Local news caters to regional and local communities, focusing on events and issues that are important to citizens in each area. Often, local stations will broadcast national news as well as local news, depending on the pertinence of the information.

According to Atomik Research, our in-house research division, more than half (56%) of Americans say they are currently watching more local TV news, highlighting the importance of broadcast outreach.

LOCAL NEWS THRIVES DURING THE COVID-19 PANDEMIC

News viewership is the backbone of public relations. Satellite media tours (SMTs) and radio media tours (RMTs) are instrumental in delivering clients’ stories to the media.

Local news outlets are experiencing a surge in viewership as more Americans tune in for coronavirus updates. Local radio and TV stations are flourishing with more Americans stuck inside. Not only is it comforting to hear your local radio or TV host’s voice, but it offers entertainment while also informing and giving important updates. Nearly half (46%) of Americans say that local news outlets are a major source of news about the coronavirus outbreak. Similarly, in April 2020, Pew Research Center found that six-in-ten Americans (61%) said they were following news about the coronavirus outbreak at both the national and local level equally.

So which Americans are watching and listening more during the pandemic? Research saw a 50% increase in live viewership of local news in adults 35 and older. Of those who responded that they are tracking the outbreak closely, nearly one-third (32%) cited getting their news from local television. Plus, Americans have been listening 36% more to podcasts for news and entertainment.

NEWS CONSUMPTION BY DEMOGRAPHIC

While local TV and radio news is important to many Americans, Black adults, older Americans, and Americans with less education are more interested in local news. Of those that are 65 and older, 42% follow local news closely, compared to the 15% of those surveyed from 18 to 29. 46% of Black Americans surveyed reported that they regularly watch local news.

If your organization has a newsworthy story with local information, pitching local TV and radio are ideal solutions to ensure your story still gets the attention it deserves.

If you have a localized story to tell and you would like to learn more about our Satellite Media Tours, Radio Media Tours, or other media relations work, please don’t hesitate to contact us.