Nielsen's Brad Kelly on the Importance of AM/FM Radio During Natural Disasters

In September 2017 Hurricanes Harvey and Irma impacted nine major media marketsamp160 When Harvey made landfall in Texas Nielsen reported radio listening to news stations in HoustonGalveston jumped 54 percent while Austin ratings increased 20 percent compared to the previous four weeksamp160 Similarly during the week that Irma ravaged markets across Florida last September tune in to news radio spiked 77 percent in Orlando 59 percent in West Palm Beach 51 percent in Miami and 42 percent in TampaSt Petersburg also compared to the prior four weeksIn Puerto Rico where Hurricanes Maria and Irma produced extensive damage radio was critically important for localsamp160as well as friends and relatives outside the islandamp160 In the six months followingamp160the news radio audience increased 11 percent with local stations adding close to 100000 listeners in winter 2017 ratingsamp160compared to summer 2017With the 2018 hurricane season underwayamp160radio broadcasters are preparing to cover more stormsamp160 I spoke with Nielsenamp8217s Head of Audio Brad Kelly pictured below about AMFM radioamp8217s live and local advantages during natural disasters and why FM chips in mobile phones are critical and I learned the top takeaways for AMFM stations everywhereAlli Romanoamp160 Despite numerous media choices and new devices in emergency situations AMFM radio is still a goto sourceamp160 Recent Nielsen data affirms thatamp160 To what do you attribute this positionBrad Kellyamp160 In modern American culture first responders are held in high regardamp160 In the media world broadcast radio is the original first responder Despite the dozens or hundreds of news and information options available to consumers today AMFM radio is a critical lifeline to the public in times of crisis or natural disaster amp160The Nielsen audience data bears witness to that factamp160 When storms approach radio TV and mobile grapple to supply information to an informationhungry publicamp160 But when it finally hits and the lights go out itamp8217s AMFM radio that shoulders the load and bears the burden of carrying the message to the massesRomanoamp160 After last year39s hurricanes what are the key takeaways for radio broadcastersKellyamp160 Realtime information updates during big weather events are critical amp160The new technologies and hyperconnectivity that we have today are fantastic butamp160in times of crisisamp160reliability is what mattersamp160 People tell us about being huddled around the batteryoperated radio listening for info about whatamp8217s happening across town affecting friends familyamp160and businessesamp160 They tell us about the hours spent hunkered down in the car in the driveway listening for updates on what to expectamp160 When the power goes off and the cellular networks go down thatamp8217s when AMFM radio really shinesRomanoamp160 How is technologyamp160including mobile enabling radio stations to provide better coverage of natural disastersKellyamp160 Mobile devices have fundamentally changed the way we behave and communicate during crises amp160Social media platforms give users a place to post updates so friends and family can keep tabs amp160Digitally many radio stations are now streaming and can be picked up anywhere without signal coverage limitations amp160Mobile devices offer a valuable feedback loop for radio listeners to communicate with broadcasters and their extended community about which roads are impassable or where dangerous situations existRomanoamp160 How does the availability of FM chips in mobile phones impact radioamp8217s reachamp160 How important is it to get all phone carriers and manufacturers on boardKellyamp160 Virtually every cell phone today has the capability of acting as an FM radio receiver amp160In the context of hurricanes and natural disasters this is especially importantamp160 Digitally streamed media is great until there is no WiFi or your cellular network is overloaded amp160amp160When a crisis hits and modern communication channels prove unusable the value of having an FM radio receiver charged up andamp160in your pocketamp160simply cannot be overstatedEmmis Communications ChairmanCEO Jeff Smulyan and the NextRadio team have been working tirelessly to make all cell phones FM radio reception enabled amp160The manufacturers are respondingamp160and adoption rate is improving but not fast enough in my opinionamp160 I fear we are one big ugly natural disaster away from Congress passing legislation and mandating it amp160At its core I believe this is a public safety issue and history will remember Smulyan as an unsung public servant in this regardRomanoamp160 After listening spikes during a natural disaster what can radio stations do to hold on to more of that audience Kellyamp160 Live and local is more than branding or a slogan amp160When the FCC issues a broadcast license it comes with significant strings attached amp160A commitment to amp8220serve the communityamp8221 is part of the dealamp160and radio broadcasters take that assignment seriously amp160I think a big part of radioamp8217s longevity is that broadcasters have their finger on the pulse of the markets they serve and are uniquely positioned to respond when duty callsamp160 When it matters most radio is there and listeners noticeamp160 A hundred years after its debut broadcast radio is undeniably a lifeline to the publicLive and local is radioamp8217s key value proposition amp160The publicamp8217s awareness of that fact gets magnified 100x during times of crisis amp160During the mundane days and months in between radio still reaches 93 of the population amp8211 week in week out amp160No way thatamp8217s an accidentPhoto credit Marjorie SanjurjoClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of 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Nielsen's Brad Kelly on the Importance of AM/FM Radio During Natural Disasters

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Alli Romano

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Nielsen's Brad Kelly on the Importance of AM/FM Radio During Natural Disasters

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Alli Romano

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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