WWO: Hurricane Isaias Impacts Radio Usage Patterns

In a blog post from Cumulus Media | Westwood One’s Audio Active Group, an examination of Xperi’s DTS AutoStage next-day AM/FM radio audience measurement service shows how AM/FM radio was used in the various markets affected by Hurricane Isaias. Some of the key findings include: 1) On Friday, October 9, Hurricane Isaias hit Mobile: While hour-by-hour in-car AM/FM radio listening occasions reveal drivers heeded shelter warnings, from 9AM to 11AM, there was higher than normal car traffic for last-minute shopping and getting to safety; 2) Sunday, October 11: Mobile morning in-car occasions recovered to 86% of historical levels and on Sunday, noon to midnight, in-car listening recovered to 98% of historical levels; 3) Atlanta’s News and Talk WSB notched its highest shares and cumes as Hurricane Isaias hit the market; 4) In Panama City, Florida, Christian stations saw strong audience growth during the storm week; 5) The Cumulus Pensacola cluster shares doubled versus a typical day; and 6) In Mobile on Friday, October 9, hurricane landfall day, the Cumulus cluster share grew 30% compared to a typical day. See the complete blog post here.