The Weather Network has published the results of Numeris’ enhanced TV Audience Measurement (TAM) solution, which evaluated the channel’s linear TV audience over the past year. The data shows that the network experienced a 94% increase in audience between September 2023 and August of this year, especially among 25- to 54-year-olds.

Pelmorex, The Weather Network’s parent company, adopted TAM last year. Maureen Rogers, managing director of editorial and public alerting for The Weather Network and MétéoMédia, tells MiC that the audience data is meant to help the network update its programming, while offering its advertising partners with more accurate and complete information about its audience.

Pelmorex has been investing in The Weather Network’s advertising offerings. In June, the channel partnered with Home Hardware to launch AI-based ads that showcase the retailer’s promotions across Ontario, combined with the summer weather forecast. It also signed a deal with Mitsubishi Motors in July, making it the first official vehicle of The Weather Network and MétéoMédia as part of a three-year agreement.

The traffic boost says a lot about what consumers are interested in these days. “Weather is the second-biggest influence on consumer behaviour behind the economy,” Dr. Nana Banerjee, CEO of Weather Network owner Pelmorex, recently told The Peak, which also pointed to an influx of people looking for information on the weather that’s created a surge in competition, with over 10,000 weather-related apps on Apple and Android.