2019 Broadcast Weather Report
We asked nearly 3,000 respondents who look at weather information about how, when, and why they check the weather. Our goal was to help broadcast stations like yours optimize your content to retain and gain viewers.
This broadcast weather report includes the latest trends on how people check the weather and their motivations for doing so. Use the clickable table of contents below to jump to different areas of this report. You can jump back up to the table at any time by clicking “Back to Top.”
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In today’s day and age, there are tons of different ways to get the weather forecast. Between weather apps, websites, and home weather stations, many are left wondering: Are people really watching your weather broadcasts on their TVs anymore? And if so, why?
“What’s the Weather?”
While weather technology and forecast delivery may be changing, one thing is not: People’s interest in the weather forecast itself. According to our survey, over 70% of people check the weather between one and three times per day.
Checking the weather forecast at least once per day is something 50% of all respondents do, with nearly 8% of all respondents checking over five times per day!
Weather Forecast Consumption
Over 90% of people consume weather information primarily through TV, mobile weather applications, and the Internet. Interestingly enough, many broadcast stations have their own mobile apps which provide hyperlocal forecasts and allow their audience to engage with them on multiple fronts.
These results confirm that strategy is working. The key to success is combining the hyperlocal nature of the broadcast weather segment to the convenience of a mobile app.
Another noteworthy fact is the similar score between TV and websites, highlighting the continued relevance TV has as a go-to information medium. While it’s no surprise that newspapers are an outdated form of checking the weather, respondents also showed a strong distaste for checking weather forecasts on social media.
Why TV Forecasts?
There are plenty of people still relying on the weather segment of the news as their primary source for weather information. Why do they do this instead of using apps or checking websites? While timing and accuracy have something to do with it, hyperlocal weather stations are the big reason why viewers choose TV over other mediums.
Over 60% of respondents enjoy hyperlocal forecasts because these reports are accurate for their neighborhood or community.
When to Check Weather Forecasts?
Over 40% of respondents indicated they consume weather information via TV early in the morning.
This is understandable since planning outdoor activities, getting ready for work or school, and planning transportation are the 3 main reasons all respondents check the weather.
Weather Segments Compared to Other Broadcast Segments
Speaking of TV Stations, do you know which segments your viewers care the most about? The weather portion of the news is considered very important to the news program’s appeal. In fact, over 50% of respondents feel that the weather forecast is “extremely important” or “very important” when deciding which channel to watch.
That means improving your weather forecast can have a large return on investment for your local TV station.
Crafting A Differentiated Weather Broadcast
Now that we know TV weather broadcasts are a viable source of weather information due to their hyperlocal nature, it’s time to dive into what factors make the best weather broadcasts.
Aside from being hyperlocal, accurate, and convenient, the most important things viewers look for in a winning weather segment are live local images. In fact, live videos of current weather conditions are considered even more impactful than the choice of weather anchor! That’s just another tip to keep in mind as you optimize your weather broadcast.
Crafting the Ideal Weather Segment
Creating the ideal weather segment for your viewers can be difficult, but it doesn’t have to be.
We help our broadcast partners integrate real-time weather data and camera feeds to create a more compelling weather broadcast. There are also organizations you can partner with to help build a sense of community around your station while mitigating cost.
For example, a local school could split a weather station with you or a nearby business can sponsor a weather camera installation and ongoing broadcast segment. Helping create these win-win situations is one of the reasons why our broadcasts stations love working with us. Contact us today to learn how you can become part of our broadcast family.
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