As COVID-19 reshapes our economy, our newsletter will help you unpack the news from the day.
Hurricane and political seasons collide on The Weather Channel
Share Now on:
Viewers of The Weather Channel may have noticed a lot of campaign ads this week as the midterm elections approach and more people tuned in to track Hurricane Florence.
According to NCC Media, the number of political advertisers on the channel grew from 59 last week to 83 this week.
“It’s a smart media strategy,” said Ohio political strategist Vanessa Tey Iosue with Burges & Burges in Cleveland. With so many choices on cable, viewers can always switch channels, she said. “But you’re not really going to do that if you’re a storm tracker and you really want to know what’s going to be happening in the Carolinas. You’re going to stay on that channel,” she said.
The strategy carries some risk though, said David Campanelli with Horizon Media, an ad buying agency.
“There’s risk of, obviously, life loss and serious damage, and oftentimes advertisers don’t want to be associated with that,” he said.
One campaign pushed back on the idea that it was capitalizing on interest in the storm. Both the Republican and Democrat running for governor in the state have ads on The Weather Channel this week.
“There was no strategy behind The Weather Channel ads,” said Joshua Eck, a spokesman for Republican candidate Mike DeWine. “It’s simply part of a much larger ad purchase.”
If you’re a member of your local public radio station, we thank you — because your support helps those stations keep programs like Marketplace on the air. But for Marketplace to continue to grow, we need additional investment from those who care most about what we do: superfans like you.
Your donation — as little as $5 — helps us create more content that matters to you and your community, and to reach more people where they are – whether that’s radio, podcasts or online.
When you contribute directly to Marketplace, you become a partner in that mission: someone who understands that when we all get smarter, everybody wins.