via press release:
Millions Turn to The Weather Channel For Hurricane Earl Coverage
TWC Reaches 42 Million Viewers and Posts Highest Reach Among the News Networks for Sept. 1-3
ATLANTA (Sept. 10 , 2010) – The Weather Channel® (TWC) reached 42 million viewers during its coverage of Hurricane Earl Sept. 1-3 and posted the highest reach (Total Persons 2+) among the news networks (CNN, FOX News, CNBC, MSNBC and Headline News).* On Sept. 2, TWC’s suite of digital properties, including weather.com, The Weather Channel Mobile, and The Weather Channel Desktop, posted its highest daily page view day for tropical activity with 111 million page views combined.
As Hurricane Earl pummeled the East Coast from the Outer Banks to New England with heavy rain and wind, millions turned to TWC and its digital properties for round-the-clock severe weather coverage. Together, these platforms delivered trusted weather content from the leading weather authority.
Additional highlights include:
- The network posted an average A25-54 delivery of 356 (+314%) on Sept. 2. Viewership peaked at 7:15 a.m. on Sept. 3 with an A25-54 quarter hour delivery of 531.**
- TWC ranked No. 1 among the news networks in A18-49 during the Morning daypart on Sept. 3***
- In addition to posting its best page view day ever during tropical activity on Sept. 2, TWC digital properties (weather.com, Mobile, Desktop) had its tenth best page view day ever.
- weather.com had 11 million unique visitors and 70 million page views on Sept. 2, which ranked as the fourth biggest traffic day forweather.com during a major hurricane (behind Ike, Rita and Katrina) according to SiteCatalyst. From Aug. 31- Sept. 3, the website also saw an increase in video streams of 778 percent from prior week averages.
- Hurricane Earl also generated record-breaking page view days for The Weather Channel for iPad application, resulting in three of the top five page view days for iPad so far.
*Nielsen/NPOWER, P2+ Reach (000), 9/1/10, 9/2/10, 9/3/10, and 9/1 – 9/3/10, 1 min qualifier, 75% Unification, 6a6a, TWC, CNBC, CNN, FOXNC, HLN, MSNBC.
**Nielsen via MultiTrak, TWC A25-54 (000) by daypart, 9/1/10, 9/2/10, and 9/3/10 vs prior 4-week daypart averages (8/02/10 - 8/29/10).
***Nielsen via MultiTrak, TWC 18-49 and A25-54 (000) by daypart (6a-11a, 7p-11p, 3a3a), 9/1/10, 9/2/10, and 9/3/10, TWC, CNBC, CNN, FOXNC, HLN, MSNBC.