1 Weather Powers The Web June 11, 2007 April 14, 2008.
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Transcript of 1 Weather Powers The Web June 11, 2007 April 14, 2008.
1
Weather Powers The Web
June 11, 2007
April 14, 2008
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MyWeather Overview
Founded in 2000 as a division of Weather Central. MyWeather is a leading supplier of private-brand weather data, services and
applications to over 200 TV station web sites and 350 online newspapers, personalized forecasts and severe weather alerts to 2,000,000 registered users
Multiple service offerings that are private-branded to support your marketing objectives.
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A Few of Our Premier Partners Nationwide
NBC Owned and Operated Affiliates
Cox Television Stations
Hearst Television Stations
Raycom Group Stations
Sinclair, Fisher, Freedom, Quincy
Large and Small Stations Coast to Coast
San Francisco New York Chicago Dallas
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Total Online Weather Page Views Weather is the #1 entry point for local media websites
Rank DMA Weather Page Views - UniverseTotal US 13.4 Billion 2006 (30+% Growth in 2007)
22.5 Billion+ in 2007
Local media is well behind Weather.com in online weather;70% share of online weather page views
At $3.00 cpm and 2 ad impressions/PV, the value of this traffic in your market is $ What is your share?
MyWeather can help…
Source Nielsen Net Ratings, 8/07
5
11-15 times, 6%
6-10 times, 28%
More than 15 times,
9%
1-5 times, 57%
Accessing Weather Information – Frequency
n=516
In order to participate in this study, all respondents must have accessed weather information via the Internet at least once in the seven days prior to taking the survey.
A majority of respondents (57%) had accessed weather information via the Internet one to five times in the previous seven days.
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4%
6%
7%
8%
14%
42%
8%
17%
6%
11%
46%
8%
16%
20%
2%
2%
3%
2%
2%
1%
1% 4%
2%
4%
3%
3%
0% 20% 40% 60% 80% 100%
NBC Weather Plus
Intellicast
AccuWeather
Other local news site
Weather Underground
AOL
NOAA
MSN
Local TV Web site
WeatherBug
Yahoo
Weather Channel
First Mention All Other Mentions
Unaided Awareness
n=516
Unaided awareness of Weather Channel was significantly higher among respondents ages 18–24 (87%), and it decreased as age increased, dropping to 36% among those 65 and older.
Unaided awareness of local TV Web sites was significantly higher among respondents ages 45–54 (64%) than among most other age groups.
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3%
4%
4%
4%
8%
9%
11%
17%
32%
2%
1%
1%
1%
0% 10% 20% 30% 40%
AOL
NBC Weather Plus
Intellicast
NOAA
WeatherUnderground
AccuWeather
Other local news site
MSN
WeatherBug
Local TV Web site
Yahoo
Weather Channel
Primary Usage
n=397
Just over three-quarters of respondents (77%) indicated that they have one or two on-line weather information sources that they prefer to all others; the remaining 23% said that all weather sites are basically the same to them.
Among respondents who use more than source, 32% use Weather Channel most frequently. Rates of primary usage for Weather Channel tended to be higher among younger respondents (43% among ages 18–34), and rates of primary usage for local TV Web sites tended to be higher among older respondents
(18% among ages 55 and older).
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13%
7%
17%
27%
2%
3%
2%
8%
6%
14%
18%
36%
9%
6%
4%
5%
0% 10% 20% 30% 40%
AccuWeather
Other local news site
MSN
WeatherBug
Local TV Web site
Yahoo
Weather Channel
Heavy Users, n=223 Light Users, n=293
Primary Usage – Heavy Users versus Light Users
Light users were significantly more likely to use Weather Channel and local TV Web sites as their primary source of on-line weather information, while heavy users were significantly more likely to use WeatherBug as their primary source.
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Overall, respondents cited many different reasons for using a particular on-line weather information source more than others.
5%
6%
6%
7%
9%
9%
12%
13%
15%
18%
4%
4%
3%
3%
0% 5% 10% 15% 20%
Severe weather information, alerts
Easy to remember site, address
Radar, maps, graphics
Comprehensive, detailed information
It's up to date
Habit; familiarity; have always used it
Ease of use
I like it; it's the best; general praise
Don't know, no response
It's on my computer, on my desktop
Local weather information
Accuracy; reliability
Ease of access; convenience; speed
It's on my homepage or e-mail page
Reasons for Using Primary Source
n=504
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Classified into two broader categories of 1) attributes related to brand or URL (such as an easy to remember Web site) and 2) attributes related to site features (such as radar, maps, and graphics), this data suggests that brand/URL is a more important driver of using a particular on-line weather information source.
Brand/URL-related attributes were cited by 57% of respondents as reasons for using their primary on-line weather information source; feature-related attributes were cited by only 35% of respondents.
57%
35%
0% 20% 40% 60%
Feature-related attributes
Brand/URL-related attributes
Reasons for Using Primary Source
n=504
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Attribute Importance
5.325.79
7.217.217.40
7.657.70
8.639.069.069.10
5.315.01
4.733.94
1 2 3 4 5 6 7 8 9 10
Weather blogs and forumsExtreme weather storiesWeather photo sharing
Educational weather contentWeather video
Environmental and climate contentRelevant to my lifestyle
Fun and interestingURL/address that is easy to remember
Interactive maps and radarAlerts me of severe weather
Understands weather where I liveIs easy to use
Provides accurate forecastsTrustworthy
n=516 Not at all important (1) Extremely important (10)
Overall, respondents rated Trustworthy, Provides accurate forecasts, Is easy to use, and Understands weather where I live as the most important characteristics when selecting an on-line weather information source. Heavy users tended to give higher ratings of importance on most attributes and had a significantly higher mean rating for Relevant to my lifestyle, Interactive maps and radar, Educational weather content, and
Environmental and climate content. Is easy to use, Understands weather where I live, Relevant to my lifestyle, and URL/address that is easy to remember were significantly more important to females.
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Attribute Performance Matrix – Total Sample
The table below displays the relative performance of each competitor on each attribute, ranked from 1 to 10, for the total sample. The attributes are listed in descending order from most important to least important. The competitors are listed left to right from best overall performance to worst overall performance across all attributes (based on a composite
score weighted to account for the relative importance of each attribute). The best and worst scores for each attribute are highlighted in green and pink, respectively.
We
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Trustworthy 1 2 7 3 5 6 8 10 9 4Provides accurate forecasts 2 1 10 4 6 3 9 7 8 5Is easy to use 1 2 3 5 7 4 6 10 8 9Understands weather where I live 3 1 2 4 6 7 5 10 9 8Alerts me of severe weather 2 1 5 7 3 9 10 8 4 6Interactive maps and radar 1 6 3 5 7 9 8 2 10 4URL/address that is easy to remember 1 4 3 6 8 2 7 9 5 10Fun and interesting 3 7 6 4 5 2 1 8 9 10Relevant to my lifestyle 1 3 4 6 5 2 7 8 9 10Environmental and climate content 4 6 2 1 3 7 5 9 10 8Weather video 5 3 2 4 1 6 7 8 9 10Educational weather content 2 7 3 1 4 6 5 9 10 8Weather photo sharing 5 6 2 1 7 3 8 4 9 10Extreme weather stories 4 6 2 5 1 7 8 3 9 10Weather blogs and forums 6 8 5 2 7 4 3 1 9 10
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Category III – Desktop Application, “On Ramp to Your Site”
Live: “Online” Desktop Application Drive at-work audience to your web site More than just weather alerts Customizable to station Local ad positions Video capable Simple download
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Category III – Additional Applications
Interactive Radar Hyper-local view of Nexrad radar over a Virtual Earth Map Interactive and user-defined map views to pan, zoom, and scroll within the map and see the
precise location of Nexrad radar and clouds Highest resolution Radar Imagery Zoom down to street level
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Category III – Additional Applications
Personal Microcast Proprietary Microcast forecast model Personal forecast page Twice daily emails from your weather team Severe weather alerts Premium Weather rev share 5-10% HH in DMA subscribe
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Category III – Additional Applications
Venue Forecasts Hyper-local interactive weather maps for market exclusive venues (You
Choose)! High School football stadiums Golf Courses Neighborhood forecast Ski Forecast
Customizable to station Very Sponsorable Creates Localization
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Content – MyWeather WebHD™
A total online content solution to compete with Weather.com Build page views and keep viewers on your weather page with compelling content packages Health Home and Garden Kids Weather Weather Maps Outdoor Lifestyle Seasonal Severe Weather Sports Travel
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Category III – Additional Applications
Weather at Hand A branded, sponsorable mobile weather solution Current conditions Your radar, and regional radars 3 and 5 day forecasts; US and International Zip code weather search
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Category III – Additional Applications
RouteCast / Greenlight™ Traffic and Weather together Best Locally Available Data
Flow data, Incident, Construction, Cameras, Weather Traffic mobile and email alerts Customize routes