Local Radio is the Most Trusted News Source, Besting TV and Social Media, Says Audacy Study

PHILADELPHIA, PA - September 17, 2024 - Local News radio is the most trusted news source, besting TV and social media, according to a new study conducted by Audacy in partnership with Alter Agents.

The study - "Local News Radio: Credible, Engaging & Mobilizing" - explores News radio's powerful connection with news enthusiasts who consider News radio to be a vital part of their day and demonstrates how unbiased journalism and trusted relationships create a safe haven for audiences and brands. The study surveyed 2,542 listeners from seven markets with Audacy News stations, including Chicago, Dallas, Detroit, Los Angeles, New York, Philadelphia and San Francisco.

"In an age of information overload, Americans seek credible news sources they can rely upon. Enter local news radio," said Paul Suchman, Chief Marketing Officer, Audacy. "Local news radio serves as a trusted voice, delivered by brands that are deeply connected to the communities they serve. These environments create exceptional opportunities for advertisers to reach engaged audiences with significant buying power. And the premium content local news stations deliver is unparalleled in its relevance, timeliness and humanity."

At all moments throughout the day, millions of listeners turn to their trusted local news radio stations for the latest updates, insights and stories that shape their community and the world. These listeners are deeply engaged with their cities, constantly seeking information and turn to trusted news sources to stay informed. 85% of listeners find local radio news credible - more than any other medium.

This credibility pays immense dividends for advertisers, as 92% of listeners pay attention to advertisements they hear on local radio, with almost 80% of these listeners finding ads on news stations both trustworthy and informative.

Savvy local and national brands are tapping into the power of local news radio to deliver engaged audiences. Local news radio's differentiators, including its relevance to local communities and trusted status, make the medium a preferred source of information. The study revealed that consumers in Audacy local news radio markets are 1.5x more likely to rely on their radio (53%) than TV (36%) to check in on news.

Additionally, the study revealed that:

• 74% of listeners agree they like to learn about local businesses through ads

• 70% rely on radio news to relay information in times of crisis or emergency

View "The Power of Local News Radio" here.