Your airline is drowning in weather data, yet thunderstorm disruption continues to paralyze your network. Standard aviation products – TAFs, TCFs, and broad outlooks — fail when you need them most. They can’t keep pace with rapidly developing storms that move erratically and create highly localized impacts. This isn’t a forecasting problem; it’s a translation problem.

Without a dedicated aviation meteorologist, conflicting weather model data becomes noise rather than split-second, actionable intelligence. Your operations get stuck in “reaction mode” instead of staying ahead of conditions. Even perfect forecasts are often derailed by unexpected ATC programs and route restrictions. The collaboration needed to mitigate weather, ATC, and other unexpected operational burdens is key to keeping an airline’s operation intact.

It’s time to stop reacting to the sky and start controlling the outcome from the inside out. This is why The Weather Company embeds meteorologists — as part of FAA-compliant EWINS Weather Forecast Services — directly in airline operations centers. They work side-by-side with dispatchers and dispatch specialists that communicate directly with air traffic control. Together, they turn thunderstorm uncertainty into operational confidence through early planning, real-time collaboration, and proactive communication.

A summer 2025 storm event at Chicago O’Hare (KORD) illustrates how this works.

Case study: Chicago O’Hare and the 24-hour convective outlook advantage

Managing a thunderstorm event begins well before the first cell appears on radar. Consider a typical warm-season scenario. On a Sunday evening, embedded meteorologists (METs) identified a potential thunderstorm for Chicago O’Hare coming Monday afternoon.

Rather than waiting for morning briefings, the METs produced a Next Day Convective Outlook, helping the airline start the planning process for what would become a major convective disruption at one of North America’s busiest hubs.

Next-day convective outlooks are issued when significant thunderstorms are forecast at an airline hub or over a critical route.

For operations, these early outlooks:

Allow lead time for planning: With ~24 hours to prepare, operations teams have time to identify diversion stations outside the threat area. It also allows for cancellation and thunderstorm flight delay strategies based on expected severity and timing. Proactive forecasts often trigger airline policy changes. This allows passengers to change flights, without penalty, to avoid severely impacted weather regions or time periods. 

Enable proactive, tactical decision making: The O’Hare outlook flagged potential Sunday afternoon thunderstorm impacts, giving meteorologists and decision-makers a full-day head start. Forecast radar representation, storm evolution discussions, and confidence assessments fill gaps that Terminal Aerodrome Forecasts (TAFs) miss. This proves critical when thunderstorms can intensify or dissipate within hours.

Initiate NAS coordination: Storm impacts at major hubs like O’Hare ripple across the National Airspace System (NAS). The Sunday outlook initiated discussions between the airline and the FAA for Monday operations. The airline’s perspective was heard early when planning for potential convective disruptions.

Proactive coordination: Refining the forecast with embedded aviation meteorologists

As Monday morning arrived and the Chicago thunderstorm moved closer, the urgency intensified. Tactical forecasts like Consolidated Storm Prediction for Aviation (CoSPA) and Traffic Flow Management Convective Forecasts (TCFs) often don’t capture the complete flights and thunderstorm impact window. But, embedded METs can provide hour-by-hour convective impact forecasts — tracking airport conditions and thunderstorm threats along arrival and departure corridors.

In the case of O’Hare, TAFs may describe Chicago airport weather, but they didn’t tell the full story. Thunderstorms will impact arrival and departure gates around the airport. Likewise, the direct terminal area will be impacted during peak afternoon operations.

The Convective Gate Forecast identifies how each arrival gate will be affected by incoming thunderstorms, helping ATC groups plan for traffic flow adjustments.

Real-time intelligence: Navigating the convective threat window

The Weather Company embedded METs receive TCF output 30 to 45 minutes before official publication with real-time validation from the world’s most accurate forecaster.¹ Armed with this intelligence, they can join chat channels and whiteboard collaborations around forecasts.

In this scenario, they provided ground-truth perspective on O’Hare flights and thunderstorm timing, expected coverage, and movement to ATC coordinators, leadership, and airport operations teams. At this stage, the METs can challenge or validate proposed convective outlooks. They base this on real-time analysis — helping to align the Chicago forecast with the actual thunderstorm threat. And critically, keep everyone on the same page.

Split-second decisions powered by high-resolution data

Constant analysis can separate anticipation from reaction. At O’Hare, embedded METs gave decision-makers the intelligence to act by providing real-time insights into thunderstorm behavior. Traffic usually accelerates ahead of an approaching storm line. Arrivals slow when cells intensified faster than expected. As cells developed at O’Hare, The Weather Company’s Global High-Resolution Atmospheric Forecasting System (GRAF^TM) forecast radar and live lightning analysis helped visualize the thunderstorm’s structure, movement, and intensity. These tools helped embedded METs communicate exactly where convective threats exist and when windows of opportunity will open. Fortunately, this is context that wind speeds and precipitation amounts alone cannot convey.

These tools support collaborative decisions, led by embedded meteorologists, to help the airline understand when terminal and enroute storm impacts will abate. They also guide when ramp operations can return to normal or when post-thunderstorm winds reverse the runway configuration, and more.

Post-event review: Turning disruption into operational learning

Thunderstorms obviously don’t follow scripts. That’s why post-event analysis matters. It’s time for the embedded METs to examine and understand what the thunderstorm did versus what was expected. This analysis helps sharpen forecast decision making and improve operational readiness for what’s ahead.

After this thunderstorm event produced delays and diversions, the METs reviewed outcomes directly with airline teams. These reviews aren’t punitive; they’re opportunities to refine approaches for the next convective event rolling through the Chicago area and beyond.

From convective uncertainty to operational confidence

The Chicago O’Hare case demonstrates that thunderstorms are inherently volatile and uncertain, but your team’s response can be rooted in confidence.

Embedded meteorologists do more than forecast thunderstorms — they translate complex weather patterns into clear, timely, and actionable intelligence. Whether it’s Chicago O’Hare or any hub in your network, our embedded METs can help you stay ahead of the storm so you’re never caught off guard.

As more viewers turn to digital platforms for news and content, TV broadcasting is changing fast to stay relevant in a mobile, on-demand world. The next chapter of the future of TV belongs to those who can blend emerging broadcasting technology trends with what has always made television essential: accurate information, local trust, and timely delivery.

1) From linear decline to digital-first dominance

Audiences are continuing to shift toward digital platforms – and the data is clear. According to Nielsen, streaming accounted for 44.8% of U.S. TV viewing in May 2025,¹ slightly surpassing combined linear TV (broadcast + cable), which fell to 44.2%. This marks a symbolic turning point: For the first time, digital viewing has eclipsed traditional TV on the biggest screen in the home.

Meanwhile, more than 77% of the U.S. population is forecast to watch OTT video in 2025,² according to eMarketer. That figure includes YouTube, free ad-supported TV (FAST), and subscription services, reflecting the growing momentum toward digital-first platforms.

Broadcasters are no longer just TV stations – they’re evolving into multi-platform media organizations. From mobile apps to TikTok to 24/7 streaming news services like CBS News Boston, the industry is reorienting around where viewers actually are.

And this is just the beginning. Linear TV’s share of video time on TV screens dropped from 72.2% in 2020 to just 56.5% by the end of 2024³ – a dramatic shift in just four years.

“The most successful media outlets will be those that can deliver accurate, local, and up-to-the-minute updates,” says Terry Eliasen of WBZ-TV. That means building the infrastructure for streaming, mobile, and real-time content delivery.

Within the next few years, digital-first workflows will lead, and linear TV will be viewed more as a supplement.

2) Immersive tech: AR/VR and the rise of the virtual studio

Gone are the days of elaborate physical sets. Many newsrooms are now green-screen studios powered by AR/VR tools that create virtual environments with a few keystrokes. This shift has enabled dynamic storytelling, especially in weather coverage. Smaller-market stations are often down a person, with larger station meteorologists filling in – where storm systems can appear beside the presenter in real time.

Many broadcasters now have the ability to transform their entire look with just a few keystrokes, thanks to virtual sets and AR/VR tools. But there’s growing concern that too much visual spectacle can distract from the core mission. While immersive graphics enhance storytelling, the priority must remain on delivering essential information.

“We must be certain that we still are delivering the information that people need and not just giving them eye candy,” Eliasen cautions. Smaller-market stations are often down a person, with larger station meteorologists filling in, rather than just high-tech visuals. Despite having instant access to forecasts via mobile apps, viewers still rely on their local TV meteorologists when safety is on the line.

3) AI in broadcasting: Automation, personalization, and precision

Artificial intelligence has become the engine room of modern broadcasting. AI now supports:

• Automating newsroom workflows
• Generating real-time weather models and graphics
• Localizing content for individual viewers
• Powering voice-activated tools in studios

At The Weather Company, AI-enhanced forecasts integrate over 100 data models in real time, personalized for every location, moment, and platform.

“As we all know, AI has so many layers and possible uses,” says Lelan Statom, Senior Meteorologist at News Channel 5 Nashville. “We use it with our voice-activated prompter in the studio. For weather, it’s already being used to produce models and help improve workflows.”

4) Expanding Hispanic audiences and content localization

The rapid growth of Hispanic digital audiences is shaping the future of broadcast television. This demographic leads in streaming adoption and digital media consumption, prompting networks to invest in bilingual content and AI-driven translation tools.

“Over the next few years, the television industry will be profoundly transformed by the convergence of AI, the growing influence of the Hispanic market, and advances in meteorology,” says Albert Martinez, founder of Canal Meteo. “Spanish-language content and digital platforms will be critical as viewing preferences shift.”

5) The cloud era: Collaborative production, streamlined workflows

Cloud-based production is now central to broadcast operations. Centralized graphics systems and shared storage environments allow for:

• Real-time collaboration across markets
• Streamlined branding
• Faster content updates

But there are downsides. “Broadcasters will deepen their reliance on cloud storage and shared graphic spaces… but [this] will also be used to forestall hiring decisions,” warns Brandon Butcher. “Smaller-market stations are often down a person, with larger station meteorologists filling in – unpaid”.

That pressure is felt daily in the field. “While there may be a variety of new features broadcast groups are rolling out in their apps and streaming platforms, the bottom line remains meteorologists have to do more with less time,” notes Betsy Kling, Chief Meteorologist and Anchor at WKYC-TV. “This means finding ways to multitask and leverage technology. Thinking outside the box and devoting time to deepen knowledge of our weather systems is key.”

The challenge for 2026? Balancing broadcast media innovation with human bandwidth and local authenticity.

6) The rise of independent meteorologists and new monetization paths

The broadcast media vs. digital media conversation isn’t just about networks. More meteorologists are leveraging technology at home to launch their own YouTube channels, livestreams, and subchannels – reaching loyal audiences directly and keeping the profits.

Brandon Butcher forecasts a future where “individual meteorologists…realize they are the face of the revenue stream and audience relationship” and may break away to build solo brands. “The early adopters will be successful, claiming large territorial markets, but as more jump in, competition will shrink the pie.”

7) Trust, accuracy, and the power of local connection

In a media world full of noise, one thing hasn’t changed: Accurate, local content still wins.

Tools like The Weather Company’s Max Engage allow broadcasters to push content across TV, mobile, and social simultaneously. “There are few programs that allow for multi-platform distribution with one click,” says Jordan Evans of ABC7. “Max is ahead of the game with its Engage and Social products.”

And in markets where real-time alerts save lives, the value is even clearer: “Max Engage allows us to quickly and effectively deliver life-saving alerts…while maintaining uninterrupted on-air coverage,” says Danielle Breezy from WKRN-TV.

Looking ahead: Broadcasting in 2026 and beyond

The future of the television industry will be defined by how well broadcasters balance technology with trust. As AI, AR/VR, and cloud production reshape workflows, success will belong to those who:

• Stay digital-first
• Serve diverse, mobile audiences
• Prioritize real-time, accurate forecasting
• Maintain deep community relevance

In other words, the networks that thrive will not just keep up with television trends; they’ll shape them.

The Weather Company, as the world’s most accurate forecaster,⁴ is helping broadcasters lead this transformation – bridging next-gen technology with the trust that local audiences rely on.

When severe weather threatens flight operations, delayed or imprecise decision making can put safety, profitability, and system efficiency on the line. To achieve operational certainty, major airlines rely on The Weather Company’s FAA EWINS-compliant Weather Forecast Services. We provide embedded meteorologists that work shoulder-to-shoulder with dispatchers, ATC coordinators, and key decision makers, offering real-time, hyper-local guidance that a broad forecast simply can’t match.

This close, dedicated partnership is never more critical than when extreme weather threatens the grid — as was the case with Hurricane Helene.

Navigating Hurricane Helene

In September 2024, Hurricane Helene made landfall as a major Category 4 hurricane across Florida’s Big Bend, impacting major airline hubs in its path. When a major hurricane like Helene makes its way through the Southeast, it’s not just the coastal cities that feel the impact – the decision-making ripple effect can ground flights hundreds of miles away.

Our embedded meteorologists are seasoned in the nuanced forecast needs of airlines during storms like Helene. For airlines to maintain both airline safety measures and operational fluidity, they need more than a general forecast; they need real-time, targeted intelligence from experts who know their specific operation.

As one of our airline Meteorologist-in-Charge (MIC) experts, Hannah Cohn, put it, “We are an integral part of things now. Our embedded meteorologists transition from operational support to crisis management, offering a unique blend of active monitoring, proactive counsel, and reactive solutions.”

The proactive approach to a Category 4 storm

The most intense, hurricane-force wind impacts are often a foregone conclusion for a few stations – they must close for safety. Our embedded meteorologists guide the airline to determine when those stations need to be closed and help position staff, flight attendants, and pilots out of harm’s way.

However, the strategic value during a major storm is in managing what lies beyond. “We’re really not looking at the eye of the storm… we’re more looking at the outskirts of the storm, the periphery of the storm,” says Hannah. “The ones that are on the thresholds.”

These are the stations getting 30-35 knot gusts, potentially up to 40. Such wind speeds can still allow for operations, depending on direction and runway configuration, but they are right on the edge. This is where a subtle, tailored forecast makes the difference between an unnecessary system-wide disruption and a safe, minimized operational reduction.

Winds near the hurricane’s edge strain operations and test safety limits.

Communication: The core of the strategy

Support is proactive, beginning up to 48-72 hours before a landfall event. The embedded meteorologist’s role during a storm like Helene means airlines are receiving consistent, clear communication and collaboration 24/7. Our teams:

• Issue detailed tropical tables: These intelligence packages — updated four times a day — provide storm forecasts, including wind tables, rainfall amounts (for flood risk), and come with detailed discussions on forecast confidence.
• Provide confidence: As our airline meteorologists engage with ATC coordinators, dispatchers, and key decision makers, conveying a high level of confidence in the forecast accuracy is critical to reinforcing their operational plan.
• Sync internal and external partners: We engage in constant chat and conference calls (three to four times daily) with the airline’s operational leaders to align all parties on evolving forecast conditions throughout the event. We also collaborate with the National Weather Service (NWS), and Center Weather Service Units (CWSU) to avoid a scenario where the airline is getting conflicting information, making their already tough decisions impossible.

A clear and concise summary of the storm’s current state and its anticipated impacts.

The ripple effect: Beyond the eye of the storm

One of the most telling examples from Hurricane Helene wasn’t a station directly hit, but a major hub hundreds of miles away. Helene tracked 200 nautical miles west of Charlotte (CLT), yet the hub still had to significantly reduce operations. The extensive wind field created strong crosswinds — gusting up to 50 knots from the east-southeast — that made landings and takeoffs unsafe or impossible on many runways.

Our embedded meteorologists worked side-by-side with the ATC coordinators, helping the airline:

1. Determine the rate: Collaborating on when to reduce the arrival and departure rate into Charlotte.
2. Guide cancellations: Advising on the necessity of cancellations to clear the backlog and maintain airline safety measures.
3. Support recovery: Immediately shifting focus to helping the airline get their operation safely back up and running once the winds subsided.

Forecasters and operational partners

Embedded airline meteorologists offer on-the-ground collaboration that mass-market forecasts can’t provide. It’s about solving problems on the fly and helping enable maximum safety with minimal economic impact. We become integral members of your operations teams, not just weather consultants, here to help you weather any storm.

For decades, advancements in weather forecasting have been driven by increasingly sophisticated technology and the relentless pursuit of more accurate data. But at The Weather Company, we’ve found that the most powerful engine for progress isn’t just technology – it’s people. Specifically, a dedicated group of meteorologists and scientists who have been meeting monthly for the past four years to refine and enhance the Global Resolution Atmospheric Forecasting (GRAF) modeling system.

But first, a closer look at GRAF.

What is GRAF? High-resolution atmospheric forecasting explained

The GRAF modeling system is a proprietary, physics-based, high-resolution, rapidly updating global weather forecasting system. Unlike conventional global models that update every six or more hours and operate at a resolution too wide to capture many weather phenomena, GRAF updates hourly and offers high-resolution forecasts down to 4 kilometers. This enables it to predict something as small as a thunderstorm, making it a critical tool for everything from daily planning to severe weather preparedness.

Behind the forecast: The GRAF task force in action

This isn’t your typical corporate task force. The GRAF team is a dynamic forum where The Weather Company technical experts, who build and maintain the model, directly engage with clients around the country who use it every single day on the front lines of forecasting. This collaborative approach has become a cornerstone of our commitment to excellence, so that the weather model data we provide meets the real-world needs of broadcast meteorologists, news stations, and, most importantly, the communities they serve.

In a recent meeting, the conversation covered everything from the finer points of radiational cooling to the nuances of tropical storm modeling. Friendly dialog is based on mutual respect and candid feedback. The Weather Company weather science team shares what they’re working on and what challenges they’re facing, while clients offer crucial, boots-on-the-ground insights as they work with GRAF data in their Max platform.

Direct impact: How client feedback shapes our technology

This unique and collaborative partnership is truly a “two-way street.” It’s not about top-down directives; it’s a living dialogue where every piece of feedback, whether a bug report or a suggestion for a new parameter, is heard and considered.

Our clients’ input is invaluable. They are the ones seeing how GRAF performs in a wide variety of real-world scenarios, from snow in Portland to tornadoes in Mississippi. This direct feedback loop results in targeted improvements which – along with our advanced models, techniques, and meteorological expertise – helps secure our title as the world’s most accurate forecaster.¹

From report to resolution

The results of this collaboration are already evident. Task force members have seen firsthand how their feedback has led to direct improvements in the model. Patrick Bigbie, a meteorologist and task force member, recalled a specific instance where a bug in an ice parameter was fixed after he reported it. “There was a very noted difference once he put in the correction for it,” he said.

Another member, Mark Nelsen, a broadcast meteorologist in Portland, Oregon, shared how the group’s discussions helped him understand why a snow forecast was too high during a specific event. “The model was actually seeing ice pellets, too,” Nelsen explained. “I was able to spread that around and put it in my blog so others in Portland would be aware of that too.” This kind of information sharing extends beyond the meeting, directly benefiting a broader audience.

In addition, notable enhancements have also included:

• Improvements to the forecasting of shallow cold air and snowfall across the Columbia River Basin. Other models were picking up on upcoming snowfall in that area up to a few days faster than GRAF. Using The Weather Company’s lab environment of high-performance compute resources, a few weeks of research and development allowed for improvements to the PBL and orographic wave drag physics. These changes had a positive impact not only for the Columbia River Basin, but also across other parts of GRAF’s global domain. This was a great example of one GRAF user’s observation impacting GRAF development beyond a local use case.
• Better prediction of wind gusts across southern California. The GRAF model had overpredicted wind speeds in that area by as much as 40 mph at certain times. The Weather Company added new wind gust algorithms that significantly improved GRAF’s wind gust forecasts.
• Improvements to visibility forecasts across Louisiana. GRAF’s forecast visibility was too low during radiational cooling events. The Weather Company implemented new algorithms and improved the visibility product across a wide range of atmospheric conditions.
• Better prediction of freezing rain and snowfall across Mississippi. GRAF users reported excessive freezing rain and snow forecasts. This was quickly resolved in three days with land surface model updates.

More than a meeting: A commitment to continuous improvement

These exchanges are not just about fixing problems – they’re about innovating and looking ahead. The team is consistently exploring how to incorporate new data, new visualization capabilities, and new forecast parameters that make the product more useful and powerful. The conversation often touches on emerging technologies like AI and machine learning to keep the GRAF modeling system evolving with the industry.

“It’s a testament to our team’s deep commitment to customer-centric innovation,” said Sheri Bachstein, President of The Weather Company. “By bridging the gap between our weather science experts and the broadcast meteorologists who rely on our products daily, we are not only building more robust and reliable forecasting tools but also fostering a community of shared knowledge and continuous improvement. This collaboration is a core part of our continued efforts to deliver the most trusted and reliable weather information in the world.”

Innovating through shared expertise

In a world where weather events are becoming more frequent and more severe, the need for accurate, timely, and hyper-local forecasts has never been greater. The GRAF task force is a testament to how the best technology is only as good as the collaboration behind it. By empowering our clients to be partners in our product’s evolution, we’re not just building a better model – we’re helping to create a safer, more informed world.

What if the most influential marketing signal isn’t hidden in a dashboard, but right outside your window? For years, marketers have optimized for content, time of day, and audience segments. But they’ve been missing the one lever that truly moves the needle: the weather. Weather-based advertising powered by Weather Targeting can transform real-world weather conditions into a marketing superpower. It’s a strategy that delivers context, relevance, scale, and, most importantly, measurable ROI for your campaigns.

What is Weather Targeting?

As data privacy regulations fluctuate and consumer expectations shift, brands are searching for ways to deliver relevance without surveillance. At its core, Weather Targeting is an innovative, privacy-forward strategy that leverages hyperlocal weather data to anticipate human (and consumer) behavior. Instead of relying on identifiers or third-party cookies, Weather Targeting uses AI to personalize and contextualize ad delivery based on real-time and forecasted weather.

By tapping into environmental signals at the ZIP code or neighborhood level, brands can automate media buys for the micro-moments when people are most likely to click, engage, or buy. With Weather Targeting born from decades of forecast expertise, advertisers can deliver relevance without tracking, cookies, or profiles.

Privacy-forward, precision targeting with layered audience signals

Beyond just the forecast, Weather Targeting taps into a broader set of audience signals for deeper relevance, including:

• Relative conditions-based: Align ads with weather mixes like heat, humidity, pollen, or air quality.
• Activity-based: Connect with people during known conditions that align with desired behaviors, such as in-store shopping, outdoor activities, and food delivery.
• Product-based: Use third-party sales data from sources like IRI and NielsenIQ to identify the optimal mix of conditions that lead to incremental sales.
• Health and wellness-based: Leverage privacy-forward signals such as anonymized patient reports, OTC sales data, and prescription sales data from IQVIA, academic journals, medical reports, and medical claims data, to anticipate health-related needs.
• Emotion-based: Tap into the proven connection between weather, mood, and motivation to stimulate consumer engagement.

Each signal is strengthened with weather context and layered with trusted third-party data, making them smarter and more predictive.

Why is weather such a powerful signal in advertising?

So much more than the topic of small talk, weather is the ultimate contextual signal – measurable, scalable, and rooted in the real world. Unlike other contextual inputs, weather influences both emotion and behavior in real time. It universally shapes where people go, what they do, and how they spend.

In fact, weather actually rewires the brain at a subconscious level, where 90% of decisions are made. Four distinct weather-driven “mindsets” – creating, relishing, enduring, and cocooning – influence memory, motivation, and purchase behavior in unique ways. By aligning creative and messaging with specific Weather Mindsets, marketers can meet people where they are — emotionally and neurologically — and boost the effectiveness of every impression. For example, campaigns timed to sunny conditions can see a 10% lift in purchase intent, while stormy conditions can increase emotional engagement by nearly 29%.¹

Proven results and ROI

Marketers across industries are already seeing the power of this predictive data science, with measurable results, including:

With predictive weather-based advertising, brands can plan and launch campaigns before consumer intent spikes – reducing wasted spend and maximizing ROI. The scale is unmatched: The Weather Company delivers insights across 44,000 ZIP codes and billions of intent signals monthly. It’s no surprise that this strategy drives results across industries and advertising channels.

Why are retailers turning to weather strategies?

Retailers are increasingly investing in weather-based advertising because it delivers measurable performance without compromising privacy. Weather emerges as a future-proof signal – objective, real-time, and universally understood. In fact, the data shows:

• 40% of daily retail sales variance is due to weather⁸
• 50%+ of consumers say their skin and hair needs change with the weather⁹

For retail brands, weather adds dynamic, real-world context that explains shifts in demand and helps tailor promotions to local conditions. A grocery chain can spotlight grilling supplies ahead of a warm weekend, while a clothing retailer may drive outerwear sales during the first cold snap. Even home improvement and DIY brands see measurable lifts when campaigns align with rainy-day or storm forecasts.

Retailers also value the geographic precision that hyperlocal weather data provides. Messaging can be adapted across ZIP codes, cities, or regions, accounting for the nuances that national campaigns often miss.

Ultimately, weather strategies allow brands to market with relevance at scale. Effective campaigns focus on real conditions, real needs, and real results.

Real-time responsiveness: Adapting campaigns to changing weather

When weather changes, consumer priorities shift – often quickly. Businesses that build flexibility into their marketing strategy can adapt in near real-time, reaching consumers with contextually relevant messages precisely when demand increases. The key lies in using weather as a reactive tool and a proactive signal for planning, activation, and optimization.

Short-term weather events – like storms, heatwaves, or cold fronts – can have immediate impacts on foot traffic, product interest, and purchase urgency. As a result, businesses that connect marketing to these conditions can shift ad spend toward the highest-performing regions, adjust creative assets to reflect the moment, and emphasize products suited to the current environment – all automated by Weather Targeting technology.

For example, a national retailer aligned its store promotion strategy with regional weather shifts by deploying warmwear and hot beverage promotions ahead of a cold front. The campaign produced a 12.2% lift in foot traffic, amounting to over 94,000 incremental store visits.¹⁰

The rise of real-time, weather-based advertising allows for even more responsiveness. Brands can deploy creative variations tailored to specific conditions (humid, overcast, chilly) across ZIP codes, adjusting message and tone to match local experiences. It’s marketing that feels alive, because it is.

How weather amplifies your marketing calendar

Some of the most effective advertising campaigns connect with audiences during shared cultural moments, big and small. But what amplifies those campaigns isn’t just the calendar. It’s the weather. Weather-based advertising allows brands to align creative with the season and how that season feels in a specific location at a specific time.

Football season

From planning moments leading up to the game to tailgates and watch parties, fall football traditions are deeply tied to the weather. As temperatures drop, fan rituals shift toward warm food, seasonal apparel, and outdoor gear. Brands can activate campaigns when the first chill hits, serving ads for chili ingredients, fleece pullovers, or team gear.

Halloween

Halloween shopping is often driven by short-term weather conditions. A sunny weekend in mid-October may drive costume purchases and outdoor décor, while a soggy forecast can spike demand for indoor entertainment or candy.

Entertainment

Weather directly impacts what people choose to do in their downtime. Rainy days or chilly nights often increase interest in streaming services, movie rentals, or cozy at-home activities. Weather-activated ads that promote these entertainment experiences at just the right moment can drive engagement and viewing time without needing personal data.

Holidays

Holiday campaigns often follow fixed calendars, but consumer behavior doesn’t. A sudden cold front can kickstart interest in warm beverages, travel deals, and gift planning – well before traditional campaign dates.

Weather Targeting helps brands tap into cultural moments using real-time environmental context. This elevates seasonal advertising from reactive to anticipatory. It also makes brand messaging feel perfectly timed.

Activating weather data in your media plan

Brands and agencies are integrating weather-based advertising across high-impact channels like connected TV (CTV), retail media networks (RMNs), and programmatic curation.

Within CTV

CTV offers a high-attention environment where mood and timing matter. By using weather-activated ads, brands can tailor creative to match a viewer’s emotional state or physical environment – without relying on identifiers.

Within RMNs

RMNs are increasingly central to retail strategy, and hyperlocal weather data adds a predictive layer that enhances their power. Retailers and brands gain the ability to segment campaigns by location, weather condition, and season, offering meaningful experiences without user tracking. Easy integration through Deal IDs or programmatic platforms helps Weather Targeting scale quickly across campaigns, without additional operational complexity.

Within programmatic curation

Programmatic curation allows marketers to pre-package inventory with enhanced context. Adding weather data enriches curated deals with real-world signals so impressions reach consumers at the right moment.

Why The Weather Company?

When every marketing dollar counts, you want to know you’re getting the most accurate weather intelligence possible fueling your campaign. With decades of data and proprietary AI forecasting models, we are nearly 4x more likely to be the most accurate than our closest competitor.¹¹ As the global leader in contextual weather intelligence, The Weather Company powers over 2 billion daily forecasts across 178 countries, integrating into CTV, RMNs, programmatic platforms, and beyond. We forecast weather and help brands forecast demand.

Outsmart the competition with a weather-based strategy

As data privacy becomes the new standard, relying on outdated strategies is a risk. Weather-based advertising is the future-ready solution that lets you win on relevance, not personal data. Whether you’re planning for peak season or optimizing your always-on campaigns, The Weather Company can help you connect with consumers in the moments that matter most.

When it comes to the growth of the FAST industry, the numbers don’t lie. They’re telling a story of rapid expansion, and frankly, they’re starting to look a little unbelievable – but in the best possible way. Revenue is projected to climb from $8 billion in 2023 to $17 billion by 2029,¹ and by 2028, streaming ad spend will overtake linear television.² Today, more than 115 million FAST users in the U.S. watch an average of three hours per day, generating over two billion ad impressions annually.³

At the same time, 48% of U.S. adults now prefer digital as their primary source for local news, and 89% of online weather content is outdated.⁴ FAST has even revitalized linear TV, with personalization expected to accelerate that growth further.⁵

Personalized weather content provides the missing link for FAST platforms. As one of the most habitually consumed information categories, weather offers the perfect solution to fill FAST’s demand for fresh, relevant, and monetizable stories. But first, let’s clear up a few common myths.

Myth #1: Repurposing linear weather segments is enough to attract digital audiences

Reality: FAST audiences expect content that’s hyper-local, on-demand, and visually dynamic. Linear weather clips don’t translate well into a digital-first environment due to font colors and sizes, and map graphics. Studies also confirm the issue: nearly 9 in 10 online weather updates are stale.⁶

Solution: ReelSphere from The Weather Company automates the creation of digital-first, snackable video. Each segment is updated in real time, visually engaging, and tailored to the viewer’s specific location, exactly what FAST consumers expect. Audiences increasingly expect weather content to be designed for digital platforms.⁷

Myth #2: Filling content gaps is too expensive and requires a huge team

Reality: Manually producing fresh digital content is costly and inefficient. A recent study found that 73% of online weather coverage is clipped content and just 27% is recorded content,⁸ which shows how heavily broadcasters still rely on repurposing rather than creating digital-first material.

Solution: ReelSphere delivers digital content automation that scales output without increasing staff. Broadcasters can keep their teams focused on high-impact weather days while ReelSphere generates an ongoing stream of ready-to-air digital segments.

Myth #3: Weather content is a commodity; it’s hard to make it a revenue driver

Reality: Weather is one of the most habitually checked content categories. In fact, 98% of advertisers are interested in sponsoring weather content⁹ and recognize its power to deliver contextually relevant ads at scale.

Solution: We designed ReelSphere with advertising in mind. Customizable, sponsor-ready segments allow platforms to pair weather updates with relevant promotions, from travel offers to retail campaigns, unlocking new revenue streams.

Myth #4: You can’t get hyper-local content without a local team

Reality: Audiences want forecasts that matter to their exact location, not just the nearest city. Traditional models are limited in scope, leaving gaps in relevance.

Solution: ReelSphere scales hyper-local coverage without needing meteorologists on staff. For example, ReachTV uses ReelSphere to deliver location-specific forecasts across 2,400+ airport gates,¹⁰ keeping travelers informed with accurate updates for both departure and destination. Audiences are also demanding more hyper-localized streaming content.

Myth #5: FAST is a “set it and forget it” content model

Reality: FAST thrives on fresh, snackable content. Outdated material erodes loyalty, while timely, relevant updates keep audiences engaged. With the vast majority of online weather content outdated, maintaining freshness is critical. Success in streaming depends on constant evolution, not a “set it and forget it” strategy.

Solution: ReelSphere enables an always-on strategy. With automated updates and scalable video production, platforms can keep content fresh around the clock to make sure they stay competitive in the crowded FAST ecosystem.

The forecast for FAST

The myths around FAST content keep platforms from tapping into their full potential. The reality is that weather is one of the most trusted, most consumed, and most monetizable verticals in streaming. With personalized weather content powered by The Weather Company, the world’s most accurate forecaster,¹¹ ReelSphere helps broadcasters and platforms fill content gaps, engage audiences, and unlock new revenue opportunities.

Editor’s note: All data sourced from the Weather Means Business report, October 2024, Magid for The Weather Company, unless otherwise noted.

Is your business ready for the new normal of extreme weather? Today’s supply chains face a growing, consistent threat from climate events that are more frequent and severe than ever before. Reacting to a crisis isn’t enough; future-proofing your operations with smart weather intelligence is now a necessity.

New research from The Weather Company Weather Means Business report makes it clear: Businesses must increasingly incorporate weather data for business intelligence into their strategies. Nearly 90% of executives say weather impacts their operations, and 92% plan to increase or maintain their use of weather intelligence. The ability to anticipate and respond to changing weather conditions – both severe and sunny – is no longer just about mitigating risk but creating competitive advantages.

Why businesses are investing in weather intelligence

Weather isn’t just a concern during extreme storms or severe seasonal shifts. Even sunny weather patterns influence supply chains, customer demand, and workforce planning. Businesses that harness weather intelligence can:

• Optimize supply chains by predicting disruptions and improving logistics efficiency.
• Increase revenue by aligning pricing, promotions, and inventory with weather-driven consumer behavior.
• Improve customer experience with more personalized, weather-responsive engagement.
• Reduce financial risk by preparing for weather-related disruptions before they occur.

The data supports this strategic shift. Companies that effectively leverage weather intelligence can achieve revenue increases of 5-10% and substantial reductions in operating costs. Businesses also use AI weather models to improve forecasting accuracy, helping them make faster, data-driven decisions in response to weather risks.

Here are the key ways businesses are leveraging weather data to build a more resilient and profitable future.

Industry-specific applications of weather intelligence

Weather intelligence is transforming industries with data-driven insights. Different industries apply it in various ways, including:

Retail & consumer goods

Retailers and consumer goods companies rely on weather intelligence to plan promotions, manage inventory, and optimize logistics. A sudden drop in temperature can trigger increased demand for winter clothing, while a heatwave can drive higher sales of cold beverages. By leveraging predictive weather data, companies can prepare for these shifts in advance, ensuring they have the right products available at the right time.

Many companies are now integrating weather data applications into their supply chain management and marketing strategies. These tools help businesses predict demand fluctuations, track product shipments, and minimize supply chain disruptions caused by disruptive weather conditions.

Pharmaceutical & healthcare

In the pharmaceutical industry, weather influences everything from manufacturing to distribution and patient care. Temperature-sensitive medications must be transported and stored under strict conditions, and extreme weather events can delay shipments. Hospitals and healthcare providers also need weather intelligence to manage staffing, patient transportation, and emergency preparedness.

With supply chain weather risks increasing due to climate volatility, pharmaceutical companies are prioritizing predictive analytics to avoid disruptions and maintain the timely delivery of essential medicines.

Insurance & risk management

Insurance companies are adapting to rising climate-related risks by integrating weather intelligence into their underwriting, claims processing, and policy pricing. Real-time weather analytics can help insurers anticipate severe weather events and allow them to proactively communicate with policyholders and speed up claims resolution. Using historical and predictive weather data, insurance providers can refine risk models and offer more competitive pricing.

Travel & tourism

Weather conditions heavily influence the travel and tourism industry. Airlines, hotels, and travel agencies use weather intelligence to adjust schedules, reroute flights, and strengthen safety protocols. Delays due to storms or extreme heat can lead to costly disruptions. But, companies anticipating these conditions can manage bookings more effectively and improve customer satisfaction.

Businesses in this sector also rely on weather intelligence to prepare for seasonal weather disruptions. By analyzing long-term climate trends, travel companies can adjust pricing, optimize staffing levels, and create promotional offers tailored to weather patterns in key travel destinations.

The Weather Company APIs: your strategic advantage

The business case for weather intelligence is clear, but how do you turn insight into action? The answer lies in leveraging the right tools. The Weather Company’s weather data APIs provide the powerful, comprehensive, and accurate weather data needed to operationalize weather intelligence across your business.

Our APIs are designed for seamless weather API integration, allowing you to embed real-time, historical, and forecast data directly into your existing supply chain management, logistics, and enterprise resource planning systems. This allows for:

• Proactive planning: Use our suite of forecast APIs to anticipate disruptions weeks or even months in advance. Our AI-driven models, including the Global High-Resolution Atmospheric Forecasting (GRAF) model, provide unparalleled accuracy and resolution, helping you optimize inventory and logistics before a weather event occurs.
• Real-time decision-making: With our Current Conditions, Severe Weather APIs, and Alerts APIs, you can get instant updates on severe weather and other impactful conditions. Real-time insights can allow you to adjust shipping routes, reroute fleets around dangerous conditions, and protect both assets and workforce safety.
• Data-driven optimization: Access decades of historical weather data through our APIs to analyze past trends, refine risk models, and inform long-term strategic decisions. A rich dataset like this helps you better understand the connection between weather and operational performance.

By integrating The Weather Company APIs, you can move beyond reactive measures and build a truly resilient, data-driven supply chain.

The business case for weather intelligence

Companies that fail to integrate weather intelligence into their strategies often operate reactively, responding to disruptions as they happen rather than preparing for them in advance. Such an approach leads to financial losses, inefficiencies, and missed opportunities.

By contrast, companies that embrace AI-driven weather insights can:

• Reduce operating costs by optimizing supply chain routes, avoiding delays, and minimizing waste.
• Enhance marketing effectiveness by aligning campaigns with weather-driven consumer behavior.
• Improve safety and compliance by making sure employees, assets, and operations are protected against weather risks.

The next step: Turning weather data into business strategy

Executives who integrate weather insights into their business models are better positioned to drive growth, manage risk, and improve customer experiences. The latest research from The Weather Company breaks down how businesses across industries are using weather intelligence to gain a competitive advantage.

Download the full report today to explore real-world applications, industry-specific insights, and actionable strategies for integrating weather intelligence into your business.

Fall is officially here, and with it comes our first taste of cool, crisp air and hotly-anticipated pumpkin spice lattes. Have you noticed that these seasonal rites also bring a feeling of optimism and new possibilities? This isn’t a coincidence – it’s a predictable psychological state we call the Creating Mindset.

In a recent, groundbreaking research study with a leading neuroscience firm, we found that pleasant weather triggers this mindset, where people are primed for optimism, discovery, and new experiences. For marketers, this isn’t just a good mood; it’s a golden opportunity to launch products, drive spontaneity, and significantly boost your brand’s ROI.

When the sun is shining and the air is cool, people aren’t just happy; they’re ready to say “yes” to new routines and aspirational purchases.

What is the Creating Mindset?

The Creating Mindset – one of four weather-driven mindsets – is an ideal state for driving consumer action. On sunny days when the temperature, humidity, and wind speed signal fall’s arrival, the brain’s engagement and detail memory centers ignite.

In this mindset, consumers are curious, confident, and motivated to act. It’s an ideal time for campaigns designed to inspire spontaneity. Tailor your campaign to this mindset and you could boost ROI by nearly 20%.¹

How to tap into spontaneity

The Creating Mindset is all about seizing the moment. Introduce something new and bold, tell a positive story, and create memorable brand impressions. Your audience is primed for:

• Product trials
• Product and brand launches
• Conquesting
• Full price or impulse purchases
• Campaigns that inspire and educate

Here’s how to craft a fall campaign that resonates with consumers on a beautiful fall day.

1. Use action-oriented messaging

Conditions are primed for conquesting. Go after new audiences and steal loyalty. Consumers in this mindset are motivated to act. Your messaging should reflect this urgency and confidence. Use phrases that encourage immediate action, such as “Start Your Fall Adventure,” “Try a New Pumpkin Spice Recipe,” or “Refresh Your Wardrobe.”

2. Embrace “fresh start” mentality

Position your product or service as the spark for something new this season. Whether it’s preparing your home for colder weather, starting a new wellness routine, or getting a head start on holiday planning, align your brand with the consumer’s desire for a fresh beginning. This is a prime psychological state for launching products or highlighting new seasonal features.

3. Go bold with your fall creative

Your visuals should reflect the optimism of the season. Use a rich, vibrant color palette. The imagery should evoke a sense of optimism and seasonal beauty. Ads that go bold visually can drive 13% higher visual attention² and 19% stronger global memory,³ as they mirror the consumer’s upbeat emotional state.

4. Forecast your fall funnel with Weather Targeting

Powered by AI, Weather Targeting makes it easy and efficient to align your brand when and where people are primed for your message. As the world’s most accurate forecaster,⁴ we identify the specific atmospheric conditions – like a crisp, sunny autumn afternoon with low wind – that are scientifically proven to trigger a sense of optimism. It’s about more than seeing the season on the calendar; it’s knowing the exact moment the brain is wired to be inspired.

Coffeehouse brand perks up purchase intent with Gen Z

Using seasonal first Weather Targeting solutions, a leading coffeehouse brand connected with consumers when they were most likely to try new products and seasonal flavors.

A harvest of opportunity

Beautiful autumn days are far more than just pleasant weather; they are a predictable psychological forecast for marketers. By understanding and leveraging the Creating Mindset, you can align your brand with consumer optimism and turn fleeting moments of fall beauty into lasting connections and profitable conversions.

The following quotes and insights were featured in a fireside discussion featuring James O’Boyle, Business Development Manager for Flight Dispatch at British Airways. In this on-demand webinar, “How accurate weather intelligence drives airline operational resilience,“ James and other aviation leaders discussed how weather intelligence can help transform aviation operations.

In the fast-paced world of commercial aviation, the difference between reactive and proactive decision-making can mean the difference between seamless operations and costly disruptions.

Operating at British Airways’ massive scale makes weather intelligence crucial. “We’re operating somewhere in the region of about 700 flights per day to about 200 destinations using about 250 aircraft within our fleet,” James explained. “Because of a network of that size, there is always somewhere with a weather disruption.”

This constant exposure to weather events across the globe underscores why accurate forecasting is essential. “Having a more accurate picture really helps us,” James noted. “As airlines, we really want to be able to operate proactively.

Large-scale operations, robust weather intelligence

British Airways’ home base at Heathrow Airport presents unique challenges that require specialized weather intelligence. “British Airways’ home is Heathrow Airport. It’s one of the busiest dual-runway airports in the world running at 99% capacity, and it takes very little disruption for it to have an impact on our operation,” James said.

To address this challenge, The Weather Company provides highly detailed forecasting. “They produce daily forecasts for us of a five-day nature. It’s much more detailed than anything that we’d get from a third-party provider,” James explained. “We’re able to really refine that and look at the impact of wind gusts or visibility or ceiling, whatever it may be, that’s going to cause an impact.” The precision extends to hourly forecasting.

Purpose-built solutions for challenging destinations

Beyond standard weather forecasting, The Weather Company provides specialized solutions for specific regional challenges. James highlighted volcanic ash monitoring capabilities, particularly for Mount Etna in Sicily, which erupts multiple times per year. James also shared the helpfulness of The Weather Company’s bespoke volcanic ash advisories that complement government-issued forecasts. These help British Airways make informed decisions about no-fly zones by combining multiple forms of data to take as much into account as possible.

A single source of truth is critical

When British Airways evaluated weather providers, one criterion stood above all others. “One of the things when we were looking at updating our weather provision, we refer to this as a ‘single source of truth.’ It was basically the number one criteria,” James explained.

This unified approach helps provide operational consistency across all teams. “It’s incredibly important to ensure that our dispatchers and our crew operate to that same source of information,” he said.

The stakes are high when it comes to operational decisions. “Diversions are obviously very costly to airlines, but they’re also very disruptive to our customers, and anything that we can do to ensure a smooth diversion is obviously a massive benefit to us,” James noted.

Real-world impact: IATA Turbulence Aware integration

The true test of any weather intelligence system comes in real operational scenarios. British Airways adopted the IATA Turbulence Aware platform integration in late 2023, and it quickly delivered positive outcomes. James shared a compelling example. On a Johannesburg flight, a dispatcher noticed a red triangle alert in The Weather Company’s flight following system indicating severe turbulence 10-15 minutes ahead on the flight path. “The dispatcher contacted the crew as an FYI about the turbulence event. The crew contacted local ATC, who had only reported light to moderate turbulence,” James explained.

As a precaution, the crew activated seatbelt signs and suspended service. “Lo and behold, when the aircraft got to that point, there was severe turbulence in that vicinity.”

The crew’s post-flight feedback confirmed the system’s value: “Undoubtedly, without the early warning that we gave them, it would have been a much more disruptive event on the aircraft,” James added.

Responsive support when it matters most

In aviation, timing is everything. Beyond standard forecasting, The Weather Company provides rapid-response support for unique situations. James explained, “The reality is it depends as an airline what we’re asking for as to how quickly we can get it, but it’s always been a matter of moments or minutes and it’s never had an impact on our operation.”

This responsive service proves invaluable for unexpected scenarios. “We will regularly ask for ad-hoc TAFs for a destination where the local provider hasn’t provided anything. We may ask for an ad-hoc volcanic ash forecast, for instance. And in each of those instances, we’ve had that come through to us very, very quickly and within the time scales that we need,” he added.

The bottom line for aviation operations

The British Airways experience illustrates a fundamental shift happening across the aviation industry. As James emphasized throughout the webinar, the goal isn’t just reacting to weather events. It’s anticipating them with enough accuracy to make the best decisions for both customers and operations.

The aviation industry continues to face increasing pressure for on-time performance, passenger satisfaction, and operational efficiency. Advanced weather intelligence has become a critical investment for meeting these demands. Airlines that embrace this technology will find themselves better positioned to deliver consistent, safe, and smooth operations — regardless of what Mother Nature has in store.

Ready to see how meteorological expertise from the world’s most accurate forecaster¹ can transform reactive processes into proactive strategies for aviation operations?

Note: This blog post is a general, illustrative guide and not a comprehensive implementation plan. Weather APIs may vary depending on use case, geography, or product configuration. For specific recommendations, The Weather Company is available to assist.

Modern applications must be fast, responsive, and cost-effective – especially as user demand grows. That challenge becomes more complex when real-time data like weather is involved. Developers need smart tools and strategies to maintain performance at scale. The Weather Company offers solutions built for growth and helping teams create a scalable API architecture to meets evolving demands.

Caching turns weather data into high-speed performance

Heavy traffic can slow down an application, especially if it relies on repeated API requests. The Weather Company addresses this with built-in caching mechanisms in every API. Each response includes headers with a Cache-Control → max-age=x seconds directive, clearly stating how long the data remains valid.

Take the Current Conditions API. Its max-age might be set to 600 seconds. That means the app can reuse the same data for up to 10 minutes without making another request. When your application hits a surge in users – say during a major storm – your cache absorbs much of that load, improving response time and lowering costs.

User-driven updates can improve scalable API architecture

Some applications try to predict what users need before they ask. But that often leads to wasted API calls. Responding only when users need new data can be a better method.

Consider lazy loading. If only half of a screen is visible, only that portion should request data. As the user scrolls, the rest can load incrementally. Analytics can also guide optimization. Watching how users interact with your app can help you decide what to prioritize in real time.

Weather data can also be updated for mobile use cases based on specific user behaviors – like a location change, a screen refresh, or an app wake state. Implementing event-driven logic keeps data timely and can minimize unnecessary traffic. The goal is to balance responsiveness with restraint, enhancing API efficiency without taxing backend infrastructure.

This approach can be particularly useful for developers building an API for mobile app environments. A mobile device can store one API response and share it across different parts of the app. A single call powers multiple user experiences, and that’s a huge step forward in performance.

Structured queries can reduce overhead without cutting features

Another tactic for a scalable API architecture is structuring queries in a consistent, efficient way. Even small changes in request formatting can lower cache effectiveness. That’s why The Weather Company recommends standardizing things like case sensitivity and precision.

For instance, when using geographic coordinates, rounding to two decimal places keeps requests uniform, which raises cache hit rates.  In addition, The Weather Company actively rounds geographic coordinate API queries to two decimal places (~every 1.1 km) for our own caching purposes. This means additional precision beyond two decimal places is wasted efficiency and does not result in a higher resolution response.

Here’s a quick example:

A request to /v3/wx/observations/current?geocode=37.7749,-122.4194 may not match a cached result for /v3/wx/observations/current?geocode=37.77,-122.42, even though the data payload would be identical. By reducing variability, developers improve cache utilization and speed up responses – especially at scale.

Less variation can mean more efficient server responses and better performance, even in large-scale deployments. That’s critical when your app may serve thousands, even millions, of users at once.

Scale in action

The Weather Company delivers scalable APIs proven in enterprise environments. Our APIs serve some of the world’s most widely used platforms, including weather.com and mobile apps that reach millions of devices per second. During critical events like hurricanes or major snowstorms, APIs automatically scale in real time to meet demand without breaking service. As the world’s most accurate forecaster,¹ The Weather Company delivers the precision and reliability needed during high-impact events like hurricanes and snowstorms.

Scalability also extends into specialized domains. In aviation, The Weather Company provides live weather data for visualization tools that help guide decisions in the air and on the ground. These applications demand reliability, precision, and uninterrupted access, especially in fast-changing atmospheric conditions.

Other sectors rely on this same stability. In agriculture, for instance, real-time weather data feeds into irrigation planning and crop modeling. Even minor delays or inaccuracies can affect yields, making uptime and freshness of data essential.

Built for developers and decision-makers alike

The Weather Company supports a wide range of technical roles, offering tailored resources that help teams succeed at every stage of API implementation. Backend developers gain access to deep integration guides and robust error handling. Mobile developers benefit from caching documentation and versioning best practices. Meanwhile, product managers and business analysts can use usage metrics and competitive insights to align technical decisions with strategic goals.

For each persona, you’ll find a tailored mix of tools, from detailed documentation and pre-built connectors to API explorers. By understanding the distinct needs of each team member, we help empower developers to build scalable platforms that meet real-world demands.

Next steps for scalable design

Scalability depends on thoughtful choices that balance performance, cost, and user experience – not just backend capacity. We invite you to take the next step with The Weather Company APIs by reviewing our developer documentation or requesting a free API trial. With The Weather Company, developers can build resilient systems that can grow effortlessly alongside their audience. Whether you’re building for smartphones, the web, or the skies above, smart API strategy is the foundation of a seamless experience.