In September 2017, Hurricanes Harvey and Irma impacted nine major media markets. When Harvey made landfall in Texas, Nielsen reported radio listening to news stations in Houston-Galveston jumped 54 percent, while Austin ratings increased 20 percent, compared to the previous four weeks. Similarly, during the week that Irma ravaged markets across Florida last September, tune in to news radio spiked 77 percent in Orlando, 59 percent in West Palm Beach, 51 percent in Miami and 42 percent in Tampa-St. Petersburg, also compared to the prior four weeks.
In Puerto Rico, where Hurricanes Maria and Irma produced extensive damage, radio was critically important for locals as well as friends and relatives outside the island. In the six months following the news radio audience increased 11 percent, with local stations adding close to 100,000 listeners in winter 2017 ratings compared to summer 2017.
With the 2018 hurricane season underway radio broadcasters are preparing to cover more storms. I spoke with Nielsen’s Head of Audio, Brad Kelly (pictured below), about AM/FM radio’s live and local advantages during natural disasters and why FM chips in mobile phones are critical, and I learned the top takeaways for AM/FM stations everywhere.
Alli Romano: Despite numerous media choices and new devices in emergency situations AM/FM radio is still a go-to sourc