Next-generation Weather Prediction Technology Will Lead to a Better Understanding of Forecast Uncertainty, Promising Up to 15% Improvement in Forecast Accuracy

ATLANTA – March 20, 2025 – The Weather Company today announced it is now the first operational user of the Joint Effort for Data Assimilation Integration (JEDI), a groundbreaking weather forecasting framework developed by the Joint Center for Satellite Data Assimilation (JCSDA) and hosted by the University Corporation for Atmospheric Research (UCAR). This milestone implementation underscores The Weather Company’s commitment to pushing the boundaries of weather science and technology, especially with probabilistic forecasting to help improve decision making based on weather.

In an era where extreme weather events are increasingly impacting lives and economies, The Weather Company’s implementation of JEDI within its global high-resolution atmospheric forecasting system (GRAF) marks a significant step forward in weather prediction capabilities. Internal testing by The Weather Company indicates forecast accuracy improvements of up to 15% – a significant advancement in meteorological science – are possible as its team continues to unlock the full potential of JEDI with advanced weather observations.

Proprietary to The Weather Company, the existing GRAF model updates 6x more frequently and up to 3x the resolution compared to other leading global models.¹ GRAF drives short-term forecasting for the day ahead, which is critical in planning for people and businesses.

In collaboration with JCSDA – a research center of excellence based on a multi-agency partnership among NOAA, NASA, and the U.S. Navy and Air Force, with key collaborators including the U.K. Met Office and the U.S. National Research Foundation National Center for Atmospheric Research (NSF NCAR) – this first commercial use of JEDI within GRAF demonstrates The Weather Company’s leadership in adopting cutting-edge technology to deliver meaningful weather insights to millions of consumers and businesses worldwide.

“As the first institution in the world to operationalize JEDI for weather forecasting, The Weather Company is not just implementing new technology – we’re revolutionizing how weather forecasting will be done in the future,” said Dr. Peter Neilley, SVP of science and forecasting operations for The Weather Company. “We continue our commitment to innovate in weather forecasting technology and collaborate with the scientific community to solve global problems such as the increasingly disruptive impacts of weather.”

JEDI provides the highest quality analysis available of the current state of the atmosphere, which is crucial in making future weather predictions. An open-community software seven years in the making, JEDI integrates vast amounts of eclectic and asynchronous observations – including radar, satellites, weather balloons, aircraft, weather stations and more – and turns them into a consistent format to be fed into forecast models like GRAF with unprecedented efficiency and accuracy.

“Weather doesn’t operate in silos, and neither should we,” said Dr. Thomas Auligné, director of the JCSDA. “This successful first implementation of JEDI demonstrates how cross-sector collaboration can help bridge the gap between government research and operational forecasting, ultimately driving breakthrough innovations that benefit society as a whole.”

As the first operational user of JEDI, The Weather Company will create benefits within its GRAF forecasts and insights shared with consumers and customers. For example:

• Increased forecast accuracy: Improved data assimilation will enable material improvement in forecast accuracy and day-ahead skill for years to come, as the team continues to advance and upgrade the system.
• New cutting-edge weather observations: JEDI will enable The Weather Company to make better predictions by incorporating more types of weather observations into its GRAF system, such as specialized types of satellite observations, five-second updating data from aircraft, and mobile device pressure readings.
• Enhanced probabilistic forecasting: JEDI enables ensemble modeling, or multiple forecast runs, which delivers more accurate predictions of weather’s uncertainty. Seeing a range of potential outcomes can be crucial for critical decision making based on weather. An example of probabilistic forecasting can be seen in the newly released snowfall feature in The Weather Channel Premium app.

Behind the Technology: A New Era in Weather Forecasting

While recent attention has focused on single weather models, a high-performing prediction system requires much more than a single model. A true modeling system like GRAF has three basic components: (1) a data assimilation system that brings observational data into models; (2) a model core, which for GRAF is based on MPAS by NSF NCAR and tailored by The Weather Company team; and (3) a post-processing system that takes the model forecasts and turns them into useful products.

While media attention often highlights AI-based weather model cores, there is a growing body of evidence that the most important element in an accurate modeling system is the data assimilation. It serves as the foundation for all forecasting by providing more accurate initial conditions for weather predictions. Even newer AI models – such as the first-of-its-kind kilometer-scale model The Weather Company is developing with NVIDIA – will still benefit from physics-based models and technologies like GRAF and JEDI. And combining GRAF forecasts with artificial intelligence will also improve short-term precipitation forecasts, such as rain alerts down to the scale of a thunderstorm, to help people and businesses plan for what’s ahead.

As the world’s most accurate weather forecaster,² The Weather Company’s comprehensive approach combines advanced data assimilation through JEDI, the MPAS-based GRAF modeling system, and AI-powered blending of approximately 100 forecast models – including both physics-based and AI-based models. Expert meteorologist oversight then helps deliver unparalleled accuracy for location-specific forecasts, particularly crucial for high-impact local weather events affecting communities and businesses worldwide.

This advancement will further enhance The Weather Company’s ability to provide the most accurate, actionable weather insights across its consumer and enterprise solutions. For more information about The Weather Company’s efforts and its impact on weather forecasting, visit weathercompany.com.

Learn more: World Meteorological Day 2025: The future of forecasting is here

About The Weather Company
The Weather Company helps people and businesses around the world make more informed decisions and take action in the face of weather. With its deep industry expertise and highly accurate, high-volume weather data combined with advanced technology and AI, The Weather Company provides insights and solutions that harness the power of weather in a scalable, privacy-forward way. The world’s most accurate forecaster, the company serves hundreds of enterprise customers across media, advertising, aviation and more, and is trusted by hundreds of millions of monthly active users via digital properties from The Weather Channel (weather.com) and Weather Underground (wunderground.com). For more, visit weathercompany.com. 

About JCSDA
The Joint Center for Satellite Data Assimilation (JCSDA) is a collaborative research center  hosted by the University Corporation for Atmospheric Research (UCAR). It brings together key U.S. operational agencies — including NOAA, NASA, the U.S. Air Force, and the U.S. Navy — and collaborators — including the Met Office and NSF-NCAR — to advance the use of satellite data in weather, ocean, and environmental forecasting. At the heart of JCSDA’s efforts is the Joint Effort for Data assimilation Integration (JEDI), an open-source software initiative that accelerates the transition of research into the next generation of operational forecasting systems. By fostering interagency cooperation, harnessing state-of-the-art computational infrastructure, and engaging a broad scientific and user community, JCSDA ensures that satellite observations are fully leveraged to enhance environmental prediction capabilities..

About UCAR
The University Corporation for Atmospheric Research is a nonprofit consortium of more than 130 North American colleges and universities focused on research and training in Earth system science. It manages the U.S. National Science Foundation National Center for Atmospheric Research on behalf of NSF.

• Spring’s first warm days spark a surge in consumer optimism, spending, and engagement.

• Home improvement, health, and travel brands see major spikes in demand as spring weather arrives.

• Gen Z is 80% more likely than other generations to buy personal care products at the first sign of spring weather.¹

• The Weather Company’s advertising solutions reach consumers at key seasonal moments when they’re most receptive.

Spring isn’t just a season – it’s a powerful marketing catalyst. After enduring winter’s hibernation, shoppers emerge with refreshed mindsets and open wallets, ready to engage, explore, and spend. This spring buying season psychology is remarkably predictable: 45% of consumers report spring as the time they’re most likely to experiment with new products and experiences.²

For marketers, this season represents a golden opportunity. Spring advertising campaigns capture audiences when they’re naturally more social, less price-sensitive, and actively seeking fresh experiences – whether planning warm-weather travel, refreshing their homes, or recommitting to wellness goals. The Weather Company’s advertising solutions provide the contextual targeting and high-impact creative that advertisers need to capitalize on this seasonal momentum. We connect your brand with consumers at the perfect weather moment, when seasonal mindsets drive engagement and boost conversions.

Spring buying behavior: Why timing matters

When it comes to spring advertising campaigns, timing isn’t just important – it’s everything. From the moment spring weather enters the forecast, consumer psychology fundamentally changes. In fact, even just the forecast of spring weather in the days ahead is enough to drive behavior. For example, 58% of consumers make a plan to garden or do yard work once spring weather is in the forecast.³

Research confirms that seasonal behavior shifts create distinct consumer patterns, including:

• Spending surge: 69% of consumers report spring weather makes them more social⁴ – which translates  to increased in-store shopping and dining experiences. This behavioral transition creates prime opportunities for weather-based advertising that connects with consumers in these social mindsets.
• Enhanced mood: A remarkable 90% of consumers experience improved mood and reduced stress after getting outside to enjoy spring weather.⁵ This positive emotional state creates the perfect psychological environment for brand discovery and purchase decisions.
• Optimism: 61% of consumers feel optimistic or energetic when spring appears in the forecast⁶ – making them more receptive to brand messages and new products.

These weather-influenced behavioral changes aren’t just interesting data points – they’re actionable intelligence for your spring advertising strategy. By synchronizing your seasonal advertising campaigns with these predictable consumer patterns, you transform ordinary marketing into precisely targeted moments of maximum impact.

Unlocking spring buying season: Industry-specific strategies for weather-based marketing

Spring’s unique energy translates into predictable spending behaviors across multiple sectors – creating prime opportunities for seasonal advertising campaigns.

Home & garden

When leaves start to bud, new DIY projects aren’t far behind. The spring months represent the ultimate sweet spot for home improvement marketing, as project planning and execution peak:

• 43% of consumers make home and lawn improvement products their first purchase of the season.⁷ 
• 86% report spring weather impacts their gardening and landscaping plans.⁸ 

Brands in home improvement, gardening, lawncare and landscaping, home organization, and beyond can leverage these predictable behavior patterns by deploying seasonal advertising campaigns that align with local weather signals – delivering messaging precisely when consumers begin planning spring projects.

Health & wellness

Without question, spring’s bloom brings a predictable spike in health-related purchases. As pollen counts rise, so does consumer demand for specific health and wellness products. Gen Z’s shopping habits in particular reflect an awareness of, and reliance on, weather to inform their allergy purchase activity:

• 42% of Gen Z say their first purchase of spring is allergy medication, compared to 26% of the general population.⁹
• Gen Z is 80% more likely than other generations to buy personal care products at the first sign of spring weather.¹⁰

This seasonal change presents a prime opportunity for health and wellness brands to create Gen Z advertising strategies alongside broader campaigns that reach all allergy sufferers exactly when symptoms begin.

Travel & hospitality

After months of cold weather, consumers are ready to get outside, explore, and reward themselves for surviving the holidays. The spring buying season heats up travel planning for spring break and beyond:

• 35% initiate trip planning when spring weather appears in forecasts.¹¹
• 47% of Millennials report favorable weather forecasts inspire spontaneous road trips, creating perfect opportunities for last-minute promotional campaigns.¹²

Travel marketers who implement seasonal advertising campaigns synchronized with weather can capture consumers during these high-intent planning moments and drive significant booking conversions through precisely-timed, contextual targeting.

Optimize seasonal advertising campaigns with weather-driven ad solutions

Integrated Marquee ad in The Weather Channel app

Reach consumers through The Weather Channel’s digital platforms or extend your weather-driven campaigns across the entire digital ecosystem using our powerful data signals.

High-impact creative: Premium Ad Formats on The Weather Channel digital properties showcase your brand to a highly engaged audience. These platforms reach 330 million monthly users across our digital properties.¹³ Imagine your message in a visually engaging Integrated Marquee on The Weather Channel app home screen, where the creative adapts dynamically based on the viewer’s real-time weather, location, and time of day.

Scalable weather data: Weather Targeting, developed with data from the world’s most accurate forecaster¹⁴ and advanced, AI-driven technology, helps brands align messaging with local weather patterns across the advertising ecosystem. A nuanced combination of weather factors – including real-time and forecasted local condition mixes, temperature, precipitation, and humidity – activates ads in tune with consumers’ seasonal mindsets and behaviors.

Spring ahead of the competition

The numbers tell a compelling story. With spring weather comes heightened consumer engagement. Weather-driven advertising delivers the right message to the right audience at the perfect moment. It expertly aligns your ads with real-time weather conditions that influence buying behavior. Make your spring advertising as influential as the season itself. Spring shoppers are ready to engage. Are you ready to reach them?

Every year on March 23, World Meteorological Day commemorates the founding of the World Meteorological Organization (WMO) and highlights the vital role meteorology has played in improving both daily life and long-term planning. It’s also a moment to reflect on how far the science of weather prediction has come and where it’s heading.

As we celebrate the 75th anniversary of the World Meteorological Organization in 2025, this year’s theme – “Closing the Early Warning Gap Together” – is more relevant than ever. As extreme weather events intensify, continued innovation in meteorology is essential.

The evolution of meteorology over these 75 years has been remarkable. In the 1950s, forecasts could barely predict 24 hours ahead with reasonable accuracy. Today, a five-day forecast is as accurate as a one-day forecast was in the 1980s.¹  Hurricane track predictions have improved dramatically – the average three-day track error has decreased from over 300 miles in 1990 to less than 100 miles today.²

Now, artificial intelligence is taking the meteorological world by storm, and while it’s still early days, it shows immense promise when combined with foundational approaches and human expertise to solve some of the most exciting and challenging forecasting problems we face.

At The Weather Company, we’ve maintained an unwavering commitment to advancing meteorological science as the world’s most accurate forecaster.³ Through innovative technology and strategic partnerships, we’re striving to transform how people, businesses, and society understand, prepare for, and respond to weather.

Evolving our Global High-Resolution Atmospheric Forecasting System (GRAF)

A core component of our forecasting capabilities is the Global High-Resolution Atmospheric Forecasting System (GRAF), our proprietary weather modeling system that operates six times faster, updates six times more frequently, and has three times the resolution of competing models. This high frequency, high resolution approach helps detect sudden shifts in weather patterns anywhere around the globe, critical for people navigating day-to-day weather decisions as well as in industries like aviation, energy, and disaster response.

Developed in partnership with the U.S. National Research Foundation National Center for Atmospheric Research (NSF NCAR) and NVIDIA, GRAF plays a role in many of the most important forecast products and weather insights we deliver. Additionally, most improvements we make to GRAF are placed back in open-source, improving access to world-class forecasting capabilities for all.

Today, we are enhancing GRAF through a first-of-its-kind implementation of the Joint Effort for Data assimilation Integration (JEDI) data assimilation system in partnership with the University Corporation for Atmospheric Research (UCAR). This advanced approach significantly improves our ability to understand the current state of the atmosphere – the critical starting point for any forecast – by intelligently integrating a broader set of weather data and observations to paint a more accurate picture.

With JEDI, we will enhance our predictions and allow for improved early warnings of impactful weather, while also creating a stronger foundation to fuel the development of emerging AI methodologies.

New frontiers in AI

It’s impossible to discuss advancements in weather prediction without recognizing artificial intelligence’s transformative role. AI has been used in forecasting for decades, but today, a new breed of Deep Learning based AI models (DL-NWP) are showing the potential to improve the accuracy and granularity of predictions made by traditional models like GRAF.

One example of how this work is coming to life can be seen in our partnership with NVIDIA: together, we are developing a first-of-its-kind, kilometer-scale, AI-based numerical weather prediction model, trained with forecast data generated by GRAF.

AI also enables significantly more cost-effective forecast modelling. This efficiency opens the door to running not just one model at a time to make predictions, but hundreds or thousands, each with slightly different inputs or configurations, otherwise known as “ensemble forecasting.” The result is a comprehensive range of possible weather scenarios, rather than a single prediction, painting a much more complete picture of weather’s uncertainty. This ensemble approach, greatly enhanced by the advent of AI models, forms the foundation of what may be meteorology’s next great leap: probabilistic forecasting.

Beyond certainty: Probabilistic forecasting

Weather forecasts have traditionally been communicated with implied certainty: “Tomorrow will be 27°F with a 20% chance of snow.” This is known as deterministic forecasting, which provides a single, most-likely prediction of future weather.

Probabilistic forecasting changes the game, replacing single-value predictions with ranges and confidence levels of different outcomes. For example, if the 20% chance of snow mentioned above is associated with a blizzard that might pass nearby, the deterministic forecast may not give individuals the level of information they need to make important decisions. Probabilistic forecasting tells us more: while the most likely outcome is that the blizzard referenced above passes south of a certain location, there is still a 20% chance it will veer north and make a direct hit. And, if it does, there could be over a foot of snow, and even a 10% chance of two feet. Armed with that extra depth of information, one might make very different decisions, such as postponing a planned weekend drive to a time with less risk of hazardous conditions.

Beyond the implications for individuals, this approach transforms decision-making for business leaders. Imagine a shipping and logistics company responsible for transporting temperature-sensitive goods planning a cross-country shipment. A deterministic forecast might indicate a 60% chance of relatively benign weather posing little risk to that shipment. A probabilistic forecast might indicate the same, but also tell us there is a 30% chance of weather hot enough to impact the integrity of shipment and a 10% chance of temperatures that would result in a complete loss of that shipment. Knowing this, the company might choose to delay transport – even though the deterministic forecast indicates limited risk.

The potential applications go on and on:

• Aviation: Airlines can adjust fuel loads based on the probability of thunderstorms at the destination airport causing aircraft to circle around before landing.

• Agriculture: Farmers can make smarter decisions about irrigation and pest control timing based on accurate weather probabilities.

• Insurance: Providers can issue timely alerts to homeowners about impending hail or flooding based on customers’ tolerance to different levels of risk.

This approach acknowledges the inherent uncertainty in weather prediction by providing more nuanced, actionable intelligence for complex business decisions. The result is better risk management, resource allocation, and ultimately, competitive advantage. By embracing probabilistic forecasting, we aren’t just forecasting weather – we’re forecasting decisions, driven by data and fueled by AI, to create a more resilient future.

The power of partnerships: Advancing weather science together

No organization advances meteorology alone. Innovation thrives through collaboration, which is why we work with the brightest minds in science and technology to push the boundaries of weather forecasting. Our partnerships with UCAR, NOAA, NVIDIA, and numerous other scientific and technology organizations exemplify the collaborative spirit of this year’s World Meteorological Day theme and are absolutely core to the work we do every day. 

As we pioneer the next generation of forecasts, our commitment remains unchanged: delivering the most accurate, science-driven weather information to help people, businesses, and communities around the globe make better decisions. On this World Meteorological Day, as we celebrate 75 years of progress, we also look ahead to the future, where advancements like probabilistic forecasting will empower society to navigate increasingly volatile weather patterns with greater confidence. 

Ultimately, together with scientists and innovators worldwide, we’re shaping a world where weather resilience is stronger than ever.

Weather is the single most powerful force in aviation. From crosswinds during takeoff to turbulence at cruising altitude and fog during landing, weather conditions shape every moment of flight operations. In this complex dance between aircraft and atmosphere, success – and the safety of passengers and crew – depends on the ability to read the sky.

Weather’s impact on flights extends well beyond the immediate airspace. It ripples through airport performance metrics, disrupts airline schedules, influences passenger satisfaction, and drives operational costs. The relationship between weather and flight cancellations is particularly critical, as changing conditions can quickly affect a flight’s takeoff status and trigger disruptions throughout the aviation network.

Successfully navigating these challenges requires more than just managing weather-related flight delays. It demands sophisticated risk assessment, strategic route optimization, and enhanced preparedness for evolving conditions. Today’s aviation industry increasingly relies on advanced weather intelligence to maintain safe, efficient operations.

The following analysis tells a compelling story about the intersection of weather and aviation performance and why real-time, accurate, weather intelligence is so critical.

Download U.S. infographic

Download international infographic

Take flight with confidence, no matter the forecast

Weather’s impact on aviation is undeniable, but today’s airlines have powerful allies in their quest for operational excellence. Through advanced analytics and the most accurate forecast, The Weather Company transforms weather challenges into opportunities for smarter operations:

• Maverick^TM Dispatch revolutionizes global flight planning and tracking with Al-powered insights and context-driven workflows that help dispatchers make confident decisions in any condition
• Pilotbrief delivers critical weather intelligence directly to pilots, enabling real-time route optimization and enhanced safety
• Weather Forecast Services provide hyperlocal forecasts with unprecedented accuracy, allowing airlines to plan proactively and minimize disruptions
• Total Turbulence offers industry-leading detection and alerts, helping airlines deliver smoother flights while reducing fuel consumption and maintenance costs

Ready to elevate your operations? Discover how accurate, real-time weather data can transform your airline’s decision-making process and drive operational excellence. Here’s to clearer skies and smoother operations ahead.

• ReelSphere empowers broadcasters to create hyperlocal weather content tailored to specific audiences across OTT, FAST, and linear TV platforms.

• AI-driven automation allows ReelSphere to deliver scalable, personalized weather videos while reducing production workloads.

• Advertisers value ReelSphere’s ability to integrate sponsor-ready content into weather videos, tapping into a brand-safe and highly engaging medium.

• Lifestyle-focused weather updates, such as activity-specific forecasts, improve viewer engagement and open new monetization opportunities.

Remember when weather forecasts were mostly one-size-fits-all? That’s because meteorologists had to create them by hand, aiming to reach as many viewers as possible. This approach made sense when we all watched traditional TV, but times have changed.

These days, with broadcast streaming platforms like Connected TV (CTV) and Free Ad-Supported Streaming TV (FAST) channels becoming more popular and smarter, viewers want accurate weather content that speaks directly to them – their neighborhood, their weekend plans, their specific interests.

It’s putting broadcasters in a tough spot, though. They need to create more personalized content to keep up with viewer expectations and broadcast technology trends, but they can’t just hire more people to make it happen. The big question is: How do they scale to deliver this customized experience without breaking the bank?

Meeting the challenges of modern broadcasting  

ReelSphere from The Weather Company meets this demand head-on with automated, scalable technology, empowering broadcasters to deliver unmatched engagement, operational efficiency, and new revenue opportunities. Not to mention, the world’s most accurate forecast.¹

With ReelSphere, broadcasters can now deliver detailed, geo-targeted weather content across all their channels without having to hire more people or invest in expensive equipment. It’s like having an entire weather production team working 24/7, but powered by automation and AI.

Their forecast, their way

What makes ReelSphere really special is how it easily creates accurate weather content that feels like it’s made just for the viewer. ReelSphere customizes forecasts based on viewer location, what the weather is doing, and even what time it is. For example, a viewer in Miami might get updates about beach conditions and UV levels, while someone in Denver might see the latest ski conditions or hiking trail forecasts. This personal touch really matters to viewers.

In fact, studies show that most people (about 6 out of 10) strongly prefer weather forecasts specific to their area,² and even more (63%) want updates tailored to exactly where they are.³ In today’s world, where everyone’s competing for viewers’ attention, this kind of personalized content helps build real connections with audiences.

Here’s another great feature – ReelSphere can also adjust content based on when people need it most. Planning for the weekend? It’ll automatically push out weekend forecasts on Thursday or Friday to help viewers plan ahead. And when rain or snow is coming, it can overlay radar maps to show exactly where and when it’ll hit. It’s like having a weather expert who knows exactly what your viewers need, when they need it.

Enhancing engagement through lifestyle weather content

While location-based personalization is powerful, it’s just the beginning of what ReelSphere can do for viewer engagement. ReelSphere does more than display the local forecast – it helps broadcasters create weather content with a personal twist. Yes, personal. Thanks to geo-targeting and metadata decisioning capabilities, ReelSphere can deliver highly relevant messaging. This approach is especially powerful on streaming platforms like FAST channels, where viewers love snackable, useful updates.

The numbers tell an interesting story: FAST channels are booming, with revenue expected to jump from $8 billion in 2023 to $17 billion by 2029.⁴ This explosion in streaming means there’s never been a better time to revolutionize how weather content is delivered.

Picture this: in the morning, a fisherman can check if conditions are perfect for hooking a prize trout, while a golfer might get tips on perfecting their swing on a windy day. By delivering weather content that feels this personal and relevant, broadcast streaming services aren’t just sharing forecasts – they’re becoming part of viewers’ daily routines. Plus, it opens up some great opportunities for targeted sponsorships that feel authentic. And authenticity connects.

Monetization opportunities: Turning forecasts into revenue

This deeply personalized approach doesn’t just engage viewers – it creates valuable opportunities for advertisers. If you think about it, weather content is like the Swiss Army knife of broadcasting – everyone uses it, and advertisers know it. In fact, almost every advertiser out there (98%) is eager to put their name on weather segments in the streaming world.⁵ Why? Because weather is always relevant, always safe for brands, and connects with just about everyone.

ReelSphere makes it easy for broadcasters to turn this interest into ad product revenue. A summer forecast could feature a sunscreen brand’s message while winter storm updates might showcase ads for four-wheel-drive vehicles. The best part? The system automatically does the hard work for you – adding voiceovers that turn viewers into customers. It’s a premium advertising opportunity for brands that’s an easy sell.

Empty ad slots? Instead of showing a blank screen or recycling the same promo, broadcasters can pop in a personalized weather update with sponsor branding. It’s a win-win – viewers get useful information, and broadcasters turn what used to be dead air into profitable airtime.

Doing more with less: A solution that grows with you

The real power of ReelSphere lies in its flexibility: Whether you’re running a small local station or managing a national network, it’s scalable technology that fits your needs. It’s like having an extra set of hands (or maybe a whole team) working behind the scenes. By tackling the repetitive tasks automatically, it frees up your weather team to focus on what they do best – like tracking major storms or diving deeper into weather patterns.

Plus, if you’re already using weather platforms such as Max media solutions, there’s more good news. ReelSphere works seamlessly with your existing graphics and visuals, so you’re not starting from scratch or wasting your previous investment. Serving diverse demographics? Here’s a bonus: ReelSphere can also deliver weather updates in multiple languages.

Next-gen weather: Reshaping broadcast content

This scalability and efficiency are crucial because they’re powering what’s next in weather broadcasting. The media world is changing fast, and ReelSphere is helping broadcasters scale to stay ahead of the game. It’s not just about showing temperatures anymore – it’s about delivering weather content that feels personal, local, and valuable to each viewer, while helping broadcasters turn these connections into revenue.

By combining automation, AI, and hyperlocal precision, ReelSphere elevates weather content from a routine segment to a powerful strategic asset. If you’re ready to take your weather content to the next level, engage viewers in exciting new ways, and tap into fresh revenue streams, ReelSphere might be exactly what you’re looking for.

• FAST channel revenue is projected to grow to $17 billion by 2029, creating significant opportunities for weather-driven content in the ad-supported streaming landscape.
• Hyperlocal weather content increases engagement on FAST channels by meeting audience demands for personalized forecasts.
• A remarkable 98% of advertisers see value in sponsoring weather content on ad-supported streaming platforms, showcasing its role in boosting revenue.
• ReelSphere helps broadcasters turn unsold ad inventory into sponsor-ready weather segments that generate revenue.

Free Ad-Supported Streaming TV (FAST) channels are dominating the media landscape. Consequently, this dynamic and competitive market creates new challenges for broadcasters looking to captivate audiences and maximize ad revenue. Enter ReelSphere, The Weather Company’s innovative weather content creation solution.

The ReelSphere platform delivers hyperlocal, geo-targeted, personalized weather forecasts 24/7 at scale backed by the most accurate weather data available. By transforming ad inventory into relevant, sponsor-ready weather content, ReelSphere creates a perfect alignment between what viewers want and what advertisers need.

It’s no secret that the FAST channel industry is experiencing rapid growth with revenue projected to surge from $8 billion in 2023 to $17 billion by 2029.¹ How do you plan to reap those rewards? For broadcasters, ReelSphere isn’t just another tool – it’s an essential component of a successful monetization strategy.

Using AI to engage viewers with hyperlocal and relevant content

Weather remains one of the most consistently consumed types of content, especially when it’s produced by one of America’s most trusted brands. According to research:

ReelSphere capitalizes on this demand by filling air time with snackable, hyperlocal forecasts that align with viewer interests. For example, a golf enthusiast might see a weather segment that highlights ideal tee times for their region, while families planning a weekend outing could view a tailored forecast featuring the best times for outdoor activities. Undeniably, personalization at this level makes sure viewers remain engaged with the content, resulting in longer watch times and increased ad impressions.

Turning unsold ad inventory into revenue

We’re all too familiar with seeing unsold ad inventory filled with placeholder messages such as “We’ll be right back” or repetitive promotional material. What do these messages really say? Lost revenue. Roughly 35% or 750M impressions go unsold each year.⁵ Let’s do the math:

• 115 million FAST channel users in the U.S.⁶
• Average of three viewing hours per day⁷
• Approximately 18 ads served per hour = 2.2B annual impressions⁸

ReelSphere monetizes slate by replacing it with sponsor-ready weather segments and alerts audiences crave. Sponsors can seamlessly incorporate their messaging, such as a logo overlay or a short call-to-action, choosing among various placement options:

• Integrated within the weather segment
• Pre-roll
• Post-roll
• Standalone ads

New York City running forecast: by ReelSphere

Within these placements, ReelSphere can deliver timely messages that correlate with the real-time forecast. For instance, a sunscreen brand might sponsor a summer weekend weather update, while a car manufacturer could highlight all-weather vehicle features during a winter storm.

Callaway sponsor ad embedded within a ReelSphere video.

Incorporating contextualized, ad-supported streaming weather content helps sponsors reach their target audience with relevant messaging at the right time.

Local trust, network-wide reach: The ReelSphere advantage

ReelSphere not only offers broadcasters dynamic, on-demand weather streaming content, it leverages modern AI to help them produce this content at scale.

Broadcasters can train the ReelSphere AI to replicate voices of their own on-air talent, preserving the familiarity and trust their audience expects. Or, choose built-in narration by The Weather Company talent.

ReelSphere also scales across multiple streaming platforms, including OTT, FAST, and CTV. This means broadcasters can generate sponsor-ready weather content customized for different regions, conditions, and audiences while maintaining consistency.

Why ReelSphere is a must-have for FAST channel operators

ReelSphere offers broadcasters a seamless way to easily integrate local weather streaming into their programming, all but guaranteeing a better viewing experience while maximizing ad revenue. By transforming unsold ad inventory into engaging weather segments, ReelSphere helps turn a problem into profit.

New chief technology officer and chief business officer – GM consumer bring expertise from CNN and SoundCloud

ATLANTA — March 4, 2025 — The Weather Company, the world’s most accurate weather forecaster¹, today announced the appointment of two key executives to its leadership team: Matthew Drooker as chief technology officer and Brennan Gerster as chief business officer – GM consumer. These strategic appointments will accelerate the company’s mission to instill confidence, drive decisions, and propel the future in midst of a changing climate and rapid technological advancements.

Matthew Drooker

As chief technology officer, Matthew will lead The Weather Company’s technology strategy, focusing on building efficient digital foundations, extending forecasting capabilities, and designing systems that enable world-class experiences for both its consumer and enterprise businesses.

Brennan brings extensive experience in building and scaling consumer-focused businesses and a deep understanding of the media and technology landscape. As chief business officer – GM consumer, he will oversee product, content, design, business operations, product analytics, customer support, and programmatic advertising to further strengthen The Weather Company’s digital properties, including The Weather Channel app, weather.com, Storm Radar, and Weather Underground.

“With 330 million monthly consumers and hundreds of businesses relying on our forecasts and products, we must continue to innovate to best translate and explain weather’s impact on people, communities and businesses,” said Rohit Agarwal, CEO of The Weather Company. “Matthew and Brennan bring exceptional expertise to strengthen our ability to deliver the world’s most accurate forecasts, create meaningful experiences for consumers, and provide actionable weather intelligence to businesses.”

Brennan Gerster

Matthew joins The Weather Company from SoundCloud, where as CTO he enabled the delivery of innovative audio solutions to a global user base of musicians and fans. Previously, at Warner Media/Turner Broadcasting System, he was senior vice president of platform technology for products & operations and CTO of CNN. There, he led the modernization of digital media platforms that helped establish CNN as the world’s #1 digital news service and a top destination for premium advertising.

Brennan most recently served as general manager and chief revenue officer at SoundCloud, where oversaw growth marketing, product strategy, ad revenue, and business operations. His background includes leading growth initiatives at CNN, fundraising as CFO of Vengo Labs, and managing financial operations for iHeart Radio’s digital properties.

While at SoundCloud, Matthew and Brennan together spearheaded remarkable growth, achieving a 2x increase in subscriptions and a substantial 30% increase in advertising monetization. Their combined leadership led SoundCloud to its first-ever profitable period in the company’s 15+ year history.

Both executives will play crucial roles in advancing The Weather Company’s mission during a time when accurate weather information has never been more important. The additions of Matthew and Brennan reinforce the company’s investment in its unique human-plus-machine approach that marries cutting-edge technology and human insight, as well as its product innovation to help consumers and businesses make sense of vast amounts of data and weather observations, enabling better decision-making.

About The Weather Company
The Weather Company helps people and businesses around the world make more informed decisions and take action in the face of weather. With its deep industry expertise and highly accurate, high-volume weather data combined with advanced technology and AI, The Weather Company provides insights and solutions that harness the power of weather in a scalable, privacy-forward way. The world’s most accurate forecaster, the company serves hundreds of enterprise customers across media, advertising, aviation and more, and is trusted by hundreds of millions of monthly active users via digital properties from The Weather Channel (weather.com) and Weather Underground (wunderground.com). For more, visit weathercompany.com.