June 18, 2025
.jpg)
Salem Media recently used a short audience survey to understand listener behavior better—and uncovered new ways to drive revenue. By asking just a few targeted questions about their audience’s preferences, habits, and buying behaviors, they were able to build a more complete picture of their listeners. The data not only helped refine their programming and marketing strategies but also unlocked new sponsorship opportunities. By sharing these insights with advertisers, Salem positioned itself as a more strategic partner—offering access to a defined, engaged, and high-intent audience. What began as a simple engagement tool turned into a revenue-generating assetSalem Media recently used a short audience survey to understand listener behavior better—and uncovered new ways to drive revenue.
Salem asked one simple question:
“How often do you attend a church service in person?”
A total of 841 people responded, providing a solid sample of their engaged audience.
62% of respondents said they attend church weekly.
This revealed a clear pattern: Salem’s audience is highly engaged with in-person community and faith-based routines.
This insight gave Salem a new way to think about alignment between their content, their audience, and advertiser interest. The consistency of church attendance pointed to strong community ties and reliable weekly habits, —both of which are valuable for sponsorships and partnerships.
Using the results, Salem identified specific areas for potential revenue growth, including:
One well-placed question helped Salem Media surface a key behavioral insight—and turn it into a list of tangible revenue ideas.
At Audience, we help publishers gather data like this to drive smarter content, stronger partnerships, and more valuable ad and email experiences. Sometimes it only takes one question to open the door.
Join our newsletter list where you will get the latest trends and insights on collecting and monetizing first-party data.