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a 2016 national survey
of broadcast
meteorologists
Initial Findings
A 2016 National Survey of Broadcast Meteorologists:
Initial Findings
March 2016
Edward Maibach1, David Perkins1, Zephi Francis1, Teresa Myers1, Keith Seitter2, Bernadette Woods
Placky3, Sean Sublette3, Joe Witte4, Ned Gardiner5, Bud Ward6, Allison Engblom1, Batel Yona1
1. George Mason University, Center for Climate Change Communication, Fairfax, VA
2. American Meteorological Society, Boston, MA
3. Climate Central, Princeton, NJ
4. NASA/GSFC, Greenbelt, MD
5. NOAA Climate Program Office, Silver Spring, MD
6. Yale Project on Climate Change Communication, New Haven, CT
Cite as: Maibach, E., Perkins, D., Francis, Z., Myers, T., Seitter, K., et al. (2016) A 2016 National
Survey of Broadcast Meteorologists: Initial Findings. George Mason University, Fairfax, VA: Center
for Climate Change Communication.
Table of Contents
INTRODUCTION ............................................................................................................................... 1
SUMMARY OF FINDINGS................................................................................................................ 2
DETAILED FINDINGS: THE PRACTICE OF BROADCAST METEOROLOGY ............................. 6
Opinions on climate change .................................................................................................... 13
Local impacts of climate change ............................................................................................. 25
Reporting on climate change .................................................................................................. 30
Climate Matters users section ................................................................................................. 48
General information about the weathercaster .......................................................................... 55
SURVEY METHODOLOGY ............................................................................................................ 63
1
Introduction
This report provides initial findings from the fourth nationally representative survey of broadcast
meteorologists conducted by George Mason University and partner organizations (American
Meteorological Society, Climate Central, NASA, NOAA, National Weather Association and Yale
University) with National Science Foundation funding. The aim of these surveys – the first three of
which were conducted in 2010, 2011, and 2015 – is to explore broadcast meteorologists’ views about
climate change, and their views and activities related to reporting on climate change.
The current survey differed slightly from the previous three in that, for the first time, we began the
survey with a broader focus to better understand broadcast meteorologist’ day-to-day activities and
engagement with their viewership. These topics included: the relative priority of forecasting and
reporting versus other educational activities; use of different communication channels, including social
media outreach; the use of outdoor activity forecasts; and the influence of news consultants on the
weather segment.
The first two surveys (2010, 2011) were limited to broadcasters who were current members of the
American Meteorological Society and/or the National Weather Association. In 2015, and again this year,
we attempted to survey all broadcast meteorology professionals currently working in the United States –
2,033 professionals in 2016.
Our survey was administered via email between January 6 and January 31, 2016. After making an initial
request to participate, we sent up to five additional requests/reminders to participate to those people who
had not yet completed a survey. A total of 646 broadcasters participated, with participants coming from
49 U.S. states. Participation rate in the survey was 32%, which compared favorably to the 22%
participation rate in 2015.
We wish to sincerely thank all of the 646 broadcast meteorologists who took time out of their busy
schedules to participate in this research. We hope the following report is useful to them.
Funding for this research was provided by NSF Award # DRL-1422431.
2
Summary of Findings
The practice of broadcast meteorology:
Not surprisingly, weathercasters’ top work priority by far is preparing and delivering the weather
forecast, including warning co-anchors and viewers about potential high-impact weather events.
Educational outreach of all types is a much lower priority.
Nearly all weathercasters (90% or more) regularly appear on TV, and use their station’s website,
their station’s social media sites, and their own social media sites in their work; a majority (68%)
also regularly appear on radio. Only a minority regularly writes a blog or a newspaper column,
or regularly makes school or community visits.
Facebook and Twitter are by far weathercasters’ most commonly used social media platforms;
over 94% use both platforms.
Nearly all weathercasters (89%) have used at least one outdoor activity forecast to engage
viewers in the past year.
The role of news consultants:
Nearly two-thirds of weathercasters (63%) work at a station where a news consultant has made
suggestions about the weather segment in the past year.
These weathercasters reported that their station’s consultant rarely commented on the inclusion
of climate change information in the weathercast: 2% supported the idea; 6% opposed the idea;
and 92% were indifferent or did not comment.
Perceived trust by viewers:
Nearly all weathercasters felt their viewers trust them – strongly (68%) or moderately (30%) – as
a source of information about the weather.
Conversely, many fewer weathercasters felt their viewers trust them – strongly (14%) or
moderately (32%) – as a source of information about climate change. Only 3%, however, felt
they are distrusted as a source of climate change information.
3
Views of climate change:
Nearly all weathercasters (over 99%) think climate change – as defined by the American
Meteorological Society – is happening.
Nearly half of weathercasters (46%) are convinced that the climate change over the past 50 years
has been primarily or entirely due to human activity, and nearly one quarter (22%) think it is
more or less equally caused by human activity and natural events. About one quarter (24%)
think the change has been primarily or entirely due to natural events.
Weathercasters have diverse views on the extent to which additional climate change can be
averted over the next 50 years, if mitigation measures are taken worldwide: only 13% think a
large amount or all additional climate change can be averted; many more think a moderate (39%)
or a small (34%) amount of additional climate change can be averted; and 13% think almost no
additional climate change can be averted.
Weathercasters also hold diverse views about the extent to which harm – to people’s health,
agriculture, fresh water supplies, transportation systems, and homes and other buildings – can be
prevented over the next 50 years: a quarter (23% to 26%) think a large amount or almost all of
the harm to these things can be prevented; one quarter to one third (26% to 36%) think a
moderate amount of harm can be prevented; and another quarter (24% to 28%) think only a small
amount or none of the harm can be prevented.
Slightly over half (54%) of weathercasters think the local climate in their area has changed in the
past 50 years as a result of climate change, while one quarter (24%) think it hasn’t, and a nearly
one quarter say they don’t know (22%). Most weathercasters who think their local climate has
changed say the impacts have been approximately equally mixed between beneficial and harmful
(60%); one third (33%) say the impacts of been primary or exclusively harmful, and 6% say the
impacts have been primarily beneficial.
Six in ten weathercasters (60%) think the local climate in their area will change over the next 50
years. About 4 in 10 (39%) of these weathercasters say the impacts will be mixed, while 30%
say the impacts will be primarily or exclusively harmful, and 4% say the impacts will be
primarily beneficial.
Over one in five weathercasters (21%) say their opinion about climate change has changed in the
past five years. Of those, most (82%) say they now feel more convinced that climate change is
happening. Most commonly, they say their opinion changed because of: new peer-reviewed
climate science (62%); the scientific community becoming more certain (49%); one or more
climate scientists who influenced them (47%); or one or more broadcast meteorologists who
influenced them (30%).
4
Reporting on climate change:
A large majority of weathercasters (70%) say they feel very comfortable presenting historical
local climate statistics (e.g., past 50 years) on-air. Conversely, only a minority say they feel very
comfortable presenting a range of other kinds of climate change information on air, including:
historical global climate statistics (33%); information about local climate change impacts (21%);
adaptation options to reduce vulnerability (18%); future local climate projections (15%);
information about global climate impacts (12%); information about mitigation strategies (12%);
and future global climate projections (9%).
Most weathercasters (67%) think that reporting on climate change will neither help nor hurt their
careers, while 22% say it will help, and 11% say it will hurt.
Only 9% of weathercasters think their audience is very interested in learning about the local
impacts of climate change, but over 90% say their audience is at least ‘slightly interested.’
Over the past year, nearly 4 in 10 weathercasters had informed their viewers – or others in their
community – about the local impacts of climate change on-air (39%), on their own social media
accounts (39%), at community events (39%), and at school visits (39%). Many also used their
station website (33%) and station’s social media (29%) accounts. Personal blogs (12%), radio
(9%) and newspaper columns (5%) were the least used channels to inform audiences about local
climate change impacts.
Facebook (88%) and Twitter (85%) were by far the most common social media tools used for
communicating about climate change.
Climate Matters – a comprehensive climate change educational resource for broadcast
meteorologists:
Just under half (46%) of weathercasters had heard of Climate Matters. Of those who had, just
over half (54%) currently receive the materials (via email), and 70% of those weathercasters use
the materials.
Most weathercasters who use Climate Matters materials found them to be easy to use in their
climate reporting in social media (88%), on-air (72%) and on their station’s website (67%).
Fewer than 10% found the materials hard to use.
Weathercasters estimated that they get primarily positive (40%) or neutral (37%) feedback from
viewers when they use Climate Matters materials, although they also receive some negative
feedback (23%).
5
A diverse group of weathercasters participated in the survey:
Approximately three-quarters are men (74%) and one quarter are women (26%), and they range
in age from 18 to 29 (26%) to 60 to 69 (9%).
Most hold a BS (59%) or MS (8%) in meteorology/atmospheric science, or a BS or BA (8%) or
MS or MA (2%) in broadcast meteorology. Other commonly reported degrees are a certificate in
meteorology/broadcast meteorology (19%), a BA in journalism/mass communication (17%), and
a BA or BS in other disciplines (13%).
They have worked as broadcast meteorologists from less than a year (2%) to more than 26 years
(23%).
About two-thirds hold a professional certification – the AMS CBM (31%), the AMS Seal of
Approval (29%), or the NWA Seal of Approval (19%) – while 37% hold no seal of approval.
The length of time working at their current station ranged from less than a year (9%) to more
than 16 years (23%).
They hold a range of positions including Chief Meteorologist (33%), Weekend Meteorologist
(25%), Morning/Noon/Mid-Day Meteorologist (22%), Primary Weather Anchor (5%),
Morning/Noon/Mid-Day Weather Anchor (4%), Weekend Weather Anchor (3%), On-Call
Weather Anchor/Meteorologist (2%), and Weather Producer (1%).
6
DETAILED FINDINGS: THE PRACTICE OF BROADCAST METEOROLOGY
7
Preparing the
weather forecast
Reporting the
weather forecast
Relaying
weather safety
watches/warnin
gs from NWS
Educational
outreach about
weather
Educational
outreach about
climate change
Educational
outreach about
other science
topics
Keeping news
staff appraised
of high-impact
weather events
Extremely important 85% 89% 88% 18% 7% 5% 76%
Very important 11% 11% 10% 42% 12% 12% 20%
Moderately important 2% 1% 2% 28% 27% 27% 2%
Somewhat important 1% 0% 0% 8% 23% 26% 1%
Slightly important 0% 0% 0% 4% 19% 22% 0%
Not at all important 0% 0% 0% 0% 12% 8% 0%
Total Responses 646 646 645 645 642 646 646
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
How important are each of the following activities in your role as a
weathercaster?
8
Television Radio Newspaper My station's
website
My station's
social media
My personal
blog
My own
social media School visits
Community
events (other
than school
visits)
Yes, regularly 100% 68% 17% 96% 95% 22% 84% 31% 28%
Yes, occasionally 0% 17% 16% 3% 4% 14% 11% 58% 63%
No 0% 16% 67% 1% 1% 64% 5% 11% 10%
Total Responses 646 637 616 643 644 623 637 642 641
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Over the past 12 months, which if any of the following communication
channels did you use as part of your job in broadcast meteorology?
9
Facebook Twitter Periscope YouTube Pinterest Instagram
Yes, regularly 97% 94% 8% 12% 1% 19%
Yes, occasionally 3% 4% 31% 25% 4% 25%
No 0% 1% 61% 63% 95% 56%
Total Responses 646 646 612 612 603 615
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Over the past 12 months, which if any of the following online and
social media tools did you use as part of your job in broadcast
meteorology?
10
*The following question was asked as a follow-up: “What type(s) of activity forecasts have you used?” Responses have not yet been coded. n=490.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No
Total Responses = 645 89% 11%
In the past 12 months, have you used an outdoor activities forecast
during your weathercast (e.g., gardens, beach, ski, birding, golf) to
engage your viewership?*
11
*The following question was asked as a follow-up: “Briefly, what advice did the consultant give the weather team?” Responses have not yet been coded. n=365.
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Don't know
Total Responses = 646 63% 31% 6%
In the past 12 months, has your station worked with a consultant who
gave suggestions on your station's weather segments?*
12
0%
10%
20%
30%
40%
50%
60%
70%
Strong trust Moderate trust Slight trust Neither trust nor
distrust Slight distrust Moderate
distrust Strong distrust
Total Responses = 643 68% 30% 1% 1% 0% 0% 0%
To what extent do you believe your viewers trust you as a reliable
source of weather information?
13
OPINIONS ON CLIMATE CHANGE
14
*Question was preceded by this statement: “Please read the following information: The American Meteorological Society (AMS) defines climate change as: “Any
systematic change in the long-term statistics of climate elements (such as temperature, pressure, or winds) sustained over several decades or longer. Climate
change may be due to: natural external forcings, such as changes in solar emission or slow changes in the earth’s orbital elements; natural internal processes of
the climate system; or anthropogenic forcing.”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Don't know
Total Responses = 639 92% 4% 5%
Regardless of the cause, do you think climate change is happening?*
15
*Question asked only of those who previously responded that climate change is happening.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Extremely sure Very sure Somewhat sure Not at all sure
Total Responses = 574 42% 41% 16% 1%
How sure are you that climate change is happening?*
16
*Question asked only of those who previously responded that climate change is not happening.
0%
10%
20%
30%
40%
50%
60%
Extremely sure Very sure Somewhat sure Not at all sure
Total Responses = 19 5% 37% 53% 5%
How sure are you that climate change is not happening?*
17
0%
5%
10%
15%
20%
25%
30%
35%
Largely or
entirely by
human activity
(81% to 100%)
Mostly by human
activity (60% to
80%)
More or less
equally by human
activity and
natural events
Mostly by natural
events (60% to
80%)
Largely or
entirely by
natural events
(81% to 100%)
Don't know
There has been
no climate
change over the
past 50 years
Total Responses = 622 12% 34% 22% 13% 11% 7% 1%
Do you think that the climate change that has occurred over the past
50 years has been caused...
18
0%
5%
10%
15%
20%
25%
30%
35%
40%
Almost all
additional
climate change
can be averted
A large amount
of additional
climate change
can be averted
A moderate
amount of
additional
climate change
can be averted
A small amount
of additional
climate change
can be averted
Almost no
additional
climate change
can be averted
Don’t know
I don't think
there will be
additional
climate change
over the next 50
years
Total Responses = 547 1% 12% 39% 34% 13% 0% 1%
Over the next 50 years, to what extent can additional climate change
be avoided if mitigation measures are taken worldwide (such as
substantially reducing emissions of carbon dioxide and other
greenhouse gases)?
19
People's health Agriculture Fresh water supplies Transportation
systems
Homes and other
buildings
Almost all 2% 1% 2% 5% 4%
Large amount 24% 22% 24% 20% 22%
Moderate amount 33% 36% 33% 28% 26%
Small amount 19% 21% 20% 20% 22%
Almost none 5% 6% 5% 7% 6%
Don't know 12% 10% 11% 13% 13%
No harm due to climate change 5% 4% 4% 7% 6%
Total Responses 614 613 610 613 614
0%
5%
10%
15%
20%
25%
30%
35%
40%
Over the next 50 years, in the United States, to what extent can the
following be protected from harmful impacts of climate change if
adaptation measures (i.e., actions to reduce vulnerability) are taken?
20
0%
5%
10%
15%
20%
25%
30%
35%
40%
Strong trust Moderate trust Slight trust Neither trust nor
distrust Slight distrust Moderate
distrust Strong distrust
Total Responses = 616 14% 32% 15% 36% 1% 1% 1%
To what extent do you believe your viewers trust you as a reliable
source of climate change information?
21
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
Total Responses = 593 21% 79%
Has your opinion/position on climate change changed in the past five
years?
22
*Question asked only of those who stated in the previous question that their opinion has changed.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I feel more convinced that human-caused climate change is
happening
I feel less convinced that human-caused climate change is
happening
Total Responses = 126 82% 18%
How has your opinion/position changed?*
23
*Question asked only of those who stated in the previous question that they are more convinced human-caused climate change is happening.
0%
10%
20%
30%
40%
50%
60%
70%
New peer-reviewed
climate science
information
influenced me
One or more of my
peers in broadcast
meteorology
influenced me
One or more climate
scientists influenced
me
I have personally
seen evidence of
climate change
The scientific
community seems
more certain than
ever before
Other (please
specify briefly):
Total Responses = 103 62% 30% 47% 27% 49% 10%
Which if any of the following reasons contributed to your being more
convinced that human-caused climate change is happening? (check all
that apply)*
24
*Question asked only of those who stated in the previous question that they are less convinced human-caused climate change is happening.
0%
10%
20%
30%
40%
50%
60%
New peer-reviewed
climate science
information
influenced me
One or more of my
peers in broadcast
meteorology
influenced me
One or more climate
scientists influenced
me
I haven't personally
seen evidence of
climate change
The scientific
community seems
less certain than
ever before
Other (please
specify briefly):
Total Responses = 23 52% 13% 43% 4% 22% 43%
Which if any of the following reasons contributed to your being less
convinced that human-caused climate change is happening? (check all
that apply)*
25
LOCAL IMPACTS OF CLIMATE CHANGE
26
0%
10%
20%
30%
40%
50%
60%
Yes No I don't know
Total Responses = 620 54% 24% 22%
To the best of your knowledge, has the local climate in the area
covered by your media market changed over the past 50 years?
27
*Question asked only of those who stated in the previous question that the local climate has changed and of those who were unsure.
○The following questions were asked as a follow-up: “Briefly, in your own words, what has been the most harmful impact of climate change in your media
market over the past 50 years?”(n=277), “Briefly, in your own words, what has been the most beneficial impact of climate change in your media market over the
past 50 years? (n=247). Responses have not yet been coded.
0%
10%
20%
30%
40%
50%
60%
70%
The impacts have been
exclusively beneficial
The impacts have been
primarily beneficial
The impacts have been
approximately equally
mixed between
beneficial and harmful
The impacts have been
primarily harmful
The impacts have been
exclusively harmful
Total Responses = 327 0% 6% 60% 31% 2%
Which of the following best describes the impact(s) of the local
climate change in your media market over the past 50 years*○
28
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Don't know
Total Responses = 611 60% 12% 29%
To the best of your knowledge, will the local climate in your media
market change over the next 50 years?
29
*Question asked only of those who stated in the previous question that the local climate will change and of those who were unsure.
○The following questions were asked as a follow-up: “Briefly, in your own words, what is likely to be the most harmful impact of climate change in your media
market over the next 50 years?”(n=325), “Briefly, in your own words, what is likely to be the most beneficial impact of climate change in your media market over
the next 50 years? (n=291). Responses have not yet been coded.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
The impacts will be
exclusively
beneficial
The impacts will be
primarily beneficial
The impacts will be
approximately
equally mixed
between beneficial
and harmful
The impacts will be
primarily harmful
The impacts will be
exclusively harmful Don't know
Total Responses = 537 0% 4% 39% 28% 2% 26%
Which of the following best describes the impact(s) of the local
climate change in your media market over the next 50 years?*○
30
REPORTING ON CLIMATE CHANGE
31
Historical local
climate
statistics
Historical
global climate
statistics
Future local
climate
projections
Future global
climate
projections
Information
about local
climate
change
impacts
Information
about global
climate
change
impacts
Information
about local
climate
change
adaptation
options
Information
about global
climate
change
mitigation
strategies
Very comfortable 70% 33% 15% 9% 21% 12% 18% 12%
Somewhat comfortable 18% 32% 29% 27% 32% 29% 31% 26%
Neutral or Don't Know 6% 20% 22% 24% 23% 26% 26% 31%
Somewhat uncomfortable 4% 12% 21% 23% 15% 21% 15% 18%
Very uncomfortable 2% 4% 13% 17% 9% 13% 11% 14%
Total Responses 595 593 593 591 590 592 594 594
0%
10%
20%
30%
40%
50%
60%
70%
How comfortable or uncomfortable are you (or would you be) in
presenting the following kinds of materials to your viewers on air?
32
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 6% 13% 13% 20%
Disagree 19% 13% 13% 20%
Neither Agree nor Disagree 13% 19% 27% 60%
Agree 44% 31% 20% 0%
Strongly Agree 19% 25% 27% 0%
Total Responses 16 16 15 15
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
For those who indicated they feel uncomfortable presenting about
historical local climate statistics. Please indicate how much each of
the following contributes to your discomfort in presenting about this
topic:
33
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 13% 13% 16% 18%
Disagree 16% 16% 16% 32%
Neither Agree nor Disagree 16% 21% 21% 42%
Agree 42% 29% 24% 3%
Strongly Agree 13% 21% 24% 5%
Total Responses 38 38 38 38
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
historical global climate statistics. Please indicate how much each of
the following contributes to your discomfort in presenting about this
topic:
34
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 8% 10% 15% 23%
Disagree 15% 18% 24% 38%
Neither Agree nor Disagree 22% 22% 39% 32%
Agree 47% 40% 17% 7%
Strongly Agree 9% 10% 6% 0%
Total Responses 88 88 88 87
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
future local climate projections. Please indicate how much each of the
following contributes to your discomfort in presenting about this topic:
35
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 8% 6% 10% 23%
Disagree 19% 14% 19% 29%
Neither Agree nor Disagree 20% 27% 37% 36%
Agree 46% 34% 21% 8%
Strongly Agree 6% 19% 12% 3%
Total Responses 99 98 98 99
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
future global climate projections. Please indicate how much each of
the following contributes to your discomfort in presenting about this
topic:
36
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 13% 7% 7% 20%
Disagree 23% 29% 36% 39%
Neither Agree nor Disagree 16% 23% 34% 36%
Agree 36% 20% 13% 4%
Strongly Agree 13% 21% 11% 2%
Total Responses 56 56 56 56
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
information about local climate change impacts. Please indicate how
much each of the following contributes to your discomfort in
presenting about this topic:
37
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 8% 10% 11% 23%
Disagree 25% 18% 23% 32%
Neither Agree nor Disagree 18% 24% 31% 39%
Agree 39% 34% 26% 5%
Strongly Agree 10% 14% 9% 1%
Total Responses 88 88 88 87
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
information about global climate change impacts. Please indicate
how much each of the following contributes to your discomfort in
presenting about this topic:
38
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 17% 8% 11% 24%
Disagree 16% 14% 16% 29%
Neither Agree nor Disagree 24% 38% 44% 33%
Agree 37% 30% 24% 13%
Strongly Agree 6% 10% 5% 2%
Total Responses 63 63 62 63
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
information about local climate change adaptation options. Please
indicate how much each of the following contributes to your
discomfort in presenting about this topic:
39
I don't know enough about
the topic.
I am concerned that my
viewers would be upset.
I am concerned that my
management would be
upset.
I am concerned that my
anchors would be upset.
Strongly Disagree 14% 7% 5% 20%
Disagree 13% 14% 23% 36%
Neither Agree nor Disagree 15% 26% 36% 31%
Agree 40% 40% 22% 12%
Strongly Agree 18% 13% 13% 1%
Total Responses 91 91 91 91
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
For those who indicated they feel uncomfortable presenting about
information about global climate change mitigation. Please indicate
how much each of the following contributes to your discomfort in
presenting about this topic:
40
0%
10%
20%
30%
40%
50%
60%
70%
Help my career a
lot
Help my career a
moderate
amount
Help my career a
little
Neither help nor
hurt my career
Hurt my career a
little
Hurt my career a
moderate
amount
Hurt my career a
lot
Total Responses = 589 3% 6% 13% 67% 8% 2% 1%
Please select the statement which best reflects your
opinion:"Reporting on the local impacts of climate change will likely..."
41
0%
5%
10%
15%
20%
25%
30%
35%
Very interested Moderately interested Somewhat interested Slightly interested Not at all interested
Total Responses = 588 9% 22% 33% 27% 10%
How interested do you think your audience is in learning about local
impacts of climate change?
42
On-air
On my
stations'
website
On my
personal blog
On my social
media
On my
station's
social media
On radio
In a
newspaper
column
At school
visits
At
community
events (other
than school
visits)
Yes 39% 33% 12% 39% 29% 9% 5% 39% 39%
No 54% 60% 58% 53% 64% 76% 69% 51% 51%
Not applicable to me 7% 7% 30% 8% 7% 16% 26% 11% 10%
Total Responses 566 561 568 568 561 564 567 567 565
0%
10%
20%
30%
40%
50%
60%
70%
80%
Over the past 12 months, did you use the following channels to inform
your viewers, or other people in your community, about the local
impacts of climate change?
43
* Question was only asked of people who said they reported about climate change on-air in the past 12 months.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Never Once or twice
About once per
quarter (3 or 4
times during the
year)
About once every
other month (5
to 9 times during
the year)
About once a
month (10 to 20
times during the
year)
Two or three
times per month
(21 to 40 times
during the year)
About once per
week or more
(more than 40
times during the
year)
Total Responses = 223 4% 39% 33% 13% 7% 3% 1%
Over the past 12 months, about how often did you report on the local
impacts of climate change on-air?*
44
* Question was only asked of people who said they reported about climate change online in the past 12 months.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Never Once or twice
About once per
quarter (3 or 4
times during the
year)
About once every
other month (5
to 9 times during
the year)
About once a
month (10 to 20
times during the
year)
Two or three
times per month
(21 to 40 times
during the year)
About once per
week or more
(more than 40
times during the
year)
Total Responses = 276 8% 36% 30% 11% 10% 4% 2%
Over the past 12 months, about how often did you report on the local
impacts of climate change online?*
45
* Question was only asked of people who said they reported about climate change on social media in the past 12 months.
Facebook Twitter Periscope YouTube Pinterest Instagram
Regularly 23% 25% 1% 3% 0% 4%
Occasionally 65% 60% 2% 5% 2% 8%
Did not use 11% 15% 96% 92% 98% 88%
Total Responses 252 253 241 242 242 244
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Over the past 12 months, how often did you use the following social
media tools in your reporting about local impacts of climate change?*
46
* Question was only asked of people who said they reported about climate change at community or school events in the past 12 months.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Never Once or twice
About once per
quarter (3 or 4
times during the
year)
About once every
other month (5
to 9 times during
the year)
About once a
month (10 to 20
times during the
year)
Two or three
times per month
(21 to 40 times
during the year)
About once per
week or more
(more than 40
times during the
year)
Total Responses = 269 4% 46% 33% 8% 7% 1% 1%
Over the past 12 months, about how often did you report on the local
impacts of climate change at community or school events?*
47
*Question asked only of those who previously stated that they worked with a consultant.
0%
10%
20%
30%
40%
50%
60%
70%
80%
The consultant supported
inclusion of climate change
science information in our
weathercasts
The consultant opposed
inclusion of climate change
science information in our
weathercasts
The consultant neither
supported nor opposed
inclusion of climate science
information in our
weathercasts
The consultant did not
comment on inclusion of
climate change science
information in our
weathercasts
Total Responses = 369 2% 6% 21% 71%
Did the consultant explicitly support or oppose inclusion of
climate change science information in your station's weathercasts?*
48
CLIMATE MATTERS USERS SECTION
49
0%
10%
20%
30%
40%
50%
60%
Yes No Not sure
Total Responses = 589 46% 50% 4%
Before today, had you heard of Climate Matters?
50
*Question asked only of those who previously stated they had heard of Climate Matters.
0%
10%
20%
30%
40%
50%
60%
Yes No Not sure
Total Responses = 267 54% 38% 8%
Do you currently receive Climate Matters materials (via email) from
Climate Central?*
51
*Question asked only of those who previously stated they were not receiving Climate Matters materials.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Yes, sign me up for Climate
Matters
Possibly. Provide me with
more information about
Climate Matters
No Not sure
Total Responses = 321 34% 31% 28% 7%
Are you interested in signing up to receive free weekly Climate
Matters materials, or in learning more about Climate Matters (via
email) to determine your interest?*
52
*Question asked only of those who previously stated they did receive Climate Matters materials.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
Total Responses = 145 70% 30%
Do you use Climate Matters materials from Climate Central?*
53
*Question asked only of those who previously stated they used Climate Matters materials.
On-air On my station's website In social media On my personal blog
Very easy 47% 54% 69% 23%
Somewhat easy 25% 13% 19% 9%
Neither easy nor hard 13% 11% 6% 2%
Somewhat hard 7% 5% 1% 0%
Very hard 2% 0% 0% 0%
Not applicable 6% 17% 5% 65%
Total Responses 102 101 101 98
0%
10%
20%
30%
40%
50%
60%
70%
How easy or hard is it for you to use Climate Matters graphics in your
reporting?*
54
*Question asked only of those who previously stated they used Climate Matters materials.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Positive feedback Negative feedback Neutral feedback
Total Responses = 90 40% 23% 37%
Approximately what percentage of the feedback you receive from
viewers regarding your use of Climate Matters materials is positive?
negative? neutral?*
55
GENERAL INFORMATION ABOUT THE WEATHERCASTER
56
0%
5%
10%
15%
20%
25%
30%
35%
Less than one
year 1-3 years 4-6 years 7-9 years 10-12 years 13-15 years 16+ years
Total Responses = 585 9% 29% 17% 7% 10% 6% 23%
How long have you worked at your current news station?
57
0%
5%
10%
15%
20%
25%
Less than one
year 1-5 years 6-10 years 11-15 years 16-20 years 21-25 years 26+ years
Total Responses = 586 2% 23% 15% 13% 15% 9% 23%
How many years have you worked as a broadcast meteorologist?
58
0%
5%
10%
15%
20%
25%
30%
35%
40%
the AMS CBM Seal the AMS Seal of Approval the NWA Seal of Approval no Seal of Approval
Total Responses = 582 31% 29% 19% 37%
Which, if any, AMS and NWA Seals of approval do you have? (check all
that apply)
59
0%
5%
10%
15%
20%
25%
30%
35%
Chief
meteorologist
Primary
weather
anchor
Weekend
weather
anchor
Weekend
meteorologist
Morning, noon,
mid-day
weather
anchor
Morning, noon,
mid-day
meteorologist
Weather
producer Reporter
On-call
weather
anchor or
meteorologist
Other
Total Responses = 586 33% 5% 3% 25% 4% 22% 1% 0% 2% 6%
Which best describes your current position?
60
*CERT= Certificate program; BCST MET= Broadcast Meteorology; MET= Meteorology; ATM SCI= Atmospheric Science; STEM= Science, Technology, Engineering,
Mathematics; JOMC= Journalism & Mass Communication; EDUC= Education
0%
10%
20%
30%
40%
50%
60%
70%
CERT
in MET
or
BCST
MET
AA or
AS
BS in
MET or
ATM
SCI
BS in
STEM
BS or
BA in
BCST
MET
BA in
JOMC
BA in
EDUC
BA or
BS in
OTHER
MS in
MET or
ATM
SCI
MS in
STEM
MS or
MA in
BCST
MET
MA in
JOMC
MA in
EDUC
MA or
MS in
OTHER
Ph.D in
MET or
ATM
SCI
Ph.D in
STEM
Ph.D in
OTHER Other
Total Responses = 586 19% 2% 59% 3% 8% 17% 1% 9% 8% 1% 2% 1% 0% 3% 0% 0% 1% 4%
Which educational degrees do you hold (check all that apply)*
61
0%
10%
20%
30%
40%
50%
60%
70%
80%
Male Female
Total Responses = 583 74% 26%
What is your gender?
62
0%
5%
10%
15%
20%
25%
30%
18 to 29 30 to 39 40-49 50-59 60-69 70+
Total Responses = 583 26% 27% 19% 19% 9% 0%
What is your age?
63
Survey Methodology
Sampling frame. We built upon the methods used in our 2015 survey which attempted to survey
every person currently working in broadcast meteorology in the United States. In 2015, we used
Cision, a commercial database of news professionals (http://www.cision.com/us/pr-
software/media-database), to obtain an initial list of people currently working in broadcast
meteorology. We then verified and updated that list by manually searching the websites of all
local broadcast affiliate television stations, regional cable broadcast corporations, and national
television stations – a process that yielded 2,226 people who were working in English-speaking
markets (the survey was not available for non-English speakers), and able to be contacted via
email. In 2016, using the 2015 list as the baseline, we performed the same procedure to validate
and update the list. This yielded 2,100 professionals, 126 lower than in 2015 and largely due to
retirements and career changes.
Survey procedure. The survey was administered online using Qualtrics survey software. On
January 6, 2016, an invitation to participate was emailed to 2,100 broadcast meteorology
professionals. We received 67 bounced emails for which no alternative email address could be
located, resulting in a revised sampling frame of 2,033. The survey was fielded between January
6 and January 31; non-respondents were sent up to five email reminders, approximately once per
week. For each person who participated, a $10 donation was given to the AMS or NWA Student
Fund; participants were allowed to direct the donation to the fund of their choice.
Response rates. Of the 2,033 people in our sampling frame, 646 completed at least a portion of
the survey – yielding a participation rate of 31.8%, while 593 of those completed the survey in
its entiret y – yielding a survey completion rate of 29.2%. It is important to note that 1,344 people
(66.1% of our total sample) did not open any email associated with this survey. We are therefore
unable to determine if these people choose not to participate, or if our emails were captured by
spam filters, denying the opportunity to participate. Of those who participated, 92% competed
the entire survey. The median time to complete the survey was 15 minutes.
Comparison of survey participants to population. To assess the extent to which those who
participated in our survey differed systematically from the population of broadcast
meteorologists, we conducted follow-up analyses on gender and position (the only available
comparison metrics): survey respondents were more likely to be chief meteorologists (33%) than
the population (24%); there were not significant differences in terms of gender (74% male in the
survey versus 72% in the population).
