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Discover effective branding approaches, daypart strategies, sponsorships, and practical tips for balanced and entertaining weather reporting. Learn how weather can impact viewership ratings, advertiser interest, public image, and your station's bottom line.
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Make It or Break It • 78% of audiences say that local news is a top source for weather forecasts, and the weather report is a highly influential factor in choosing a station. • 53% of respondents say they tune into a local newscast specifically because they prefer the weatherperson. • That’s a lot of pressure for the weather, which accounts for only about 9-13% of the total local news time (including advertisements).
Branding Approaches • Weather is a versatile feature to use as a foundation for a local newscast’s branding strategy. Consider the following approaches. • Accuracy: If your station has more accurate reporting than other networks, a branding strategy that highlights this is a great place to start.
Branding Approaches • Lifestyle: A station that delivers forecasts with specific lifestyle viewers (e.g., healthy living, active/outdoors, recreation, etc.) in mind will fare well. • Emergency: Positioning a station as the go-to network for emergency weather can instill confidence on sunny days, too.
Consider Daypart • Early evening news (6 p.m.): Popular with baby boomers and older Americans. Gardening and arthritis forecasts would appeal to these viewers. • Late news (10 or 11 p.m.): Audiences are generally younger and might be interested in beach, barbecue, and commuter forecasts for the following day. • Morning audiences (5-9 a.m.): These viewers are likely to enjoy fitness and allergy reports that help them plan their day.
Sponsorships and Tie-Ins • Weather reports present an opportunity for promotions and tie-ins. • By being sponsors of a weather or school closing report, advertisers will be on viewers’ minds when people are planning their days around the weather. • See our full “Why Weather Matters” report for a list of weather-related industries, and consider your local market.
Balanced Weather Reporting • Audiences want two things from their weather forecasts: 1) accuracy, and 2) entertainment value. Many people complain about weather hype. • A hurricane can double ratings for local newscasts, but most of the time, weather is quite stable in most places. • To find success, stations need to strike a balance between accurate reporting and event coverage. Practical tips can make reports more exciting.
People Follow People • The personality of a weathercaster is an important part of the equation. • A strong meteorologist can make weather worth watching, even when skies are clear and temperatures are mild. • The social media adage is that people follow people, and a likeable weathercaster will get more interaction online.
Weather Goes Digital • The weather is a great topic for digital media. Users can share photographs and increase on-the-ground coverage for the stations they follow. • They can also get weather updates when they’re away from home. Weather is the number-one topic checked via mobile devices. • Mobile devices are powered by battery, giving people access to your weather updates and emergency news even if the electricity goes out.
Weather Wrap-Up • Successful branding, balance, and promotions can position a station as a news leader in its market. • Weather promotions are great opportunities to bring in advertisers and other outside sponsors for special events. • Weather can make a huge impact on viewership ratings, advertiser interest, public image, and a station’s bottom line. Is revenue in your forecast?
