In January 2025, Los Angeles faced a series of devastating wildfires, forcing the evacuation of more than 200,000 residents and disrupting daily life across the region. A new Nielsen analysis reveals just how crucial these traditional media outlets were during the crisis. The data highlights sharp spikes in local TV viewership, radio listenership, and digital engagement, reaffirming the enduring role of local media as a trusted source in emergencies. As communities scrambled for critical updates, local media—spanning television, radio, and digital platforms—became an essential source of real-time information.
On January 8, 2025, as the fires intensified, Los Angeles residents turned to local television news in unprecedented numbers. Viewers collectively logged over 1.1 billion minutes watching local TV news that day. Digital platforms associated with these TV stations experienced a staggering 1,693% increase in impressions compared to the average of the preceding three weekdays. This surge underscores the critical role of multiplatform strategies in disseminating urgent information during emergencies.
Local radio stations also saw significant upticks in listenership. On January 8, more than 97 million gross minutes were recorded, marking a 40% increase over the average of the previous seven days. News-talk radio formats were particularly prominent, with their average quarter-hour share among listeners aged 12 and older doubling to 20%. This indicates that one in five radio listeners at any given time was tuned into news-talk stations, highlighting radio's immediacy and reliability during crises.
Demographic Engagement Highlights
The reliance on local media during the fires spanned various demographic groups:
Hispanic Households: Nearly half a billion minutes of local TV news were consumed, representing a 321% increase. Radio listenership in this group reached nearly 22 million minutes.
Black Audiences: Television viewing amounted to 121 million minutes, a 216% rise, with radio usage nearing 5.5 million minutes.
Younger Adults (Ages 18-34): This group exhibited a 324% increase in linear TV viewing, indicating a significant shift toward traditional media sources during the emergency.
The events underscored the trust communities place in local media outlets. According to Nielsen's 2024 Truth and Trust survey, 57% of viewers ranked local news among their top three most trusted information sources. Trust levels were even higher among Black (65%) and Hispanic (52%) audiences. This trust is crucial, especially during emergencies when accurate information is paramount.
The Los Angeles fires demonstrated the necessity for media organizations to maintain robust multiplatform strategies, ensuring information accessibility across various channels. For advertisers and businesses, these insights highlight the importance of aligning with trusted local media, especially during critical events, to effectively reach and support the community.