Weather.com’s Auto Advisor Signs Inaugural Sponsor

NEW YORK GM Goodwrench has signed on as the first sponsor of new section on Weather.com that recommends the right car or options and accessories to consumers based on the automobile’s performance in certain weather conditions.

The sponsorship will run through August on the section, called Auto Advisor, which launched in April. Weather.com aims to attract other automotive marketers in the future with the new content area, a company representative said.

Weather.com has struck similar content-related deals with advertisers. Earlier this year, the online property and its parent, the Weather Channel, teamed with The Scotts Company, a lawn and garden products marketer, for an integrated advertising and content-sharing program. The initiative included a co-branded, weather-related microsite on weather.com featuring geographically targeted tips and advice for lawn and garden care [IQ Daily Briefing, March 7].