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Storming Ahead

AtlantaStorm Stories, the Weather Channel's first foray into weekday primetime entertainment, has generated numbers the channel wants to crow about.

In its first five weeks (Jan. 6 to Feb. 7), the network's ratings for weeknights from 8 p.m. to 11 p.m. EST were 36 percent higher than in the same period a year ago, averaging 0.4, according to Nielsen Media Research cited by TWC. For adults ages 25 to 54, the primetime rating was up 17 percent.

From 8 p.m. to 9 p.m., when Storm Stories
airs, household ratings for the five weeks were up 66 percent. Excluding severe weather days, the 8 p.m. hour grew 57 percent, again to 0.4.

Storm Stories
set a record for non-severe weather programming on the channel on Jan. 16 with a 0.9 household rating between 8:30 p.m. and 9 p.m. EST.