Christian Media, Leaders Had Notable Role in Shaping 2024 Presidential Election, Barna Reveals – National Religious Broadcasters

       
NRB | May 22, 2025 | Industry News, NRB News
As part of the 2025 NRB-Barna study on the “State of Christian Media,” new findings point to a striking reality: Christian media and its leaders played a significant role in the 2024 presidential election. More than just background noise, Christian content emerged as an active influence in how many Americans engaged with the political moment—through prayer, perspective, and ultimately, at the polls.
Two in five Americans recall hearing Christian leaders speak about the election, and those messages had tangible influence. Christian media inspired half of users to pray for the election and over half of heavy users said it shaped their voting decisions.

Sermons were cited as the most influential source overall, but for heavy users, social media slightly edged ahead—again pointing to the unique power of short-form digital storytelling to move hearts and minds.

Even beyond the election, most Americans—regardless of their faith background—affirm the right of religious leaders to speak into public life. This affirmation underscores a key priority for NRB: defending and advancing the freedom of speech and religious expression for Christian communicators. As the cultural landscape continues to shift, NRB remains committed to equipping its members to speak with both courage and grace in the public square.
The overall data tells a compelling story: Christian media is thriving, confirming what many in the Christian media world have sensed for years. Christian content is not peripheral—it is powerful. It is shaping hearts, forming consciences, and influencing civic life. As we look ahead, this moment offers an invitation to steward that influence faithfully. God is clearly at work, and Christian media stands as a vital channel through which His truth and love are reaching the world.
As Christian communicators, this is both a cause for celebration and a call to responsibility. The people are listening. The culture is watching. And the Gospel remains as powerful and necessary as ever.
Learn more about NRB membership ›
In case you missed them, view past articles in this series at the links below:
Most Americans Engage with Christian Media, NRB and Barna Report
Christian Media Reaches Digitally Engaged, Spiritually Committed Younger Demographic
Most Americans Trust Christian Media, NRB and Barna Study Finds
Not Just an Alternative: New Data Reveals Motivators, Benefits of Christian Media Consumption
A full version of the report will be available exclusively for NRB members to download.
 
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