3 weather app strategies for local TV stations

In a nationwide study conducted by Magid for The Weather Company, local news viewers said they prefer getting daily weather updates from a mobile device. Respondents said they prefer mobile apps because they’re convenient, always updated, and accurate.

Fortunately, most local TV stations have a weather app or a news app that includes a weather section. The one thing those apps offer that consumers can not get from the built-in weather app on their smartphone is a webcast. Those prerecorded weather updates are just as important as live on-air hits.

One of the Fundamentals of Effective Weather Communication is Meteorology Marketing. The weather message and the data that support it, are a product. The way broadcast meteorologists package and present that product on-air and on the weather app matters. Each outlet serves a different audience and the way we deliver the message should be different for each one.

Here are three ways local TV stations and broadcast meteorologists can communicate weather information more effectively on mobile apps.

Prioritize weather coverage on mobile

If consumers prefer mobile apps, then local TV stations and broadcast meteorologists must prioritize weather coverage on mobile apps as well as the on-air broadcast. This might require a change in mindset and a change in the workflow.

Don’t think of the weather app as just another thing that needs to be updated every day. Consider it an extension of the on-air weather coverage. Start by developing a schedule to keep the content fresh.

Whenever someone checks the weather app they should always find updated, relevant weather information. Determine how daily and severe weather events will be covered 24/7, including weekends and overnights.

Maximize the benefits of the mobile platform

Take a good look at the features of the station-branded weather app. There may be opportunities for you to extend the weather coverage on the mobile app between newscasts. Some apps allow the weather team to go live during severe or disruptive weather events. Other apps allow broadcast meteorologists to produce special content that gets pushed out to specific geographic areas.

Even the simplest apps allow you to publish multiple videos. In addition to the daily webcast, produce content for the mobile app that you don’t have time to talk about on-air. There is unlimited time and space in the digital world. Take advantage of that.

Always deliver essential information

Don’t just rehash the forecast. Focus on the critical details, the essential information viewers want and need to know about the weather right now. Do that every day.

There’s no such thing as a quiet weather day. Consumers care about all types of weather. If there’s no severe weather expected, look for any type of weather event that could be disruptive. Smaller, short-lived inconvenient weather events are also a concern, especially for anyone who has outdoor plans. Don’t hype. Highlight. And if the weather is optimal or unusual, focus on that. A “Rainbow Watch” can generate as much interest as a Tornado Watch.

Finally, don’t waste viewers’ time. For some consumers, the mobile app might be the only connection they have with the television station. If at the end of a one-minute update, you didn’t tell them anything new, they probably won’t check the app for an update in the future. And they’ll be less likely to tune in and watch your weather updates on TV.

Tim Heller is an AMS Certified Broadcast Meteorologist, Talent Coach, and Weather Content Consultant. He helps local TV stations and broadcast meteorologists communicate more effectively on-air, online, and on social media.