Designated Market Areas (DMAs) and Severe Weather Coverage: Oklahoma-Based Broadcast Meteorologists and Their Decisions for Providing Live, On-Air Coverage of Tornado Warned Storms

Abstract

After the devastating severe weather outbreak in Oklahoma and surrounding states on 20-22 May 2019, it seemed appropriate to study the way broadcast meteorologists communicate severe weather risks to various communities, as there appeared to be a noticeable break in traditional televised coverage. This paper examines where broadcast meteorologists focus their attention geographically, and why, specifically by analyzing how they utilize their designated market area (DMA) to provide adequate and consistent reporting to specific communities within their DMA. Broadcast meteorologists (n = 20) across the State of Oklahoma were surveyed about their decision-making processes and perceptions of their DMA, and this was compared to actual 2017-2018 DMA regions. A qualitative GIS-based methodology was then used to produce a thematic analysis containing cartographic illustrations showing broadcast meteorologists’ spatial knowledge. Results found that broadcast meteorologists have varying discernments of the places within their DMA and that they delineate specific geographical areas as focal points during their live severe weather coverage. Additional factors were influential, such as their beliefs about their viewer's weather knowledge and geographical awareness. Lastly, their decision to provide televised coverage relied considerably upon their perception of the storm's intensity and trajectory within the DMA, the populations that may be affected, and the programming on-air at the time. By understanding geospatial relationships among broadcast meteorologist’s, this research provides scientific basis for improved communication efforts both before and during severe weather events, and for identifying potentially vulnerable populations.