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Cold snap boosts related content interest (w.e December 11)

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With temperatures hitting the minus numbers and the UK seeing its first snowfall of winter, this week we focus on how the change in weather can affect the nation's reading habits. Everything from education to Pets to Home & Garden can be affected by sharp changes in temperature and this week exemplifies just that.

Oh the Weather outside is frightful

  • This week cold weather payments were in the news as thousands of households received support in order to heat their homes. This boosted Personal Finance content engagement with pages surrounding the payments making up seven of the category’s top ten URLs, equating to 1.3m views from those pages alone.

  • Education content took home first prize because of the cold, rising by nearly +50%. In particular the Secondary Education topic, rose an astounding +1,435% – with much of the content relating to the big news story of school closures across the country, as well as the local and regional impact in the communities many of our titles serve.

  • Our Home & Garden content also got a place in the top ten with a +13% rise in page views for the category. The Home Appliances topic, including pages on smart meters and energy saving devices, rose by +26% this week, equating to around 1m more page views than the week before and a total of 4.3m page views.

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  • Major weather events are big news, but it isn’t just news pages that see higher numbers during these times. Each of these four large categories boasted an increase of at least 10% as snow fell last week and at least a 20% rise during the major heat wave of the summer.

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Reading the Nation will connect you to our broadcast-scale audience - who we see across the Ozone platform in their millions day-in-day-out - to unearth insights into their habits and behaviours when topics start to trend or big stories break.

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