Analysis of Weather Broadcasting in Public Media: A Case Study of MTVA News and Weather Reports

The integration of meteorological information into public media is vital to promote public awareness and engagement. This study investigates the audience performance of the Hungarian Public Media (MTVA- Media Service Support and Asset Management Fund) weather reports and news broadcasts during 2023 and 2024. As extreme weather events and climate-retated issues increasingly shape daily life, the need for reliable and timely meteorological information has become more pronounced. This research examines how M1 channel’s weather reports influence viewer engagement, particularly in relation to broader television consumption habits and major socio-political events.  Using Nielsen Audience Measurement data, we analysed 13,758 weather reports, representing an average of 18-20 broadcasts per day. In the two-year period, these programmes accounted for 656 hours of airtime. The broadcasts reached more than 5.1 million viewers, covering 60.5% of the television audience aged four and above, with viewers watching an average of 78 weather reports annually.

Viewing patterns show clear peaks during early morning, midday, and evening news periods, closely linked to daily routines. Demographic analysis revealed that urban residents, particularly in Budapest, exhibit higher engagement rates compared to rural areas, reflecting global trends observed in studies such as those by the Pew Research Center and Nielsen. Additionally, older audiences (aged 60 and above) demonstrated the most consistent viewership, while the younger population (18-29 years of age) showed a preference for digital platforms over traditional television.

Using detailed audience data, the study explores how weather forecasts attract and retain viewers, highlighting factors such as broadcast timing, content organisation, and the placement of meteorological updates into news program.

Overall, the findings confirm that television remains a relevant and effective channel for meteorological communication, particularly among older and urban audiences. At the same time, the results emphasise the importance of strategically incorporating digital media in order to reach younger viewers more effectively. These insights contribute to ongoing discussions about optimising weather communication in the digital era and offer practical implications for public service broadcasters internationally.