron Study of Satellite Radio Shows More Than 35 Million "Premium Listeners. Digital Radio Mag. Accessed: http://drmag.tssradio.com/2010/01/arbitron-study-of-satellite-radio-shows-more-than-35-millionpremium-listeners/ Pandora Inc. (2012, July 23). Pandora Audience Grows Across All Key Radio Buying Demographics. PR Newswire. Accessed: http://finance.yahoo.com/news/pandoraaudience-grows-across-key-123000311.html Parks Associates. (2012, May). TargetSpot Digital Audio Benchmark and Trend Study, 2012. Targetspot.com Accessed: http://www.targetspot.com/wpcontent/uploads/2012/05/TargetSpot-Digital-Audio-Benchmark-and-Trend-Study_2012White-Paper-copy.pdf Paul, S. (2012, May 15). Young Listeners Turn Off Broadcast, Tune Into Internet Radio. Mashable.com Accessed: http://mashable.com/2012/05/15/Internet-radio-social-media/ Schaefer, S. (2012). Sirius XM set for fast start thanks to growth in profits, revenue, subscribers.Forbes.Com, 54-54. Schultz, S. (2005, December 28). Calls made to strengthen state energy policies. The Country Today, pp. 1A, 2A. Seeking Alpha (2012). Sirius XM: Buy Or Sell? Seeking Alpha, http://seekingalpha.com/article/864621-sirius-xm-buy-or-sell
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Brigham Young Universitys Bradley PR Agency

BYU Radio Research

Who Could be Listening

The Promotion of BYU Radio

SWOT Analysis Strengths

Qualitative Research and Analysis

General Broadcasting Brand

Friends Listening Habits

Family Listening Habits

Listening While Alone

Time of Day Tuned In

All of the participants interviewed are members

of The Church of Jesus Christ of Latter-day

Music versus No Music

Multiple listening options

Quantitative Research and Analysis

What age group are you in?

BYU Radio Programming Genres by Age

BYU Radio Programming Genres by Gender

Why men listen to BYU Radio:

Why women listen to BYU Radio:

Specific BYU Radio Programming

How would you rate the content of BYU Radio?

23% 25% 17%

Satisfaction by Age Group, Promoters by Age Group

Is BYU Radio Current?

Age Group 30-39

Age Group 40-49

Age Group 50-59

Net Promoter Score

2-3 times a month

Once per week

Time of Day by Gender

Time of Day by Age

Mobile Application and Convenience

Age Group 20-29

Disagree Neither Agree nor

Strongly Agree Total

Age Group 30-39

Disagree Neither Agree nor

Strongly Agree Total

Age Group 40-49

Disagree Neither Agree nor

Strongly Agree Total

Age Group 50-59

Disagree Neither Agree nor

Strongly Agree Total

Content for Missionary Purposes by Gender

Is BYU Radio likely to attract non-LDS listeners?

Missionary Tool vs. Attractive content for non-LDS listeners

Social Media by Age

Conclusions and Summary

Key Publics, Strategies and Tactics:

Conclusions and Recommendations

Conclusions and Recommendations

Appendix 1. In-Depth Interview Transcripts

Marley Kunzler Interview on September 21, 2012 McKay Perry

La-Dell Orgill Interview on September 24, 2012 Michal Savage

Cody Morgan Interview on September 27, 2012Kelly Orgill

Ron Earl Interview on September 28, 2012 David Lake

Adam Neilson Interview September 26, 2012Karisa

Appendix 2. Quantitative Survey Results

1. How often do you listen to BYU Radio?