Snapshot: Sandy's Impact on Weather Sites And Ad Volume

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Ad exchanges have been flooded with weather-adjacent display ad inventory this week as people sought out fresh information on Superstorm Sandy -- first its onslaught and later its aftermath. But just how big was this weather event from an ad volume standpoint?

Pretty huge, according to data provided to AdExchanger by Media6degrees and presented in the charts below. Exchange-based inventory on three of the biggest weather sites – Weather.com, Accuweather.com, and Wunderground.com -- was already climbing steadily as of Thursday Oct 25. Volume increased through the weekend and peaked on Sunday/Monday as the brunt of the storm hit the East Coast in New Jersey.  On Monday Oct 29, Weather.com experienced a nearly 7,000% increase in in ad volume compared to the previous Monday, as observed by Media6degrees. Accuweather.com and Wunderground.com saw far smaller increases of 195% and 21% on that day, respectively. The intense growth in ad traffic on all three  sites subsided  considerably on Tuesday and Wednesday.

Of these three sites, Weather.com was the major beneficiary in terms of growth in RTB ad impressions measured by Media6degrees. That's consistent with self-reported data The Weather Company shared with us earlier this week.

Meanwhile CPMs did not change appreciably on any of the three websites, according to Alec Greenberg, Media6degrees's VP Media Operations.

WEATHER.COM

DATE 7-DAY LIFT PREV. DAY LIFT
Thu Oct 25 1327% 1528%
Fri Oct 26 3187% 173%
Sat Oct 27 2166% -40%
Sun Oct 28 3748% 83%
Mon Oct 29 6719% 197%
Tue Oct 30 3200% -71%
Wed Oct 31 827% -78%

ACCUWEATHER.COM

DATE 7-DAY LIFT PREV. DAY LIFT
Thu Oct 25 49% 24%
Fri Oct 26 59% -2%
Sat Oct 27 198% -1%
Sun Oct 28 333% 67%
Mon Oct 29 195% 52%
Tue Oct 30 43% -56%
Wed Oct 31 -22% -41%

WUNDERGROUND.COM

DATE 7-DAY LIFT PREV. DAY LIFT
Thu Oct 25 63% 14%
Fri Oct 26 69% 12%
Sat Oct 27 163% 75%
Sun Oct 28 134% 9%
Mon Oct 29 21% -43%
Tue Oct 30 -10% -42%
Wed Oct 31 -31% -15%

Source: Media6degrees

 

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