WYFF, Weather Channel Team In Partnership

Hearst-owned NBC affiliate WYFF Greenville, S.C. (DMA 37), and The Weather Channel have formed an exclusive local partnership to provide audiences expanded local, regional and national weather information.

The partnership will enable WYFF to offer its advertisers the ability to target the large user base of The Weather Channel online and in the company’s ubiquitous mobile applications. The targeting can be based on a user’s location and/or on the weather.

The Weather Channel also offers the ability for businesses to target audiences based on weather conditions and sophisticated triggers that take into account sales activity in addition to weather conditions.

“Surveys consistently find that leading local TV and digital news providers like WYFF 4 are the most trusted sources for weather information in their regions,” said John Soapes, WYFF president-GM. “We have the obligation to continue to earn that trust, and this new alliance with the most trusted national weather provider helps us to solidify our position as the go-to multiplatform destination for weather, news and alerts in our community.”

“This partnership leverages the national scale of The Weather Channel digital operation, while tying in the community knowledge of a strong media brand like WYFF 4,” said Ryan Davis, VP overseeing The Weather Channel local platform. “We both care deeply about weather and how it impacts the daily lives of our audience. It’s a perfect fit.”

The Weather Channel launched its Local Weather Platform effort in 2014 to team up with media partners around the country as a way to bolster weather storytelling and advertising leveraging The Weather Channel’s national weather coverage capabilities and advanced ad products. WYFF and other television stations around the country become the company’s prime partner in a market and can sell on The Weather Channel properties in their location. They also become the exclusive provider of branded regional content to The Weather Channel digital properties.

The partnership integrates video from the media partner into location-specific pages on weather.com and The Weather Channel mobile products, while The Weather Channel provides national weather- related video and products to partners for their digital properties.