Halloween_Infographic_001
Fright forecast 2024
Conjuring success this Halloween season
The skeleton key: Weather influences decisions and
purchases 78%
say knowing the weather forecast ahead of outdoor events informs purchase decisions to better enjoy the event.
1 in 3
are more likely to remember advertising aligned with the weather at an outdoor event they are attending, because it feels more relevant to them.
Connect with ghouls and goblins in a planning mindset
Key decisions being made in advance, based on the weather:
What to eat
What to wear
How to get there
The necessity of accuracy
When it comes to outdoor activities on Halloween, weather can make or break the entire night. Thats why consumers and brands depend on The Weather Channel, the worlds most accurate forecaster.†
Unmasking the opportunity
Whoooooo relies on The Weather Channel every Halloween
The Weather Channel audience :
53% Females
47% Males
Not just for kids
18 million
Halloween is a favorite event for adults, especially females, leading females have children under the charge for decorating and 18 living in the household. dressing up in festive attire.⁴
The witching hours
48 hrs
A wicked opportunity for brands to +27% appear when consumers make final traffic increase decisions: The Weather Channel two days before data shows a spike in weather Halloween. checks, peaking two days before Halloween.
50%
of The Weather Channel consumers say getting ready for holidays and seasonal food and/or beverages is what fall weather makes them most excited about.
Fright this way to opportunity:
Your brand can appear at the very moment consumers are making their final decisions, ensuring your campaign messages are as timely as a bats flight at dusk
Conjuring clarity: Consumer decisions
Eat, drink, and be scary
Here’s the trick…
Octobers coast-to-coast swing in temperature makes for a variety of drink picks, candy cravings, and celebratory costumes.
The Weather Channel digital users are brewing up huge plans for Halloween‡:
million plan
million will purchase
million are to buy candy
decorations
costume shopping
million will go
million each will
million will host a trick-or-treating
attend house parties
Halloween party or buy alcoholic beverages
…and the treat:
Candy crushers
TWC users make up 40% of all Halloween candy purchasers. Chocolate is king of the realm:
72% bought chocolate in the past 6 months.
Booooo-zy bros
TWC also reaches nearly 40% of consumers buying alcohol for Halloween events, particularly men (index 137 vs. women).
Seasonal sips
65% of TWC users say fall weather impacts beverage choices,
and 60% are ready for a festive-specific cocktail.
Party animals
TWC men are also more likely to attend Halloween parties or hit bars/clubs compared to women.
The Weather Channel digital properties:
Your content cauldron
Even ghouls and goblins look for weather content, so its a prime time for marketers to tap into spirited insights for key planning moments. Lets have a peek:
Planning potion Last-minute magic
The Weather Channel reaches over
On mobile, The Weather Channel 126 million unique users across app traffic spikes six days prior its digital platforms in the United to the holiday. Engage audiences States, offering a treasure trove in the hours leading up to trick-or-treating. of reach for marketers.
Click-through from the crypt Geo-specific sorcery
Integrated Marquee high Since weather experiences vary impact creative integrated into across the country, The Weather The Weather Channel app home Channel digital properties help screen engagement peaks in consumers prepare for their the hours right before + during unique local conditions. trick-or-treating.
Cast your spell: 3 clear strategies
1. Thrill with key planning moments:
Use The Weather Channel app data to align timely ads with users checking Halloween weather forecasts.
2. Conjure up weather-based creative:
Capture attention with contextually relevant messages (e.g., warm accessories for cold nights).
3. Mesmerize last-minute shoppers:
Use dynamic ads to highlight fast-delivery options for eleventh-hour decisions.
Here’s to a bewitching Halloween season of both frights and delights.
With solutions from The Weather Company (and a wee bit of wizardry), you can reach consumers planning for Halloween at more than twice the scale of major weather and news competitors.‡ When weather wields its magic wand this spooky season, The Weather Company can help you spellbind audiences.
What’s your weather strategy?
To learn more about harnessing the power of weather to increase engagement and drive growth, contact our advertising experts today.
¹ Source: TWC Entertainment Behavior Survey, Jan 2024. ² Source: ForecastWatch. ³ MRI-Simmons Catalyst 2024 Q3 Trending Topics Study. ⁴ Source: Mintel Report Customs & Traditions US 2023. ⁵ Source: Qlik, daily visits, average, 2000, 2021,2023. ⁶ Lift(+27%) is Oct. 29th vs. average visits in the month of October. ⁷ TWC Fall Outlook 2022. ⁸ Source: MRI-Simmons Fall 2023 Doublebase / MRI-Summons Spring 2024 Doublebase. ⁹ Mintel Reports Foodservice Alcohol Trends 2023. Source: GAM, 10/31/23