Sizzling Brits enjoyed the hottest day of the year at the weekend, which saw engagement with our Weather content rise. As we’ve seen previously, extreme weather events drive interest in related content, such as advices about keeping cool in the heat, BBQ recipes for al fresco dining or places to visit with family and friends to enjoy the sunshine outdoors.

Rising temperatures heat up engagement

• +144% average Weather page views growth in heatwave weeks: Typically, heatwaves more than triple engagement with our Weather content in the weeks they occur. Editorial about extreme weather is often published close to the events, meaning brands can reactively align campaign delivery and messaging around them.

• 2.3x higher Parks page views in the past seven days: Last week, from our Events & Attractions category there was related hot weather growth for the Parks topic – which more than doubled, growing by +133% – as millions of Brits got outside to enjoy the weekend’s finer weather with their family and friends.

• Looking ahead: UK heatwaves in July have seen 2.3x higher average monthly Weather page views and related growth for other content including: Outdoor Activities – Events & Attractions (+82%); Home Appliances – Home & Garden (+52%); BBQs & Grilling – Food & Drink (+46%); Seaside Resorts – Travel (+35%) and Pets (+15%).

Take Action

• Engagement with our Weather and related content grows around heatwaves and cold snaps. Reach scaled online audiences in context across our premium publisher environments as millions of highly engaged online readers prepare to both prepare for and enjoy seasonal weather conditions.

About Reading the Nation

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.

Check out previous issues of Reading the Nation below: