--- title: TVision Helps The Weather Channel and Its Advertisers Value Programming description: The Weather Channel outperforms similar content on Lifestyle and News stations. image: https://www.tvisioninsights.com/hubfs/iStock-1040975032.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog # TVision Helps The Weather Channel and Its Advertisers Value Programming August 9   |   Blog [The Weather Channel](https://weather.com/) is one of America's go-to resources for all things weather-related. Whether you tune in to check the daily forecast, in preparation for a storm, or to catch other high-quality, informative programming, chances are good that you've spent some time with the channel.  Though well regarded as a premier news source, like all media outlets, The Weather Channel faces competition as it jockeys for ad dollars. To help differentiate and appropriately value its ad inventory, media sellers at The Weather Channel tapped into TVision's attention and engagement data. The objective of this partnership was to better understand how The Weather Channel's content engages viewers compared to other lifestyle and news channels. The findings have helped The Weather Channel effectively position its ad inventory. #### **Viewers 18+ pay more attention to both The Weather Channel’s program and commercial time than they do to other Lifestyle and News outlets​** The below chart uses TVision's Attention Index, which measures how people pay attention to programming and ads, to compare viewer attention for The Weather Channel and competitive Lifestyle and News channels (June 2020 to May 2021).   The data shows that in high-value primetime and weekend dayparts, viewers paid more attention to The Weather Channel than they did to other competitive media channels. ![Screen Shot 2021-07-15 at 2.42.01 PM](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202021-07-15%20at%202.42.01%20PM.png?width=398&name=Screen%20Shot%202021-07-15%20at%202.42.01%20PM.png) #### **TVision's Attention Index Shows That The Weather Channel's Viewers Pay Significantly More Attention During the Early Morning Daypart** ​Across the industry it can be a challenge to capture attention in the early morning, as many people turn on the TV while going about their morning routines. At The Weather Channel, Early Morning is the most attentive daypart. This is due in part to the nature of the content - paying attention helps viewers prepare appropriately for the day. ![Screen Shot 2021-08-09 at 3.56.20 PM-1](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202021-08-09%20at%203.56.20%20PM-1.png?width=541&name=Screen%20Shot%202021-08-09%20at%203.56.20%20PM-1.png)​ Notably, TVision's analysis also suggests that The Weather Channel's audience behavior is not driven solely by major weather events, as many would think. In​​ fact, while viewers are likely to spend more time with The Weather Channel during major weather occurrences, ”regular” weather dates capture audience attention equal to or greater than extreme weather dates. Armed with this data, The Weather Channel and media buyers ​have been able to create more informed advertising campaigns. By optimizing for highly engaged audiences, advertisers get more value from their investments, and The Weather Channel is able to appropriately price its highest-value inventory.  To learn more about TVision's attention data, [please reach out.](https://www.tvisioninsights.com/contact-us)    [![CTV Advertising Report](https://no-cache.hubspot.com/cta/default/3023204/9dc7af61-6555-4cda-8b3b-af4559d48bff.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/9dc7af61-6555-4cda-8b3b-af4559d48bff) ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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