Hearst Study Shows Local TV As Primary Hurricane Info Source... Until The Power Went Out
October 5, 2011 at 4:18 AM (PT)
A survey by MARSHALL MARKETING commissioned by HEARST TELEVISION showed that local broadcast television was the primary source of hurricane information when IRENE hit the mid-ATLANTIC and Northeast areas.
The study, looking at the BALTIMORE, BOSTON, and BURLINGTON-PLATTSBURGH markets (where HEARST owns stations), showed that local TV was the source for first news on IRENE for 39%, trailed by the Internet (16%) and all other sources, including radio (11%).
Among the 40% of responding households that lost power, "A large portion of respondents indicated that, while they were without power, they turned to the radio for information," with 16% listening to a TV broadcast on the radio, but when power was restored, 50% said they returned to local TV as their information source, with 14% turning to the Internet.