Weather Channel Makes Upfront TV Deals Using VideoAmp's 'Currency'

Allen Media Group says its Weather Channel is the first network to make “across-the-board” upfront TV advertising deals using VideoAmp as its new "ad currency."

The firm did not provide financial details or list the brands that have committed to those upfront deals.

“We fully support The Weather Channel’s move to VideoAmp as their primary currency and being able to demonstrate to our clients the improvement of measurement and efficacy against their media campaigns,” said David Campanelli, executive vice president and chief investment officer of Horizon, in a statement.

Over the past 12-month period -- October 2022 to October 2023 -- national ad revenue for The Weather Channel totaled $152.9 million, according to EDO Ad EnGage.

In June, at the Cannes Lions Festival, Allen Media announced it had struck a ten-year-deal with VideoAmp to be its “primary currency.” 



Allen Media Group owns 27 network affiliate broadcast television stations in 21 U.S. markets as well as The Weather Channel, a number of locally based digital TV networks and streaming platforms.

Recently, media agency group Dentsu struck deals with seven major media companies to do deals on the basis of its own, proprietary media allocation system -- DELTA. As part of those linear TV advertising buys -- based on its proprietary audience profiles -- the agency used VideoAmp's audience estimates as its transactional currency.

1 comment about "Weather Channel Makes Upfront TV Deals Using VideoAmp's 'Currency'".
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  1. Ed Papazian from Media Dynamics Inc, October 17, 2023 at 8:17 a.m.

    What we don't know in either case---Dentsu or The Weather Channel---  is whether these deals also involve  Nielsen ratings as their foundation ---with other metrics as add-ons---or whether Nielsen is totally out of the picture---which I tend to doubt  but don't know for sure. It's an important distinction.

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