Following the energizing NAB Show (April 6-9, 2025) in Las Vegas, The Weather Company team sat down with Therese DeMatteo, Senior Director of Enterprise Marketing, to discuss our broadcast partner support and key takeaways from the event:

Q: What emerging technology trends generated the most buzz on the show floor, and how do they align with The Weather Company’s current product roadmap?

Therese: This year marked a notable shift in broadcasters’ attitudes toward AI. Unlike last year, when most were firmly against it, we observed a new openness to exploring how AI might streamline workflows. While the approach remains conservative, there’s genuine interest in leveraging these technologies. This evolution aligns perfectly with our roadmap, focusing on:

• Advanced forecasting: We’ve integrated AI with weather science for decades — like Forecast on Demand — unlike competitors who rely solely on mathematical models. By analyzing 100+ global simulations, including proprietary ones, we deliver the most precise, actionable forecasts available. Now, we’re partnering with NVIDIA to develop a groundbreaking kilometer-scale AI model launching in 2025.
• ReelSphere: Our newest offering leverages AI to generate voiceover narration from stock voice libraries for concise, adaptive weather videos. ReelSphere technology empowers meteorologists to focus on impactful storytelling while efficiently meeting the growing demand for weather content across platforms.
• Mercury: Behind the scenes, our dedicated team is applying various LLM models across our entire business through our Mercury initiative. And for ReelSphere, we’re currently developing generative AI capabilities for longer-form regional forecast scripts.
• Max Alert Live: We’re applying AI technology within Max Alert Live to help stations meet the FCC mandate for audio map descriptions, making weather information more accessible.

Q: What specific pain points or challenges did you hear directly from attendees during conversations at your booth or in meetings?

Therese: Our conversations revealed several consistent challenges across stations and groups:

• Hardware hesitancy: There’s a strong preference against purchasing additional hardware. Cloud-based solutions are increasingly attractive for their flexibility and lower capital investment.
• Collaboration needs: Meteorologists across station groups need better tools to work together seamlessly—another opportunity where our cloud solutions shine.
• Digital automation: Particularly in smaller markets, there’s high demand for solutions like ReelSphere that can automate digital weather content creation.
• Digital revenue struggles: Many broadcasters continue to search for effective ways to monetize digital content, particularly on mobile platforms.
• Smaller footprint solutions: We met several meteorologists looking for solutions to launch their own digital weather channels on platforms like YouTube.

Q: Which demos or product announcements received the strongest positive reactions, and why do you think they resonated so well?

Therese: ReelSphere clearly stole the show this year. The enthusiastic response stemmed from its direct address of a critical pain point: Meteorologists being stretched thin trying to produce weather content across multiple platforms 24/7.

With many stations operating with reduced staff, ReelSphere’s ability to automate high-quality weather content creation for various platforms makes it a game-changer. The flexibility of its application particularly impressed visitors to our theater presentation.

Q: Based on your conversations with industry leaders and customers, what content consumption or creation workflows are evolving fastest, and how should that influence your go-to-market priorities?

Therese: The clearest trend we observed is the industry-wide shift away from hardware dependency toward cloud-based solutions. Broadcasters are actively seeking ways to reduce hardware costs while maintaining or enhancing their weather presentation capabilities.

This aligns perfectly with our strategic direction of cloud-first solutions that provide flexibility, scalability, and collaboration capabilities without substantial upfront investment in physical infrastructure.

Navigating media evolution with a trusted weather ally

As the media landscape continues to evolve, The Weather Company remains committed to being more than just a vendor – we’re a trusted weather partner. Our innovations in AI, cloud technology, and automated content creation are designed with one purpose: helping broadcasters remain essential to their audiences and successful in an increasingly competitive environment.

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.

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.