The Weather Channel is touting research that shows viewers are more likely to recall advertising on the network than they would if they were watching USA Network or HGTV, reports Media Week.
In a cross-platform study conducted with OMD, The Weather Channel revealed that ads that run on its network are recalled by 19 percent of viewers surveyed, versus 14 percent recall for both USA and HGTV.
When exposed to on-air and online spots, The Weather Channel viewers posted a 23 percent recall rate, compared with USA's 18 percent and HGTV's 17 percent. TWC said it has better recall because it uses shorter ad-pods containing just three 30-second ads.
Last year, The Weather Channel was the only cable network to guarantee an ad deal based on Nielsen minute-by-minute ratings. Further, since its live weather it does not need worry about the DVR skipping the advertising.
