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TV weather sponsors withdraw after ‘pessimistic forecasts’
TV weather sponsors withdraw after ‘pessimistic forecasts’
Sponsors of ITV’s evening weather forecast have withdrawn funding from the service after expressing disappointment with the negative and depressing weather forecasts being associated with their brand. Powergen have been sponsoring ITV forecast ‘whatever the weather’ for fifteen years, but new management at the company was determined to see more positive predictions beside their logo.
‘Other companies might be satisfied sponsoring windy, wet weather, but that is not good enough for us,’ said Corporate Relations Director Christopher Eames. ‘Our customers want warm sunshine, a light breeze, rain only at night, and one heavy fall of snow on Christmas Eve.’ After issuing an ultimatum to forecasters to ‘improve their forecasts or else’, the row came to a head this weekend with predictions of falling temperatures, wind, snow and hail. Mr Eames resolved to end the sponsorship first thing on Monday morning, but his train was delayed by snow and frozen points. The call finally came through after the lunchtime broadcast which had ‘contained a number of negative associations; ‘cold’, ‘ice’, ‘rain’ and ‘wind chill factor.’ ‘Which part of ‘nice weather’ do ITV not understand?’ added Mr Eames.
ITV and the Met Office pointed out that they had a duty to accurately forecast the weather be it rain or sunshine and that they were powerless to directly influence the weather itself. Mr Eames said this was typical of their ‘lack of a can-do attitude’. ITV had refused a suggested compromise under which they would mention rival power companies when the weather was bad. ‘They had wanted us to say ‘this really crappy weather is brought to you by National Power – which is what you’d expect from that useless crock o’ shite.’
A new sponsorship deal is now being sought, with the suggested strap line ‘Global Warming is brought to you by American Airlines’.
Posted: 20 March 2007 by NewsBiscuit
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