Arbitron: Sandy Increases Radio Listening in New York

| November 19, 2012

COLUMBIA, Md. — Radio listening increased in the New York radio market as the Super Storm Sandy made landfall during the evening of Monday, October 29th.

70 percent increase in radio listening as the storm hit the coast

Compared to the week prior, the average number of people using radio* in any quarter hour from 7PM to Midnight on the storm night (10/29) increased 70 percent.

Market 10/29 Peak Hour 10/29 Average
7P-Mid
10/22 Average of 7P-Mid Percent increase
10/29 vs 10/22
New York 1,159,400 1,010,400 592,500 70%

In the coastal areas within the New York market, radio listening increased by even higher percentages.

Market 10/29 Peak Hour 10/29 Average
7P-Mid
10/22 Average
7P-Mid
Percent increase
10/29 vs. 10/22
Nassau-Suffolk 357,600 285,700 82,800 245%
Middlesex-Somerset Union 205,500 146,600 49,800 195%
Stamford/Norwalk 68,500 43,400 9,300 367%
Staten Island 68,100 29,700 20,900 42%
Monmouth NJ 63,800 44,100 12,700 247%

When the lights went out, when TV and desktop PCs were no longer available, many New York area residents turned on their battery powered radios. Many radio stations along the path of the storm, regardless of their regular format, revamped their programming to provide their listeners with weather updates, news and emergency information.

Radio is a recovery lifeline

In the wake of the storm, radio remained an information lifeline to the residents of New York, particularly in the coastal areas of the market.  Average radio listening on Tuesday, October 30 in New York was 1,525,500 persons in any given quarter hour between 6am and Midnight, up 8 percent from 1,406,700 persons 6+ the week before.

The average audience in the NY coastal communities (Monmouth, Fairfield SN, Nassau-Suffolk, Staten Island and Middlesex) totaled 670,200 on the Tuesday (6a-Mid) following landfall (10/30) which is 38% higher than the average of all Tuesdays year to date.

The Average in the NY coastal communities (Monmouth, Fairfield SN, Nassau-Suffolk, Staten Island and Middlesex) totaled 651,200 on the Wednesday (6a-Mid) following landfall (10/31) which is 35% higher than the average of all Wednesdays year to date.

*radio encoded for Arbitron PPM measurement

Editors Note: The Arbitron New York Radio Metro consists of the following counties:

Connecticut: Fairfield (Stamford-Norwalk Split) New Jersey: Bergen, Essex, Hudson, Middlesex, Monmouth, Morris, Passaic, Somerset, Union New York: Bronx, Kings, Nassau, New York, Putnam, Queens, Richmond, Rockland, Suffolk, Westchester

Category: Industry News