KHNL's Bogus Promo

[mike]

Re: kHNL's Bogus Promo

To Remote Control,

The difference is that WeatheRate ranks weather forecasts for accuracy for the entire year for each station in Hawaii, while the Marshall Marketing data KHNL uses is generated from one week in August, 2007...52 weeks versus 1...and Weatherate does their report for the market as a whole, not for a single station client.

Mike

[scsdogg]

Re: kHNL's Bogus Promo

in the interest of full disclosure:
WeatherRate makes $ by charging stations a fee to use their name in station promos.

WeatherRate keeps its integrity by only offering their endorsement to stations that truly are #1 based on their methodology.

The dilemma for stations is, like Mike illustrated, is explaining exactly who the hell WeatherRate is...and why I should care what they think. This is probably why only 12 station out of a possible 75 or so pay for this service.

From WeatheRate.com: "Then, every March, we offer our seal of approval to the TV station that provides the most accurate weather forecasts in our WeatheRated Cities."

So, it will be interesting to see if KITV keeps the promos going after the end of this month.

[mike]

Re: kHNL's Bogus Promo

scsdogg,

You obviously are someone in the business and know what you are talking about. Here's my point on WeatheRate. They monitor a market for accuracy of forecasts for a year and then give the opportunity for the station their research demonstrates as most accurate to use their results for a fee. Obviously, no other station in the market would want to publicise these results

This is no different from how J.D. Powers markets their automotive research. They do independent research on autos and allow manufactures to use the results for a fee. Good Housekeeping markets their seal the same way. They do independent product research but charge products that want to advertise their findings.

And yes, WeatheRate has found Island Television kITV's weather as most accurate in Hawai for the fourth year in a row and we will be using this information in upcoming promos.

But, getting back to point on this thread, KHNL's website promos are based on ONE week's data from a company probably nobody has heard of, while the YEAR LONG numbers I referred are from the A.C. Neilsen Company.

Aloha,
Mike

[lavagal]

Re: kHNL's Bogus Promo

This one's for you, Mike: Take note who's trailing.

[RemoteControl]

Re: kHNL's Bogus Promo

Thanks for the response Mike. Fair enough.

But can you enlighten us to how that company determines a station's accuracy? When you say they survey the market is that opinion from the people they contact? Or is it KITV said high of 84-degrees while KGMB goes iwth 83-degrees - then they check to he NWS high for the right answer?

No argument on a short sampling versus a year long one being better, however in terms of the KHNL bogus spot.

[mike]

Re: kHNL's Bogus Promo

Remote Control,

It is the latter rather than the former. WeatheRate determines a station's accuracy based on a comparision of forecasts to NWS actual data.

Mike

[RemoteControl]

Re: kHNL's Bogus Promo

Very nice to follow up Mike, I respect your openness and willingness to discuss on a public forum.

KHNL promos like you described end of hurting all TV station promo's because every reporting company will get the taint of being self-serving. More so if it's a group with a name the public doesn't recognize or feel is credible.

Perhaps your weather promo could have been laced with some of facts you have provided.

Have a great Easter holiday!