Extreme weather events, such as the devastating fires in Los Angeles in January 2025, are becoming an increasingly frequent part of daily life, as explored in Nielsen’s recent climate change report. These events not only disrupt communities, but also highlight the critical role of trusted local media. Los Angeles’ local television stations, their digital platforms, and local radio stations kept locals informed on Jan. 8, 2025, when fires spread quickly through several neighborhoods across the city—demonstrating the importance of multiplatform audience strategies to meet urgent information needs.
위기 상황에서 지역 미디어의 힘
During the LA fires, local news became a lifeline for millions. On Jan. 8, Los Angeles viewers recorded over 1.1 billion minutes of local TV news alone, while impressions of that same news content on digital platforms alone surged by an astounding 1,693% over the average of the three weekdays prior. Similarly, local radio, with its ability to deliver hyper-local and timely updates, logged more than 97 million gross minutes, a 40% increase over the average of the seven days prior. These platforms proved indispensable as more than 200,000 people were evacuated from their homes, seeking real time, accurate information to navigate the crisis.
Among radio listeners, news-talk formats saw a remarkable rise, with the average quarter hour share among persons age 12 and older doubling to 20%. This means that 20% of all radio listeners in the market at that time were tuned into news-talk stations. For adults 25-54, the share climbed to nearly 13%, reflecting the format’s ability to engage audiences across diverse age groups during critical moments.
다양한 시청자층이 지역 방송 TV와 라디오에 의존하고 있습니다. 히스패닉 가구는 1월 8일에 거의 5억 분에 달하는 지역 TV를 시청하여 321%* 증가했으며, 라디오 청취 시간은 약 2,200만 분으로 증가했습니다. 흑인 시청자의 TV 시청 시간은 216%* 증가한 1억 2,100만 분, 라디오 시청 시간은 550만 분에 육박했습니다. 18~34세의 젊은 시청자들도 화재 기간 동안 선형 TV 시청이 324% 증가하는 등 눈에 띄는 행동 변화를 보였습니다.
멀티플랫폼 전략: 선형과 디지털의 융합: 멀티플랫폼 전략
While each platform saw engagement grow on its own, the way Angelenos’ accessed news during the fires shows us the growing trend for multiplatform strategies to reach today’s audience. Nielsen’s 2025 Upfront New Front guide outlines the concept of convergence TV—where streaming complements the strength of linear TV—and its impact was on full display in LA’s local media engagement. For audiences, linear TV provided immediacy and authority, while digital platforms offered flexibility and on-demand accessibility. This ensured that audiences could stay informed at home and on the move. Adults 25–54, a critical demo for advertisers, showed the highest growth in digital viewing during the fires with consumption skyrocketing by 2,143%.
현지 미디어에 대한 신뢰
When the stakes are high, trust becomes paramount. Social media provided timely updates, but also saw instances of misinformation creating confusion. Faced with this challenge, audiences turned to local media for fact-checked, reliable updates. According to Nielsen’s 2024 Truth and Trust survey, 57% of viewers ranked local news among their top three most trusted outlets, with trust levels even higher among Black (65%) and Hispanic (52%) audiences. This trust underscores why local media remains a cornerstone of community connection and communication. The news viewing during the LA fires also highlights the power of culturally relevant and language-specific programming. For Hispanic audiences, local TV and radio played a pivotal role, with Spanish-language programming meeting the needs of LA’s diverse community. Providing culturally relevant content in language ensures that no audience is left behind during critical moments.
Media engagement during the LA fires reminded us that local television 그리고 local radio don’t just inform, they build community, combat misinformation and drive unmatched engagement.
방법론
Los Angeles television audience data for this analysis was determined using Nielsen Local TV View (NLTV) data for local news programs tuning in minutes for the period Jan. 2-11, 2025, Live+SD, P2+, M-Su 3a-3a, includes KABC, KCAL, KCBS, KCOP, KMEX, KNBC, KRCA, KTLA, KTLA OT, KTTV, KVEA, KWHY, S1LA. NLTV is an online tool that allows users to analyze viewing within and across all measured Nielsen Designated Market Areas (DMAs). Television data is derived from Nielsen’s National TV Panel that is based on a sample of more than 42,000 homes and over 100,000 real people that are selected based on area probability sampling. Source: NLTV Program Report
이 분석을 위한 로스앤젤레스 라디오 청취자 데이터는 2025년 1월 2일부터 8일까지 측정한 닐슨 오디오 로스앤젤레스 메트로 홀리데이 2024 5주차 조사에 대한 PPM 분석 도구를 사용하여 결정되었습니다. 월~일 6a-Mid, P12+에는 KNX-FM, KFI-AM, KPCC-FM, KRLA-AM, KZNO-FM, KTNQ-AM이 포함됩니다. 출처: PPM 분석 도구 라디오 트렌드 보고서.
