HOW DIRECTV SUBSCRIBERS FEEL ABOUT THE WEATHER CHANNEL

RESEARCH RESULTS FROM IPSOS; JANUARY 15, 2014
1

MOST DIRECTV SUBSCRIBERS (72%) SAY THEY WOULD MISS THE WEATHER CHANNEL IF IT WAS NO LONGER AVAILABLE TO THEM.
If The Weather Channel were no longer available to you, how would you feel?
DIRECTV SUBSCRIBERS (N=1,000) % I would not care I would miss it somewhat I would miss it greatly I could not live without it 28 37 29 6 NON DIRECTV SUBSCRIBERS (N=1,000) % 28 40 28 5

2

NEARLY ONE-THIRD OF DIRECTV SUBSCRIBERS (30%) SAY THEY WOULD SWITCH OR CONSIDER SWITCHING PROVIDERS IF THE WEATHER CHANNEL WAS NO LONGER AVAILABLE TO THEM.
What would you do if The Weather Channel were no longer available to you on TV?
DIRECTV SUBSCRIBERS (N=1,000) % I would switch provider I would strongly consider switching provider I will not be happy, but I will stay with current provider 8 22 70 NON DIRECTV SUBSCRIBERS (N=1,000) % 10 21 69
3

DIRECTV SUBSCRIBERS INTERVIEWED 1/13 2:30PM PT THROUGH 1/15 6:00AM PT
If The Weather Channel were no longer available to you, how would you feel?
DIRECTV SUBSCRIBERS (N=590) % I would not care I would miss it somewhat I would miss it greatly I could not live without it 29 37 28 6

4

DIRECTV SUBSCRIBERS INTERVIEWED 1/13 2:30PM PT THROUGH 1/15 6:00AM PT

What would you do if The Weather Channel were no longer available to you on TV?
DIRECTV SUBSCRIBERS (N=700) % I would switch provider I would strongly consider switching provider I will not be happy, but I will stay with current provider 6 22 72
5

Weather Channel ( 1/7/14 – 1/15/14)

Discussion Volume: Mentions across all online sources about DirecTV and The

The official announcement that DirecTV has dropped The Weather Channel causes the largest spike in buzz to date. This increase is largely driven by authors sharing official news articles; however, individuals also continue to post their personal opinion or urge peers to take action against DirecTV.
16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 1/7/14 1/8/14 1/9/14 1/10/14 1/11/14 1/12/14 1/13/14 1/14/14 1/15/14

Over 50% of online discussion about DirecTV’s decision takes place on 1/14.

Weather Channel + DirecTV

6

Discussion Volume By Source: Mentions about DirecTV and The Weather
Channel broken down by online source ( 1/7/14 – 1/15/14)
16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 Entrepreneur. com

Not surprisingly, Twitter remains the leading source as online articles announcing the event provide sharable content.
With the exception of boards, buzz across all sources increased over 200% since 1/13.
Site Title Retweets FB Likes/Sha res

Mashable.com

DirecTV Gets Frosty Response After Dropping The Weather Channel DirecTV drops Weather Channel amid contract dispute The Weather Channel Gets Unseasonably Dumped by DirecTV Amid Carriage Disputes

670

145

CNN Money

454

898

303

56

Twitter

Facebook

News

Forums

Blogs

Video

The CNN Money article garners the most buzz on Facebook and over 1,500 reader comments.
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Popular Topics in Twitter Discussion:
The activist attitude spreads as individuals “take a pledge” to drop DirecTV or urge others to voice their opposition to the decision. #stormdirectv continues to grow rapidly, rising 92% in the last two days. #keeptheweatherchannel, on the other hand, only increases 18%.
6,000 5,000

5,808

385 retweets A minority of authors are indifferent or in support of DirecTV’s decision. These posts are not retweeted indicating a lack of momentum among DirecTV supporters.

4,000 3,000 2,000 1,000

281
0

#stormdirectv

#keeptheweatherchannel
8

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