• by Paul Gough , June 22, 2004

Fresh off a soon-to-be-implemented innovation in addressable advertising, The Weather Channel saw a double-digit increase in its upfront volume for the coming year.

The Weather Channel has two upfronts--one based on the broadcast year like other cable networks and then a mini-upfront for calendar year deals. When it's all said and done, The Weather Channel's broadcast-year upfront revenues will increase about 20 percent.

"It's not done yet, but so far I'm really pleased," said Paul Iaffaldano, executive vice president and general manager of TWC Media Solutions. Iaffaldano was recently named to replace Lyn Andrews, but he has worked for The Weather Channel in other positions--most recently senior vice president of network sales and advertising product development.

This year, The Weather Channel will have between 4 percent and 5 percent CPM increases. That follows research showing that 30-second spots on The Weather Channel are seen and remembered 50 percent more than other cable news channels; ad sponsorships are seen even more, and weather-triggered ads perform even better than that.

"We're performing a tad more strongly than many of the other networks. I think part of it was the message of our ratings points being more impactful than other TV ratings points," Iaffaldano said. "I think that message resonated with planners and buyers."

About 60 percent of The Weather Channel's upfront inventory was to be sold in the upfront, with 10 percent for calendar year deals and the rest for scatter.

Of particular interest is The Weather Channel's new initiative, which will offer truly addressable advertising on a national scale. This was unveiled during the channel's upfront ad sales presentation two months ago in April. It would allow The Weather Channel to take the same technology that it uses to give local conditions and forecasts, and give advertisers the ability to target by time zone, geography, and even the weather.

For instance, a car manufacturer could simultaneously run a 30-second spot for a sport utility vehicle in Denver, a gas-electric hybrid in Los Angeles, and a luxury car in New York.

This copy splitting will begin Oct. 1. While he declined to provide specifics, Iaffaldano said that by the time the copy-splitting takes effect, there will be about a half dozen deals completed--including an automotive advertiser, a packaged goods company, a pharmaceutical company, and a large retailer.

This year's upfront comes at what has been a great time for the channel, in ratings and advertising. Ratings are up 24 percent in adults 25-54 in one big daypart and up 39 percent in another; total day is up 11 percent. Ad revenues have also been strong, with a 37 percent year-over-year increase for the linear channel and weather.com.