The Weather Network signs with Spotify's Megaphone

Spotify’s Megaphone, the leader in enterprise podcast hosting and advertising technology, has signed The Weather Network, Canada’s leading provider of weather content, as a new client in Canada. The Weather Network’s digital audio content, including its flagship podcast “This Day in Weather History,” will be available on the Spotify Audience Network which launched in Canada earlier this month.

The Spotify Audience Network is an audio-first advertising marketplace that makes it possible for advertisers of all sizes to connect with listeners across a broad range of content on- and off-Spotify, including Spotify Originals & Exclusives and content from third-party Megaphone publishers. Megaphone podcast publishers who have opted in to the Spotify Audience Network have seen meaningful improvement in their ability to monetize. Opted-in podcast publishers have seen fill rates increase by over +10%, CPMs increase by over +40%.

‘This Day In Weather History’, which offers listeners daily 5-minute episodes exploring extraordinary weather events from around the world, has gained significant popularity with The Weather Network’s audiences since its debut in June 2020, expanding The Weather Network’s content offering into audio.

“We’re thrilled to have signed on with Megaphone because it will enable us to offer clear, data-driven digital audio advertising opportunities to our partners while reaching a wider audience with our podcast and growing our listener base,” said Peter Bozinov, Director of Multi-platform Video & Editorial from The Weather Network. “Weather is a fascinating subject to Canadians, and we are continuing to explore diverse content formats, such as audio, to promote engagement with weather stories.”

Time spent with digital audio is surpassing traditional broadcast radio in Canada, as innovation and personalised on-demand content continues to skyrocket. According to eMarketer, 1 in 3 Canadian internet users reported listening to podcasts last year, with a quarter of listeners tuning into an average of 3 different podcasts each week (Podcasting in Canada 2020). This explosion in podcast popularity has created a need for better monetization tools.

“As podcast consumption continues to take off, we are working hard to create innovative solutions to help publishers like ‘The Weather Network’ here in Canada monetize their work,” said Brendan Monaghan, Head of Podcast Publishing at Spotify. “The Weather Network signing on as publisher in Canada highlights the excitement and momentum among brands to tap into our best-in-class tools across both Megaphone and the Spotify Audience Network.”

About “This Day in Weather History”

“This Day In Weather History” is a daily podcast that features unique and informative stories from our host Chris Mei. Weather Happens Everyday. It can be sunny, cloudy, stormy or maybe just unsettled, but it is always happening! It’s when severe weather strikes that it captures the attention of those affected…and the imagination of everyone else who follows the story. So it is with good reason to expect that after over a century of news and weather information gathering and record keeping, there would be a “special” weather or natural phenomena event to mark each day of a calendar.