Do TV pictures help people to remember the weather forecast?

Abstract

Is the weather forecast better recalled when presented on TV or radio? In three successive experiments it was found that radio presentation leads to quite low recall scores (22–29%). It is extremely hard to improve these scores by the addition of TV pictures. It does not help to show the newscaster presenting the message; neither does the addition of geographical maps enhance the subsequent recall. A positive effect was obtained by presenting animated pictograms or written summary statements, but the effect was small: recall scores did not surpass 34%.