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Weather Powers The Web
June 11, 2007
April 14, 2008
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MyWeather Overview

• Founded in 2000 as a division of Weather Central.
• MyWeather is a leading supplier of private-brand
  weather data, services and applications to over
  200 TV station web sites and 350 online
  newspapers, personalized forecasts and severe
  weather alerts to 2,000,000 registered users
• Multiple service offerings that are
  private-branded to support your marketing
  objectives.

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A Few of Our Premier Partners Nationwide

• NBC Owned and Operated Affiliates
• Cox Television Stations
• Hearst Television Stations
• Raycom Group Stations
• Sinclair, Fisher, Freedom, Quincy
• Large and Small Stations Coast to Coast

San Francisco New York Chicago Dallas
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Total Online Weather Page Views Weather is the
1 entry point for local media websites

• Rank DMA Weather Page Views - Universe
• Total US 13.4 Billion 2006 (30 Growth in
  2007)
• 22.5 Billion in 2007
• Local media is well behind Weather.com in online
  weather
• 70 share of online weather page views
• At 3.00 cpm and 2 ad impressions/PV, the value
  of this traffic in your market is
• What is your share?
• MyWeather can help

Source Nielsen Net Ratings, 8/07
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Accessing Weather Information Frequency

• In order to participate in this study, all
  respondents must have accessed weather
  information via the Internet at least once in the
  seven days prior to taking the survey.
• A majority of respondents (57) had accessed
  weather information via the Internet one to five
  times in the previous seven days.

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Unaided Awareness

• Unaided awareness of Weather Channel was
  significantly higher among respondents ages 1824
  (87), and it decreased as age increased,
  dropping to 36 among those 65 and older.
• Unaided awareness of local TV Web sites was
  significantly higher among respondents ages 4554
  (64) than among most other age groups.

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Primary Usage

• Just over three-quarters of respondents (77)
  indicated that they have one or two on-line
  weather information sources that they prefer to
  all others the remaining 23 said that all
  weather sites are basically the same to them.
• Among respondents who use more than source, 32
  use Weather Channel most frequently.
• Rates of primary usage for Weather Channel tended
  to be higher among younger respondents (43 among
  ages 1834), and rates of primary usage for local
  TV Web sites tended to be higher among older
  respondents (18 among ages 55 and older).

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Primary Usage Heavy Users versus Light Users

• Light users were significantly more likely to use
  Weather Channel and local TV Web sites as their
  primary source of on-line weather information,
  while heavy users were significantly more likely
  to use WeatherBug as their primary source.

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Reasons for Using Primary Source

• Overall, respondents cited many different reasons
  for using a particular on-line weather
  information source more than others.

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Reasons for Using Primary Source

• Classified into two broader categories of 1)
  attributes related to brand or URL (such as an
  easy to remember Web site) and 2) attributes
  related to site features (such as radar, maps,
  and graphics), this data suggests that brand/URL
  is a more important driver of using a particular
  on-line weather information source.
• Brand/URL-related attributes were cited by 57 of
  respondents as reasons for using their primary
  on-line weather information source
  feature-related attributes were cited by only 35
  of respondents.

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Attribute Importance

• Overall, respondents rated Trustworthy, Provides
  accurate forecasts, Is easy to use, and
  Understands weather where I live as the most
  important characteristics when selecting an
  on-line weather information source.
• Heavy users tended to give higher ratings of
  importance on most attributes and had a
  significantly higher mean rating for Relevant to
  my lifestyle, Interactive maps and radar,
  Educational weather content, and Environmental
  and climate content.
• Is easy to use, Understands weather where I live,
  Relevant to my lifestyle, and URL/address that is
  easy to remember were significantly more
  important to females.

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Not at all important (1)
Extremely important (10)
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Attribute Performance Matrix Total Sample

• The table below displays the relative performance
  of each competitor on each attribute, ranked from
  1 to 10, for the total sample.
• The attributes are listed in descending order
  from most important to least important.
• The competitors are listed left to right from
  best overall performance to worst overall
  performance across all attributes (based on a
  composite score weighted to account for the
  relative importance of each attribute).
• The best and worst scores for each attribute are
  highlighted in green and pink, respectively.

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Category III Desktop Application, On Ramp to
Your Site

• Live Online Desktop Application
• Drive at-work audience to your web site
• More than just weather alerts
• Customizable to station
• Local ad positions
• Video capable
• Simple download

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Category III Additional Applications

• Interactive Radar
• Hyper-local view of Nexrad radar over a Virtual
  Earth Map
• Interactive and user-defined map views to pan,
  zoom, and scroll within the map and see the
  precise location of Nexrad radar and clouds
• Highest resolution Radar Imagery
• Zoom down to street level

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Category III Additional Applications

• Personal Microcast
• Proprietary Microcast forecast model
• Personal forecast page
• Twice daily emails from your weather team
• Severe weather alerts
• Premium Weather rev share
• 5-10 HH in DMA subscribe

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Category III Additional Applications

• Venue Forecasts
• Hyper-local interactive weather maps for market
  exclusive venues (You Choose)!
• High School football stadiums
• Golf Courses
• Neighborhood forecast
• Ski Forecast
• Customizable to station
• Very Sponsorable
• Creates Localization

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Content MyWeather WebHD

• A total online content solution to compete with
  Weather.com Build page views and keep viewers on
  your weather page with compelling content
  packages
• Health
• Home and Garden
• Kids Weather
• Weather Maps
• Outdoor Lifestyle
• Seasonal
• Severe Weather
• Sports
• Travel

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Category III Additional Applications

• Weather at Hand
• A branded, sponsorable mobile weather solution
• Current conditions
• Your radar, and regional radars
• 3 and 5 day forecasts US and
• International
• Zip code weather search

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Category III Additional Applications

• RouteCast / Greenlight
• Traffic and Weather together
• Best Locally Available Data
• Flow data, Incident, Construction, Cameras,
  Weather
• Traffic mobile and email alerts
• Customize routes