Weather forecasts shape critical decisions daily.  From planning your morning commute to optimizing global supply chains — forecast accuracy isn’t just preferred, it’s essential.

But what does better accuracy actually mean for those who depend on it? Let’s look at the real-world impact in businesses across industries and why they place their trust in The Weather Company – the world’s most accurate forecaster.¹

Advertising: Turning weather science into marketing ROI

Consciously or subconsciously, weather influences every aspect and decision of people’s lives – how we feel, what we try, and what we buy. Even a one degree Celsius increase in temperature can lead to a 1.2% boost in consumer spending.²

And it adds up: The National Retail Federation estimates that weather affects about $1 trillion in global sales annually.³ When it comes to delivering a brand message in the right moment, to the right people, the precision and accuracy of weather-targeted advertising isn’t just a nice-to-have, it’s a must have.

In today’s cluttered ad environment where every touchpoint counts, marketers can’t afford to waste budget or an opportunity to drive an action. Take it from Ryan Oliver, Head of Communications at EcoFlow — an emerging leader in portable power solutions: “The Weather Company’s credibility and accuracy helped us reach a highly engaged audience actively seeking solutions for weather-related outages, boosting awareness and interest in EcoFlow’s backup power solutions.”

Aviation: Better forecasts, safer flights

In aviation, forecast accuracy directly impacts both safety, customer satisfaction, and profitability. Weather causes approximately 75% of all flight delays⁴ costing an airline an estimated around $60 billion annually.⁵ Further, weather conditions are the source of more than 65% of injuries to passengers and crew due to turbulence.

With accurate, probabilistic forecasts, airlines can better anticipate disruptions before they happen — not just react to them. This leads to better, more efficient route planning, reduced fuel consumption, and happier passengers flying smoother skies. Take it firsthand from Nathan Polderman, Sr. Manager of Meteorology, United Airlines: “United Airlines’ operations are greatly enhanced from the accuracy of The Weather Company forecast data and the ability for their meteorologists — embedded in the United Network Operations Center — to quickly adjust and communicate nuances and uncertainties in the forecast. Precise and accurate weather forecasts are critical to United’s efforts to maintain safe and efficient operations and keep customers satisfied.”

Media: Building viewer trust

For broadcasters, forecast accuracy isn’t just about ratings — it’s the trust currency that makes viewers reach for their channel first. And in the highly competitive media landscape, trusted weather forecasts directly impact station credibility.

Consistent, accurate forecasts strengthen viewer loyalty and position the broadcast team as the authoritative weather source — either nationally or locally. As Patrick Bigbie, Chief Meteorologist, WDAM-TV, puts it: “The Weather Company’s GRAF model is the first one I check each day when building my forecasts and presentations. I find it very reliable and trustworthy enough to share with my viewers.” Mark Nelsen, Chief Meteorologist at KPTV & KPDX Television, adds: “We’ve been using The Weather Company’s GRAF model for over five years now. Its accuracy is remarkable and I’ve learned not to second guess it since it usually proves me wrong.”  GRAF, a proprietary global weather modeling system, is just one of the many forecasting technologies built and used at The Weather Company to drive the accuracy of our weather forecast portfolio.

Government & defense: When missions and lives are at stake

In defense operations, even minor weather forecast deviations can compromise asset deployment, technological capabilities, and personnel safety.

With weather intelligence that accurately predicts weather conditions on the ground and in the air, military personnel teams can better prepare for the operating conditions they’ll face in the field. This preparation allows for tactical adjustments that create strategic advantage. When adversaries rely on less accurate or incomplete information, your enhanced weather awareness becomes a decisive operational edge.

This tactical advantage becomes increasingly valuable in today’s more volatile operational environments. Gareth Collier, former Special Forces Officer, drives home the importance: “For military capability and personnel safety, forecast accuracy isn’t just a matter of convenience — it’s critical to both mission success and saving lives. Weather conditions affect everything across soldier welfare, platform preservation, and tactical advantage. Precise meteorological information is a force multiplier that enables optimal military strategy and operational planning.”

Not all forecasts are created equal

Many claim it, but only one forecaster can prove it: The Weather Company is the world’s most accurate forecaster.⁶ Delivering this level of accuracy doesn’t happen by chance. It requires a unique approach to weather forecasting that only The Weather Company has pioneered and continues to perfect.

Since our inception nearly five decades ago, we’ve combined human, meteorological expertise with proprietary, state-of-the-science technologies and AI to provide accurate forecasts and scalable solutions for people and businesses alike. And with that accuracy comes trust – trust that has earned us the distinction of being the most trusted weather provider and one of the top 15 most trusted brands among all adults in 2025.⁷

Solutions to thrive in the face of impactful weather

Accurate weather data helps instill confidence, drive decisions, and propel the world. That’s why we’re committed to continuous innovation of current and future solutions, including:

• Weather Data APIs: We deliver real-time and historical weather data that provides high-resolution, continuously-updated, and hyper-local intelligence.
• Consumer experiences: We’re trusted by more than 330 million monthly people each month across all digital properties including weather.com and The Weather Channel app.⁸ The Weather Channel app stands as the #1 most downloaded weather app in the U.S, a daily habit for over 50 million people.⁹
• Enterprise solutions: Our solutions power decisions for 2,000+ enterprise customers across media (600+ broadcast stations), aviation (25,000+ flights per day), government, defense, agriculture, insurance, automotive, retail, CPG, pharma, energy, and beyond.

The best of both worlds: Human expertise + AI precision

We combine human meteorological expertise with advanced AI to create forecasting capabilities that neither could achieve alone:

• Human guided, AI-powered approach: 100+ meteorologists collaborate with our AI systems through a “human over the loop” model, combining decades of expertise with cutting-edge technology to deliver fresh, precise, more accurate, and actionable forecasts.
• Scientific collaboration: Our ongoing work and dialog with the broader scientific community includes NCAR, UCAR, and NOAA, accelerating our innovation while advancing capabilities for everyone.
• Technological rigor: We process 75+ billion terabytes of data daily across 100+ forecast models to create 25+ billion personalized, on-demand forecasts for 2.2 billion global locations. As a component of that technology stack, our proprietary, high precision weather modeling system, GRAF, provides hourly updates that can predict something as small as a thunderstorm, virtually anywhere on the planet.

When weather shapes decisions, accuracy is the only option

For decisions that affect people and businesses everywhere, you need forecasts you can count on every time.

The question isn’t whether you can afford accurate weather intelligence, but whether you can afford to be without it. It’s your turn: Discover how our unmatched forecast accuracy can transform your business outcomes.

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.

• 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.

Viewers are increasingly interested in personalized content across mediums, and weather broadcasting is no exception. This growing demand is transforming how meteorological information needs to be delivered — and weather broadcasters need to answer the call.

By meeting viewers’ expectations for tailored information, weather broadcasters can increase engagement, trust, and reliance among their audiences, ensuring that the forecasts they provide are integral to each viewer’s planning of their day.

What is a custom weather forecast?

A custom weather forecast provides tailored meteorological information specific to an individual’s or business’s location and needs, rather than a broad, generalized forecast covering a large area. These forecasts typically focus on a particular city, town, or even a ZIP Code, providing detailed and relevant weather data that is immediately applicable to the viewer’s current surroundings. They also utilize advanced data modeling and meteorological technology to predict weather changes with high precision.

What are the advantages of custom weather forecasts?

Custom weather forecasts are revolutionizing how viewers interact with meteorological data, offering substantial advantages that extend beyond the basic provision of weather information.

1. Meeting demand

Viewers increasingly demand forecasts that cater specifically to their local environments. SmithGeiger research shows that 63% of viewers prefer forecasts targeted to their geographic areas, and 69% desire predictions narrowed down to their ZIP Codes. This high demand underscores the need for precision in meteorological services.

2. Improving trust

Personalized weather forecasts cater to specific viewer needs while also building trust. Viewers tend to rely more on forecasts that address their local weather conditions directly, enhancing their trust in your brand and ensuring consistent viewer engagement.

3. Increasing relevance

General forecasts often include details that may not apply to all areas covered, leading to viewer dissatisfaction. For example, a meteorologist may say it will be rainy tomorrow, but only one part of your city or town ends up wet. By focusing on relevant information, you can ensure that your content is of direct interest to your audience, thereby increasing viewer retention.

4. Helping viewers plan their day

Detailed, localized forecasts allow viewers to plan their activities with greater confidence, knowing how weather will affect their specific location throughout the day. This personalization addresses another common viewer grievance: the lack of specific timing for predicted weather changes.

5. Improving weather forecast accuracy

Custom weather forecasts significantly enhance accuracy by tailoring predictions to specific local conditions. By focusing on the unique aspects of each locality, custom forecasts provide more relevant and actionable information, thereby improving overall forecast accuracy. This is one of the reasons why The Weather Company is the world’s most accurate weather forecaster overall, according to a 2017-2022 study from ForecastWatch: Global and Regional Weather Forecast Accuracy Overview, 2017-2022, commissioned by The Weather Company. The Weather Company leverages localized data to ensure reliable predictions. This approach is crucial for viewers who depend on accurate weather forecasts for personal planning and safety.

Where can personalized weather forecasts show up?

Personalized weather forecasts have risen in popularity in recent years, becoming ubiquitous in a wide variety of mediums. Here’s just a few places where you may have noticed them:

Linear TV

Linear TV, the traditional model for television broadcasting, utilizes some localization for broadcasts through weather alerts. Because weather updates are scheduled at specific times, you can ensure that your viewers receive timely information tailored to their local area. This format is particularly used during weather emergencies or sudden changes, allowing you to interrupt regular programming to provide critical updates. With Max Alert Live, broadcasters can add a detailed map to their crawl down to the DMA level, so viewers can fully understand the impacted area. See example below.

CTV platforms

Connected TV (CTV) platforms turn regular TVs into smart TVs, allowing users to access a wide range of online services, including personalized weather content. According to SmithGeiger research, demand on CTV platforms is growing, with 21% of viewers wanting an on-demand customized forecast on a weather streaming service through these platforms. Through channels specifically designed for weather tracking, viewers can receive real-time updates, alerts, and detailed forecasts directly on their television screens for their precise location.

Mobile devices

Mobile devices are increasingly becoming a preferred platform for accessing personalized weather information, with 80% of viewers favoring mobile platforms for their weather updates according to SmithGeiger research. These devices offer unparalleled convenience and immediacy. Users can receive tailored forecasts that are specific to their exact location thanks to GPS technology, which enhances the relevance and accuracy of the information provided.

Out of home

The demand for accessible weather information while on the move is high, with SmithGeiger research finding that 49% of viewers value forecasts at airports, 42% on airplanes, and 34% at train or bus stops. These forecasts are crucial for travelers making informed decisions about the potential for travel delays, which activities to plan for a trip, and appropriate clothing to pack.

What to consider when building custom weather forecasts

When developing custom weather forecasts, it’s crucial to consider a variety of factors that directly impact their effectiveness and relevance for the intended audience. Understanding the nuances of custom weather forecasts will help you deliver the right messaging and information to your viewers every time.

Viewer location

Customizing forecasts at a hyperlocal level is key. Whether you’re targeting a city, town, or even a specific ZIP Code, detailed localization will ensure that each viewer receives information that’s relevant to their specific location.

Time of day

Providing hour-by-hour breakdowns, and in the case of severe weather, minute-by-minute updates, can significantly enhance the utility of a forecast. This detailed temporal resolution helps individuals and businesses make more informed decisions about their daily activities, particularly when planning weather-sensitive events or tasks.

Day of the week

Weekly forecasts help viewers plan their week ahead, especially when they include varied weather conditions expected over seven days. Offering a comprehensive seven-day forecast and highlighting their weekend forecast helps viewers plan their week more effectively.

Forecasted weather

Integrating predictive radar images, especially when rain or severe weather is anticipated, can improve the forecast’s usefulness. This visual tool helps viewers better understand the weather that may impact their area.

Severe weather

Providing timely and location-specific severe weather alerts is crucial for safety and preparedness. These alerts should be based on real-time weather data to ensure they are as accurate and relevant as possible.

Lifestyle and health forecasts

Including information on seasonal conditions makes weather forecasts more engaging and useful, particularly for viewers who regularly participate in outdoor activities. According to SmithGeiger research, 42% of viewers would like to see a day planner that lets them know how to plan outdoor activities. By incorporating detailed reports on pollen levels, humidity, and wind speeds, forecasts become comprehensive guides that help viewers manage their health and outdoor plans effectively. A golf, beach, or even running forecast are examples of other personalized weather content that can be delivered.

Develop personalized weather forecasts with ReelSphere

ReelSphere, from The Weather Company, offers a sophisticated platform to develop and broadcast personalized weather forecast videos across various channels. Leveraging AI and advanced meteorological tools, ReelSphere allows you to create detailed, engaging, and highly customized weather reels that meet the dynamic needs of today’s viewers.

By focusing on these detailed and specific forecasting needs, viewers receive tailored, timely forecasts. Learn more about how ReelSphere is opening up new possibilities for weather forecast personalization.

From streaming TV shows to buying products online, today’s consumers expect hyper-personalized experiences and round-the-clock services that fit their individual preferences. They have the same expectations for weather forecasts, with six in 10 viewers reporting a high level of interest in geographically specific forecasts.¹

Hyperlocal weather data enables forecasters to curate content based on the viewer’s geography — moving beyond generic, one-size-fits-all forecasts to provide relevant weather information for specific locations and times. The integration of AI and automation has brought hyperlocal weather forecasting and content to a new level. This new technology facilitates the creation of video content based on location-specific conditions through the power of accurate weather data and AI voice-over technology.

Hyperlocal weather data enables more targeted, adaptive reports that can adjust to changing conditions in real time — ensuring consumers receive the most personalized, up-to-date weather information catered to their unique needs and preferences. Read on to learn how these advanced technologies are enhancing weather forecasting and content.

What is hyperlocal weather forecasting?

Hyperlocal weather forecasting is a specialized form of meteorology that pinpoints weather conditions to extremely localized areas, such as specific ZIP codes. This tailored approach allows for better access and a deeper understanding of weather data, offering significant advantages over traditional, broader-area weather forecasts.

Hyperlocal forecasting uses advanced weather modeling systems and data collection methods, such as IoT sensors, satellite imagery, and radar data, to generate precise weather predictions for small geographic areas. By delivering accurate, relevant, and location-specific weather information, hyperlocal forecasting significantly enhances user experience and satisfaction. 

What platforms do viewers use for hyperlocal weather?

Audiences can receive and interact with hyperlocal weather forecasts through a variety of channels and platforms, including:

1.  Mobile apps

Mobile apps are a primary touchpoint for consumers seeking weather forecasts, with 63% of viewers interested in seeing weather timelines and location-specific conditions over the next eight hours according to a recent SmithGeiger study. Mobile apps can use GPS data to deliver real-time weather updates specific to the user’s exact location, providing detailed predictions about temperature, precipitation, and other conditions. The convenience and immediacy of mobile apps make them a popular choice for individuals needing timely weather information on the go.

2. Weather website

Weather websites remain a vital resource for accessing hyperlocal weather forecasts. Users can enter their zip codes or allow location detection to receive localized weather reports. These sites often provide comprehensive weather details, including hourly forecasts, radar images, and long-term predictions.

3. Local TV news

Local TV news stations play a crucial role in delivering hyperlocal weather information. Through television broadcasts and associated online platforms, they provide updates tailored to specific communities and provide additional context that viewers cannot find on other platforms such as how the weather forecast might impact tomorrow’s parade or fair. Local meteorologists use regional data to give forecasts that are more relevant to the viewers’ immediate environments, which is also especially important during severe weather events. According to a recent SmithGeiger study, 49% of viewers look to local news for advanced warning of potential severe weather. 

4. CTV

Consumers increasingly use connected TV (CTV) platforms to access their weather forecasts. TV is still one of the most preferred places to watch weather with 62% interested in seeing weather forecasts here according to a recent SmithGeiger study. Apps on these platforms can offer detailed weather updates directly on the user’s TV, combining the convenience of digital applications with the detailed, visual appeal of traditional TV weather forecasts. 

How can AI be used in hyperlocal weather video content?

Advanced AI and automation are revolutionizing the way hyperlocal weather content is delivered, particularly through video. For instance, ReelSphere harnesses AI for voice-overs in weather forecasting videos, which enables the generation of narrated content that’s more accurate, engaging, and accessible to viewers. According to the same SmithGeiger study, 65% of viewers trust an AI-voiceover from their favorite meteorologist. In fact, AI-generated voiceover and regular voiceover performed about the same. 

AI can also help broadcasters develop curated weather forecasts and dynamic video content that takes into account the day of the week, time of day, and other factors to offer a personalized view of what weather will look like in each user’s location. Broadcasters looking to stay competitive need to consider offering this level of personalization, since consumers are increasingly interested in hyperlocal forecasts for their exact location, ZIP code, and neighborhood. In fact, about 67% of viewers are willing to share areas and locations of interest to them. 

What are the advantages of utilizing AI & automation for hyperlocal weather video content?

Hyperlocal forecasting provides precise weather updates at a granular level, offering significant advantages and benefits for viewers, including: 

1. Relevance

The integration of AI and automation ensures highly relevant weather information and forecasts for viewers. It’s clear that consumers are eager for such content, with research showing that 69% of people are willing to share their zip code to receive forecasts tailored to their specific locations. By adapting weather forecasts for individual viewers, hyperlocal weather content removes information that audiences find irrelevant, zeroing in on how weather events are impacting local communities in real time. 

2. Adjusting to demand

On clear days, users typically prefer succinct updates, whereas they expect more detailed forecasts when severe weather looms. Automated forecasts can adjust as consumer demand changes with weather conditions, such as adding a forecast radar when rain is expected or utilizing location-specific weather graphics. These technologies enable forecasters to alter content length and detail depending on weather conditions and viewers’ preferences.  

3. Timeliness

AI and automation enable forecasts to be developed in near real-time. Timely information is most important during dangerous severe weather events, such as last year’s “super fog” in Louisiana that led to the pileup of hundreds of cars and, sadly, seven deaths. Automated systems ensure that vital weather information is generated and distributed quickly, reaching audiences when it is most needed. 

4. Engaging audiences

Historically, meteorologists have had to manually update forecast videos for every location and hour. This manual process limited the precision of local forecasts to broader areas. However, now meteorologists can use AI to automatically update videos across platforms to keep audiences informed and engaged. Moreover, AI can enhance the tone and tenor of hyperlocal video content by integrating local meteorologists’ voices to make forecasts engaging, relevant, and trustworthy without slowing the production cadence

5. Streamline processes

Utilizing AI and automation for voice-overs can help streamline the creation of videos, making the process more timely, efficient, and scalable. With growing audiences and limited resources,  AI-enhanced digital workflows play a crucial role in the production of content across multiple platforms — enabling meteorologists to meet increased demand for accessible and timely weather updates.

6. Provide more accurate updates

As weather patterns become more extreme, the ability to provide real-time, accurate weather updates is increasingly vital. AI-enhanced systems decrease the burden on meteorologists by making it easier to quickly share updates as weather conditions evolve. This allows consumers to make informed decisions based on the latest information, which is essential for safety and preparedness in an era of climatic unpredictability.

How accurate are automated hyperlocal weather forecasts?

Automated hyperlocal weather forecasts have significantly improved when it comes to accuracy. With advancements in technology and data analysis, meteorologists can provide individuals and industries with accurate weather information they can rely on when planning and making decisions.

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These enhancements have led to notable achievements and recognition in the field. The Weather Company has been recognized as the world’s most accurate weather forecaster, according to a study by ForecastWatch, which studied global and regional weather forecast accuracy from 2017 to 2022. 

Create hyperlocal weather video content and forecasts with ReelSphere

Viewers crave relevant, current, and engaging digital weather content that is available to them 24/7. 

By leveraging AI and automating the creation of hyperlocal weather content, you can meet consumers precisely where they are — both geographically and in their desire for personalized digital content. 

ReelSphere is at the forefront of transforming weather forecasting into a dynamic, on-demand experience tailored for digital platforms. ReelSphere enables you to deliver highly personalized, hyperlocal weather videos and content without additional production resources.

One-size-fits-all weather content is no longer enough for today’s audiences.

As technology evolves and viewer preferences shift, the demand for highly localized, up-to-the-minute weather information is rapidly growing. Weather broadcasters need a new model to meet these preferences, one that isn’t bound by the constraints of traditional broadcast schedules.

This is where Connected TV (CTV) broadcasts become so essential.

What is CTV weather broadcasting and how does it work?

CTV weather broadcasting refers to the delivery of weather-related content through CTV devices such as Xbox, Roku, Apple TV and more. These devices connect to or are embedded in televisions to stream content over the internet.

In the context of weather broadcasting, CTV allows broadcasters to deliver real-time weather updates, forecasts, severe weather alerts, and other related content directly to viewers’ televisions via the internet. This approach leverages the interactivity and connectivity of digital media, allowing for more personalized and location-specific content. For instance, CTV viewers can access weather updates that are tailored to their exact location at any time, not just during scheduled broadcast times.

Through the integration of real-time data from satellites, radar, and weather stations, CTV systems process and tailor weather forecasts specific to each viewer’s location. This customization allows for a more personalized and engaging experience, enabling viewers to interact with the broadcast using their remote controls to explore in-depth weather maps and extended forecasts.

What is the difference between traditional and CTV weather broadcasts?

Traditional (or linear TV) weather broadcasts have been primarily broadcast Over the Air (OTA) or on cable, often at fixed times and with general content intended for broad audiences. In contrast, CTV weather broadcasts leverage the flexibility of online streaming platforms, offering viewers the ability to access weather updates at their convenience across a variety of platforms. This level of personalization makes CTV a better fit for today’s audiences, who expect access to real-time, relevant weather updates across a variety of devices.

What is the difference between OTT and CTV weather broadcasts?

While both Over-the-Top (OTT) and Connected TV (CTV) broadcasting are related, they are different. OTT encompasses the broader method of delivering streaming content. For example, viewers can watch live weather updates or emergency broadcasts directly on their mobile devices through apps like The Weather Channel app, which provides real-time alerts and forecasts wherever they are.

CTV, on the other hand, specifically refers to the internet-connected TV devices. The viewing experience mimics a traditional TV format but with modern connectivity features. Viewers can use these devices to stream dedicated weather channels that offer continuous live broadcasts and specialized content such as local weather reports tailored to their exact locations. CTV weather broadcasts are designed for these kinds of devices and are distributed via streaming channels.

An overview of CTV components

Viewers can access CTV weather broadcasts through a variety of devices and methods, including the following:

Smart TVs

Smart TVs’ integrated internet capabilities allow direct streaming of weather broadcasts, enabling viewers to access real-time weather information with just a few clicks on their remote controls.

Digital Media Players

Digital media players are devices that stream digital content to TVs, such as Chromecast, Amazon Fire Stick, and video game consoles. These devices allow users to switch seamlessly between watching their favorite shows and viewing the latest weather updates.

Set-Top Boxes

Cable boxes that provide internet connectivity and access to a plethora of streaming services also enable easy access to weather channels and apps.

Advantages of CTV weather broadcasting

The advanced streaming technology that powers CTV broadcasting has tremendous potential for improving your weathercasts. Here are just a few advantages that you can expect:

Cost-effective

CTV broadcasting has lower operational costs because of their simplified content distribution processes. It allows you to automate video creation and share content across multiple channels, reducing the need for extensive manual intervention.

Faster delivery

As broadcasting expands to include digital platforms and CTV alongside traditional linear TV, the need to quickly produce and distribute content has become critical. ReelSphere, a tool enhanced with AI, streamlines this process by automatically generating weather content. It allows you to create targeted, hyperlocal, and adaptive videos based on the forecast, day of the week and other factors. Being able to generate these videos across multiple channels helps ensure that your viewers receive weather information in a timely fashion.

Reaches a larger audience

CTV broadcasting effectively expands audience reach by leveraging advanced technologies to serve tailored weather videos across all digital platforms. For example, allowing on-air talent to incorporate viewer-submitted stories and social media posts into broadcasts. This approach allows you to tap into a broader demographic, including viewers who primarily consume content on mobile devices and online platforms.

Recent research supports this strategy, showing that 88% of respondents are at least somewhat interested in using local weather streaming services. By utilizing hyperlocal weather broadcasting tools, you can ensure that weather content is both accessible and relevant for local viewers.

Engagement

Weather broadcasting directly impacts people’s daily decisions, making it inherently engaging and important to viewers. For example, viewers stream CBS News Colorado’s digital weather content for an average of more than 30 minutes per day. This high level of engagement makes weather content a pivotal part of their streaming strategy, according to meteorologist Ashton Altieri.

Ability to scale hyperlocal content

With the right CTV weather content solution, you can effectively create targeted and hyperlocal videos at scale. This capability ensures that audiences in different regions receive weather updates that are tailored to their specific local conditions, meeting the growing demand for extremely targeted, relevant content. For example, showing the radar map only when there is precipitation in the forecast.

Though CTV solutions streamline workflows with weather forecast automation features, your team still retains the flexibility to manually edit and refine the content. This blend of automation and manual oversight ensures that you can maintain quality and accuracy even as your production of weather content scales up.

Advertising opportunities

CTV weather broadcasting opens up lucrative advertising opportunities that can significantly enhance revenue streams for your channel. Essentially, localized content provides an opportunity for extremely localized advertising that’s relevant to your viewers. In addition, according to the “Weather OTT Focus Groups & Quantitative Survey” conducted by Magid Research, 98% of advertisers would consider sponsoring weather content on CTV. With the increasing shift toward digital and connected media, weather streaming on CTV platforms presents a fresh and attractive avenue for monetization.

First-party data

Leveraging first-party data is a powerful strategy for CTV weather broadcasting, enabling your station to better target and deliver lifestyle videos that cater precisely to its viewers’ preferences and locations. By collecting and analyzing viewer data, such as viewing habits, preferred content types, and geographical information, you can tailor your weather broadcasts to enhance relevance and viewer engagement such as offering a golfer’s, beach or even runner’s forecast.

Create professional CTV weather broadcasts with ReelSphere

The Weather Company’s ReelSphere solution revolutionizes weather broadcasting by automating the production of on-demand, personalized weather content for CTV and OTT platforms. Leveraging the power of their Max platform and graphics, ReelSphere enables you to deliver curated content at the drop of a hat. The system automatically generates location-specific weather graphics and broadcast templates that vary depending on the time of the day and the existing weather conditions. By letting you scale up localized weather content quickly and efficiently, without expending additional resources, ReelSphere lets you harness the full benefits of the CTV streaming revolution.

People also asked questions

What weather software do meteorologists use?

Meteorologists use a range of sophisticated software tools designed to collect, analyze, and present weather data. These tools include models that predict weather patterns based on current atmospheric conditions gathered from satellites, radar, and ground-based sensors. They also use geographic information systems (GIS) to visually represent weather data on maps, which helps in analyzing and forecasting weather more effectively. Additionally, specialized software like Max helps meteorologists create visual representations of the weather for public broadcasts.

What weather data and model are most accurate?

Determining the most accurate weather data often depends on the region, forecast type, and specific weather events. No model is perfect. Public data from the National Weather Service (NWS) is renowned for its comprehensive and reliable forecasts, thanks to extensive data from satellites and radars. The Weather Company is the world’s most accurate weather forecaster overall, according to a 2017-2022 study from ForecastWatch: Global and Regional Weather Forecast Accuracy Overview, 2017-2022, commissioned by The Weather Company.