Three-day Gustav Tune in for The Weather Channel Brought More Viewers for the All-weather Network Than Any Other Cable News, Information or Entertainment Network
ATLANTA - September 4, 2008 -- Across the three-day coverage of Hurricane Gustav last Saturday through Monday, The Weather Channel reached 65 million unduplicated viewers, achieving the highest cume of any cable TV network according to Nielsen research.*
The new findings, just released on Wednesday, reveal that TWC had the #1 cume not only among cable news networks but for all networks across the cable landscape, even the high-rated entertainment and sports networks.
For the three-day period, TWC even surpassed ESPN which came in #2 with a 62 million cume and TBS with a 60 million cume. CNN had a 60 million cume; Fox News was #9 among all cable networks with a 49 million cume. The figures are based on one-minute qualifiers for tune-in. In analysis of reach for 3-minute and 6-minute qualifiers, The Weather Channel was #1 among all cable networks as well.
"We are proud of this achievement, especially when you consider the political activity being covered by the news networks last weekend and that the sports networks were featuring the opening of the college football season. The progression of Gustav was rightfully on the top of people's minds, and we are pleased that viewers overwhelmingly trusted The Weather Channel for the updates they needed," said Ray Ban, executive vice president of programming and meteorology.
On Monday, Sept. 1 - the day that Hurricane Gustav made landfall on the Louisiana coast - The Weather Channel had a total day (6 a.m.-6 a.m.) rating of 1.1, representing 1.1 million households. The peak quarter-hour was 9:30-9:45 a.m. with a 2.5 rating representing 2.5 million homes.
On Sunday, Aug. 31, The Weather Channel had a total day (6 a.m.-6 a.m.) household rating of 1.0, delivering an average 971,000 homes. TWC ratings peaked on Sunday during the 10 a.m. quarter hour with a household rating of 1.8 (representing 1.7 million homes.) On Saturday, Aug. 30, The Weather Channel achieved total household rating of 0.8 representing an average of 805,000 homes. On both Saturday and Sunday, The Weather Channel was #1 among news networks in ratings for the 25-54 demographic.
More information about the strong performance of The Weather Channel was provided through a survey conducted September 2nd by SURVEYUSA. The independently conducted national survey compared consumer response to the value and content of all types of media sources during the coverage of Gustav. The survey included the responses of 1500 participants from throughout the country. The highest percentage of respondents named The Weather Channel as their first choice when asked the following questions: who did the best job of reporting on Hurricane Gustav? Where do you typically go for information about severe weather? Where did you turn for more information once you became aware of Gustav?
*Source: Nielsen Media Research/NPower. Live, 6a6a Time Period Reach, 8/30/08 - 9/01/08, P2+, 1 min qualifier.
About The Weather Channel Companies
The Weather Channel companies (TWCC) are made up of The Weather Channel® television network, The Weather Channel digital properties, and WSI. The Weather Channel is based in Atlanta and is seen in more than 100 million U.S. households. TWCC also operates Weatherscan®, a 24-hour all-local weather network; The Weather Channel Radio Network; and The Weather Channel HD. The most popular source of weather news and information, TWCC properties reach 60 million monthly Web consumers (weather.com and Desktop) and 32 million monthly mobile users (mobile Web and applications) and offers the second most popular mobile app on all smartphones. WSI, headquartered in Andover, MA, primarily provides business-to-business weather services, particularly for the media, aviation, marine and energy sectors. TWCC is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.weather.com/press.