According to the Audacy Insights Team, local news radio once again proved its value during the assassination attempt on July 13, with a notable surge in listenership across Audacy platforms and stations. This incident highlights just how omnipresent and reliable local news radio is when it matters most.
Audiences Engaged with Trustworthy Content
Local news audiences are incredibly engaged, valuing content that connects them to their communities. These listeners trust local news radio for its reliable voices and factual reporting. Interestingly, local news listeners are twice as likely to stick around through radio ads compared to the average listener, showcasing their loyalty.
Beyond just sticking around, 65% of all news listeners trust radio hosts for news updates, compared to the 30% who look to social media influencers for such information. The difference speaks volumes about the credibility and influence of radio hosts in delivering news in real time.
Surge in Listenership on July 13
The assassination attempt on July 13 tested the relevance and reach of local news radio in real-time. On that day, Audacy news stations saw a 32% jump in streams compared to the same day the week before. Mobile streams led the way with a 45% increase, while smart speaker usage rose by 30%.
The region closest to the event saw a significant spike. Pittsburgh’s KDKA-AM experienced a 55% increase in streams, underscoring just how vital the station was for local updates. On the West Coast, Los Angeles’s KNX saw a 41% rise as listeners tuned in for the latest information.
The spikes in listenership across digital Audio platforms confirm: local news radio stations are truly with you during critical times, offering reliable and detailed coverage when needed most. The real-time increase in listenership highlights audiences’ close relationship with their local news radio as their go-to source for information during crises.
Engagement continued leading up to the first day of the Republican National Convention. Audacy News Stations experienced a 5% rise in listenership compared to the previous Monday, as listeners sought to stay informed and understand any potential impact on the convention.
Takeaway
The assassination attempt on July 13 highlights the essential role of local news radio today. With a significant boost in listenership and a clear preference for trustworthy, community-focused reporting, local news radio remains a key player in delivering reliable news. As people continue to seek out factual and trustworthy voices, local news radio stands out as an indispensable medium, providing real-time updates and a strong connection to the community.
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