While marketing calendars often treat summer like a three-month streak of sunshine, the weather rarely follows a schedule. One day the pavement is shimmering in a triple-digit heatwave; the next, a sudden thunderstorm sends everyone running for cover. This constant shift isn’t just a change in the forecast — it’s a change in the consumer’s brain. To drive a 10%+ boost in campaign ROI,¹ marketers should stop planning for the summer marketing calendar and start planning for real-time changes.

Neuroscience proves that weather changes consumer mindsets and decision-making in predictable ways. To win the summer, your seasonal marketing strategy must be as adaptive as the weather itself.

One season, four mindsets

The human brain is wired to respond to environmental shifts. This means summer isn’t just one long vibe — it’s a fluid mix of predictable psychological states that influence consumer decision-making and purchases. Understanding these four distinct weather-driven mindsets allows your strategy to move past broad seasonal generalizations and reach consumers exactly where they are emotionally and mentally:

1. The Creating Mindset: Lean into the fresh start

• The weather: Perfect summer days, the arrival of true summer temperatures or the moment a grueling heatwave finally breaks.
• The behavior: This shift sparks a surge of energy and spontaneity. People are ready to swap routines, try new health and wellness habits, make impulse purchases, and explore different food and beverage choices.
• The strategy: Anticipate the surge. This is the prime window for product launches and conquesting.
• The creative: Use an optimistic, energetic palette with messaging focused on “newness” and “refreshment.”

2. The Relishing Mindset: Position products as rewards

• The weather: Those mild summer days with clear to partly-cloudy skies
• The behavior: Consumers are in a leisurely, indulgent mood. They view products and activities as a way to truly savor the beautiful weather.
• The strategy: Align your brand as the complement to a perfect day with creative summer advertising.
• The creative: Go bold and disruptive to capture the attention of a happy, relaxed audience focused on self-care and treats.

3. The Cocooning Mindset: Focus on ease and familiarity

• The weather: Oppressive heatwaves where high humidity makes it hard to move, let alone make complex decisions.
• The behavior: Lethargy sets in. People seek the path of least resistance and turn to the brands and products they already know and trust.
• The strategy: Emphasize simplicity and loyalty programs. Highlight how your brand rewards them or makes their life easier.
• The creative: Keep it light-hearted, funny, and very easy to digest—don’t make a tired brain work too hard.

4. The Enduring Mindset: Lead with empathy

• The weather: Inclement weather scenarios like severe thunderstorms, flooding, or wildfire smoke.
• The behavior: Anxiety rises as people shift into preparation mode — securing their homes and checking on family.
• The strategy: Problem-solve and provide comfort. This is the time for empathetic marketing that offers genuine utility.
• The creative: Use calming, reassuring visuals that establish your brand as a helpful partner.

The four weather-driven mindsets driving consumer decision making and how to make your brand resonate.

Pivot as quickly as the weather with Weather Targeting

Marketing success requires a strategy that thinks beyond seasonal norms to match the speed of the atmosphere. Weather Targeting is a must-have, “always-on” solution that automates your brand’s relevance.

By combining real-time, forecast, and historical data with AI, we help align your advertising with the exact conditions that drive action. Weather Targeting  integrates seamlessly into your existing marketing stack, allowing you to bridge the gap between your message and the consumer’s mindset.

Own the daily summer routine with Integrated Marquee

Capitalizing on consumer mindsets requires more than just reaching an audience — it requires capturing their undivided attention. Our Integrated Marquee is a premium, native solution that transforms a routine utility check into a high-visibility brand moment for your summer marketing campaign.

Integrated Marquee creative for Jeep in The Weather Channel app.

By embedding your message directly within our most engaging content, your creative acts as a natural extension of the daily user experience. This solution drives deeper engagement by meeting consumers exactly where they are actively planning their day, maximizing your ROI and bringing your most creative summer marketing ideas to life when it matters most.

The always-on edge

While most brands remain tethered to a rigid calendar, those leveraging weather insights gain a definitive competitive edge year round. Mastering the mindset — not just the date — is how you move beyond seasonal guesswork to drive lasting results.

Ready to see how the other seasons stack up? Explore our guides on the Spring, Fall, and Winter mindsets.

What do trail hikers, gardeners, sports enthusiasts and even car lovers all have in common? The weather can be a disrupter of even the best laid plans. That’s where we come in.

Weather Labs is our experimental playground where we explore how weather technology can be used to solve everyday problems. From determining the perfect car wash day to planning a hiking or ski adventure, we’re focused on building innovative tools that make weather work for you.

Getting started

All Weather Labs features are available to registered weather.com users. It’s so easy!

1. Create a free account (or log into your existing one): https://weather.com/signup
2. Explore Weather Labs here: https://labs.weather.com/

Featured experiment: The car wash meter

One of our most popular Labs features helps answer a surprisingly complex question: “When should I wash my car?”

The Weather Labs Car Wash Meter evaluates the next 15 days based on weather conditions and ranking criteria.

How it works

The Car Wash Meter analyzes multiple weather factors to create a daily score, providing clear recommendations from “Perfect” to “Skip” washing conditions. Simply input your location to view today’s recommendation with detailed explanation, plus a 15-day forecast with rankings to help you plan ahead for optimal conditions.

What the system considers

• Temperature: Optimal range of 60-75°F prevents soap from drying too quickly or water spots
• Precipitation forecast: Enhanced 7-day outlook with weighted importance (rain today matters more than rain next week)
• Recent weather: Penalties for wet/slushy roads, but urgency factors for removing corrosive road salt
• Environmental factors: Wind conditions, pollen levels, cloud cover and humidity

More Weather Labs experiments

Okay, if you’re one of our northern or international friends, perhaps you don’t have much need for a Car Wash meter. But you might just have a real need for outdoor tools, vacation planning, wildfire safety, allergy tips and more. That’s where our ongoing Weather Labs experiments come into play.

Outdoor and recreation

Explore tools for:

• Hiking (Trail Day Planner)
• Gardening (Home & Garden Planting Guidance)
• Skiing (Snow Labs, Ski Resort Precipitation Types)
• Golf (Golf Weather)
• Sports venues (MLB Stadium Weather)

Travel and planning

Access specialized insights:

• Frequent fliers (Airport Intelligence)
• Long-term patterns (Historical Climate Data)
• Vacation planning (Best Time to Visit)

Interactive and specialized

Play interactive games and access important safety and historical weather information with more experimental tools from Weather Labs.

Test your reaction skills with weather games like Weather Runner, while staying informed with Wildfire Trackers and Historical Pollen Observations.

The science behind the innovation

Weather Labs experiments combine machine learning breakthroughs with practical applications. Each tool uses comprehensive data analysis to provide actionable insights for your decisions, incorporating everything from professional research to specialized (and meteorologist-approved) environmental factors.

Join the experiment

Weather Labs represents the future of weather technology, including tools that understand weather affects far more than whether you need to pack an umbrella. These innovations are designed to help you make smarter decisions about everything from vehicle maintenance to outdoor adventures.

Visit weather.com and log into your account to access Weather Labs and start experimenting with the future of weather technology.

Local television stations are facing a challenge as young adults change how they consume news. According to Northeastern University’s local TV news research by SmithGeiger, 91% of young adults aged 18 to 34 consume some news media every week.

But it’s not TV.

Social media platforms such as YouTube, Instagram, TikTok, and Facebook are the preferred social media news sources for this important group of consumers. Toward the bottom of the list is the live local newscast, which ‌most television stations consider their bread and butter.

(Source) Reinvent: A Survival Guide for Local TV News

Not surprisingly, among the content craved by these young adults are updates on the weather. Yes, the reason people watch local TV news is also the reason people follow local news on social media.

This preference is reflected in the consistent growth and engagement many broadcast meteorologists are experiencing on Instagram and TikTok. Their achievements provide a clear roadmap for local television weather departments seeking to build stronger connections with their audience through social media and broadcasting.

Case studies

Production simplicity is key

Vertical videos posted on social media broadcast don’t need to be extravagant or complicated. Meteorologist Trevor Gibbs, from WJAX in Jacksonville, FL, pulls a producer in from the newsroom to hold the camera while he delivers a short weather update in front of the video wall in the studio. Gibbs edits the videos using TikTok and reposts them on Instagram. Simple, yet effective.

Meteorologist Lee Goldberg from WABC in New York City, also relies on a producer to help him record his daily signature Quickcasts, which often feature weather content maps superimposed over his camera video.

The ultimate win in social media is to create something that goes viral. Sometimes, the simplest videos are the ones that generate the highest engagement. An update produced by meteorologist Joseph Martinez from WZDC, showing snow falling in Washington, D.C. generated almost a million views.

Content strategy and authenticity

According to the study, 60% of young adults said they want to watch behind-the-scenes videos where reporters (or, in this case, broadcast meteorologists) share background information. That may be why meteorologist Stevie Stevenson from KCTV in Kansas City, Missouri, is seeing growth on her social media platforms. Many of her vertical videos feel personal and authentic, recorded right there in the Weather Center.

Not all social media posts produced by broadcast meteorologists need to be serious. Kim Castro from KHOU in Houston, Texas, blends personal videos with weather updates. Castro also seeks to serve all viewers in the Houston area during disruptive weather events, delivering updated information in both English and Spanish.

Technical solutions for vertical videos

One challenge facing broadcast meteorologists is converting horizontal 16:9 graphics into the vertical 9:16 format preferred on social media. To accommodate this format, meteorologist Jordan Evans from WJLA in Washington, D.C., creates special graphics that are specifically designed for Instagram and TikTok.

Testing conducted for the study found that 50 seconds, plus or minus 10 seconds, is the ideal length for social media videos. That’s how long most of the personally branded videos are produced by meteorologist Shane Hinton from WFOR in Miami, FL.

Most broadcast meteorologists edit their vertical videos using software available from Instagram and TikTok.  However, meteorologist Drew Davis from KHNL in Honolulu, Hawaii, uses commercial-grade editing software such as Adobe Premiere, DaVinci Resolve, and Final Cut Pro. Davis says these videos are easier to produce than they look, thanks to templates that he has created for his digital weather updates.

The ultimate payoff: Survival for local TV news

Vertical video weather updates generate thousands, and often hundreds of thousands, of views.  These numbers validate the central message of the Northeastern University study, aptly named “A Survival Guide for Local TV News.” Researchers urge news managers to pivot and empower reporters, news anchors, producers, and broadcast meteorologists to create more engaging social media weather content.

Building a loyal following online is an excellent way to establish trust. However, the ultimate goal of this broadcast guide is to leverage these digital connections and bring consumers back to the station’s website, mobile app, and live newscasts. That’s how we survive.

Tim Heller is an AMS Certified Broadcast Meteorologist and Weather Communications Coach. He helps local TV stations and broadcast meteorologists communicate more effectively and work more efficiently. Contact Tim through this website: www.hellerweather.com.

Proactive protection through weather intelligence

Imagine being able to warn your policyholders before damage occurs – not after. Weather Agent for Indices & Triggers, The Weather Company’s premier weather intelligence platform, provides insurance companies with a high-fidelity weather data feed and timely insights. The system offers insurers custom weather indices and triggers to monitor real-time and forecasted weather conditions 24/7. By combining continuous weather monitoring with predictive weather analytics, insurers can transform their customer relationship from reactive claim processing to proactive asset protection. When weather risk data indicates a threat to homes, vehicles, businesses, or other property, insurers can then send notifications to policyholders precisely when they need them most.

Benefits to policyholders: safety and security

When you leverage a weather intelligence platform, you offer more than just a policy; you provide a shield. By using predictive weather analytics to reach out before hazardous weather, you offer:

Increased trust and loyalty

Alerting clients to approaching severe weather demonstrates that their safety matters. This proactive care builds deep emotional trust. In an industry often seen as transactional, this transforms you into a trusted partner who’s genuinely looking out for their best interests.

Asset protection

Early warnings give clients precious time to act – securing outdoor furniture , moving vehicles to covered areas, preparing properties for flooding, or taking measures to prevent frozen pipes. These simple actions, enabled by timely notifications, can prevent thousands of dollars in damage.

Enhanced safety

Beyond property protection, weather monitoring can help save lives. Timely weather emergency warnings about tornadoes, severe thunderstorms, floods, extreme heat, or dangerous winter weather allow families to seek shelter, adjust plans, or take health precautions.

Reduced stress

Insurance anxiety is real. Knowing you offer an early weather warning system monitoring conditions 24/7 provides immense peace of mind, especially when away from home.

Benefits to your insurance company: smarter business

Using weather data analytics isn’t just about information; it’s about transformation. By integrating advanced weather analytics into your workflow, your company gains a competitive edge:

Increased client satisfaction and retention

Policyholders who receive proactive protection feel valued beyond their premium payments. This emotional connection can lead to an increase in satisfaction scores, brand reputation, and policy renewal rates. Clients simply don’t leave insurers who actively protect them.

Reduced insurance claims

This is the transformative financial impact of predictive weather analytics: claims prevention at scale. When thousands of policyholders take protective action, aggregate claim volume drops. Even a 5-10% reduction in weather-related claims can translate to millions in savings annually.

Improved loss ratios

Lower claims frequency directly improves your loss ratio, enhancing profitability and competitive positioning. Better loss ratios create flexibility for premium adjustments, market expansion, and improved shareholder returns.

Differentiation in a commoditized market

Proactive weather protection is a tangible value-add that prospects can understand and appreciate. This becomes a powerful acquisition tool and justifies premium positioning.

Data-driven weather risk management

Our weather monitoring system generates valuable intelligence about which weather conditions trigger the most protective actions and which result in fewer claims. This weather risk data informs underwriting models and geographic exposure management.

Recommended weather triggers for asset protection

Based on analysis of our trigger catalog and broader weather data analytics, here are the most relevant weather conditions supporting insurance notification campaigns:

Severe Weather-Based Triggers (Immediate Action Required)

Note that the above severe weather alerts are NOT meant to be used for public safety.

Preventable Damage Condition Triggers (Preparation Window)

High-value asset protection triggers

Seasonal property maintenance reminder triggers

Custom weather triggers: AI-powered solutions

While our catalog contains hundreds of pre-built triggers — each built on a specific weather index — we can also create custom triggers for your unique risk profile in days, not weeks, with AI.

Example: Extended freeze and frozen pipe risk

The challenge: Frozen pipes are among the most expensive and preventable claims in homeowners insurance, averaging $5,000-$10,000 per incident. Standard “below freezing” alerts aren’t sufficient because pipes typically freeze during extended periods of cold, especially overnight lows combined with daytime temperatures that don’t allow thawing.

Custom trigger solution: “Extended freeze – pipe burst risk”

This custom trigger activates when multiple conditions align:

• Overnight low below 20°F for 2+ consecutive nights
• Daytime highs remain below 32°F (no thaw period)
• Wind chill factors indicating increased exposure

Preventive notification to policyholders: Send a notification 24 hours before the extended freeze period begins, with a follow-up reminder the evening before the coldest night.

With this level of predictive weather analytics, you provide value that a standard weather app simply cannot match.

Sample visualization from Weather Agent for Indices & Triggers showing the areas to monitor based on the custom trigger criteria.

Additional custom trigger examples for insurance

“Roof ice dam formation risk”

• Combines snow depth and temperature cycling (freeze-thaw)
• Triggers preventive notifications about clearing snow from roof edges

“Basement flooding risk index”

• Integrates soil saturation levels, forecast rainfall, and historical flooding in the area
• Weather-focused on rainfall intensity, duration, and soil conditions

“Wildfire ember zone alert”

• Monitors wind speed, direction, humidity, and active fire locations
• Focuses on weather variables like wind shifts and extreme dryness

“Heat-related property damage”

• Extended periods above 95°F that stress HVAC systems and building materials
• Alerts about checking AC function, protecting landscaping, and monitoring vulnerable structures.

Getting started: Three simple steps

1. Integration

Our API integrates with your existing CRM and communication platforms. Standard implementation: 1-3 weeks. We provide technical support throughout.

2. Trigger selection

We’ll work with your claims and risk teams to identify which weather triggers align with your highest-cost claim types and geography-specific risks.

3. Messaging & deployment

We’ll help craft clear, action-oriented notification messages. Pilot with a segment of policyholders, measure results, then scale.

Transform insurance from reactive to proactive

The insurance industry is evolving from simply paying for losses to actively preventing them. By implementing a weather intelligence platform, your company can protect policyholder assets before damage occurs, reducing claims costs through prevention at scale. This shift not only improves your loss ratios but also differentiates your brand as an innovative, client-focused partner.

With Weather Agent for Indices & Triggers and an extensive data library, you gain a competitive advantage through:

• Unmatched accuracy: Proven weather risk data from The Weather Company.
• Rapid customization: Custom AI-driven triggers built on a specific weather index in days, not weeks.
• Seamless scalability: Real-time weather monitoring that scales from local pilots to enterprise-wide deployment.

Your path to proactive risk management

1. Schedule a demonstration: Explore our trigger catalog and visualize historical trigger patterns across your markets. Discuss custom trigger development tailored to your unique risks – built with AI in days, not weeks.
2. Launch a targeted pilot: Select a high-risk geographic region to test messaging, measure impact, and build your business case..
3. Scale across your portfolio: Once ROI is validated, expand to additional regions and weather scenarios. Leverage proven messaging and trigger configurations to accelerate deployment across your entire policyholder base.

Contact us today to integrate the industry’s leading weather monitoring system and start protecting what matters most: your clients and your bottom line.

In an era of AI slop and banner blindness, brands are struggling to connect with audiences who are actually paying attention. Most digital platforms are built for the “scroll” — a passive state where users move past content as quickly as they consume it. But marketers need more than just massive reach; they need a receptive audience in a decision-making mindset.

This is where The Weather Channel digital changes the game. Unlike social feeds built for “boredom killing,” our platforms are built for “problem solving.” Users arrive with intent and trust, creating a unique window where your brand message doesn’t just appear, it lands.

The Weather Channel audience: Premium demographics every marketer wants

The Weather Channel digital provides a unique intersection of high-volume reach and high-value consumers. We’re engaging with buyers who have the means and the motivation to convert.

Affluence meets influence

Our digital users aren’t just financially stable — they’re significantly ahead of the curve. With a median net worth of $400k (22% above the national average),¹ this audience possesses the discretionary income to drive growth for premium brands.

This wealth is anchored by a 73% homeownership rate,² a demographic with immense purchasing power across financial services, home improvement, and retail. These are educated, professionally employed decision-makers who make the final call on major household purchases.

Beyond the forecast: The multi-interest consumer

One of our audience’s greatest strengths is its breadth. While users arrive for the forecast, their digital footprint reveals deep engagement across a wide range of lifestyle categories. For marketers, this offers the rare ability to reach diverse, high-value interest segments through a single, trusted platform.

• The active shopper: A staggering 90% of our audience are active shoppers (14% above the average)³ and they are constantly in the market for products and services.
• The global traveler: 75% of users are travelers (24% above the average),⁴ making The Weather Channel a critically influential touchpoint for the tourism and hospitality industry.
• Diverse engagement: Our users show strong, consistent engagement across entertainment, sports, health, and finance, proving that the “weather check” is part of a much broader, high-value digital lifestyle.

Ultimately, our users don’t just visit for the forecast — they stay because The Weather Channel is a central part of how they live, play, and spend.

The cross-platform pro: Mobile-first and market ready

The Weather Channel audience is platform-fluent. They lead a truly cross-platform life, making them a prime target for personalized advertising that feels relevant rather than intrusive.

• Socially active: They don’t just use social media – they over-index on specific high-value platforms, including Pinterest (31%), LinkedIn (29%), and TikTok (26%).⁵
• Mobile-first lifestyle: They have fully embraced the digital economy, with 70% utilizing mobile banking and 44% shopping directly via their mobile devices.⁶

The marketing implication is clear: They are connected, active, and ready to be influenced.

Reaching people when they’re actually listening

Planning as a daily essential

Whether you’re planning for soccer Saturday or prepping for a business trip, weather checking is a foundational routine, sitting right alongside reviewing a bank balance or a calendar. This creates a profound advantage: your ads appear during decision-making moments.

Timing the decision cycle

Understanding when people plan is just as vital as understanding why. Our data reveals a rhythmic “planning mindset calendar” that allows marketers to sync their message with the exact moment an audience is finalizing a shopping list or itinerary:

• Morning dominance: Peak usage occurs during the decision-making hours of early day-planning.
• The weekly kick-off: Sunday and Monday spikes signal “weekly planning mode” for professional and household tasks.
• The weekend lift: As intent shifts toward leisure, Fridays see a surge in forecast access.

The trust halo: Why contextual advertising matters more than ever

The environment where your ad appears is just as vital as the creative itself. The same reliability that makes us a daily essential for millions makes us a secure and powerful home for your brand. This foundation of reliability offers a premium level of brand safety and trust, ensuring your message is delivered in a high-utility setting that protects and enhances your reputation.

Receptivity through relevance

Advertising doesn’t have to be an interruption. On our platform, it’s often seen as a resource. In fact, 50% of users say advertising helps them stay informed about needed products and services.⁷ When a message is useful, credible, and relevant to the user’s current mission, the contextual advertising allows your creative to work significantly harder.

The weather context opportunity

This inherent trust creates a powerful opening for weather based advertising that generic platforms simply can’t match. By utilizing contextual targeting and programmatic triggers, brands can reach high-intent consumer audiences with surgical precision.

• Strategic sponsorships: Align your brand with high-value segments like “Outdoor Activities” or “Health & Wellness.”
• Seamless native integration: Blend into the user’s planning flow so the transition from forecast to purchase feels organic rather than disruptive.

By matching your message to the immediate environment your audience is experiencing, you move beyond simple reach and into high-utility advertising that actually converts.

The verdict: Why the forecast is a strategic necessity

We offer a rare combination of scale and precision that transforms how brands connect with consumers:

• Premium audience at scale: Reach affluent, educated, multi-interest consumers who have the means and motivation to buy.
• Intent-driven engagement: Catch users in planning mode, reaching them at the exact moment they are making real-world decisions.
• Trust + context = receptivity: Turn advertising into a value exchange by delivering relevant messages in a highly trusted, brand-safe environment.

The Weather Channel digital isn’t just a stop on the consumer journey; it’s the map for their journey. In a fragmented media landscape, that distinction makes us more than a smart media placement — we’re a strategic necessity for any brand ready to turn planning into purchase.

From weekend warriors to daily commuters, understanding your local weather has never been more important or easier to access. At The Weather Company, we’ve been working hard to improve our radar and forecasting capabilities.

That’s why we’re excited to introduce the new Storm Radar, the next step forward in weather apps. Our goal was simple: show you what’s happening right now, exactly where you are, with all the detail you need.

What makes Storm Radar different

Most weather apps give you basic graphics and cookie-cutter forecasts. Storm Radar runs on professional-grade technology – the same systems that meteorologists, broadcasters and pilots rely on. Think of it as getting access to the “behind-the-scenes” weather data, but in a way that actually makes sense on your phone.

In fact, Storm Radar operates on two modes. The regular radar is a blend of data models, while “single site radar”, or high-definition radar gathers data directly from a local radar station (over 150 across the U.S. alone).

Real-time radar that actually moves

Storm Radar’s animated radar shows weather as it’s actually moving. You can slow it down, speed it up or pause at any moment to see exactly what’s happening. When severe weather is approaching, you can literally watch the storm develop and track where it’s headed.

See as much (or as little) as you want

Choose what information matters most to you:

• Radar: See past and future rain, snow or mixed precipitation with intensity levels
• Satellite: Get the big picture view with visible, infrared and water vapor images
• Lightning: Real-time strikes with color coding so you know what’s happening now vs. what happened 10 minutes ago
• Storm Tracking: Follow projected storm paths and spot potential hail or rotation
• Weather Alerts: See exactly where National Weather Service warnings apply
• Current Conditions: Wind, temperature, humidity, pressure, UV and air quality – each as separate layers you can turn on or off

Smart features for better weather decisions

Experience next-generation weather forecasting with an AI Assistant and high-resolution radar.

Your personal weather assistant

The built-in AI Weather Assistant goes way beyond generic forecasts. Ask real questions like “Will my drive home be rainy?” or “Is there time for a run before the storm hits?” Want some personality? Choose from 14 different styles, from straightforward weather presenter to cowboy to film noir detective. (Yes, really.)

Intelligent widgets that actually help

Put the weather info you care about right on your home screen. Hourly forecasts you can actually read, current conditions for quick glances or live radar for your exact location, and all customizable based on what matters most to you.

Track multiple places easily

Keep tabs on weather anywhere in the world. Add locations with names that make sense to you: “Mom’s House,” “Beach Trip” or “Client Meeting Tuesday.” Each one gives you instant weather updates without having to search every time.

Tips to get the most out of Storm Radar

The app works for everyone, from casual weather checkers to serious weather watchers:

• Classic Mode: Clean and simple for those who “just want the weather”
• Pro Mode: Everything we’ve got. Advanced radar, lightning tracking, satellite images, storm paths and tons of customization options
• Make it yours: Choose your preferred color schemes, mix and match units (like Fahrenheit for temperature but knots for wind), and set up notifications exactly how you want them
• iPad users: Enjoy a true tablet experience with adjustable panels and full-screen radar views

Getting started

The Weather Channel premium subscribers get access to even greater Storm Radar features.

Storm Radar works on iPhone, iPad and Mac (requires iOS 17/iPadOS 17, some features need iPhone 14 Pro or newer).

You can use many features for free, or go Premium for the full experience: professional-level radar, 72-hour future forecasts, unlimited AI assistant access and all the advanced map layers.

Premium subscriptions renew automatically each year—you can cancel anytime in your Apple ID settings (just do it at least 24 hours before renewal to avoid charges).

Whether you’re tracking severe weather or just planning your day, Storm Radar gives you the tools to make smart, weather-informed decisions.

Whether it’s a quick temperature check in the morning or testing the hourly radar ahead of a storm, we guarantee The Weather Channel app can help you plan your day all season long. For those who haven’t been swayed into upgrading to a premium subscription, what if we told you those daily weather checks could unlock exclusive access to services?

Introducing The Weather Channel Premium Perks: the deals program that will turn your weather obsession into serious savings (up to $187 value to be exact). We’re talking up to four months of Spotify Premium, live sports and storytelling, travel discounts, golf app access and more.

Premium Perks: It’s more than ‘just’ weather

The Weather Channel Premium Perks partners

Think about your typical week. Maybe you’re planning outdoor activities, looking for new music for your workout, researching weekend getaways or trying to improve your golf game. Premium Perks connects your interests with curated offers that enhance how you live with (and plan around) the weather.

Rain or shine, they’ve been specifically chosen for people who care about being prepared, staying active and making the most of every day. Plus, many of these offers provide richer value than what you’d find directly on other sites.

How to unlock your Premium Perks

Follow our step-by-step guide to unlock your Premium Perks.

Step 1: Make sure you’re registered

You’ll need a registered weather.com account with a valid email address. This is how we deliver your exclusive promo codes and redemption instructions. Sign up here for free.

Step 2: Sign up for The Weather Channel Premium

You can start with the seven-day free trial at weather.com/subscribe. There’s no commitment, and you can explore all the premium weather features first. Learn more about all of the extra app and website perks you get when you upgrade to premium.

But note that your Premium Perks won’t kick in until you decide to activate your annual subscription.

Step 3: Complete your paid subscription

After your free trial, your annual premium subscription kicks in at $29.99.

Step 4: Check your email

Once you’re an annual subscriber, you’ll receive an email with all your Premium Perks codes and step-by-step redemption instructions for each partner. Be sure to read the terms and conditions for each.

Step 5: Redeem and enjoy

Use the provided links and codes to claim your perks directly on each partner’s website.

Who’s eligible

If you’re ready to upgrade to Premium (especially if you’re currently a free or ad-free user), you’ll get full access to Premium Perks once you complete your paid annual subscription.

Important Details:

• Location: Currently available to U.S. subscribers only
• Timing: Perks are delivered after your free trial period ends and you become a paid subscriber
• Email required: You’ll need a valid email address to receive redemption instructions

Already using some of these services?

Each partner has their own terms and conditions for how existing users can benefit. Check the specific terms for each perk before you upgrade.

Existing Premium subscribers

Premium Perks are included for eligible paid Annual Premium subscribers after a new purchase or paid renewal. If you are already an Annual Premium subscriber, you will receive your Premium Perks after your next paid renewal, provided you have a registered weather.com account with a valid email address.

The bottom line: Weather meets value

Premium Perks isn’t just about getting deals, it’s about enhancing how you live with the weather. Whether you’re building the perfect playlist, booking experiences for your summer vacation, or planning your next round of golf, these perks connect your weather awareness with your real interests.

Ready to turn your daily weather checks into serious value? Start your free trial at weather.com/subscribe and see what Premium (and Premium Perks) can do for you.

Premium Perks are exclusively available to paid annual Premium subscribers in the United States. Full terms and conditions, including partner-specific details, are available at weather.com/subscribe/premium-perks.

The Weather Company meteorologists have officially issued a Super El Niño watch for late 2026. In short: the 2026 forecast is essentially a massive heatwave that refuses to quit. For anyone in marketing, this isn’t just a weather update; it’s a signal that your usual game plan for the second half of the year needs a serious refresh.

At The Weather Company, we don’t just report the weather; we forecast intent. We’ve spent years studying how the environment acts as a core indicator of consumer behavior. When the weather shifts, so does the human brain. By leaning into neuroscience-backed Mindset Marketing, you can stop reacting to consumer behavior and start staying ahead of it — meeting your audience exactly where they are, both subconsciously and emotionally.

The seasonal slide: Adapting to shifting consumer purchasing windows

With 2026 projected to be a hot one, the old-school retail windows are officially broken. If you’re trying to sell heavy coats in a 75-degree October, your ROI is going to take a hit. Instead, try using weather as a predictive intent signal across your current media mix, from CTV to search. It acts as a force multiplier for your spend, reducing waste and boosting performance by keeping your brand ahead of the consumer’s next move.

• Stretch the summer vibe: Demand for outdoor gear, cold beverages, and sun care will likely stay strong well past traditional summer months.
• Expect a winter delay: Consumers won’t be in the mood for winter sports or “cozy” home goods until the cold actually hits. This habitual behavior is why nearly half of our 330M global users start their day with us — they are looking for the “need-to-know” data that dictates their spend.
• Capture the “Seasonal Snap”: After months of heat, the first real break in temperature will trigger massive pent-up demand. Consumers will be primed and excited to finally pivot to cool weather rituals the second the mercury drops.

Navigating the “Cocooning” mindset

When that record-breaking heat and humidity settle in, people enter what we call the Cocooning Mindset. In plain English: it’s so hot that people’s brains actually struggle to focus on complex details and make decisions.

The marketing pivot: Keep your messaging simple and punchy. Use humor, bold visuals, and clear calls to action. By using our Weather Targeting tools, you can serve these “low-friction” ads only when the heat index hits that “too hot to think” threshold. It works: our mobile web ad units average a 2.8% CTR¹, far exceeding typical industry performance.

The hurricane factor: Connecting during the “Enduring” mindset

A Super El Niño usually means fewer Atlantic storms, but we’re more likely to see activity super-charged by warm ocean waters in the Pacific. When the sky turns grey, consumers shift into the Enduring Mindset. Their focus narrows to safety, comfort, and preparation.

The marketing pivot: Brands that provide real value during these moments build massive long-term trust. We’ve seen a 25% boost in global memory² and 22% boost in detail memory³ when companies offer comfort or utility in their campaigns during “Enduring” weather events. This is your opportunity to engage a highly attentive audience — nearly 50% of our users are Gen Z or Millennials who value brand authenticity during critical moments.

The Weather Targeting assist: Turning data into action

You can’t control the Super El Niño, but you can control how your brand reacts to it. We deliver predictable, incremental performance by fusing the world’s most accurate forecast data with our massive-scale and trusted inventory.

• Automated creative swaps: Use weather-triggered ad creative to drive real-time relevancy by dynamically delivering your ads in real-time. If a local heatwave hits, our tech automatically swaps your “Fall Preview” banner for an “Endless Summer” promo.
• Mindset alignment: Neuroscience proves that aligning an ad with the current weather mindset can boost ROI by up to 18%.⁴ We help you serve high-energy ads during the “Creating” mindset (sunny days) and comfort-focused ads during the “Enduring” mindset (stormy days).
• Predictable outcomes: We move beyond simple media placements to data-driven outcomes. Our solutions drive 3.4x the CPG benchmark⁵ in sales lift for major global brands. Whether you buy via Premium Direct, PMP, or Curated Performance Deals, our data is channel-agnostic and ready to activate.

Reimagine your 2026 weather strategy

To stay ahead of the El Niño curve, your 2026 plan should focus on three pillars:

1. Mindset alignment: Match your message to the local weather. Sunny skies call for upbeat energy; stormy skies call for support and reliability.
2. Dynamic automation: Move your budget into “flex” categories that can react to or anticipate the thermometer in real time.
3. Contextual relevancy: Use our weather-triggered advertising tech to ensure your message makes sense for the weather outside your customer’s window.

The 2026 Super El Niño is coming. You can either be surprised by the heat, or you can be the brand that knows exactly how to keep its cool.

You check the weather before heading out, but how often do you think about the quality of the air that you’re breathing? If you’re managing allergies, asthma or other respiratory conditions, the air around you could be quietly impacting your health every single day. And for the vulnerable (including young children, pregnant and elderly) or chronic illnesses sufferers, your exposure to pollution and particulate matter mean that those tiny particles could end up nesting in your lungs.

The hidden health impact

Poor air quality isn’t just an environmental issue, it’s also a personal health issue. Living in areas with compromised or poor air quality has been linked to:

• Immediate symptoms like coughing, wheezing and throat irritation
• Long-term effects including reduced lung function
• Increased risk of heart attacks and strokes for those with cardiovascular conditions
• Complications for people with COPD, bronchitis and pneumonia

What’s the risk? Fine particulate matter (PM) from dust, fires, fumes, gas and other pollutants can penetrate deep into your lungs, enter your bloodstream and travel to organs, causing damage to tissues and cells. The EPA confirms that small particles less than 10 micrometers in diameter (smaller than the diameter of a human hair!) pose the greatest health risks because they can bypass your body’s natural defense systems.

The Weather Channel’s Air Quality Index

Find the Air Quality Index within the Breathing section of The Weather Channel app.

Think of our Air Quality Index as your personal air quality bodyguard. You’ll get personalized information based on your exact location, complete with color-coded maps that make it easy to see air quality levels from very good to very poor at a glance.

What we track

• PM2.5: Ultra-fine particles that can enter your bloodstream, including combustion particles
• PM10: Larger particles that can still reach deep into your lungs, such as dust, pollen and mold
• Carbon Monoxide (CO): A colorless, odorless gas that reduces oxygen delivery
• Nitrogen Dioxide (NO₂): Often from vehicle exhaust, and can trigger asthma
• Ozone (O₃): Ground-level ozone that worsens respiratory conditions
• Sulfur Dioxide (SO₂): Can cause breathing difficulties and lung inflammation

The weather connection

According to senior meteorologist Jonathan Erdman, there are a few main factors that play a crucial role in air quality.

1. Heat domes and temperature inversions can create a lid in the atmosphere, trapping pollutants near the ground with little to no wind to disperse it.
2. Favorable winds aloft can tap smoke from wildfires hundreds of miles away and send it into your area. If the smoke is dense enough and there’s a large number of wildfires, that smoke can reach the ground and be dangerous to breathe.

In our app, the Air Quality Index factors in additional data such as current temperature, humidity and dew point to give you a complete picture of how weather conditions are affecting the air you’re breathing.

Why you need the 24-hour forecast

Get a personalized 24-hour Air Quality Forecast in The Weather Channel app.

Knowledge is power when it comes to protecting your health. With our 24-hour Air Quality Forecast, you can:

• Time your activities: Plan morning jogs, evening walks or kids’ outdoor playtime during the cleanest air windows
• Optimize your commute: Choose the best times to drive with windows down or plan alternate routes during high-pollution periods
• Protect vulnerable family members: Get ahead of conditions that could affect pregnant family members, elderly relatives or children with asthma
• Make smart daily decisions: Know when to close windows and turn on an air purifier, use air recirculation while driving and when to avoid prolonged outdoor activities

Ready to take control of the air you breathe?

Visit weather.com/forecast/air-quality for your local air quality, and download The Weather Channel app to access your personalized Air Quality Index with color-coded maps and 24-hour forecast.

Spring is supposed to be the season of renewal, with budding flowers and warmer temperatures. But if you’re dealing with seasonal allergies, it might feel more like a season of Survivor. According to the CDC, allergic rhinitis (hay fever) affects up to 60 million people annually in the United States.

If you’ve been suffering through sneezes and sniffles, what if there was a better way to navigate allergy season than just loading up on antihistamines and nasal spray and hoping for the best?

The reality of pollen season

The American Lung Association puts it perfectly: “Pollen is perhaps the most obvious springtime asthma and allergy offender.” As trees, grass and weeds launch those tiny grains into the air, pollen can trigger symptoms that make breathing more difficult or even cause full-blown asthma flare-ups.

Tack on air pollution and sudden temperature changes, and your symptoms will be dialed up to 11.

Game-changer: The Allergy Risk Index

Here’s where things get exciting. Most pollen forecasts tell you about pollen counts – but The Weather Channel’s Allergy Risk Index goes several steps further. Instead of just reporting how much pollen is in the air, it predicts how intense your personal experience with that pollen will actually be over the 15 days.

Local pollen count and weekly allergy forecast in The Weather Channel app.

How? Our methodology combines real pollen data with real-time weather conditions that affect how pollen spreads and concentrates. This means accounting for wind patterns, humidity levels and temperature changes – all the factors that can make a “moderate” pollen day feel absolutely overwhelming.

Your complete allergy planning toolkit

In The Weather Channel app, you’ll find everything you need to plan your days (and weeks) around your allergies:

• Weekly outlook: Get specific breakdowns for tree, grass and ragweed pollens with clear low, medium and high ratings.
• Detailed pollen counts: See estimated pollen grains per cubic meter with color-coded forecasts for the next several days.
• Practical tips: Access proven strategies for managing symptoms right when you need them.
• Nationwide data: Get the latest news about pollen conditions across the country, plus helpful “Did You Know” videos to better understand your triggers.

Take control of your spring

The bottom line? You don’t need to lock yourself inside every spring. With the right information and planning, you can:

• Know which days to limit outdoor activities
• Plan medication timing around high-risk periods
• Understand why some days feel worse than others
• Make informed decisions about outdoor workouts and weekend plans

Ready to stop letting pollen call the shots? Get your personalized allergy forecast at weather.com/allergy or download The Weather Channel app to access your local Allergy Risk Index.

Because life’s too short to spend spring hiding indoors. We’ll help you get back to enjoying those beautiful days (tissues optional).