Mobile & Weather: The Killer App

Mike KellyPresident/CEO

The Weather ChannelFebruary 28, 2011

Consumers choose The Weather Channel.

100 million television subscribers

Top 20 Web property

30M GPS-enabled smartphone / tablet customers

Most used smartphone app across all platforms behind only Facebook

Product available on virtually every smartphone and tablet platform

Top 10 iPad download

Leader in geo-targeted audiences on all platforms

A leader in user generated content

Largest Interactive TV footprint in the U.S.

Q. How often do you use the following apps? Check all that apply.N= 509 TWC Mobile App UsersN= 894 All App UsersSource: TWC Internal App Study, December 2010

Weather is used more frequently than all other content by mobile app users.

Mobile App Users that Use Frequently or Very Often

TWC is an established, trusted media brand…

WeatherWeather NewsNews SportsSports

…and a “must have” platform brand according to consumers.

Search/MapsSearch/Maps Social MediaSocial Media WeatherWeather

We are uniquely positioned in the middle of these two worlds.

TV + Web38 M

TV + Mobile13M

All 327M

Web+Mobile5M

Source: Frank N. Magid Associates 2010

TWC’s consumer and advertiser value proposition is cross-platform reach.

TV only46 Million

Web only10M

Mobile only5M

The Weather Channel97 million

weather.com53 million

TWC Mobile23 million

144M Unduplicated TWC Users

Mobile ads are proving effective.

Figures represent comparisons in deltas among Insight Express Online Norms as of 6/29/10, Dynamic Logic Norms 4/07-12/09 and TWC Mobile norms 4/07-12/09.

+64%

+60%+50% +20%

+75%

Mobile campaigns leverage unique capabilities but are still early stage.

Tablet campaigns offer the benefits of an HD screen in the palm of your hand.

300x250 ad on iPad App

Rich Media video interstitial

Opening page featuring “sponsored

by Toyota”

Results of the first ever brand impact study on an iPad campaign…

Figures represent comparisons in deltas between Automotive campaign results and Dynamic Logic Mobile Norms Q1/10 (Category: Mobile/Automotive, Baseline Adjusted, N=13 campaigns). Chart includes TWC Norms from 4/07 – 12/09.

+267%

+110%

+243%

Mobile is central to TWC’s convergence strategy...

…and changes the way we think about our brand, content, & advertising.