Extreme weather events, such as the devastating fires in Los Angeles in January 2025, are becoming an increasingly frequent part of daily life, as explored in Nielsen’s recent climate change report.
These events not only disrupt communities, but also highlight the critical role of trusted local media. Los Angeles’ local television stations, their digital platforms, and local radio stations kept locals informed on Jan. 8, 2025, when fires spread quickly through several neighborhoods across the city—demonstrating the importance of multiplatform audience strategies to meet urgent information needs.
The power of local media in a crisis
During the LA fires, local news became a lifeline for millions. On Jan. 8, Los Angeles viewers recorded over 1.1 billion minutes of local TV news alone, while impressions of that same news content on digital platforms alone surged by an astounding 1,693% over the average of the three weekdays prior. Similarly, local radio, with its ability to deliver hyper-local and timely updates, logged more than 97 million gross minutes, a 40% increase over the average of the seven days prior. These platforms proved indispensable as more than 200,000 people were evacuated from their homes, seeking real time, accurate information to navigate the crisis.
The power of local media in a crisis
During the LA fires, local news became a lifeline for millions. On Jan. 8, Los Angeles viewers recorded over 1.1 billion minutes of local TV news alone, while impressions of that same news content on digital platforms alone surged by an astounding 1,693% over the average of the three weekdays prior. Similarly, local radio, with its ability to deliver hyper-local and timely updates, logged more than 97 million gross minutes, a 40% increase over the average of the seven days prior. These platforms proved indispensable as more than 200,000 people were evacuated from their homes, seeking real time, accurate information to navigate the crisis.
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| LA audiences spent over 1.1B minutes with local news on Jan. 8, 2025 |
Among radio listeners, news-talk formats saw a remarkable rise, with the average quarter hour share among persons age 12 and older doubling to 20%. This means that 20% of all radio listeners in the market at that time were tuned into news-talk stations. For adults 25-54, the share climbed to nearly 13%, reflecting the format’s ability to engage audiences across diverse age groups during critical moments.
Multiple audience segments relied on local broadcast TV and radio. Hispanic households consumed nearly half a billion minutes of local TV on Jan. 8 representing a 321%* increase, while radio listening climbed to nearly 22 million minutes. Black audiences logged 121 million minutes of TV viewing, up 216%*, and nearly 5.5 million minutes of radio. Even younger audiences 18-34, demonstrated a notable shift in behavior during the fires, with linear TV viewing up by 324%.
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