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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