{"id":12858,"date":"2023-12-11T10:44:13","date_gmt":"2023-12-11T17:44:13","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12858"},"modified":"2023-12-11T10:44:47","modified_gmt":"2023-12-11T17:44:47","slug":"5-ways-holiday-weather-brings-comfort-and-joy-to-brand-advertising","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/5-ways-holiday-weather-brings-comfort-and-joy-to-brand-advertising\/","title":{"rendered":"5 Ways Holiday Weather Brings Comfort and Joy to Brand Advertising\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">The weather can make or break any holiday event. With <\/span><a href=\"https:\/\/www2.deloitte.com\/us\/en\/insights\/industry\/retail-distribution\/holiday-travel-survey.html\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">48% of Americans planning to travel between the Thanksgiving and New Year\u2019s holidays<\/span><\/a><span data-contrast=\"auto\">, 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.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What does this mean for your brand advertising? A few things.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Expanded Reach:<\/span><\/b><span data-contrast=\"auto\"> 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. <\/span><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/ZhFnXzWvmwM?si=HSi5Z-ivRmcT7L1_\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Reach Consumers Where They Are:<\/span><\/b><span data-contrast=\"auto\"> Weather forecasts can be viewed in multiple platforms &#8211; 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.\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Trust:<\/span><\/b> <a href=\"https:\/\/www.iab.com\/insights\/the-news-trust-halo-how-advertising-in-news-benefits-brands\/\" target=\"_blank\" rel=\"noopener nofollow\"><span data-contrast=\"none\">According to the IAB<\/span><\/a><span data-contrast=\"auto\">, 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\u2019s website or seek additional information online. <\/span><br \/>\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">The Halo Effect: <\/span><\/b><span data-contrast=\"auto\">TEGNA audiences <\/span><b><span data-contrast=\"auto\">trust<\/span><\/b><span data-contrast=\"auto\"> award-winning meteorologists, such as <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/marketing-viral-moments\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">WFAA\u2019s Pete Delkus<\/span><\/a><span data-contrast=\"auto\"> and <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/sunny-skies-ahead-benefits-of-advertising-and-aligning-with-tegnas-accurate-real-time-weather-forecasts\/\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">11Alive\u2019s Chesley McNeil<\/span><\/a><span data-contrast=\"auto\">. 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 &#8211; and when brand advertising is aligned with these <\/span><b><span data-contrast=\"auto\">trusted sources of vital information<\/span><\/b><span data-contrast=\"auto\">, brands see a <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/halo-effect\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">halo effect<\/span><\/a><span data-contrast=\"auto\">. <\/span><br \/>\n<span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u25cf&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Meaningful Connections with Consumers: <\/span><\/b><span data-contrast=\"auto\"><span data-contrast=\"auto\">Weather content sponsorships seamlessly connect with consumers during their time of need, establishing a &#8216;go-to&#8217; consistency that can enhance a brand\u2019s affinity as a community partner. For example, iRestore St. Louis sponsored KSDK\u2019s Severe Weather Alerts to let the community know they were there to help when storms cause severe damage.<\/span><\/span>&nbsp;\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/777098181?h=ada16495b2&amp;color=ff8f00&amp;title=0&amp;byline=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/li>\n<\/ul>\n<h2><b><span data-contrast=\"auto\">About TEGNA<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Regardless of rain, snow, or sunny skies, TEGNA&#8217;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. <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span data-contrast=\"none\">Let&#8217;s connect to discuss your holiday marketing plans.<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oh, the weather outside is \u2026 in the hands of your local TEGNA meteorologist! Learn how viewers interact with weather content during the holiday season &#8211; and what that means for your brand advertising at a time when we\u2019re walking in a winter wonderland.\u00a0\u00a0<\/p>\n","protected":false},"author":4,"featured_media":12859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[52,89],"tags":[],"class_list":["post-12858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practice-tips","category-weather","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12858","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12858"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12858\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12859"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12858"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12858"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12858"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}