The study, conducted by Audacy in conjunction with market researcher Alter Agents, surveyed more than 2,500 listeners in seven markets with Audacy news stations: New York, Los Angeles, Chicago, San Francisco, Dallas, Philadelphia, and Detroit.
Audacy’s research also finds that seven in 10 news consumers in these markets say news radio is a vital part of their day, that 70% rely on radio news to relay information in times of crisis or emergency, and that listeners are 1.5 times more likely to rely on radio (53%) than TV (36%) for news.
“While local newspapers are closing down and cable news blares opinions, news radio is more vital than ever,” Audacy’s report says. “Local news radio sticks to a time-tested formula: delivering fact-based, unbiased journalism. No spin, just news. That nonpartisan, community-focused approach builds deep trust with listeners.”
The results also include good news for advertisers, showing nine in 10 listeners (92%) pay attention to advertisements they hear on local radio. Nearly 80% find ads on news stations both trustworthy and informative, and three-fourths (74%) agree that they like to learn about local businesses through ads.
“Local news radio serves as a trusted voice, delivered by brands that are deeply connected to the communities they serve,” Audacy Chief Marketing Officer Paul Suchman says. “These environments create exceptional opportunities for advertisers to reach engaged audiences with significant buying power. And the premium content local news stations deliver is unparalleled in its relevance, timeliness, and humanity.”
