The devastating wildfires that swept through Los Angeles in January 2025 underscored the growing frequency of extreme weather events and the indispensable role of local media in times of crisis. As explored in Nielsen’s recent climate change report, these events not only disrupt communities but also highlight the critical need for trusted, multiplatform media strategies to meet urgent information demands.
The Power of Local Media in a Crisis
On January 8, 2025, as fires rapidly spread across several neighborhoods, Los Angeles’ local television stations, digital platforms, and radio stations became lifelines for millions. Viewers recorded over 1.1 billion minutes of local TV news, while digital impressions surged by an astounding 1,693% compared to the average of the three weekdays prior. Local radio, known for its hyper-local and timely updates, logged more than 97 million gross minutes—a 40% increase over the previous week’s average. These platforms proved essential as over 200,000 peopel were evacuated,relying on real-time,accurate information to navigate the crisis.Among radio listeners, news-talk formats saw a remarkable rise, with the average quarter-hour share doubling to 20% among persons aged 12 and older. For adults aged 25-54, the share climbed to nearly 13%, reflecting the format’s ability to engage diverse age groups during critical moments.
Multiplatform Strategies: A Convergence of Linear and Digital
The LA fires highlighted the growing trend of multiplatform strategies to reach today’s audiences. As outlined in Nielsen’s 2025 Upfront New Front guide, convergence TV—where streaming complements linear TV—was on full display. Linear TV provided immediacy and authority, while digital platforms offered adaptability and on-demand accessibility. Adults aged 25-54, a critical demographic for advertisers, showed the highest growth in digital viewing, with consumption skyrocketing by 2,143%.
Trust in Local Media
When misinformation proliferated on social media, audiences turned to local media for fact-checked, reliable updates. According to Nielsen’s 2024 Truth and Trust survey, 57% of viewers ranked local news among their top three most trusted outlets, with trust levels even higher among Black (65%) and Hispanic (52%) audiences. This trust underscores why local media remains a cornerstone of community connection.
Culturally relevant and language-specific programming played a pivotal role during the crisis. For Hispanic audiences,Spanish-language TV and radio ensured that no one was left behind.
Methodology
Los Angeles television audience data was persistent using Nielsen Local TV View (NLTV) data for local news programs from January 2-11, 2025. Radio audience data was derived from the Nielsen Audio Los Angeles Metro Holiday 2024 Week 5 survey, measured from January 2-8, 2025.| Platform | Engagement Metrics |
|———————–|—————————————————————————————|
| Local TV News | 1.1 billion minutes viewed on January 8 |
| Digital Platforms | 1,693% increase in impressions |
| Local Radio | 97 million gross minutes, a 40% increase |
| News-talk Radio | 20% average quarter-hour share among persons aged 12+ |
| Hispanic TV Viewing | Nearly 500 million minutes, a 321% increase |
| Black TV Viewing | 121 million minutes, a 216% increase |
| Adults 25-54 Digital | 2,143% increase in consumption |
The LA fires reminded us that local television and local radio don’t just inform—they build community, combat misinformation, and drive unmatched engagement.
The catastrophic wildfires that engulfed Los Angeles in January 2025 highlighted the increasing frequency of extreme weather events and the vital role local media plays during emergencies.As detailed in recent studies, these crises disrupt communities and emphasize the necessity for trusted, multiplatform media strategies to meet urgent facts needs. This interview explores how local media outlets became indispensable lifelines during the disaster, delivering real-time updates and fostering community resilience.
The Power of Local Media in a Crisis
Editor: Can you describe how local media outlets responded during the wildfires, especially in terms of engagement and reach?
guest: Absolutely. On January 8, 2025, as the fires rapidly spread, local television stations, digital platforms, and radio channels became crucial sources of information. Viewers consumed over 1.1 billion minutes of local TV news, while digital impressions surged by 1,693% compared to the average of the previous three weekdays. Local radio, known for its hyper-local updates, logged more than 97 million gross minutes—a 40% increase over the prior week’s average. These platforms were essential for over 200,000 evacuees who relied on accurate, real-time updates to navigate the crisis.
Multiplatform Strategies: A Convergence of Linear and digital
Editor: How did multiplatform strategies enhance media coverage during the wildfires?
guest: The LA fires highlighted the importance of multiplatform strategies, where streaming complemented customary linear TV. linear TV offered immediacy and authority, while digital platforms provided adaptability and on-demand accessibility. For example, adults aged 25-54, a key demographic for advertisers, showed the highest growth in digital viewing, with consumption increasing by 2,143%.This convergence ensured that information was accessible across various channels, meeting the diverse needs of the audience.
trust in local Media
Editor: During the crisis, misinformation proliferated on social media.How did local media maintain trust among audiences?
Guest: Trust in local media was paramount. According to recent surveys, 57% of viewers ranked local news among their top three most trusted outlets. This trust was even higher among Black (65%) and Hispanic (52%) audiences. Local media’s commitment to fact-checked,reliable updates ensured that communities could depend on accurate information. Additionally, culturally relevant and language-specific programming, such as Spanish-language TV and radio, played a pivotal role in ensuring that no one was left behind during the crisis.
Conclusion
The 2025 los Angeles wildfires underscored the indispensable role of local media in times of crisis. From delivering real-time updates to combating misinformation, local television and radio outlets proved to be vital lifelines for millions. Their ability to adapt through multiplatform strategies and maintain trust among diverse audiences highlights their enduring importance in fostering community resilience during extreme weather events.
