Storm Drives Weather Channel To All-Time Digital Delivery Marks


The Weather Channel Cos. set new records across its digital properties and its best TV ratings in 2011 with its coverage of the massive storm on Jan. 31.
Across all digital properties, TWCC set a new daily record of 217.4 million page view while registered a new high of 126.7 million page views Jan. 31. The programmer also set marks for TWC mobile Web, as well as applications such as TWC for iPhone, Android, and iPad.
With digital page views for Jan. 31 reaching 217.4 million page views, The Weather Channel Cos. online and on mobile Web, mobile and desktop apps -- obliterated the previous record of 178 million page views Feb. 9, 2010, according to company officials.
For its part, drew 18.2 million unique visitors, 2 million more than the previous record of 16.2 million on Feb. 9, 2010.
Mobile Web achieved a record-breaking 15.1 million page views. Meanwhile, The Weather Channel for iPhone app and The Weather Channel for Android app also achieved new highs of 35.2 million and 23.7 million page views, respectively, with both platforms exceeding the previous marks notched on Jan. 11, 2011.
Other Mobile platforms also produced record page views including The Weather Channel apps for BlackBerry, Windows Phone 7 and Palm. TWC Desktop application produced 6.7 million impressions Jan. 31, outperforming the Jan. 2010 daily average by 38%.
On the linear network side, The Weather Channel averaged 656,000 viewers, its highest primetime delivery for 2011, according to Nielsen data.  Included in that total were 358,000 adults 25 to 54, which tied the network's best 2011 performance with the demo on Jan. 9. Jan. 31 also ranked as the network's second best in total day delivery this year among households and the aforementioned demo.