WHY THIS MATTERS: Coverage of major weather events is some of the most valuable content offered up by local television stations. The year 2017 will go down in the record books as one of the most deadly and expensive years ever in terms of damage caused by natural disasters.
In one of the most active hurricane seasons ever, Harvey, Irma and Maria left a trail of wreckage in their respective wakes. Fires ripped through California, killing people and devouring more than 1.3 million acres, according to the state's Department of Forestry. The bill in the U.S. alone is more than $300 billion, according to federal estimates.
In all this mayhem, viewers turned faithfully to one source with resources to provide visual updates and predictions: local TV weather.
Investors are paying attention, and stations are beginning to not only change the way they report the weather, but making investments in new digital strategies to deliver better weather news, faster. Just this month, comedian and entrepreneur Byron Allen acquired The Weather Channel in March for $300 million from Blackstone Group, Bain Capital and Comcast NBCUniversal, further affirming weather's importance as a content draw across TV, digital and mobile platforms.
At a time when consumers want on-demand weather on a myriad of devices, local TV stations are doubling down on their weather investments. New technology, such as augmented reality, drones and sophisticated mobile apps, creates new ways to cover weather and deliver information. On social media, meteorologists can deliver live updates and intimate videos. It all plays to stations' real edge in weather: market ties and beloved personalities.
Local meteorologists have the weather knowledge, Rodney Thompson, The Weather Co.'s VP of systems and software operations, said. If it is sunny and nice, I can get that information many places. But when I need it broken down, I trust a hyper-local source.
The Forecast: More Digital, Mobile and Social
As mobile devices become go-to sources for weather, local broadcasters say digital doesn't cannibalize their audience, but rather creates new touch points. Digital is a gift. It allows us to connect with viewers in ways traditional TV never allowed us to do, Pete Delkus, chief meteorologist for Tegna-owned ABC affiliate WFAA in Dallas-Fort Worth, said. So many people just want short bursts of information. Delkus hosts a weekly Facebook Live session on Friday mornings previewing weekend weather from his home, giving viewers a peek into his off-screen life.
In Portland, Ore., Meredith-owned Fox affiliate KPTV chief meteorologist Mark Nelsen pens a weather blog and hosts a weather-themed podcast. We do these things to peel back the curtain and share the process behind the forecasting, KPTV executive news director Corey Hansen said. We need to give our viewers options to get weather anywhere they want it.
Social media is a critical distribution channel, particularly during extreme weather. Univision said about 60% of its digital audience comes through social. We go heavily with events and regular updates on Instagram, Facebook and Twitter. People are riveted by it, digital managing editor Selymar Colon said. The stations often simply post live radar images and webcams, drawing large audiences, according to Colon.
In Los Angeles, social media even influences coverage of natural events. Before social, KNBC VP of news Todd Mokhtari said, stations typically reported earthquakes that registered a 4.0 or higher on the Richter scale. Now, he said, even small trembles prompt residents to post on social media, and KNBC will report a tremor as low as 2.5. Information may come from a news crawl or a push notification, or, for stronger shakes, live on-air. If one person felt it, they all want to hear about it, Mokhtari said.
During extreme conditions like tornadoes, Griffin Communications-owned CBS affiliate KWTV Oklahoma City dedicates a meteorologist to updating all social accounts. Social allows us to have a two-way conversation with viewers and to provide them the most up-to-date weather and safety information no matter where they are, chief meteorologist David Payne said. We can spend an unlimited amount of time talking about the forecast and answering viewer questions in real time.
In the last six months, CBS owned-and-operated TV stations have ramped up digital video production for both extreme weather and for more light-hearted fare, like a look inside the weather office. These aren't things you'd see on the broadcast side, but we can do on digital, CBS Television Stations senior VP of news David Friend said. It takes us beyond the realm of regular newscasts and breaks out of that straight jacket.
Online and on mobile apps, station executives said live radar is a popular draw. Even if we're not on the air with news, it will give you a live sweep that includes where you work and where you live, Ric Harris, president and GM of NBC-owned Philadelphia WCAU and WSSI, said.
On the TV screen, graphic innovations are improving forecasting as well. Outlets including ABC's KABC Los Angeles, Tegna's WFAA and Univision's central weather operation, have introduced augmented reality graphics, which rise up from the studio floor and can simulate hard-to-visualize dangers, like flooding and tornadoes. It is amazing new technology. It is eye candy to some degree, but also valuable info that you can't get on your phone, WFAA's Delkus said.
Univision used similar imaging to depict Hurricane Harvey and Northeast snowstorms. Our chief meteorologist can explain things not just by saying it or showing video, but also with graphics, Colon said.
At Hearst Television, new graphics alert viewers to major upcoming weather events, like a yellow caution or a red animated image for se
