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.
The key takeaways include: 1) AM/FM radio’s “big data” moment has arrived with massive sample sizes that grow each month: TV has long had cable set top data and smart TV data to generate large samples of tuning data. It’s now radio’s turn! Just like cable set top data, there are no demographics but all markets have large samples. Overall, sample sizes are 5-10X bigger than current ratings samples; 2) Overnight ratings in over 300 markets: In an industry first, every market now has audience shares from yesterday. See your station’s daily audience trends refreshed each day; 3) All listening occurs with humans present: 25% of TV viewing occurs to an empty room but AM/FM radio listening in traveling vehicles always has humans present!; 4) Large samples mean stable listening trends: In all sized markets and for all sized stations, daily share trends are stable and consistent; and 5) AM/FM radio now has modern, cutting edge, timely measurement, which does not rely on a consumer’s memory or require a consumer to do something (like wear a gizmo).