Particularly amusing is the highlighted paragraph at the bottom noting that TWC’s newly scheduled original programming would now be pre-empted for live coverage of….the weather.

via press release:

The Weather Channel Sets New One-Day Digital Record and Plans Most Live Coverage Ever in Network History

Highest page view day ever seen on TWC digital, online and on mobile, iPhone and Android apps

ATLANTA (February 1, 2011) – The Weather Channel Companies (TWCC) once again set new digital records across its digital properties on Monday, Jan. 31, for coverage of the colossal storm affecting the majority of the country. Across all digital properties, TWCC set a new daily record of 217.4 million page views, and saw a new record high of 126.7 million page views Jan. 31. New highs were also seen for TWC mobile Web as well as applications such as TWC for iPhone, Android, and iPad.  According to internal numbers, highlights include the following:

  • Total digital page views for Jan. 31 reached 217.4 million page views, making it the highest page view day ever for The Weather Channel,( online and on mobile Web, mobile and desktop apps) trumping the previous record of 178 million page views Feb. 9, 2010.
  • generated a record breaking 126.7 million page views Jan. 31 and saw more than 18.2 million unique visitors, shattering the previous record of 16.2 million on Feb. 9, 2010.
  • Mobile Web achieved a record-breaking 15.1 million page views Jan. 31.
  • The Weather Channel for iPhone app achieved a record-breaking 35.2 million page views on Jan. 31. The Weather Channel for Android app also produced a record-breaking total with 23.7 million page views on Jan. 31. Both platforms exceeded previous records achieved on Jan. 11, 2011.
  • Other Mobile platforms also produced record page views including The Weather Channel apps for BlackBerry, Windows Phone 7 and Palm. TWC Desktop application produced 6.7 million impressions Jan. 31, outperforming the Jan. 2010 daily average by 38 percent.

On the network side, TWC averaged its highest prime time delivery for 2011 to date on Jan. 31 reaching 656,000 viewers among households and 358,000 among adults 25-54 (tied with Jan. 9, 2011), 2 and averaged its No. 2 total day delivery for 2011 to date on Jan. 31 among households and adults 25-54.3

This potential historic storm marks the most in-depth, live on-location reporting ever in TWC’s 29-year history. Live field coverage began Jan. 31 at 7 p.m. ET with meteorologists Jim Cantore in Chicago, IL, and Paul Goodloe in Denver, CO, who was live overnight until 2 a.m. ET.

Around-the-clock coverage and expert analysis resumes Tuesday and Wednesday with an extended edition of Weather Center until 3 a.m. ET, followed immediately by earlier editions of First Outlook (3 a.m.) and Wake Up With Al (5 a.m.).  Live coverage continues from the following locations:

–          Al Roker, Mike Bettes and Jim Cantore from Chicago, IL

–          Eric Fisher, Mike Seidel and John Yang from St. Louis, MO

–          Jeff Morrow and Ron Blome from Oklahoma City, OK

–          Adam Berg from New York City

–          Scott Williams from southeastern Pennsylvania

–          Dr. Greg Forbes and Jen Carfagno from Punxsutawney, PA

–          Janel Klein from Lafayette, IN

–          Scott Newell from Boston, MA

–          Charles Hadlock from Dallas, TX

As TWC was set to debut its new original primetime programming lineup Jan. 31, the network preempted all previously scheduled programs to cover the storm and provide viewers with the best live coverage and latest weather updates they come to expect from TWC. For the latest severe winter weather news and information, stay with TWC — the leading weather provider on air, online and on mobile.

1Source: Adobe (Omniture) SiteCatalyst, DFP
2Source: NHI, MultiTrak, prime time (Mon-Sun 7p-11p), 2011-Jan 31, 2011, HH (000) and P25-54 (000)
3Source: NHI, MultiTrak, total day (Mon-Sun 3a-3a), 2011-January 31, 2011, HH (000) and P25-54 (000)

Posted by:TV By The Numbers

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