1

Weather Powers The Web

June 11, 2007

April 14, 2008

2

MyWeather Overview

Founded in 2000 as a division of Weather Central. MyWeather is a leading supplier of private-brand weather data, services and

applications to over 200 TV station web sites and 350 online newspapers, personalized forecasts and severe weather alerts to 2,000,000 registered users

Multiple service offerings that are private-branded to support your marketing objectives.

3

A Few of Our Premier Partners Nationwide

NBC Owned and Operated Affiliates

Cox Television Stations

Hearst Television Stations

Raycom Group Stations

Sinclair, Fisher, Freedom, Quincy

Large and Small Stations Coast to Coast

San Francisco New York Chicago Dallas

4

Total Online Weather Page Views Weather is the #1 entry point for local media websites

Rank DMA Weather Page Views - UniverseTotal US 13.4 Billion 2006 (30+% Growth in 2007)

22.5 Billion+ in 2007

Local media is well behind Weather.com in online weather;70% share of online weather page views

At $3.00 cpm and 2 ad impressions/PV, the value of this traffic in your market is $ What is your share?

MyWeather can help…

Source Nielsen Net Ratings, 8/07

5

11-15 times, 6%

6-10 times, 28%

More than 15 times,

9%

1-5 times, 57%

Accessing Weather Information – Frequency

n=516

In order to participate in this study, all respondents must have accessed weather information via the Internet at least once in the seven days prior to taking the survey.

A majority of respondents (57%) had accessed weather information via the Internet one to five times in the previous seven days.

6

4%

6%

7%

8%

14%

42%

8%

17%

6%

11%

46%

8%

16%

20%

2%

2%

3%

2%

2%

1%

1% 4%

2%

4%

3%

3%

0% 20% 40% 60% 80% 100%

NBC Weather Plus

Intellicast

Google

AccuWeather

Other local news site

Weather Underground

AOL

NOAA

MSN

Local TV Web site

WeatherBug

Yahoo

Weather Channel

First Mention All Other Mentions

Unaided Awareness

n=516

Unaided awareness of Weather Channel was significantly higher among respondents ages 18–24 (87%), and it decreased as age increased, dropping to 36% among those 65 and older.

Unaided awareness of local TV Web sites was significantly higher among respondents ages 45–54 (64%) than among most other age groups.

7

3%

4%

4%

4%

8%

9%

11%

17%

32%

2%

1%

1%

1%

0% 10% 20% 30% 40%

AOL

NBC Weather Plus

Intellicast

NOAA

WeatherUnderground

AccuWeather

Google

Other local news site

MSN

WeatherBug

Local TV Web site

Yahoo

Weather Channel

Primary Usage

n=397

Just over three-quarters of respondents (77%) indicated that they have one or two on-line weather information sources that they prefer to all others; the remaining 23% said that all weather sites are basically the same to them.

Among respondents who use more than source, 32% use Weather Channel most frequently. Rates of primary usage for Weather Channel tended to be higher among younger respondents (43% among ages 18–34), and rates of primary usage for local TV Web sites tended to be higher among older respondents

(18% among ages 55 and older).

8

13%

7%

17%

27%

2%

3%

2%

8%

6%

14%

18%

36%

9%

6%

4%

5%

0% 10% 20% 30% 40%

AccuWeather

Google

Other local news site

MSN

WeatherBug

Local TV Web site

Yahoo

Weather Channel

Heavy Users, n=223 Light Users, n=293

Primary Usage – Heavy Users versus Light Users

Light users were significantly more likely to use Weather Channel and local TV Web sites as their primary source of on-line weather information, while heavy users were significantly more likely to use WeatherBug as their primary source.

9

Overall, respondents cited many different reasons for using a particular on-line weather information source more than others.

5%

6%

6%

7%

9%

9%

12%

13%

15%

18%

4%

4%

3%

3%

0% 5% 10% 15% 20%

Severe weather information, alerts

Easy to remember site, address

Radar, maps, graphics

Comprehensive, detailed information

It's up to date

Habit; familiarity; have always used it

Ease of use

I like it; it's the best; general praise

Don't know, no response

It's on my computer, on my desktop

Local weather information

Accuracy; reliability

Ease of access; convenience; speed

It's on my homepage or e-mail page

Reasons for Using Primary Source

n=504

10

Classified into two broader categories of 1) attributes related to brand or URL (such as an easy to remember Web site) and 2) attributes related to site features (such as radar, maps, and graphics), this data suggests that brand/URL is a more important driver of using a particular on-line weather information source.

Brand/URL-related attributes were cited by 57% of respondents as reasons for using their primary on-line weather information source; feature-related attributes were cited by only 35% of respondents.

57%

35%

0% 20% 40% 60%

Feature-related attributes

Brand/URL-related attributes

Reasons for Using Primary Source

n=504

11

Attribute Importance

5.325.79

7.217.217.40

7.657.70

8.639.069.069.10

5.315.01

4.733.94

1 2 3 4 5 6 7 8 9 10

Weather blogs and forumsExtreme weather storiesWeather photo sharing

Educational weather contentWeather video

Environmental and climate contentRelevant to my lifestyle

Fun and interestingURL/address that is easy to remember

Interactive maps and radarAlerts me of severe weather

Understands weather where I liveIs easy to use

Provides accurate forecastsTrustworthy

n=516 Not at all important (1) Extremely important (10)

Overall, respondents rated Trustworthy, Provides accurate forecasts, Is easy to use, and Understands weather where I live as the most important characteristics when selecting an on-line weather information source. Heavy users tended to give higher ratings of importance on most attributes and had a significantly higher mean rating for Relevant to my lifestyle, Interactive maps and radar, Educational weather content, and

Environmental and climate content. Is easy to use, Understands weather where I live, Relevant to my lifestyle, and URL/address that is easy to remember were significantly more important to females.

12

Attribute Performance Matrix – Total Sample

The table below displays the relative performance of each competitor on each attribute, ranked from 1 to 10, for the total sample. The attributes are listed in descending order from most important to least important. The competitors are listed left to right from best overall performance to worst overall performance across all attributes (based on a composite

score weighted to account for the relative importance of each attribute). The best and worst scores for each attribute are highlighted in green and pink, respectively.

We

ath

er

Ch

an

ne

l

Lo

cal

TV

W

eb

sit

es

Oth

er lo

cal

ne

ws

sit

es

Ac

cu

We

ath

er

NB

C W

eat

he

r P

lus

Go

og

le

We

ath

er

Un

de

rgro

un

d

Inte

llic

as

t

We

ath

erB

ug

NO

AA

Trustworthy 1 2 7 3 5 6 8 10 9 4Provides accurate forecasts 2 1 10 4 6 3 9 7 8 5Is easy to use 1 2 3 5 7 4 6 10 8 9Understands weather where I live 3 1 2 4 6 7 5 10 9 8Alerts me of severe weather 2 1 5 7 3 9 10 8 4 6Interactive maps and radar 1 6 3 5 7 9 8 2 10 4URL/address that is easy to remember 1 4 3 6 8 2 7 9 5 10Fun and interesting 3 7 6 4 5 2 1 8 9 10Relevant to my lifestyle 1 3 4 6 5 2 7 8 9 10Environmental and climate content 4 6 2 1 3 7 5 9 10 8Weather video 5 3 2 4 1 6 7 8 9 10Educational weather content 2 7 3 1 4 6 5 9 10 8Weather photo sharing 5 6 2 1 7 3 8 4 9 10Extreme weather stories 4 6 2 5 1 7 8 3 9 10Weather blogs and forums 6 8 5 2 7 4 3 1 9 10

13

Category III – Desktop Application, “On Ramp to Your Site”

Live: “Online” Desktop Application Drive at-work audience to your web site More than just weather alerts Customizable to station Local ad positions Video capable Simple download

14

Category III – Additional Applications

Interactive Radar Hyper-local view of Nexrad radar over a Virtual Earth Map Interactive and user-defined map views to pan, zoom, and scroll within the map and see the

precise location of Nexrad radar and clouds Highest resolution Radar Imagery Zoom down to street level

15

Category III – Additional Applications

Personal Microcast Proprietary Microcast forecast model Personal forecast page Twice daily emails from your weather team Severe weather alerts Premium Weather rev share 5-10% HH in DMA subscribe

16

Category III – Additional Applications

Venue Forecasts Hyper-local interactive weather maps for market exclusive venues (You

Choose)! High School football stadiums Golf Courses Neighborhood forecast Ski Forecast

Customizable to station Very Sponsorable Creates Localization

17

Content – MyWeather WebHD™

A total online content solution to compete with Weather.com Build page views and keep viewers on your weather page with compelling content packages Health Home and Garden Kids Weather Weather Maps Outdoor Lifestyle Seasonal Severe Weather Sports Travel

18

Category III – Additional Applications

Weather at Hand A branded, sponsorable mobile weather solution Current conditions Your radar, and regional radars 3 and 5 day forecasts; US and International Zip code weather search

19

Category III – Additional Applications

RouteCast / Greenlight™ Traffic and Weather together Best Locally Available Data

Flow data, Incident, Construction, Cameras, Weather Traffic mobile and email alerts Customize routes