Broadcaster Magazine

The Weather Network Expands Reach During Hurricane Sandy

The Weather Network and MétéoMédia reported today they reached 12.5 million Canadians across all platforms on October 29th as Hurricane Sandy reached Canada. The Weather Network and MétéoMédia provided users with the information they needed to know to prepare and stay safe during what some forecasters are calling an ‘historic’ storm.

The Weather Network stated  viewers tuning in for storm information,  showed an increase of 134% over an average Monday in Fall 2011. MétéoMédia also reached 380,000* Canadians in the French market on the same day between 6am-8am ET, increasing reach throughout the day by 96% over an average Monday in Fall 2011.

There were live reports from Toronto, Quebec City, Yarmouth & New York City, as well as Sarnia, Ontario, where Sandy’s impact on Canada was expected to be the greatest. Along with, editorial and social media reports.

On October 29th, during the height of Hurricane Sandy’s impact on Southern Ontario, a record 43,000 postal codes were registered for PointCast, representing an increase of 512% over a typical day. Exclusive to The Weather Network and MétéoMédia, PointCast provides users with forecasts and observations within 1 kilometre of their postal code, allowing users to follow the storm as it approached where they were situated.

“As a multi-platform weather provider we were able to provide Canadians with latest information on Sandy no matter the format they prefer,” said Ken Headrick, Managing Director of The Weather Network and MétéoMédia. “With the recent introduction of PointCast, we were the only Canadian source for hyper-local weather information as the storm approached.”

 Below are some additional statistics on The Weather Network and MétéoMédia’s reach during Hurricane Sandy:

· Traffic to skyrocketed to nearly 15 million page views on October 29th, which represents an increase of 232% over October 2012’s daily average

· The Toronto extended TV market saw an increase in reach of 299% over a typical Monday in Fall 2011.

· MétéoMédia’s single day TV reach of 1.6 million unique viewers (2+) on October 29th, represents an increase of 96% in comparison to a typical Monday in Fall 2011.

· Record page views were set by users of iPhone and Android smartphones with 11.6 million and 3 million page views, respectively.

· iPad users also set a record with nearly 1.2 million page views.

*Source: BBM preliminary data, BBM Analytics – Kantar Media