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(tv) Feder takes on Fox Chicago's Weather

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Posted by chicagomedia.org on May 29, 2008 at 21:34:59:

A little cloudy

Fox station pays company to call weather forecasts 'most accurate'

May 29, 2008

BY ROBERT FEDER Sun-Times Columnist

When it comes to weather forecasters in this town, there's Tom Skilling -- and then there's everybody else.

As chief meteorologist at WGN-Channel 9, Skilling's unique combination of authority and exuberance have made him the Tribune Co.-owned station's most valuable player and, by most accounts, the highest-paid local weatherman in the country.

But that hasn't stopped other stations from at least trying to compete with Skilling, using whatever means they can.

In the case of Fox-owned WFLD-Channel 32 (which failed to lure Skilling with millions of dollars a few years ago), they're resorting to a new gimmick to promote their weather forecasts.

In the latest commercial for meteorologist Amy Freeze, she declares: "When it comes to weather, accuracy is what's important. And Fox News Chicago delivers the most accurate forecast in town. We have the proof. WeatheRate, an independent tracking company, certifies it."

What the ad doesn't mention is that Fox paid WeatheRate to use its name and designation. The same outfit sold its "most accurate" label to CBS-owned WBBM-Channel 2 in 2005.

Pat Mullen, vice president and general manager of Channel 32, said he sees nothing wrong with paying for the use of the claim, comparing it to the fees paid to Nielsen Co. for its ratings data.

"It's the only third party that monitors the accuracy of local station forecasts and reports on it," he said. "Their research was done before we subscribed."

Mullen declined to say how much he's paying WeatheRate, but a report from Nashville, Tenn., (where Channel 32 news chief Andrew Finlayson worked before he came here), said it cost $1000 a month. If that's the case here, it'd be a bargain for Fox.

In a statement announcing the "certification" of Channel 32 and eight other stations last week, Bruce Fixman, president of the Arizona-based company, said: "TV stations across the country have widely accepted WeatheRate's patented, scientific system of analyzing forecast and observed data to determine who's most accurate in each market."

And no, I didn't make up the guy's name.

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: A little cloudy : Fox station pays company to call weather forecasts 'most accurate' : May 29, 2008 : BY ROBERT FEDER Sun-Times Columnist : When it comes to weather forecasters in this town, there's Tom Skilling -- and then there's everybody else. : As chief meteorologist at WGN-Channel 9, Skilling's unique combination of authority and exuberance have made him the Tribune Co.-owned station's most valuable player and, by most accounts, the highest-paid local weatherman in the country. : But that hasn't stopped other stations from at least trying to compete with Skilling, using whatever means they can. : In the case of Fox-owned WFLD-Channel 32 (which failed to lure Skilling with millions of dollars a few years ago), they're resorting to a new gimmick to promote their weather forecasts. : In the latest commercial for meteorologist Amy Freeze, she declares: "When it comes to weather, accuracy is what's important. And Fox News Chicago delivers the most accurate forecast in town. We have the proof. WeatheRate, an independent tracking company, certifies it." : What the ad doesn't mention is that Fox paid WeatheRate to use its name and designation. The same outfit sold its "most accurate" label to CBS-owned WBBM-Channel 2 in 2005. : Pat Mullen, vice president and general manager of Channel 32, said he sees nothing wrong with paying for the use of the claim, comparing it to the fees paid to Nielsen Co. for its ratings data. : "It's the only third party that monitors the accuracy of local station forecasts and reports on it," he said. "Their research was done before we subscribed." : Mullen declined to say how much he's paying WeatheRate, but a report from Nashville, Tenn., (where Channel 32 news chief Andrew Finlayson worked before he came here), said it cost $1000 a month. If that's the case here, it'd be a bargain for Fox. : In a statement announcing the "certification" of Channel 32 and eight other stations last week, Bruce Fixman, president of the Arizona-based company, said: "TV stations across the country have widely accepted WeatheRate's patented, scientific system of analyzing forecast and observed data to determine who's most accurate in each market." : And no, I didn't make up the guy's name.

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