2024 was a year for the history books in several different facets. That’s why the ratings improvement at Audacy all-news stations like 1010 WINS is all the more impressive.
In total, the company’s all-news brands have seen an 11% increase in listenership compared to 2024, with KCBS in San Francisco rising 17% and 1010 WINS improving by 22%.
And while one could attribute the success to the measurement change by Nielsen implemented at the start of the year, Audacy Senior Vice President of Research & Insights Ray Borelli says it’s deeper than that.
“We thought maybe it was just being driven by that,” Borelli said of the change to a three-minute qualifier. “But then we saw that the growth in the all-news format was outpacing most other formats in growth. That was one thing. And then we also wanted to make sure that it wasn’t, in particular, the fact that WCBS had signed off and 1010 WINS was just taking away (those previous listeners).
“WBCS signed off in August of ’24, so we waited until September to really take a look at this,” Borelli added.
“I thought that was the driver, but it’s not consistent across all our markets,” Borelli later shared of the data surrounding the three-minute qualifier … what it seems, to us, is that it’s more news-driven.”
He continued by noting that it’s his belief that the effects of cord-cutting by previous cable subscribers has been a benefit to the all-news genre.
“44% of the US population does not subscribe to any paid TV, including a streaming cable system. That declines your access to a local news station and local your local broadcast affiliate news falls off. We don’t have court cutting, so we’re still there. Our utility maintains or increases as penetration falls for them.”
A rapid decline in trust of news shared on social media has also helped stations like 1010 WINS grow in the ratings. For instance, 74% of respondents in a recent survey said they trust news they see on social media. That figure rises to 84% for local news radio, making it the most trusted news source.
“You used to go to used to go to Twitter when something used to break. And I think people are like, ‘Well, is this real or not? I need to go to a trusted source,'” Borelli said. “We’re seeing — and this is based on research — that our own news stations are seen as the most credible, the most trusted, and the least biased source of local news when compared to their local news on television and any sort of social media they access.
“What I know is that cable subs are down, trust in social media is down, and all news radio is up. We’re starting to put eyes on that now, to kind of really see that’s what that’s all about.”
It also isn’t like 2025 has been short on breaking news items. Wildfires in California, ICE raids in San Francisco and Chicago, the National Guard being deployed to large cities, and the assassination of Charlie Kirk have all been major events that have transpired this year.
But the fact that the ratings are up in a year following a presidential election year speaks volumes to the trust levels audiences have in all-news radio, Borelli believes.
“That’s where you’re going to go when you need the facts,” Borelli said of the format. “These are stations that have been around for 50, 60 years. We have a public license and a fiduciary responsibility to report the news. People don’t see it as biased at all, because we just report the facts. There’s no crossfire-type conversation happening on these stations. I think it all kind of ties very closely together.
“It’s been a strong news cycle, and you’re only going to go to a trusted source when it’s a big news cycle, and I think we’re advantaged by that.”
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
