Network Profiles
The Weather Channel delivers
unparalleled live coverage of weather 24 hours a day, 365 days a year. The
Weather Channel is the premier source for local, regional, national and
international weather. A team of expert forecasters clearly illustrates the
where, when and whys of weather, interpreting its course and how it impacts the
lives of the viewers.
Value to Advertisers
The Weather Channel is
ranked #1 in value, relevance and overall brand strength as compared to other
broadcast and cable network brands, according to the 1999 Myers
Report.
The Weather Channel delivers local programming with
its unique local weather forecasts providing tune-in resulting in high impact
for your local advertisers.
The Weather Channel offers two
ways to generate revenue. The Local Forecast Crawl and two :60 avail breaks
offer over 6 minutes per hour of local sales inventory, most hours. The Crawl
airs during the heavily watched Local Forecast, with the avail breaks placed
adjacently, providing double exposure and prime positioning for
advertisers.
Despite growing competition, viewer
loyalty and preference remain strong. The Weather Channel rates #2 in importance
to enjoyment of cable and ranks in the Top 5 in Network Satisfaction, according
to the 2000 Beta Research Study.
Viewers are 30% more likely
to remember a specific sales message on The Weather Channel as compared to
retention average of other cable TV networks, according to the 1999 ASI Recall
Studies.
The Weather Channel delivers an attentive, upscale,
balanced audience of both men and women. The Weather Channel viewers are
receptive to ad messages because they are already actively seeking information:
64% stays tuned throughout the average commercial, ranking The Weather Channel
in the Top 5 among cable networks.
Network Viewer Profile
U.S. AdultsTWC AdultsTWC MenTWC Women
Totals
(000)198,45057,79628,88228,914
Median Age43464546
Median Individual
Employment Income$29,542 $32,383 $38,870 $25,402
Median HH Income $44,088
$49,711 $53,352 $45,774
Median Value of Home Owned$115,760 $116,681 $119,228
$114,012
Bachelor's Degree Plus29,6009,2354,8714,364
Bachelor's Degree
Plus %22%24%26%22%
Graduated High School
Plus162,96349,39424,43124,963
Graduated High School Plus
%82%85%85%86%
Source: MRI Doublebase 2000
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