Rethinking Weather: Or, How I Learned to Stop Worrying and Love The Weather Channel
‌know the ground, know the weather, and victory will be total -Sun Tzu
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Economic cost of “ordinary” weather? - Approximately ~$485B/year
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Weather Touches Everyone
Weather Apps #1 Category Accessed by Mobile App Users % Reach Weather Social Networking Maps News Search Sports Information Photo or Video Sharing‌ Bank Accounts Restaurant Information Entertainment News Movie Information Digital Books/Magazines Traffic Reports Stock Quotes or Financial‌
Source: comScore MobiLens October 2011, Audience = 13+
17.7 17.3 15.0 8.8 8.2 7.3 6.7 6.7 5.4 5.3 5.2 5.2 4.5 4.4
The Weather Channel Reach Represents ~90% of weather category**
1B+
163M
70%
Consumer touch points each month*
Unduplicated Consumers – 18% growth since 2009**
Of consumers use 2+ platforms**
Source: *Source: Nielsen Media-TWC cable GRPs; comScore Media Metrix- Weather.com total visits; and comScore Mobile Metrix- TWC total visits for Sept 2011. **Magid/TWCC Quarterly Tracking Study, 4Q09/4Q11
The Weather Channel Reach Rank
Daily Uniques
Source: comScore September 2011
Property
1
Google Sites
2
Facebook.com
3
Yahoo! Sites
4
Microsoft Sites
5
AOL, Inc.
6
The Weather Channel
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Amazon Sites
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Apple Inc.
Nearly 15M daily uniques
75% log on by typing weather.com or bookmarking the page
Re-thinking Weather: Abnormal as Normal?
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Re-thinking Weather: Abnormal as Normal?
Driest on Record
Wettest on Record
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insurance
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agriculture
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retail
12
energy
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The Future in Weather Data / Technology
GOES-R (next-gen satellite) Dual Pole Radar (next-gen radar) Warn on Forecast (2X lead times)
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New Challenges beget New Opportunities
“Weather is a much more important determiner of merchandise than many of these other factors that are built into our store systems� Steve Ballmer, Microsoft CEO Key Note, National Retail Federation Annual Convention NYC, 2007 15
Industry Opportunities
Insurance (loss avoidance/claims processing/customer service) Retail (advertising/supply chain optimization/staffing) Energy (operational efficiency/improved production planning/solar and wind) Agriculture (production planning/hedging) 16
2011 NAO Index
the next 3 months
2010 NAO Index
Source: Weather Services International. A Weather Channel Company 17
Historical pattern following very high November/December NAO Indices
the next 3 months
Source: Weather Services International. A Weather Channel Company 18
the next 3 months
Source: Weather Services International. A Weather Channel Company 19
the next 3 months 1200
Natural Gas Weather-Driven Demand (Weighted Heating Degree Day) 1029 1000 916 878 813 768
800
740 634
647 601
600
2012 Forecast Normal 2011
400
200
0 January
February
March
Source: Weather Services International. A Weather Channel Company
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Re-thinking Weather: From Cope and Avoid
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Re-thinking Weather: To Anticipate and Exploit
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