2. Make It or Break It • 78% of audiences say that local news is a top source for weather forecasts, and the weather report is a highly influential factor in choosing a station. • 53% of respondents say they tune into a local newscast specifically because they prefer the weatherperson. • That’s a lot of pressure for the weather, which accounts for only about 9-13% of the total local news time (including advertisements).

3. Branding Approaches • Weather is a versatile feature to use as a foundation for a local newscast’s branding strategy. Consider the following approaches. • Accuracy: If your station has more accurate reporting than other networks, a branding strategy that highlights this is a great place to start.

4. Branding Approaches • Lifestyle: A station that delivers forecasts with specific lifestyle viewers (e.g., healthy living, active/outdoors, recreation, etc.) in mind will fare well. • Emergency: Positioning a station as the go-to network for emergency weather can instill confidence on sunny days, too.

5. Consider Daypart • Early evening news (6 p.m.): Popular with baby boomers and older Americans. Gardening and arthritis forecasts would appeal to these viewers. • Late news (10 or 11 p.m.): Audiences are generally younger and might be interested in beach, barbecue, and commuter forecasts for the following day. • Morning audiences (5-9 a.m.): These viewers are likely to enjoy fitness and allergy reports that help them plan their day.

6. Sponsorships and Tie-Ins • Weather reports present an opportunity for promotions and tie-ins. • By being sponsors of a weather or school closing report, advertisers will be on viewers’ minds when people are planning their days around the weather. • See our full “Why Weather Matters” report for a list of weather-related industries, and consider your local market.

7. Balanced Weather Reporting • Audiences want two things from their weather forecasts: 1) accuracy, and 2) entertainment value. Many people complain about weather hype. • A hurricane can double ratings for local newscasts, but most of the time, weather is quite stable in most places. • To find success, stations need to strike a balance between accurate reporting and event coverage. Practical tips can make reports more exciting.

8. People Follow People • The personality of a weathercaster is an important part of the equation. • A strong meteorologist can make weather worth watching, even when skies are clear and temperatures are mild. • The social media adage is that people follow people, and a likeable weathercaster will get more interaction online.

9. Weather Goes Digital • The weather is a great topic for digital media. Users can share photographs and increase on-the-ground coverage for the stations they follow. • They can also get weather updates when they’re away from home. Weather is the number-one topic checked via mobile devices. • Mobile devices are powered by battery, giving people access to your weather updates and emergency news even if the electricity goes out.

10. Weather Wrap-Up • Successful branding, balance, and promotions can position a station as a news leader in its market. • Weather promotions are great opportunities to bring in advertisers and other outside sponsors for special events. • Weather can make a huge impact on viewership ratings, advertiser interest, public image, and a station’s bottom line. Is revenue in your forecast?