Winterproof your health and wellness strategies

Lower temps. Less daylight. Lingering colds.

Winter weather introduces unique factors that shape health and wellness decisions.

82% 51%

say sudden weather can of Gen Z are more health-conscious activate certain illnesses in winter vs. other seasons and demographics†

3 health conditions to look out for this winter:

1. Braving cold & flu season

Cold, dry air can weaken immune defenses, dry out nasal passages, and prolong virus survival coupled with increased indoor gatherings, this creates ideal conditions for spread of colds and flu.‡

63% 70%

of cold sufferers of flu sufferers

use weather as a key barometer for cold and flu medication purchases.

Weather strategy success:

Global flu vaccine leader

combined weather data with anonymized health claims to reach at-risk audiences across the digital advertising ecosystem with flu vaccine ads 14 days before local flu risk spiked.⁴

lift in familiarity and favorability

14%among target audiences

bump in search intent 3x

2. Wintertime blues

Less sunlight and colder temps can usher in seasonal depression by causing chemical imbalances in the brain; leading to fatigue, low motivation, and social withdrawal.⁵ ⁶

89% of people affected by seasonal affective disorder believe weather impacts symptoms
66% of people affected by seasonal affective disorder use weather as a signal for medication including purchases, dosage, and frequency

Weather strategy success:

Leading depression prescription brand

activated ad messages across the digital ecosystem to health care providers when weather patterns likely to cause depression-related symptoms and prescriptions are present or forecasted in consumers ZIP codes.⁷

66% lift in depression-related Rx
16% more Rx vs. non-exposed HCPs

3. Frosty air, asthma flares

Cold, dry air can irritate airways and nasal passages, provoking asthma symptoms.⁸

95% 64%

of people affected by asthma of people affected by asthma say weather has an impact on use weather forecasts to their condition manage their symptoms

Weather strategy success:

Leading asthma prescription brand

optimized media across The Weather Channel digital properties when the optimal mix of conditions proven to exacerbate asthma symptoms are present in consumers’ ZIP code.⁹

+67%

incremental script lift

Embrace the elements this season:

Leverage the power and influence of The Weather Channel digital platforms and weather signals to ignite brand relevance and growth.

What’s your weather strategy?

To learn more, contact our advertising experts today. All data sourced from Weather and Health Impact Study, Sago for The Weather Company, March 2024, unless noted by superscript. † The Weather Company Winter 2022-23 Behavior Survey, Sep 2022. ‡ What’s the link between cold weather and the common cold? Medical News Today, Sep 2022. ⁴ Disqo 9/18 - 11/30/23. ⁵ Brazienė, Agnė et al. Relationship between Depressive Symptoms and Weather Conditions. International journal of environmental research and public health vol. 19,9 5069. 21 Apr. 2022, doi:10.3390/ijerph19095069. ⁶ Seasonal affective disorder, winter blues and self-care tips to get ahead of symptomsUC Davis Health Blog, Nov 2023. ⁷ PulsePoint, 2022. ⁸ Weather can trigger asthma Asthma and Allergy Foundation of America, April 2024. ⁹ IQVIA, 2017.