Local Media's Impact on Climate Change Awareness During Extreme Weather Events
Introduction: Analyzing Local Media's Influence During Extreme Weather Events
Nielsen partnered with Climate Central, a non-profit organization focused on policy-neutral climate science, to evaluate the accuracy and quality of climate reporting in local media aimed at informing communities affected by severe weather events.
Objective: Emphasizing Local Media’s Impact on Climate Change Awareness
The American Meteorological Society highlights that local weather broadcasts play a crucial role in raising awareness of climate change. In collaboration with Nielsen, Climate Central analyzed local television news for content related to climate change and assessed the audience reach of these broadcasts.
Challenge: Engaging Local Media Outlets in Climate Change Education
Despite rising public concern regarding the relationship between climate change and extreme weather, only 28% of Americans report hearing about global warming in the media at least weekly. This indicates that media, including local outlets, often overlook opportunities to enhance public understanding of extreme weather and its connection to climate change.
Solution: Developing a Climate Content Metric Based on Audience Reach and Contextual Analysis
Utilizing tools like Nielsen Local TV View (NLTV), Nielsen Grabix, and the PPM Analysis Tool, Nielsen examined local TV news and radio coverage across the top 50 U.S. Designated Market Areas (DMAs) concerning four significant extreme weather events from 2022-2023 linked to climate change: Hurricane Ian, the Canadian wildfires, the Phoenix heatwave, and Tropical Storm Hilary. The analysis aimed to determine if and how coverage related these events to climate change, resulting in a public report that detailed viewership statistics and content analysis for local news segments during these events.
Key Findings:
Nielsen partnered with Climate Central, a non-profit organization focused on policy-neutral climate science, to evaluate the accuracy and quality of climate reporting in local media aimed at informing communities affected by severe weather events.
Objective: Emphasizing Local Media’s Impact on Climate Change Awareness
The American Meteorological Society highlights that local weather broadcasts play a crucial role in raising awareness of climate change. In collaboration with Nielsen, Climate Central analyzed local television news for content related to climate change and assessed the audience reach of these broadcasts.
Challenge: Engaging Local Media Outlets in Climate Change Education
Despite rising public concern regarding the relationship between climate change and extreme weather, only 28% of Americans report hearing about global warming in the media at least weekly. This indicates that media, including local outlets, often overlook opportunities to enhance public understanding of extreme weather and its connection to climate change.
Solution: Developing a Climate Content Metric Based on Audience Reach and Contextual Analysis
Utilizing tools like Nielsen Local TV View (NLTV), Nielsen Grabix, and the PPM Analysis Tool, Nielsen examined local TV news and radio coverage across the top 50 U.S. Designated Market Areas (DMAs) concerning four significant extreme weather events from 2022-2023 linked to climate change: Hurricane Ian, the Canadian wildfires, the Phoenix heatwave, and Tropical Storm Hilary. The analysis aimed to determine if and how coverage related these events to climate change, resulting in a public report that detailed viewership statistics and content analysis for local news segments during these events.
Key Findings:
- 17 Million Total Reach: Broadcast segments during extreme weather events achieved substantial reach, with over 17 million people in the top 50 DMAs exposed to discussions connecting extreme weather to climate change.
- 48% Understanding of Segments: Extreme heat was the most frequently associated topic with climate change. Nearly 48% of all climate-related segments focused on the Phoenix heat streak, which featured 31 consecutive days of temperatures exceeding 110°F.
- 395% Increase in Reach: During Hurricane Ian, the average audience for local news streaming apps in Orlando among individuals aged 25-54 surged by 395% compared to the previous week. Additionally, local TV viewership doubled in both Orlando for Hurricane Ian and in Los Angeles for Tropical Storm Hilary.
Results: Climate Content Analysis Demonstrates the Importance and Potential of Climate Reporting
This partnership resulted in a comprehensive climate content analysis, allowing for an evaluation of how well local TV coverage contextualizes climate issues during extreme weather events, aligning with the public's increasing demand for accurate information regarding the causes and effects of such events.
Conclusion: Nielsen’s Content Analysis Reveals Insights for Local Media Programming During Extreme Weather Events
Nielsen’s analysis of audience behavior and content facilitated the creation of a new metric for evaluating climate reporting in the media landscape. This metric pinpoints where local media stations can enhance their weather reporting to raise awareness about climate change and its associations with extreme weather events.
The insights derived from Nielsen’s data and content analysis provide crucial information on how local media can effectively equip the public with essential knowledge to help communities prepare for and navigate extreme weather conditions.
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