ATLANTA -- As Winter Storm Jonas pounded the mid-Atlantic and East Coast, viewers turned to The Weather Channel Television Network (Weather) in droves.
The network continues to emphasize the importance of live real-time weather coverage, deploying experts into the field during severe events to provide viewers with the most comprehensive weather coverage as it is happening. By offering unique first-hand expert explanations, highly localized information and compelling storm coverage, Weather proves to be the public’s most trusted information source in severe situations.
“A storm is one of the last remaining big unifying television events, and we cherish our role in providing the public with the best expertise and coverage available,” said David Clark, president of The Weather Channel Television Network. “These numbers not only show we are where the country turns to first during storms, but that the audience for these events is increasing.”
To cover Winter Storm Jonas, Weather deployed nine meteorologists and reporters across five cities for around the clock live coverage spanning 75 hours across four days. Ratings and other highlights included:
The Weather Channel reached over 37.3 million total viewers (P2+) during Winter Storm Jonas, ranking #2 among basic cable networks during the 3-day coverage (Thu-Sat) and besting CNN (31.9MM), FOXN (30.5MM) and HLN (17.3MM).
On Saturday, Jan. 23 The Weather Channel beat ALL the news networks averaging a 256K P25-54 (+6% vs CNN, +56% vs HLN and +35% vs FOXN) Saturday, Jan. 23 coverage delivered highest single day rating for a winter storm since 2011. These gains stem from increases in time spent viewing compared to prior storms.
One-in-eight P2+ in The Weather Channel’s coverage area tuned into watch Jonas coverage over the Thursday-Saturday period.
"As viewers look at other mediums for accessing content, they are turning to us in times of severe weather,” said Dave Shull, CEO The Weather Channel Television Network. "Viewers want the context and expertise from our meteorologists and these numbers are a testament of our value as a unique and necessary avenue of programming in the subscription television business."