Night games start out as day games, in full daylight, at midseason. At M:B stadiums, most seats are exposed to full daytime sunlight, with not many in the shade. (At bullfights in Spain, the seats in the shade cost 2 or 3 times as much as those in the sun.)
I would expect the biggest factor to be traffic accessibility to the ballpark. Getting to a week-day day game can be murder at a downtown stadium, especially if you need to park. Besides Wrigley, I think Ive been to only one such game in the past 25 years, at Comerica. But that ballpark is in a neighborhood where you'd much rather park on the street in the daytime, than at night.
I used to walk down the street to a lot of college games in Florida, where there were no lights and no shaded seating, so I'd sit in the sun, with a total attendance of maybe 10 or 20. It wasn't so bad, but then that was February to May. The college team here has lights, but play about half their games in the daytime, seats under the roof in the shade. As for viewing, I can't really say there is a difference. We have a summer collegiate league here, but they play only at night.