As the winter season descends, marketers of products ranging from snow shovels and blowers to skis and snowmobiles will ramp up their ad campaigns.

It may come as no surprise to many firms that the Northeast comprises a large market for these products. If your agency is working with clients who market snow removal or snow sports equipment, suggest an ad campaign on the Weather Channel station or Web site. A recent Media Audit report indicates the following:

• Northeast residents who watch the Weather Channel – 44.6%
• Northeast residents who view the Weather Channel Web site – 35.9%
• Consumers over age 50 who watch the Weather Channel – 17% more likely than average
• Consumers between ages 18 and 49 who visit the Weather Channel Web site – 16% more likely than average

Whether consumers live in Southern New Hampshire or the Ann Arbor, MI market, they know the snow will arrive sooner or later. You can help your cold weather marketers capture more business by placing media buys on TV stations and Web sites frequently accessed by these consumers.

[Source: The Media Audit Newsletter, November 2008]