I’ve got some good news and some bad news.
First, the good news: Weather content continues to drive attention, eyeballs, and consumer media choice.
Now, the bad news: It’s probably not your weather content, especially if it’s on a smartphone or handheld device like an iPhone or Droid.
The AMS recently blogged about a study from Nielsen that shows, among other things, that weather applications are at or near the top in downloads for Apple, Blackberry, Android, and Windows Mobile handhelds. And by “weather applications”, I mean The Weather Channel’s app:
Source: Software Development Times
In other words, local TV may be crushing The Weather Channel in local ratings, but nationally, TWC’s mobile apps are eating local TV’s lunch. Since most of these devices are location-aware, TWC can deliver location-specific forecast information anywhere and everywhere the device goes, regardless of which Nielsen DMA it’s in.
So, let’s go back to the good news here. Weather content drives attention, and local stations are well-positioned to provide and promote custom content to their audiences. What is being done in your market to keep those local eyeballs trained on local sources of content?