Weather to view or not: that is the question
Faculty of Social Sciences. Communication Sciences
European journal of communication. - London, 1986, currens
, p. 201-216
While seasonal variations in television viewing are well documented, the hypothesis that variations in the weather within seasons may be significantly related to television viewing has seldom been tested. This study relates the official daily meteorological data for Flanders with data on the frequency and density of television viewing. The results provide substantial support for a specific weather effect. They suggest that, under normal conditions, the interaction of seasonal and weather factors constitutes the strongest single explanatory factor with regard to variations in overall levels of TV use, with amounts of explained variance at times reaching 80 percent. The theoretical implications of these findings are discussed.