Hurricane Isaias, the first hurricane of the 2026 Atlantic season, made landfall on the northern Gulf Coast late Friday, October 9th, 2026. The AM/FM radio markets of Mobile, Alabama and Pensacola and Panama City, Florida were right in the crosshairs of the storm.
The storm continued inland, hitting Atlanta on Saturday, October 10th. DTS AutoStage next-day AM/FM radio audience measurement proved the importance of AM/FM radio during a weather crisis.
Key findings:
- On Friday, October 9th, Hurricane Isaias hit Mobile: While hour-by-hour in-car AM/FM radio listening occasions reveal drivers heeded shelter warnings, from 9AM to 11AM, there was higher than normal car traffic for last-minute shopping and getting to safety.
- Sunday, October 11th: Mobile morning in-car occasions recovered to 86% of historical levels; On Sunday, noon to midnight, in-car listening recovered to 98% of historical levels.
- Atlanta’s News and Talk WSB notched its highest shares and cumes as Hurricane Isaias hit the market.
- In Panama City, Florida, Christian stations saw strong audience growth during the storm week.
- The Cumulus Pensacola cluster shares doubled versus a typical day.
- In Mobile on Friday, October 9th, hurricane landfall day, the Cumulus cluster share grew 30% compared to a typical day. Click here to view the full post on the blog.
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