Weather changes media relevance because weather changes shopping missions.
We often talk about consumer behaviour as though it were predictable.
But sometimes it takes only a few degrees on the thermometer to change what people buy.
During July's hot weather in the UK, sales of frozen fruit jumped by 48%, while shoppers also changed what they put in their baskets as eating occasions moved towards lighter meals, picnics and outdoor consumption.
That's interesting from a retail perspective.
But it's also interesting from a media perspective.
Because when circumstances change, relevance changes with them.
The promotion planned weeks ago may no longer be the promotion that matters today.
The product a household wasn't thinking about yesterday can suddenly become exactly what it needs tomorrow.
This is where local retail communication becomes particularly powerful.
Weather. Local events. School holidays. Sporting occasions. Seasonal changes.
All can create new shopping missions.
The opportunity for retailers isn't simply to reach the right household.
It's to reach that household with something useful at the moment it becomes relevant.
Perhaps the next evolution of local marketing isn't better targeting alone.
It's better timing.
How quickly can your marketing respond when your customer's shopping mission changes?