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Gen-Z, Millennial Opps: The Weather Group taps CMO amid significant ad spend increases (Score 63)
Weather Channel (TWC) (AKA The Weather Group) welcomed Fred Bucher as SVP and CMO, effective July; he previously served in the same roles at Charter Communications's Spectrum Reach and Time Warner Cable Media. Bucher will also oversee all marketing activities for the following sibling brands: locally focused streaming service Local Now; and the climate sustainability-focused digital asset Pattrn. We expect his hire to result in a continuation of TWC's ad spend increases.
Additionally, it appointed advertising technology and operations head C.J. Leonard in August 2020; she was formerly Telaria's senior corporate strategy director.
According to iSpot's approximations, the only time YTD that TWC has invested in national TV commercials was in May, when $164.1k targeted millennials and Gen-X (see targeting right), nearly 7x the $24k spent by this point last year. The company's full 2019 spend dropped in half to $89.3k from $169k in 2018.
Adbeat estimates TWC started allocating notable budget toward digital display in November 2019; since then, around $1.1m has primarily gone toward programmatic placed by Other and Google Display Network. Other networks placed ads onto wunderground.com ($683.1k), intellicast.com and kq2.com; Google Display Network's top site destinations included wunderground.com ($330.2k), intellicast.com, daily-choices.com, science-a2z.com and domesticatedcompanion.com.
Additionally, Magellan reports TWC has aired 8 podcast ads within the past year.
As you probably, know, TWC has a wide target demographic since pretty much everyone watches or at least checks the news. Its national TV commercials target millennials and Gen-Z, but its sharply increased digital display ad spend and podcast ad usage signal it's also trying to reach Gen-Z. To do so, the brand may also utilize paid social and/or OTT. The fact that Kantar data doesn't report any investment in print, OOH or radio yet this year reinforces that TWC is focused on younger demographics.
Agency & martech readers - Reach out sooner than later to secure potential work under TWC's new CMO. Winmo states your competition will include an in-house media team, along with BBDO ATL (creative assistance).