EL PAÍS and The Weather Channel join forces to offer the most comprehensive weather news and information in Spanish speaking media

The collaboration offers advanced data-driven advertising solutions for local marketing professionals

Atlanta and Madrid, November 2, 2017 - PRISA NOTICIAS and The Weather Company, an IBM company, have partnered to offer Spanish-speaking audiences all the most comprehensive weather news and information. The agreement will see The Weather Company provide all the most accurate forecasts and data while the media group will provide specialized content, reports, and news in both written and audiovisual formats. The results of the joint project will initially be made available on the EL PAÍS website and subsequently on all Prisa Noticias’ properties, as well as on Spanish-language versions of the app and the website of The Weather Channel (weather.com). The collaboration will also enable local marketers to access advanced data-driven advertising solutions from IBM Watson Advertising (formerly The Weather Company’s ad sales business) across both companies’ properties.

Exclusive content that is tailored to the user's location, new ways of talking about the weather, a strong presence of graphic and audiovisual content and maximum user interaction are just some of the key features of this latest initiative.

Recently named by an independent analyst as the most reliable source of world weather forecasts, The Weather Company offers expertise in quality weather information and forecasts. Examples of content that’s being made available to readers of PRISA media are the current conditions and forecasts for periods covering anything from hours to three days through a widget on the El Pais website, temperature and wind maps for the Iberian Peninsula, complete with satellite radar images and alerts; daily recommendations based on weather conditions; reports on topics of interest such as health, including analysis of issues such as allergies, sun protection for all ages, coping with cold snaps and the best time to go running; two daily video forecasts; image galleries on major weather events of the day, as well as videos of headline phenomena such as snow, hailstorms, heat waves, and other seasonal changes.

Custom advertising campaigns

This collaboration is designed to provide innovative data-driven advertising solutions for local marketers from Watson Advertising, which has one of the most robust data and location services platforms in the world. Watson Advertising offers advertisers and marketers a suite of media, data, and AI technology solutions to help improve decision-making and reduce costs across key facets of the marketing lifecycle (from media planning through measurement). Local marketers will also be able to access WEATHERfx, a targeting capability that leverages Watson Advertising’s trove of real-time weather data to uncover deep insights that could help predict consumer behavior and help marketers determine the right time and place to reach a consumer.

This collaboration brings together the best of local news and weather news and information, and aims to forge a real connection between users and the weather, which has a direct impact on their everyday decisions. PRISA provides 24-hour news coverage to more than 26.2 million users across its range of media outlets (comScore, September 2017 global data, PC only). And the Weather Channel’s digital media currently have over 1 million unique users in Spain.

"The mission of the media is to provide society with reliable, interesting and useful news and information," said Noemí Ramírez, Director of Digital Development at PRISA NOTICIAS. "The weather is enormously popular among our readers, as it influences many of their decisions. And this interest is even greater now due to ongoing climate change and new meteorological phenomena affecting various parts of the world. Our partnership with The Weather Company enables us to provide reliable weather news and related content which go beyond mere forecasts."

"Combining the best weather data with the best local news content is a natural step" said Domenic Venuto, General Manager of the Consumer Division at The Weather Company. "Our partnership with PRISA NOTICIAS enables local audiences to access the most reliable news and information in Spain and Latin America".