TWC Lines Up Sponsors For Tornado Preparedness Week

3/11/2008 11:09 AM Eastern

Hyundai, Lowe's Home Improvement Centers and Nationwide Insurance have signed on as exclusive "category partners" for The Weather Channel's Tornado Preparedness Week, starting March 17.

The three advertisers have been supporters of WeatherReady, the channel's long-standing initiative designed to inform viewers about severe weather threats and disaster preparedness.

The programming event cautions viewers about tornados at the beginning of the five-month peak period marked by the most dangerous storms. According to Dr. Gregory Forbes of the channel, 68% of all tornadoes occur in March through July.

Preparedness features will be telecast during Evening Edition each night at 9 and 10 p.m. ET. The presentations will repeat several times the next day starting at 3 p.m.

Talent from The Weather Channel will report live from remote locations on Monday and Tuesday for segments highlighting home and property safety.

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