WeatherBug(R) & Frank N. Magid Associates Announce 2007 Survey Results of Local Weather Source Attitudes On-Air and Online at NAB

WeatherBug(R) & Frank N. Magid Associates Announce 2007 Survey Results of Local Weather Source Attitudes On-Air and Online at NAB

- Consumers More Likely to Turn to WeatherBug TV Partners for Live Local Weather Conditions and Severe Weather Reports

LAS VEGAS, April 17 /PRNewswire/ -- WeatherBug(R), the leading provider of live, local weather information, and Frank N. Magid Associates today announced to the broadcast industry results from a new 2007 online survey that evaluated local weather source attitudes on televisions and online.

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In a survey of more than one thousand online consumers who regularly watch a TV newscast, randomly surveyed by Frank N. Magid Associates, 2007 findings revealed that consumers are more likely to trust and rely on WeatherBug TV partners and that non-WeatherBug users believe that WeatherBug TV stations are more likely to provide more accurate weather broadcasts if they use WeatherBug's live local weather data.

Complete findings of the 2007 survey were presented today at the NAB conference in Las Vegas. Among the key findings, the 2007 survey concludes that:

-- 72% of WeatherBug users agree that a station associated with the
WeatherBug Network is more likely to be the station to turn to in times
of severe weather.
-- 72% of WeatherBug users believe this station will provide more detailed
neighborhood level weather information. 71% believe the station will
excel in weather technology and 68% believe the station will have the
best, most qualified weather personnel.
-- Nearly half of non-WeatherBug users feel the WeatherBug station is more
likely to perform well with these same attributes.

"Essentially, the research tells us again that WeatherBug's millions of loyal online users as well as non-WeatherBug users are more likely to tune in to a newscast that uses WeatherBug information. At the end of the day that translates into more viewers, more community involvement and potentially more advertising dollars for our broadcast partners," said Michael Rosen, senior vice president of the WeatherBug consumer division. "Clearly, incorporating live local data from WeatherBug's extensive network of WeatherBug Tracking Stations and cameras is a key differentiator for our TV partners."

The 2007 survey consisted of a random sampling of more than one thousand online consumers, ages 25 to 54, who were asked to respond to questions about their use of on-air and online weather sources. Three distinct groups were created in evaluating the 2007 findings; a national sample of local TV news viewers, online, a sample of local TV news viewers who use WeatherBug and a sample of local TV news viewers who do not use WeatherBug. Their attitudes regarding various weather source brands and their impressions and attitudes toward TV station on-air and online weather presentations affiliated with the WeatherBug Network were then determined.

"WeatherBug's live real time information can also enhance the 'reasons to visit' a TV station partner's Web site as well. With half of the WeatherBug users and one-third of the non-users identifying the WeatherBug association as a reason to use a TV station Web site weather section," said Maryann Baldwin, executive director for Magid Media Futures at Frank N. Magid Associates. "These findings also indicate that the WeatherBug relationship enhances the degree to which consumers online will rely on the stations Web site for severe weather information."

Broadcaster Benefits; WeatherBug Network

WeatherBug's live, local weather conditions are delivered to millions of consumers via the Internet and mobile devices, more than 100 state and local government agencies including the National Weather Service, and to schools, businesses and 80 broadcast television stations throughout the country.

With 8,000 WeatherBug Tracking Stations and over 1,000 cameras primarily based at neighborhood schools and public safety facilities across the U.S., WeatherBug maintains the largest weather network in the world. WeatherBug's Tracking Stations and cameras capture weather conditions from viewers' neighborhoods in real time. Traditional newscasts, on the other hand, typically rely on weather information from weather stations placed at airports which are then computer modeled to appear localized.

With access to the WeatherBug Tracking Stations, broadcast partners can report on live weather conditions at area schools, provide severe weather alerts and track dramatic changes in weather conditions such as heat index and wind speed. Additionally, live weather information from WeatherBug can be linked to the station's Web site.

About Frank N. Magid Associates

Frank N. Magid Associates, Inc., founded in 1957, is the world leader in providing research-based strategy solutions to a variety of businesses representing all aspects of the media, entertainment, and communication industries. With nearly 350 employees operating out of offices in New York, Los Angeles, London, Minneapolis, and Cedar Rapids, Magid serves hundreds of clients in more than 35 countries worldwide. Magid works with its clients to achieve success by gathering exceptional consumer insights and developing and executing strategies that maximize client performance.

The valuable perspectives gained over thousands of engagements and millions of consumer interviews and observations have also made Magid highly sought after among business leaders and investors as they map out the future. The company's Magid Media Futures(TM) unit is recognized as providing highly predictive and prescriptive data-driven insights on the future of media. More recently, Magid's Millennial Strategy Program(TM) is helping operators and investors develop successful strategies to access this potent consumer segment.

About WeatherBug

WeatherBug (http://www.weatherbug.com/) ensures that individuals, schools, businesses and government agencies receive the most precise live weather information, the most relevant weather reports, and the earliest weather warnings to safeguard property, lives and to plan with confidence. WeatherBug data is unique as it is the only live, neighborhood weather available anywhere. WeatherBug is a brand of AWS Convergence Technologies, Inc. (http://www.aws.com/)

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070410/DCTU008-b
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Source: WeatherBug

CONTACT: Mara Radis, Director of PR of WeatherBug, +1-301-250-4017,
mradis@weatherbug.com

Web site:

http://www.weatherbug.com/
http://www.aws.com/

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