Hurricane Sandy blew in a record number of viewers to the Weather Channel along with a boost in advertising revenue and digital traffic, notes Grumpy Editor.
The cable network received an increase in watchers after an 18.5 percent dip from last year.
Atlanta-based, the Weather Channel tracked Sandy as it roared through the northeast, positioning 10 reporters at various sites for frequent updates.
"There is no question that as horrible as the storm is, from a business standpoint, we are in the business of weather and more audience tends to mean more revenue," Curt Hecht, chief global revenue officer for the network, told Jon Lafayette, writer for Broadcasting & Cable.
Lafayette added, “In addition to advertisers traditionally attracted by coverage of bad weather --- notably companies selling insurance and equipment like generators --- new advertisers, including movie studios, were drawn to Weather Channel's big audiences.”
Launched on May 2, 1982, the Weather Channel broadcasts weather information and related programming, such as “Storm Stories,” around the clock. NBCUniversal acquired a controlling stake in 2008.
With the storm knocking out power in its New York offices, Lafayette pointed out, Weather Channel sales executives worked from home.
Keeping a close eye on Sandy was accomplished in the wake of a recent company-wide layoff involving 80 employees.