Weather Emergency Survey Hurricane Irma Hurricane Irma September

Weather Emergency Survey Hurricane Irma

Hurricane Irma § September 4: Florida Governor Rick Scott declared a state of emergency for Florida. § September 6: The mayor of Ft. Lauderdale ordered mandatory evacuations for all residents east of US 1. The city of Tampa declared a local state of emergency. § September 8: A hurricane warning was issued for the Florida Keys, extending as far north as Miami. By evening, hundreds of thousands of Floridians had evacuated. § September 10: After crossing the Straits of Florida and being upgraded to a Category 4 hurricane, initial landfall took place at Cudjoe Key at 9: 10 am. Second landfall was made, as a Category 3 hurricane, at Marco Island at 3: 35 pm. Irma made its way up the west side of Florida, weakening to a Category 2 hurricane by Sunday night and reaching Tampa Monday, September 11 th at 2 am. 2

WHO: Research Overview: Methodology § 1, 193 interviews were collected via opt-in sample. § To qualify respondents needed to be age 18+ and: § Reside in one of the following Florida DMAs: Miami-Ft. Lauderdale, Ft. Myers-Naples, West Palm Beach-Ft. Pierce, Tampa-St. Petersburg (Sarasota), Orlando-Daytona Beach-Melbourne or Jacksonville. § Had seen or heard any information or coverage of Hurricane Irma on any media platform. § Had to be in their own home and have electricity at the time of the survey (about 8% were not). WHEN: Interviews began midday Friday, September 8 th in Miami, Ft. Myers and West Palm and midday Saturday, September 9 th in the remaining Florida markets. All interviews concluded September 10 th. WHAT: A short online survey about respondents’ news media habits regarding Hurricane Irma in these markets. Respondents were asked about their media usage the previous day. Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. 3

Local TV News Tops For Hurricane Irma Information Which of these sources did you watch, listen to or go to for information about the approaching dangerous weather? 85% 51% 47% 40% 38% 31% 23% 20% 18% 11% Local TV National TV Social Media News Program Radio 7% Cable News Local TV Newspapers Cable News Digital All Other Broadcast Online News Radio Network Station's Channel's Version of a Internet Use TV Aggregator Website Newspaper on the Network's or Blog Website Computer Website Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. 4

Local TV News Was Top Source For Hispanics Social Media was Second 86% Which of these sources did you watch, listen to or go to for information about the approaching dangerous weather? 68% 54% 51% 36% 33% 29% 23% Local TV Social Media News Program Radio 20% 15% 11% 10% National TV Local TV Cable Newspapers Cable News Digital Broadcast Online News All Other Radio News Station's Network Channel's Version of a TV Aggregator Internet Use Website Program Website Newspaper Network's or Blog on the Website Computer Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Hispanic Adults 18+. 5

Adults 18+ Spent Most Time with Local TV News Assets Daily Time Spent Yesterday A 18+ (In Hours: Minutes) Local TV News 5: 09 National TV News 1: 58 Cable TV News 1: 44 Social Media 1: 20 Radio Broadcast 1: 04 Internet Radio Broadcast 0: 59 Local TV News Website/App 0: 42 Newspaper 0: 36 Cable News Website/App 0: 26 National TV News Website/App 0: 19 Other Internet 0: 18 Newspaper Website/App 0: 17 Blog Website 0: 08 Radio Website/App 0: 07 Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. 6

Hispanics Spent Close to Six Hours with Local TV News Daily Time Spent Yesterday Hispanic A 18+ (In Hours: Minutes) Local TV News 5: 54 National TV News 2: 28 Social Media 2: 07 Radio Broadcast 1: 57 Internet Radio Broadcast 1: 55 Cable TV News 1: 44 Newspaper 1: 08 Local TV News Website/App 1: 01 Cable News Website/App 0: 31 Newspaper Website/App 0: 23 National TV News Website/App 0: 22 Blog Website 0: 14 Other Internet 0: 13 Radio Website/App 0: 13 Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Hispanic Adults 18+. 7

Local TV Station News Tops For Hurricane Irma Preparation Information 55% When facing dangerous weather approaching your city/town/region, which source do you feel gives you the best information on how to prepare (e. g. emergency procedures, traffic information, closures)? 44% 22% 21% 17% 13% Local Cable News Broadcast Social Media Websites or Broadcast Channels Network Apps of Television National Local TV Station News Telecasts Radio Stations Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. Local Newspapers 12% 11% 10% 9% 7% All Other Websites or National Websites or Internet Apps of Newspapers Apps of News Cable TV National or National Radio News Local Broadcast TV Stations 8 Newspapers News

Local TV News Skewed Younger than Cable Network News Local TV News Program Audience Composition [CAT EGOR Y NAME ], [VAL UE] [CATEG ORY NAME], [VALUE] Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. Cable News Network Audience Composition [CAT EGOR Y NAME [CATEG ], ORY [VAL NAME], UE] [VALUE] 9

Local TV News: #1 For Trust For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the news that I see/hear on this media source 80% 74% 71% Top 2 Boxes 69% 67% 65% 61% 61% 55% 49% 40% Local Cable News Broadcast Channels Network TV News National News Radio Stations Websites or Local Websites or National Websites or All Other Social Media Apps of Newspapers Apps of Internet Local TV Cable TV National or Radio News Broadcast Local Stations TV Newspapers Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. Top 2 boxes = Agree Strongly and Agree Somewhat 10

Why Local TV? What are your reasons for watching local TV news during this dangerous weather time? I want information that pertains to the area I live in 68% I trust the news from my local station 49% I like that they are constantly updating and giving latest information 63% I like that my station is looking out for what I need to know and will keep me safe 51% I like that they visually show areas affected 47% Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. I want to know the status of I want to know the public services, road conditions 51% I like that they are reporting from different neighbors in my area 35% 11

Why Local TV News Website/Apps? What are your reasons for using local TV news websites/apps during this dangerous weather time? I like that they are constantly updating and giving me the latest information 60% I trust the news from my local stations website/app 50% I like getting the alerts 53% I like that I can get information I need on my timetable 47% I share information I get from my station website/app with friends/family 32% Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12 M Adults 18+. I like that I can access it wherever I am 51% I want to know the status of public services, road conditions 43% I downloaded the app from my local TV station specifically for situations like this 31% 12

Key Points § News Sources: 85% of respondents used local TV news for Hurricane Irma information. That number increased to 86% with Hispanic respondents. § Time Spent: At 5 hours and 9 minutes, respondents spent more time with Hurricane Irma coverage on local television than any other source. Hispanic respondents spent almost an additional hour with local television, coming in at 5 hours and 54 minutes. § Local TV News Skewed Younger than Cable TV: 65% of the local TV news audience fell between the ages of 18 and 54, compared to just 54% for cable network news. § Preparation Information: 55% of respondents chose local TV for information to prepare for Hurricane Irma. § Trust: Local TV news was the most trusted source for Hurricane Irma coverage and information. Local TV digital assets were the most trusted digital source. § The top reason cited for watching local TV news during Hurricane Harvey is that respondents wanted information that pertained to their area. § The top reason for using local TV news websites and apps is that they are constantly updating and giving the latest information. § Interestingly, 31% downloaded the app from their local TV station specifically for situations like this. 13