How Weather Forecasts Affect the Holiday Season and Why Your Brand Should be Aligned With TEGNA’s Weather Reports
Will a thunderstorm storm derail trick-or-treating plans? Will snow and icy roads ruin my travel plans for Christmas? Consumers are constantly turning to TEGNA meteorologists during the holiday season for answers. For brands looking to finish 2022 strong and ring in the new year with a celebration, weather sponsorships and programs are a great way to create brand awareness and improve ROI in a brand-safe environment.
The holiday season is always a hectic time for consumers – there’s lots of shopping to be done, travel plans to make, and food to bake. No matter the plans, one household staple of the season is the local weather forecast. After all, the weather is one thing that can make or break any holiday plans.
Will a snowstorm derail trick-or-treating plans as it did in Minnesota in 1991?
Or will it rain in Arizona on Christmas like it did in 2021?
During the holiday season, and with any threats of extreme weather, TEGNA stations across the country tend to see a spike in ratings and online search traffic relating to weather.
That’s because TEGNA audiences trust their award-winning meteorologists – from Krystle Henderson at 12 News in Phoenix to KARE 11 meteorologist Guy Brown in Minneapolis – that have created a unique bond with millions of loyal users who depend on us to provide accurate, real-time weather forecasts so they can make informed decisions about their day.
What does that mean for brands that are looking to create brand awareness and generate leads as the year heads to a close?
Local news has emerged as one of the safest environments for advertisers and is a proven and powerful vessel for brand messaging. According to the IAB, 84% of consumers feel that advertising within news increases or maintains brand trust, and 45% are more likely to visit the brand’s website or search for more information online.
Adding to the credibility of our weather teams, all TEGNA platforms – linear TV, streaming TV, digital and mobile — are TAG Certified Against Ad Fraud. Our clients can feel confident that we provide a brand-safe, fraud-free environment for their media spending.
The spike in weather interest around the holidays also means that brands and advertisers have a chance to expand their reach among a loyal and engaged audience with consistent, highly visible branding. For example, the following sponsorship opportunities organically intercept consumers during a time of need and create a ‘go-to’ consistency that can build a brand’s affinity as a community partner.
- First Impression Sponsorship. With the First Impression Sponsorship, your brand takes top billing, literally, atop each and every TEGNA station’s weather page.
- Integrated Weather Headlines. With a sponsorship of Weather Headlines, you ensure your brand is alongside key information and with an engaged audience.
- User-Generated Weather Stories. When the weather comes alive with photos and videos from each station’s community, your brand can be a partner in sharing all these user-generated stories across every TEGNA market.
- Severe Weather Sponsorship. It’s weather news at its most crucial, where any minute things can change, and every moment could save a life. With Severe Weather Sponsorship, your brand is there as a trusted and valued partner.
Sound Good?
Rain, snow, or sunny skies, the marketing experts at TEGNA are ready to learn about your unique needs to create a solution that best fits your brand. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Let’s get in touch to talk about your holiday marketing plans.
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