by Jon Holiday Owner/Consultant
As the recent Winter Storm Fern swept across much of the eastern United States, radio once again demonstrated a core strength that directly impacts its long-term value: reliability when other platforms fail.
On the heels of this recent winter storm; do you wonder if people still rely on radio for weather information daily? If so what radio formats? Though the extent and context vary by location, demographics, and format. Here’s a detailed breakdown:
AM Radio
Primary users: Older adults, rural communities, commuters in cars, and people in areas with limited internet/cell coverage. Common formats that provide weather updates:
- News/Talk – Frequent traffic and weather updates, especially during morning and evening drives.
- All-News Stations – Continuous news coverage often includes local, regional, and severe weather alerts.
- Agricultural/Market-Focused AM Stations – Provide detailed weather for farmers and outdoor workers.
Why it works: AM signals travel long distances, especially at night, making them reliable for emergencies and rural areas.
FM Radio
Primary users: Younger commuters, general audience, music listeners who tune in for entertainment but rely on quick updates during drives. Common formats that provide weather updates:
- Hot AC / Adult Contemporary usually provide hourly weather updates.
- Country Music Stations – especially in rural areas, they frequently include local weather for farming and outdoor activities.
- News/Talk and Public Radio FM stations – Same as AM but often with more frequent or in-depth weather segments.
Why it works: FM provides clearer audio for spoken updates; many people check during morning commutes or while driving.
Situational Factors
Severe weather reliance: People universally turn to AM/FM radio during severe weather (tornadoes, hurricanes, snowstorms) because:
- Radios work during power or internet outages.
- Emergency alerts automatically interrupt broadcasts via Emergency Alert System (EAS).
- Daily casual updates: Less common among younger demographics who often check apps or smart speakers.
Summary:
AM: Heavily relied on by older, rural, or emergency-focused audiences; news, talk, and farm-focused formats dominate.
FM: Relied on for quick updates by commuters and music listeners; news, AC, Country, and Pop stations commonly provide weather updates.
Overall: Radio remains critical during emergencies but is less dominant for casual daily weather updates for younger audiences.
Here’s a chart showing likelihood of AM/FM radio use for weather updates by age group, context, and radio format:
Key Takeaways AM remains essential for older and rural audiences, particularly for emergencies or agriculture-related weather. FM dominates commuter and casual daily weather updates, especially in suburban areas. All-News, News/Talk, AC, and Country formats are the most dependable for weather info across age groups. Severe weather spikes reliance across all ages, making radio uniquely resilient during outages.
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