NYC Radio: Smoke From Distant Fires Pops Ratings For WINS

On June 7, 2023, wildfires raging across Quebec sent smoke across the Canadian border to cover more than a dozen U.S. states. As air quality deteriorated and skies darkened, questions swirled as thick as the fog: Where is the smoke now? Where is it going? Can I safely go outside? Is my health being compromised? Are my family and friends affected? When will the smoke go away? 

Audacy claims people turned to the most trusted media option: Audio.

New Yorkers, who experienced the worst air quality anywhere in the world that day, flocked to All-News WINS platforms for updates. They tuned in to WINS radio during the day and through the afternoon commute, driving listener increases as high as 179 percent. Then at home, they seamlessly continued to listen to WINS on streaming platforms well into the late evening. 

Listeners took action. In a survey Audacy conducted that day through Suzy Insights, they learned that as the weather conditions worsened, people who turned to Audio first used that information to make key decisions.

• These Audio-first audiences were significantly more likely than the average U.S. adult to hit the stores to stock up (47% vs 29%).
• Of those Audio-first listeners, 75% were parents, and more than half of those picked up their kids early from school.
• As conditions worsened, those who stayed with an Audio source were even more likely to stock up on necessities (51% vs 29%).
• Whether in a car (61%), on a smart speaker (49%), or on a home or office radio (46%), radio was the leading source of Audio1.

In times of crisis, Audio and its trusted hosts are indispensable in keeping communities safe, connected, and informed according to Audacy.