案例研究

连接气候变化的点点滴滴

地方媒体在极端天气事件中接触受众和提高气候变化意识的力量

导言

了解极端天气事件期间当地媒体的影响力

Nielsen collaborated with Climate Central, a policy-neutral non-profit climate science organization, to assess the presence of accurate and informative climate reporting in local media to engage communities affected by extreme weather events.

目标

突出当地媒体在提高气候变化意识方面的作用

According to the American Meteorological Society, local weather broadcasting is extremely effective in raising awareness about climate change. Climate Central collaborated with Nielsen to analyze local TV newscasts for climate change content and measure the audience reach associated with those broadcasts.

挑战

让当地媒体站参与进来，对受众进行气候变化教育

尽管公众越来越关注气候变化与极端天气之间的联系，但在美国，只有 28% 的人说他们每周至少一次从媒体上听到有关全球变暖的报道。这表明，包括地方媒体在内的媒体经常错失提高公众对极端天气和气候变化的理解和认识的机会。

解决方案

利用受众范围和背景分析，为报告创建气候内容指标

Using Nielsen Local TV View (NLTV), Nielsen Grabix and the PPM Analysis Tool, Nielsen analyzed local television news and radio coverage in the top 50 U.S. designated market areas (DMAs) related to four extreme weather events from 2022-2023 that could appropriately be connected with climate change. These events were Hurricane Ian, the Canadian wildfires, the Phoenix heat streak and Tropical Storm Hilary. The data was used to understand if, when and how coverage discussed the event in the context of climate change and was turned into a public report detailing viewership and content analysis of local TV news segments during those four notable extreme weather events.

主要结论

17M

总覆盖范围

极端天气事件期间的广播节目具有很高的覆盖面和影响力。在全国范围内，前 50 个 DMA 中超过 1700 万人收听到了将极端天气事件与气候变化联系起来的节目。

48%

了解细分市场

Extreme heat was most often connected to climate change. About 48% of all climate contextualized segments were about the Phoenix heat streak of 31 days of >110℉ temperatures.

395%

扩大影响范围

During Hurricane Ian, the average reach for local news streaming apps in Orlando among people ages 25-54 increased 395% over the previous week. Local TV viewership also had exponential increases, doubling in the Orlando market for Hurricane Ian and in Los Angeles for Tropical Storm Hilary.