THE WEATHER COMPANY AND NEURO-INSIGHT UNCOVER DIRECT LINK BETWEEN WEATHER, EMOTION AND AD PERFORMANCE
Wednesday, September 17, 2025
New "Wired for Weather" neuroscience study reveals aligning ads with weather-driven emotional states can lift ROI by up to 18%
ATLANTA, Sept. 9, 2025 /PRNewswire/ -- The Weather Company, the world's most accurate forecaster,((1)) today unveiled findings from a new neuroscience study, "Wired for Weather," conducted in partnership with Neuro-Insight, a global leader in brain-based marketing research. The results reveal how real-time and forecasted weather conditions directly impact consumer emotion, memory, and receptivity to advertising, unlocking a powerful, data-backed pathway for brands to boost ad effectiveness by as much as 18%.
The first-of-its-kind study demonstrates that aligning marketing strategies with consumers' weather-driven mindsets, not just their physical environments, creates a measurable lift in ROI, offering a new frontier for contextual advertising rooted in precision and human behavior.
"Weather shapes human experiences, and every forecast presents unique opportunities for meaningful connection," said D.J. Reali, chief revenue officer at The Weather Company. "In today's attention economy, relevance is everything. By combining emotional intelligence with reliable, accurate weather data, we're giving marketers a proven way to connect with consumers in the moment they're most receptive."
Conducted in April 2025, the study used Steady-State Topography (SST), a neuromarketing technology that is both commercially and scientifically validated, to measure subconscious brain responses in 182 participants as they were exposed to a range of weather conditions (sunny, rainy, cloudy) and paired advertisements. The research confirmed that weather isn't just a backdrop, it's an emotional and cognitive signal that shapes how people process and remember brand messages.
The study uncovered that advertising aligned to the immediate, contextual forecast, rather than broad seasonal moments, resonates more deeply with consumers. Ads served right after a consumer checks the weather can tap into fresh emotional responses, offering a more powerful moment of influence for brands.
"We've long sensed that weather influences behavior--and marketers have always craved a way to harness it," said Pranav Yadav, Global CEO of Neuro-Insight. "With this study, we now have the neurological evidence to prove it, connecting the dots between weather, emotion, memory, behavior, and action. Brands can use this insight to create a blueprint for optimizing creative and placement strategy in real time."
Key findings from the research include:
-- Weather-aligned marketing significantly improves outcomes across key
metrics, including +10-18% increase in ROI when ads are aligned with
weather-related emotional states.
-- On sunny days, consumers who are shown emotional and forecast-aligned
messaging are more energized and open to new experiences, driving:
-- +10% Engagement
-- +12% Detail Memory (a key predictor of purchase intent)
-- +19% Global Memory (brand storytelling retention)
-- Rainy-day mindsets heighten emotional sensitivity, making contextually
aligned ads more effective than those that miss the moment, with:
-- +29% Engagement
-- +22% Detail Memory+25% Global Memory
-- Gen Z showed especially strong neural responses to weather changes, with
up to +13% higher memory encoding and +12% increased engagement on sunny
days compared to the general population.
The Weather Company's proprietary Weather Targeting capabilities, now informed by these findings, allow advertisers to dynamically tailor messaging based on the current weather in addition to upcoming forecasts and historical patterns. This enables meaningful consumer connections embedded in timing, emotion and accuracy.
The Weather Company's advertising solutions support leading brands across industries such as retail, travel and consumer goods, all seeking to deliver more relevant, emotionally resonant messages driven by real-time weather signals. This research marks a major step forward in the company's mission to go beyond weather data and become an engine for innovation and emotional intelligence across industries. In doing so, The Weather Company opens the door for marketers to reach audiences not just where they are, but how they feel - informed by the most accurate weather data available.
For more insights and access to the full "Wired for Weather" report, please visit weathercompany.com/wiredforweather.
About The Weather Company
The Weather Company helps people and businesses around the world make more informed decisions and take action in the face of weather. With its deep industry expertise and highly accurate, high-volume weather data combined with advanced technology and AI, The Weather Company provides insights and solutions that harness the power of weather in a scalable, privacy-forward way. The world's most accurate forecaster, the company serves hundreds of enterprise customers and is trusted by hundreds of millions of monthly active users via digital properties from The Weather Channel (weather.com) and Weather Underground (wunderground.com). Visit weathercompany.com.
About Neuro-Insight
Neuro-Insight is a global leader in neuromarketing and neuroanalytics, specializing in the measurement of long-term memory encoding--the strongest predictor of future behavior. Using its proprietary Steady State Topography (SST(TM)) technology, the company captures subconscious brain responses with unparalleled precision, delivering insights that correlate up to 86% with real-world sales. With over 30 years of scientific expertise, Neuro-Insight helps brands decode what truly drives attention, emotion, and action. Its solutions span creative testing, media optimization, UX design, packaging, sonic branding, and more--empowering clients to create work that connects, resonates, and performs.
((1)) ForecastWatch, Global and Regional Weather Forecast Accuracy Overview, 2021-2024, https://forecastwatch.com/AccuracyOverview2021-2024, commissioned by The Weather Company.
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SOURCE The Weather Company
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