Proven Ad Recall on The Weather Channel

 

The Weather Channel has been conducting ad recall research since the early 1990’s. Results have been consistently strong year after year. When viewers watch The Weather Channel they are pre-disposed to remembering information (the forecast!). Combine that unique mindset with only 3 commercials per pod, and you’ve got a clutter-free viewing experience that makes your messages more memorable than any broadcast or cable environment in existence today.

 

Conscious of the seemingly never-ending debate on the elusive definition of ad engagement, The Weather Channel, in 2005, began inviting key ad agencies to investigate the effectiveness of their client’s advertising using a simple, yet powerful measure: proven ad recall. The Weather Channel funded the research, allowing the agencies to select the networks, programs and creatives to test and agreed to have a third-party research supplier ASI Entertainment Inc. field and execute the studies. The results you see here are highlights of the most revealing findings of these studies.

 

2005

MediaVest Commercials	The Weather Channel	Average of 3 other Networks (FoxNews, USA, Food)
Financial	18.6%	15.6%
Food 1	34.2%	21.8%
Packaged Grocery	22.1%	17.0%
Food 2	39.2%	43.1%
Combined Average	28.5%	24.4%
	17% higher than the average

In 2005, MediaVest - the first agency to participate - selected :30’s from four of their advertisers to measure proven ad recall on The Weather Channel, Fox News, USA and Food. They wanted to look at two numbers: the average recall for those ads on The Weather Channel compared to the average recall of the ads on the other three networks. Proven ad recall was +17% higher on The Weather Channel.

 

2006

OMD Commercials	The Weather Channel	USA Network	HGTV
Insurance Co.	16%	12%	11%
Home Improvement	23%	18%	16%
Household Cleaner	17%	13%	15%
Combined Average	19%	14%	14%
	36% higher than the average

The following year, in 2006, OMD partnered with The Weather Channel to measure proven ad recall for three of its advertisers on The Weather Channel, USA and HGTV. Proven ad recall was +36% higher on The weather Channel. These results were only a portion of this study’s broader objective which revealed that cross-platform consumers remember ads 23% more than people who saw the ads on cable only.

 

2007

Mindshare Commercials	The Weather Channel	Headline News	Bravo
Luxury Item	21%	11%	13%
Health	16%	14%	6%
Financial	6%	3%	7%
Combined Average	14%	9%	9%
	56% higher than the average

In 2007, Mindshare stepped in to investigate ad recall for three of its advertisers on The Weather Channel, Headline News and Bravo. Again, The Weather Channel produced +56% higher ad recall for the same commercials compared to the other networks.

Source: ASI Entertainment, Inc. Advertising Recall Studies 2005-2007

 

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