While Reporters are outside freezing T-shirts and throwing cups of hot water in the air, normal people are staying in.
And that is good news for the TV stations and companies like Netflix. And the cold weather is really good for local news.
The Milwaukee Journal says that 70,000 extra television homes tuned in to the 5 p.m. newscasts on all four Milwaukee network affiliates Monday, compared with the average number during the November ratings sweeps period.
Viewers presumably tuned in for extreme weather coverage as the windchill neared 50 degrees below zero. Combined 5 p.m. ratings were a 27.9 compared, with a 19.9 in November.
The 5 p.m. newscasts were the most watched of the day.
At 5 p.m., WISN-TV (Channel 12) experienced a four-point jump and WTMJ-TV (Channel 4) a three-point jump. WTMJ climbed almost five points between 3 and 5 p.m.
A local rating point is the equivalent of 9,100 homes.
Combined ratings for the three local affiliates with a 6 p.m. newscast were a 22.2 compared, with 16.1 in November, or an increase of 55,500 TV homes.
Curiously the 10 p.m. flagship newscasts experienced the smallest viewership increase, to a combined 25.3 rating from a 24 rating in November, or an increase of 11,800 viewers.
And more than 27,000 extra viewers tuned into the 6 a.m. local news show race.
WISN, which won all four time slots, claims the Polar Vortex icy crown.