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Hurricane Irma Study

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After crossing the Straits of Florida and being upgraded to a Category 4 hurricane on September 10th 2017, Hurricane Irma made initial landfall on Cudjoe Key at 9:10 am. The second landfall was made as a Category 3 hurricane on Marco Island at 3:35 pm. Irma then made its way up the west coast of Florida, weakening to a Category 2 hurricane by Sunday night.

After commissioning Research Now to conduct a survey on media usage concerning Hurricane Harvey, TVB once again engaged the research company to survey media usage related to Hurricane Irma. Interviews began midday Friday, September 8th in Miami, Ft. Myers and West Palm and midday Saturday, September 9th in Tampa Bay, Orlando and Jacksonville. 1,193 respondents participated in the short survey.

Among the many survey highlights:

  • 85% of respondents used local TV news for Hurricane Irma information
  • 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.
  • 65% of the local television audience fell between the ages of 18 to 54, much younger than that of cable network news, where 54% were 18 to 54 and 46% were 55+.
  • The top reason to use local TV news websites/apps during dangerous weather was, “the constant updates and latest information.” Interestingly, in a state that is always on the alert during hurricane season, 31% cited that they “downloaded the app from their local TV station specifically for situations like this.

Adults 18+ Spent Most Time with Local TV News Assets

Source: Research Now Hurricane Irma Survey. 9/8/17 Midday-9/10/17 12M Adults 18+.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.