Weather Channel Lures Political Dollars To Mobile Platform
Politicians who find the prevailing winds blowing against them can now turn to the Weather Channel to build support. The channel is joining many other media companies with an aggressive
approach to landing political dollars between now and election day.
In partnership with mobile advertising facilitator Jumptap, the Weather Channel has launched a program where candidates can geographically target users of its mobile platforms. The company says its mobile content reaches 30 million-plus users a month.
Presidential and statewide races are increasingly employing targeting to reach key ZIP codes in battleground states -- or more specifically, communities. The mass of research that campaigns are collecting about how many female votes they may need in the collar counties around Philadelphia or male supporters in the I-4 corridor running across Florida could make the Weather Channel option enticing.
Weather Channel mobile users have to input a ZIP code to get local weather information, propelling the geotargeting at the ZIP-code level.
Local TV stations and cable operators have long benefited from political advertising -- but now some national entities, such as ESPN and the Weather Channel, are looking to gain a larger share.