Pelmorex Media
Pelmorex Corp, founded in 1989 and headquartered in Oakville, Ontario, is a weather information and data management company operating globally under brands like The Weather Network, MétéoMédia, Eltiempo.es, Clima, and Otempo.pt.
Profile
Provides weather forecasts, emergency alerts, and data-driven insights for consumers, businesses, and governments.
Pelmorex Corp, founded in 1989 and headquartered in Oakville, Ontario, is a weather information and data management company operating globally under brands like The Weather Network, MétéoMédia, Eltiempo.es, Clima, and Otempo.pt. The company serves over 40 million monthly users worldwide and delivers 70,000 alerts annually through Canada’s National Alert Aggregation and Dissemination System (Alert Ready). Pelmorex has evolved from a traditional weather broadcaster into a data-driven enterprise, offering weather analytics, advertising solutions, and emergency alert systems.
Its 2024 adoption of Numeris’ Enhanced TV Audience Measurement revealed a 94% audience growth among viewers aged 25-54, strengthening its advertising proposition. The company employs 50+ meteorologists and 150+ tech specialists, focusing on AI-driven forecasts, wildfire risk modeling, and retail demand analytics. Recent innovations include AI-assisted avatars for hyper-local forecasts and Gaia Retail for weather-influenced sales insights. Pelmorex remains privately held, with revenue streams spanning B2B data services, ad sales, and government contracts.
Who buys this
- Consumer media users accessing weather apps and TV broadcasts
- Retail and QSR chains using weather-driven demand analytics
- Energy and utility companies monitoring wildfire risks
- Government agencies relying on emergency alert systems
- Advertisers targeting weather-responsive audiences
Publicly disclosed clients
- Mary Brown’s Chicken
- Home Hardware
Strengths and what to watch
Strengths
- Dominant market share in Canada with The Weather Network and MétéoMédia, reaching 16.2M monthly digital users
- Proprietary OnPoint weather data suite integrates ECMWF and NOAA models for enterprise clients
- National Alert Ready system delivers 70K+ government alerts annually with near-100% uptime
Watch for
- Dependence on advertising revenue (60% of 2023 income per industry estimates) amid digital ad volatility
- Regulatory scrutiny over emergency alert system failures during 2023 Canadian wildfires
- Leadership turnover: CRO Simon Jennings departed in 2025 after 8 years
Key Information
- Founded
- 1989
- Headquarters
- Oakville, Ontario
Frequently Asked Questions
What does Pelmorex Media do?
Pelmorex Media provides weather forecasts, emergency alerts, and data-driven insights globally. Operating brands like The Weather Network, it serves 40M+ monthly users with AI-driven forecasts, wildfire modeling, and retail analytics. The company also manages Canada’s National Alert Aggregation System, delivering 70,000 alerts annually.
How accurate are Pelmorex's weather forecasts?
Pelmorex uses proprietary OnPoint data suite integrating ECMWF and NOAA models, backed by 50+ meteorologists. Their AI-driven forecasts and hyper-local avatar technology enhance precision. The system powers emergency alerts with near-100% uptime, trusted by governments and businesses for reliability.
Which businesses use Pelmorex's weather analytics?
Retail chains like Mary Brown’s Chicken and Home Hardware use Pelmorex’s Gaia Retail for weather-influenced sales insights. Energy companies rely on wildfire risk modeling, while advertisers leverage its 16.2M monthly digital audience for targeted campaigns.
What is Pelmorex's role in Canada's emergency alerts?
Pelmorex operates Canada’s National Alert Aggregation and Dissemination System (Alert Ready), delivering 70,000+ emergency alerts annually. The system ensures timely warnings for severe weather and public safety threats, though faced scrutiny during 2023 wildfires for occasional failures.
How does Pelmorex use AI in weather forecasting?
Pelmorex employs AI for hyper-local forecasts through avatar technology and enhances models with machine learning. Their systems analyze retail demand shifts and wildfire risks, supported by 150+ tech specialists. AI also optimizes advertising placements based on weather-responsive audience behaviors.
What are Pelmorex's main revenue sources?
60% of Pelmorex’s 2023 revenue came from advertising, including campaigns on The Weather Network. Other streams include B2B weather data services, government contracts for alert systems, and retail analytics subscriptions. The company remains privately held with diversified but ad-dependent income.
Sources
- www.pelmorex.com — 16.2M Canadian digital reach and app dominance
- www.pelmorex.com — QSR advertising case study with visitation metrics
- www.pelmorex.com — OnPoint product capabilities and modeling sources
- www.pelmorex.com — 2024 audience growth metrics and leadership quotes