5 Ways Holiday Weather Brings Comfort and Joy to Brand Advertising
Oh, the weather outside is … in the hands of your local TEGNA meteorologist! Learn how viewers interact with weather content during the holiday season – and what that means for your brand advertising at a time when we’re walking in a winter wonderland.
The weather can make or break any holiday event. With 48% of Americans planning to travel between the Thanksgiving and New Year’s holidays, local weather reports are a viewing staple, as millions tune in to see what they can expect as they hit the road, head to the airport, or opt for a holiday staycation. In fact, TEGNA stations nationwide witness a surge in ratings and online search traffic related to weather during the holiday season.
What does this mean for your brand advertising? A few things.
- Expanded Reach: The heightened interest in weather during the holidays provides brands an opportunity to expand their reach among a loyal and engaged audience through consistent, highly visible branding.
- Reach Consumers Where They Are: Weather forecasts can be viewed in multiple platforms – Linear Broadcast TV, OTT/CTV Streaming, and Digital. With media habits varying across demographics and target audiences, weather reports allow you to be seen on the big screen, a computer screen, or the second screen.
- Trust: According to the IAB, local news is one of the safest advertising environments as 84% of consumers believe that advertising within news increases or maintains brand trust, and 45% are more likely to visit the brand’s website or seek additional information online.
- The Halo Effect: TEGNA audiences trust award-winning meteorologists, such as WFAA’s Pete Delkus and 11Alive’s Chesley McNeil. These meteorologists have fostered a unique bond with millions of loyal users who rely on them for accurate, real-time weather forecasts to make informed decisions about their day – and when brand advertising is aligned with these trusted sources of vital information, brands see a halo effect.
- Meaningful Connections with Consumers: Weather content sponsorships seamlessly connect with consumers during their time of need, establishing a ‘go-to’ consistency that can enhance a brand’s affinity as a community partner. For example, iRestore St. Louis sponsored KSDK’s Severe Weather Alerts to let the community know they were there to help when storms cause severe damage.
About TEGNA
Regardless of rain, snow, or sunny skies, TEGNA’s marketing experts are poised to understand your unique needs and tailor a solution that best fits your brand. From concept development to implementation and measurement, TEGNA offers top-notch support as your marketing partner. Let’s connect to discuss your holiday marketing plans.
