Arbitron Report Says People Turn to Radio in Crisis

Three-quarters of those surveyed in a recent Arbitron study relied on radio to stay informed during power outages resulting from hurricanes of 2004. But more respondents thought TV had the most current information.
The study, “Riding Out the Storm: The Vital Role of Local Radio in Times of Crisis,” examines how residents used radio and other media during the hurricanes that hit coasts of Florida and the Gulf Coast last year.
About half chose radio as their source of information. Additionally, nearly 63 percent said they were satisfied with radio programming during the storms.
Bill Rose of Arbitron said in the statement, “During times of crisis, residents want specific local information presented without sensationalism and melodrama. Radio is a natural choice for consumers during natural disasters because battery power is crucial during power outages. Plus, radio’s voice provides comfort to listeners and it has a strong connection with the local community.”
Highlights from the study:
– Fifty-eight percent of those using radio for storm information tuned to their usual station.
– A review of Arbitron listening information from summer 2004 showed gains for news/talk stations; the gains for news/talk stations were not necessarily at the expense of non-news/talk radio stations.
– Television was identified by 64 percent as the medium that had the most current information, while 26 percent said radio provided the most current information.
To read the report: www.arbitron.com.