Viamedia Geo-Graph · Prepared for Husky Liners · Q1 2027
Tough Season
Budget
of audience cells live nationwide
Deep winter vs storm season vs thaw and mud
Jan 4 to Mar 31 · modeled · click a phase to jump to it
Seasonality tracker · daily weather index by region
CalmSevereTrigger day
The index updates daily, with storms building and fading over a few days. A region triggers when its index reaches 60. The winter layer steps up there within 48 hours and steps back down as conditions ease. In market, the index runs on NOAA forecasts and observed snowfall, rain and freeze-thaw cycles. Here it is modeled from typical winter patterns. Click any day to move the map to it.
Weekly flighting
Proposed next step
A weather-triggered Q1 test for Husky Liners
Audience
Pickup and SUV owners in the snow belt, households that just bought a truck and work and farm trucks heading into mud season, reached nationwide.
Trigger
Spend steps up in a region when its daily weather index crosses 60, using NOAA forecasts and observed snowfall, and steps down as conditions ease.
Measure
Site visits, orders and visits to auto parts retailers by area, comparing trigger days with calm days and with matched areas that don't run.
Budget
$250K to read the three layers in Q1, or $500K to $1M to scale the strongest. Bought as PMP and PG deals in the DSPs Husky Liners already uses.