# The Weather Channel Differentiates with Attention

March 21

[The Weather Channel (TWC)](https://weather.com/), already America's most trusted news source, is well-positioned to be advertisers' trusted partner as well. But, in an increasingly competitive TV environment, and with [ratings in question as an exclusive metric for valuing TV in the changing viewer landscape](https://adage.com/article/media/nielsen-miscount-costs-tv-networks-least-350-million-trade-group-says/2395606), TWC sought additional data sets to effectively articulate the true impact and value of its ad inventory.

As JT Peace, Associate Director of Ad Sales at TWC explains, "We know that our audience is more intentional and more engaged across all dayparts than our news and lifestyle competitors."

Intuitively this makes sense, as viewers engage with weather-related news stories to prepare for the day - no matter if storms are coming or clear skies are predicted. But The Weather Channel needed data to prove the engagement level was higher.  TWC turned to TVision's Linear TV Platform and Attention metrics to identify important differentiators compared to competitors. TVision's attention data shows that:

- Viewers of TWC pay 8% more attention than viewers of the average live news programming;
- They pay 27% more attention to TWC's original programming than other lifestyle networks
- And they pay 34% more attention to TWC's premiere morning program, than other morning shows running across broadcast and cable.

**Attention Data Supports TWC Sales Efforts**

Peace recently joined The Attention Council's Publisher Summit, where he further discussed the importance of Attention data in their sales process.  TWC's sales team knows that brands and their agencies are using Attention data to inform business decisions, and increasingly looking at attention as a metric to transact on. As a result of their partnership with TVision, the TWC team is ready with the attention data that proves it's a premium, high-value investment.

Tune into this [recording of The Attention Council's Publisher Summit](https://www.youtube.com/watch?v=GfYmye-J0h8) to hear Peace expand on how TWC is using TVision data to appropriately value and position its programming headed into [the Upfront season](https://info.tvisioninsights.com/upfront-ebook) and beyond.

### More resources from TVision

[TVision's New TV Attention and Creative Impact Report](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

[Read More](/content/resources/tvisions-new-tv-attention-and-creative-impact-report/index.html)

[TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.

[Read More](/content/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology/index.html)

[TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)

[Read More](/content/resources/tvisions-new-state-of-streaming-report-h2-2025/index.html)