The Local News Radio Advantage: Trust and Credibility
At a time when Americans need dependable news, reliable sources are shrinking. With local newspapers shuttering and cable news demonstrating biases, trusted, factual and timely local news radio is more vital than ever.
For many of us, local news radio is synonymous with morning commutes, work breaks, and moments at home. It’s the reliable voice that keeps communities connected. It’s the voice that’s always on. It’s the voice that’s relevant, timely and, as previously stated, trusted. Here’s the thing: credibility matters more than ever in today’s world. Our recently published research, “Local News Radio: Credible, Engaging, Mobilizing”, shows that local news radio is the most credible source of information – ahead of TV news, video and social media sources.
That’s why audiences rely on local news radio when they need to get to the bottom of events impacting their communities. In Audacy local news radio markets, this trend is even more pronounced. News consumers in Audacy markets are 1.5X more likely to rely on their radio than TV.
Local News Radio Beats TV
Audacy markets are
1.5x
more likely to rely on radio (53%) than TV (36%) to check in on news
The majority of news consumers (84%) believe what they hear on local news radio stations to be credible and true. They find the content important, relevant, informative and relatable. Importantly, the trust in other sources – national news radio and social media – significantly trails behind local news radio. These are the environments where brands need to be.
Listeners Tune in for Breaking News
1.3x
more likely to go to Radio than Social Media for Breaking News
Why Advertisers Should Care: The Halo Effect of Trust
All of this value extends to the brands that advertise in these stations. News consumers are some of the most valuable, yet under-tapped audiences for advertisers. Nearly all local news radio listeners—92%—pay close attention to ads. Why? Because they see ads as a seamless part of their news content experience, not an interruption.
92%
of news radio listeners
pay attention to ads
Our recent study revealed that 77% of listeners find ads they hear on local news radio trustworthy, and 75% agree that these ads are informative. Even more compelling, 74% say they like learning about local businesses through our ads. This is the “trust halo” effect in action. By advertising with local news radio, your brand gains credibility simply by association.
I think that ads on my local stations are invaluable sources of local information. From products, to services, to events, they are important.”
Local Radio Listener
The Community Lifeline: News Radio in Times of Crisis
News radio has always been a lifeline during times of crisis. Whether it’s delivering breaking news about a hurricane or providing updates on a vehicle fire blocking a major route, our stations are directly connected to emergency services, bringing essential, life-saving information to our communities. 70% of news listeners rely on local news radio as their first stop for critical information. And when they need to stay informed, 49% say local news radio is a necessity.
CASE STUDY | Driving Success for Local Business
C&C HEATING AND AIR
C&C Heating & Air Conditioning, a locally based HVAC company in Souderton, PA was facing stiff competition from larger companies when they turned to KYW Newsradio for a creative, standout solution. They partnered with us on two weather-triggered programs, Winter Weather Watch and Summer Weather Watch, which included a comprehensive suite of advertising assets—commercials, sponsorships, streaming audio impressions, and website takeovers.
The results? A significant increase in call volume and website traffic. When there was a lull between programs, the client noticed an immediate drop in calls, directly correlating to the absence of their ads on KYW. With the support of Audacy Analytics, they could clearly see the efficacy of their campaign, which led them to expand their relationship further as an Audacy Elite advertiser.
Results: 27% lift in website traffic
Tap Into Your News Radio Audience
While some advertisers continue to pour money into under-performing media, savvy local and national brands are turning to news radio to reach engaged audiences. At Audacy News, we connect brands with valuable consumers who take action. Our audience is not just listening—they’re engaging.
Whether you’re looking to build brand awareness, drive website traffic, or convert new customers, our team can create custom solutions to meet your needs. From blue-chip brands to thriving local businesses, savvy marketers understand that news radio is an unmatched channel for reaching high-value audiences.
Audacy News is the no. 1 Audio News Group in the country, reaching
14.4M
listeners monthly
24/7
coverage
with deep dives, community features, and award-winning journalism.
Sponsor Important Moments
Listeners rely on local news for credible, trustworthy headlines and information that connects to their communities. Brands can connect by supporting weather, sports, small business features, and more.
Bottom Line: Local News Radio Delivers for Brands
In today’s world, earning consumer trust is no easy feat. But Audacy Local News stations have mastered it. For brands, this translates to an incredible opportunity to connect with people who value credibility, take action in their communities and advocate for local businesses. When you partner with us, you align with a medium that consistently earns trust and delivers results.
Want to talk more about reaching your target audience?
Let´s Talk2024 Alter Agents study commissioned by Audacy: Total Local News Listeners
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