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Q4 2023 12 for ‘24 – Travel

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As we conclude 2023 and look toward the new year, MediaRadar reviewed advertising from hotels, airlines, tourism bureaus among others in the travel industry. Here are some recent trends and key advertisers within this space. 

Whether these sectors are quickly advancing or slowly rebounding, gain insights to create strategic outreach and make informed media planning decisions for your clients.

Read on for our exclusive analysis of the categories poised to take flight in 2024 based on the latest national advertising insights.

For more updates like this, stay tuned. Subscribe to our blog for more.

Will Travel Advertising Take Off in 2024?

MediaRadar’s analysis of national advertising across TV, print, and digital channels shows travel ad spending reaching $5.25 billion through November 2023. While this represents a modest 5% year-over-year increase from 2022, it masks significant fluctuations across quarters and travel subcategories.

The 18% YoY increase to nearly $1.57 billion in Q1 2023 points to travel providers eager to capture early bookings. However, ad investment pulled back 14% and 17% YoY in Q2 and Q3 respectively as brands likely reassessed economic conditions. The 35% YoY ad spend spike (to $605 million) observed in October and the 66% YoY jump in November to $735mm seems to indicate travel marketers are optimistic about 2024 and securing future bookings.

12 Travel Advertisers to Watch in 2024

Here are twelve highlighted travel brands ranging from Avis Rent A Car System to Visit St. Pete/Clearwater. Combined spend from these 12 brands exceeded $954 million. A collective 126% YoY increase resulted versus the $423mm spent during the same period in 2022. All invested more than $12 million.

Avis Rent A Car System spent over $60 million to advertise its rental car service through November of this year, after a 1000% increase YoY. Avis’ online video (OLV) investment surpassed cable and broadcast TV (21%), capturing 69% of the investment. Both digital and TV increased over 1000% YoY. Summer months May ($6.7mm) and June ($3.3) saw Avis leaning into TV’s peak spending. The brand kicked off Q4 by spiking digital spend to over $11mm in October and $28mm in November.

Booking.com increased advertising by over 132% YoY to $344 million invested through November. While the national spend was diversified across digital and TV media, 68% was dedicated to online video (OLV) after a 211% YoY jump. MediaRadar’s data revealed Booking.com’s average CPM was $8.07, with video instream being the most purchased through open auction.

GetYourGuide raised its national ad investment digital, print, and TV ad investment by over 100% to more than $31mm in 2023 so far. The travel agency, offering an online marketplace to book tour guides and excursions, leaned into TV media at over 90%. Over 44% of the brand’s ad spend occurred during Q1 thanks to two airings during the Super Bowl LVII Pregame this year. It’ll be interesting to see if GetYourGuide’s ad strategy continues with TV in 2024 or if the brand will lean more into digital media.

Great Wolf Lodge increased national spending by 108% YoY to over $60 million. Most notably, OLV increased by over 1000% YoY to 47% of the investment. Several months saw over 1000% YoY in digital media spikes. Of Great Wolf Lodge’s advertising, 99% was attributed to video through online video, paid social, and TV. Three top properties that captured spend include YouTube – Kid’s Education & Entertainment, BET, and ABC Network, which account for 39% of the video spend.

Pink Jeep Tours spent over $22 million in advertising so far this year. They kicked off in October (September was less than $300k) to reach potential passengers for its on and off-road excursions. Over 99% went toward online video with all ads being 45 to 60 seconds. Three top properties were 94% of the OLV: YouTube’s Kid’s Education & Entertainment, Music, and Society & Culture programming channels. Be prepared with MediaRadar’s Outreach Writer as this brand may explore other advertising media in 2024.

Visit St. Pete/Clearwater increased by 989% YoY to more than $23 million spent attracting tourists to Pinellas County, Florida so far this year. The tourism bureaus selected a 96% print strategy for this year. Newspaper advertising increased by over 1000% YoY with The New York Times as a top outlet. The bulk of spending (99%) occurred in July, most likely to entice the “snowbirds” to the south for the winter season. There’s an upcoming RFP in February.

Walt Disney World increased by 15% YoY to nearly $442mm invested to advertise its amusement park. Digital topped $340mm after a 9% YoY increase through November and TV was up 45% YoY. Print ad spend decreased 70% YoY to less than $600k. Of the digital spending, 93% was bought programmatically so far this year.

Hilton Hotels & Resorts invested over $99 million after a 204% YoY increase driven by digital media, increasing by nearly 450% YoY. The hotel group dedicated 79% to online video ads, topping $78 million after increasing 654% YoY. The average online video CPM was $3.99 with 100% bought through open auction with top placement on YouTube’s Society & Culture channels.

Indiana Office of Tourism Development spent over $47 million to entice visitors to its area. That’s a result of online video spend increasing by over 1000% YoY with 99% of the ads dedicated to OLV. The majority were 16 to 30 seconds in length ($41mm) with the most concentration on YouTube’s Travel, Society & Culture, and Music channels which saw 49% of the video spend.

Atlas Ocean Voyages increased by 436% YoY to more than $17.6 million spent. The cruise line leaned into newspaper advertising at 84% of the spend and magazines were at 15%. As a result, print investment was over $17.4mm thanks to a 467% YoY increase in the media. Ads spanned across 12 print trade outlets with The New York Times capturing the largest share at nearly 85%.

TripAdvisor increased by 33% YoY to over $58 million spent through November 2023. Digital media increased 20% YoY and spending started with TV and print outlets this year. The travel website adopted a diverse mix with paid social ads in over 37% of its spend at over $30mm, followed by online video at 32% with nearly $19 million. The average online video CPM was $2.97, recommending not exceeding $6.34 in open auctions.

Caesars Palace Las Vegas spent nearly $12.5 million so far this year with 99% of the spend dedicated to national broadcast TV ads. Spending kicked off in July, but September was a period of peak spend with over $9.4mm invested that month. The top networks were ABC and CBS with Pro Football as the top TV programming category with $3.3mm invested.

MediaRadar Shows Travel Advertisers Spending

MediaRadar’s advertising data reveals that some sectors of the travel industry are ready for growth in 2024, after weathering economic uncertainty. Rental cars (+110% YoY) and online travel agencies (+19% YoY) are already increasing ad spend.

Subscribe to our blog for more exclusive advertising insights and data-backed recommendations across industries. See how MediaRadar’s competitive intelligence platform can support your sales strategy and be your revenue partner in 2024.

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April 18, 2024 - Iran targeted in aerial attack

Kathleen Magramo, Sana Noor Haq, Christian Edwards, Aditi Sangal, Elise Hammond, Amir Vera, Tori B. Powell and Maureen Chowdhury, Adam Renton and Elizabeth Wolfe, CNN

Our live coverage of the attack on Iran has moved here .

Attack was a calculated message to Iran, retired US Army general says

From CNN's Michael Holmes and Elizabeth Wolfe

The attack on Iran early Friday was likely intended as both a retaliatory measure and a cautionary message, a retired US Army Major General told CNN.

For days, Israel has been weighing its response to unprecedented weekend strikes from Iran, which were launched in retaliation for a suspected Israeli strike on its embassy compound in Syria earlier this month.

A US official told CNN that Friday's attack was an Israeli strike. Israel has declined to comment on it.

“Israel must maintain its vigilance” in case Iran decides to respond with another show of force, retired Major General Mark MacCarley said.

By targeting the Iranian province of Isfahan — the site of significant nuclear facilities —Israel was likely warning that it could easily overwhelm Iran's defenses, MacCarley said.

“I think that there was a very deliberate thought process on the part of the Israeli war cabinet," he said.

"Israelis had to retaliate, but at the same time, within that retaliation was a message, and that is, 'Yes, we can get through. Don’t do it again. If you do it again, then all heck will break out.'"

Blast heard near Isfahan was caused by air defense firing at "suspicious object," Iranian official says

From CNN's Adam Pourahmadi and Irene Nasser

A loud blast heard near the Iranian city of Isfahan was caused by "air defense firing at a suspicious object," an Iranian senior military commander said, according to Iran's state-aligned Tasnim news agency.

There was no "damage or incident," said senior military commander Second Brigadier General Mihandoust in Isfahan Province, according to Tasnim.

A US official told CNN that Israel had carried out a strike inside Iran. The Israeli military has not commented.

Iranian state media are reporting that all facilities in the area are secure, including significant nuclear facilities .

Three explosions were heard early Friday near the military base where fighter jets are located in the Isfahan province, Iran's semi-official FARS news agency reported.

Iran's National Cyberspace Center spokesman, Hossein Dalirian, said air defenses shot down three drones and "there are no reports of a missile attack for now."

The Middle East is on edge after a strike on Iran. Here's what we know

From CNN staff

Israel has carried out a strike inside Iran, a US official told CNN on Friday , in a move that threatens to further escalate conflict in the Middle East.

Iran’s air defense systems were activated in several locations after explosions were heard close to the airport and an army base in the province of Isfahan, state media reported early Friday morning.

Israel has not taken responsibility for the attack.

Here's what we know:

• What Iranian reports say: Three blasts were heard near a military base where fighter jets are located in northwest Isfahan, Iran’s semi-official FARS news agency reported. Following the strike, Iranian media reported that all facilities around Isfahan are secure, including significant nuclear facilities in the area. Iran's National Cyberspace Center spokesman, Hossein Dalirian, said air defenses shot down three drones and "there are no reports of a missile attack for now."
• What was the target? That remains unclear, but the US official told CNN the strike's target was not nuclear. According to FARS, a military radar was a possible target. Ghahjaworstan, where an explosion was heard, is located near Isfahan Airport and “the eighth hunting base of the Army Air Force,” FARS reported.
• How did we get here? Tensions remain acute across the Middle East as Israel wages war in Gaza against Palestinian militant group Hamas, an Iranian ally. Meanwhile, a decades-long shadow conflict between Israel and Iran erupted into the open on the weekend when Iran launched an unprecedented attack on Israel that Tehran said was retaliation for a deadly suspected Israeli airstrike on Iran’s consulate in Syria.
• What Israel says: The Israeli military said Friday they "don't have a comment at this time" when asked by CNN about reports of explosions in Iran. Israel's war cabinet has met periodically this week without announcing any definitive action following the Iranian strikes on Israel last weekend.
• What the US says: Israel’s allies, including the United States , have called for restraint from Israel in a bid to prevent a regional war. The US "didn’t green light" an Israeli response, another senior US official told CNN. Prior to Friday's strike, the US expectation was that Israel would not target civilian or nuclear facilities, the second official said.
• What happens next? That also remains unclear. Reports of the explosions came hours after Iran’s Foreign Minister Hossein Amir-Abdollahian told CNN  that if Israel takes any further military action against Iran, its response would be “immediate and at a maximum level.” He added: “If the Israeli regime commits the grave error once again our response will be decisive, definitive and regretful for them.”

Iran lifts flight suspensions put in place following reports of explosions

Iran has lifted flight suspensions put in place after reports of explosions near a military base in Isfahan province, according to the spokesperson of the Civil Aviation Organization.

"We inform you that the operational restrictions imposed on the airports have been removed and the airlines are allowed to carry out scheduled flights," the spokesperson said.

Flights have resumed at Mehrabad Airport and Imam Khomeini International Airport, the two major airports in Iran's capital, Tehran, after being suspended earlier today.

Iran had earlier temporarily suspended all flights heading to the cities of “Tehran, Isfahan and Shiraz, the airports of the West, North West and South West," state-run Mehr TV reported.

Outgoing flights were also briefly canceled.

Iranian state media reports no major disruption to Isfahan's infrastructure

From CNN's Nic Robertson and Elizabeth Wolfe

Following a strike in Iran's Isfahan province, Iranian state media are reporting that all facilities in the area are secure, including significant nuclear facilities, CNN International Diplomatic Editor Nic Robertson reports.

Though a US official told CNN Israel has carried out a strike inside Iran, Israel has not taken responsibility for the attack.

"The overall impression that's being related by the Iranian government and other media outlets in Iran is that whatever events have happened — and they do leave it rather ambiguous — it has not damaged significantly any important facilities near Isfahan," Robertson said.

State media is also reporting that they have not had any enemy aircraft come into Iranian airspace, he added.

Flight en route to Tehran returns to Dubai

From CNN's Sandi Sidhu in Hong Kong 

A flight from Dubai to Tehran was diverted back to the United Arab Emirates on Friday morning after Tehran's Imam Khomeini International Airport closed. 

A Flydubai spokesperson told CNN that flights from Dubai to Iran had been canceled. 

"Flydubai flight FZ 1929 from Dubai to Tehran on 19 April has returned to Dubai due to the closure of Tehran Airport (IKA). In line with the issued NOTAM, our flights to Iran today have been canceled. The safety of our passengers and crew is our priority," the spokesperson said.

The flight left for Dubai at 4:10 a.m. (8:10 p.m. ET) and arrived back in Dubai at 5:51 a.m. (9:51 a.m. ET). 

US Secretary of Defense spoke with Israeli Defense Minister earlier Thursday before Israel attacked Iran

From CNN's Mary Kay Mallonee

US Secretary of Defense Lloyd Austin spoke with Israeli Minister of Defense Yoav Gallant earlier Thursday about “regional threats and Iran’s destabilizing actions in the Middle East,” according to a Pentagon readout.

The call happened before Israel carried out a strike inside Iran . The Pentagon readout does not mention any discussion of Israel’s plans to attack.

Austin also discussed "the importance of increasing and sustaining the flow of humanitarian aid to Gazan civilians, including via the new route from Ashdod Port in Israel," the readout said.

CNN reported Thursday night that Israel had told the US that it would be retaliating against Iran in the coming days, according to a senior US official.

Iran's air defense downs 3 drones, official says, as state media reports no large-scale strikes

From CNN's Adam Pourahmadi and Hamdi Alkhshali

Iranian air defenses shot down three drones Friday, according to a Tehran official, as state media said no large-scale strikes or explosions had been reported following blasts near the central city of Isfahan.

It comes after a US official told CNN Friday that Israel had carried out a strike inside Iran, in a move that threatens to raise regional tensions.

Iran's air defense systems were activated in several regions as a precaution against potential aerial threats, according to state news agency IRNA.

“Following the activation of air defense in some parts of the country to deal with some possible targets, reports indicate that so far, no large-scale strikes or explosions caused by any air threat has been reported,” IRNA said early Friday local time.

Extensive checks in Isfahan, a critical central province with significant nuclear facilities, indicate that all sensitive military and security installations remain secure, with no incidents reported.

Missile defense systems were not activated, IRNA added.

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News & features, winter center, news / live updates, live: storm chaser captures jaw-dropping footage of wedge tornado crossing i-80 in nebraska.

Tornadoes and damaging thunderstorms blasting across the central United States, and will continue to threaten lives and property in more than a dozen states through the weekend.

Updated Apr. 26, 2024 4:09 PM PDT

Catastrophic destruction: Emergency crews in Elkhorn, Nebraska checking damaged houses

By Monica Danielle, AccuWeather Managing Editor

Apr. 26, 2024 7:08 PM PDT

Photos and videos of catastrophic damage are emerging on social media, showing utter destruction in Elkhorn, Nebraska , a suburb of Ohama, in the wake of a massive tornado that tore through.

Radar showing a supercell thunderstorm with tornado debris ball moving northwest of Omaha, Nebraska on April 26, 2024.

The Red Cross has set up an emergency shelter for Elkhorn-area residents at 204th and W Maple in the St. Patrick's parking lot , according to the Omaha Police Department.

Douglas County authorities report a reunification center is being established at Elkhorn Middle School for parents whose students were held during the earlier warnings, according to 6 News WOWT.

Please avoid the Elkhorn area at this time as emergency personnel are assisting those in the path of the tornado. — Omaha Police Dept (@OmahaPolice) April 26, 2024

The Omaha Police Department tweeted it has established a command center and emergency personnel are checking damaged houses searching for residents who need help. Additional officers are being brought in to assist with 911 calls citywide. Officials are asking everyone to avoid the Elkhorn area “as emergency personnel are assisting those in the path of the tornado.”

As of 7 p.m. CDT, poweroutage.us is reporting more than 11,000 customers are without power in Nebraska.

Another perspective: Tornado rips across Nebraska freeway

Apr. 26, 2024 5:47 PM PDT

Drivers on Interstate 80 got an incredibly scary view of a powerful tornado  on the afternoon of April 26. Officials urged residents in eastern Nebraska to seek shelter “immediately” as massive tornadoes moved through the Lincoln and Omaha metro areas 

Drivers on Interstate 80 got an incredibly scary view of a powerful tornado on the afternoon of April 26.

You can track the severe weather on  AccuWeather’s weather radar . AccuWeather meteorologist Brian Lada has been monitoring the radar throughout the afternoon and said a tornado northwest of Omaha was a “menace on radar” with  a debris ball that appeared to be over a mile wide .

A debris ball, technically known as a  tornadic debris signature  ( TDS ), is an area of high reflectivity on weather radar caused by a tornado lofting debris into the air.

Storm chaser captures jaw-dropping footage of wedge tornado crossing I-80 in Nebraska

Apr. 26, 2024 4:57 PM PDT

Storm chaser Aaron Jayjack captured this video near Lincoln, Nebraska, on April 26 as a violent tornado tore across a highway, leaving at least one tractor trailer on its side.

Storm chaser Aaron Jayjack was uniquely positioned to record this stunning footage of a massive wedge tornado crossing Interstate 80 in Nebraska Friday afternoon.  “VIOLENT tornado just crossed the Interstate 80 Lincoln, NE,”  he tweeted .

You can see the powerful twister flinging debris across the interstate as motorists attempt to navigate the treacherous roadway. At one point during the video, Jayjack shouts, “Oh, somebody got hit!” 

At least one tractor-trailer was tossed on its side by the intense wind. No word yet on injuries. The Nebraska Department of Transportation caught a different view of the massive twister.

A tornado near Interstate 80 in Lincoln, Nebraska, on April 26, 2024. (Nebraska Department of Transportation)

Wedge tornadoes are the most destructive  and catastrophic tornadoes and can grow to be over a mile in diameter.

Storm chaser captures tall rope tornado tearing across Nebraska field

“Wow!!! What a tornado  just north of Ravenna, Nebraska, this Friday at 12:32 p.m. CDT,” storm chaser Brandon Montgomery  tweeted  after recording this footage. “Incredible experience!”

Storm chaser Brandon Montgomery followed a tall rope tornado as it tore across a field in Ravenna, Nebraska, on April 26.

Ravenna is about 175 miles west of  Omaha , which is  one of the major metro areas that are very close to or within the high-risk area  into Friday night  along with  Kansas City , Missouri; and  Des Moines , Iowa.

Rope tornadoes, named after their long, thin appearance, are the  smallest type of tornado and can be short-lived, lasting just a few minutes but can be just the start of the evolution of a twister. Don’t be fooled by their size!  Even a thin rope tornado can cause damage, although the path of destruction tends to be narrow  compared to other kinds of whirlwinds.

Storm chaser intercepts large tornado in Nebraska

By Brian Lada, AccuWeather meteorologist

Apr. 26, 2024 2:39 PM PDT

One of the first tornadoes of the day touched down in central Nebraska , and AccuWeather Storm Chaser and Meteorologist Tony Laubach was on the scene.  Laubach came within a few hundred yards of a large tornado near Elba, Nebraska , as it crossed the road in front of him. Watch the heart-pounding video below:

Meteorologist Tony Laubach got up close with a tornado as it crossed a highway in Elba, Nebraska, on April 26.

New tornado watch issued where strongest storms are expected

Apr. 26, 2024 2:06 PM PDT

There is a  high risk of tornadoes, powerful winds and large hail  in part of the central United States today, according to AccuWeather meteorologists, and intense storms are in short order.  A new tornado watch has been issued for eastern Nebraska and western Iowa  in the area where the strongest storms of the day are expected.  A tornado has already been reported  from a storm about 150 miles west of Omaha, Nebraska, according to storm chasers in the area.

A tornado watch is also in effect for northeastern Texas  and part of southeastern Oklahoma where locally severe storms have been rumbling since late Friday morning.  People who are under a tornado watch should remain vigilant and seek shelter if a tornado warning is issued.

'Tornado on the ground': Multiple supercells move over Kansas

Apr. 26, 2024 12:01 PM PDT

Stormchaser Ben McHone captured this  ominous footage of multiple supercells moving across northwest Kansas producing heavy rain, hail and the formation of a ‘needle tornado’  on Thursday afternoon.

Multiple supercells moved across northwest Kansas producing heavy rain, hail and formation of a needle tornado on April 25.

A needle tornado is another name for a  rope tornado  which is the smallest type of tornado and named for its long, thin appearance.

On the thunderstorm spectrum,  supercells are the least common type of thunderstorm.  What makes a supercell unique from all other thunderstorm types is that  it contains a deep and persistent rotating updraft called a mesocyclone.

Supercells have a high propensity to produce severe weather , including damaging winds, very large hail, and even violet tornadoes.

Violent storms likely into Friday night

Apr. 26, 2024 11:16 AM PDT

“ There could be more than a dozen tornadoes spawned from Friday afternoon to Friday night alone ,” AccuWeather Chief On-Air Meteorologist Bernie Rayno said. “Into Friday night, the areas most likely to be strewn with intense, discrete thunderstorms -- the type that often produces strong tornadoes -- extends from northeastern Kansas and northwestern Missouri to southeastern Nebraska and southern and central Iowa.”

Major metro areas that are very close to or within the high-risk area into Friday night include  Kansas City , Missouri;  Omaha , Nebraska; and  Des Moines , Iowa.  The AccuWeather Local StormMax™  straight-line wind gust  is 80 mph into Friday night  and is stronger than that of the minimum threshold for a hurricane (74 mph).

People in the severe weather threat zones each day and night are encouraged to  pay attention to the weather, take alerts and warnings seriously and have a plan of action  in place in case violent conditions become imminent. A method to receive audible alerts when sleeping is strongly advised

Thursday’s storms seen from space

Apr. 26, 2024 9:19 AM PDT

High resolution imagery of severe storms erupting tonight across the Central Plains. pic.twitter.com/S6GqdUuKba — CIRA (@CIRA_CSU) April 26, 2024

As severe weather erupted over the Plains on Thursday afternoon, NOAA’s GOES-EAST weather satellite was keeping a close eye on the evolving situation. The satellite was focused on  eastern Colorado, western Kansas, and southern Nebraska, where the strongest storms of the day rumbled to life . There were around  70 reports of large hail from storms in this area, including chunks of ice as large as tennis balls.

Storm chaser nearing 500,000 miles in pursuit of storms, twisters

Apr. 26, 2024 7:39 AM PDT

The miles can add up fast for folks who drive across the country to capture footage of tornadoes and severe thunderstorms, and one storm chaser is closing in on a monumental benchmark. “ I am making my way to half a million storm-chasing miles, ” AccuWeather Meteorologist and Storm Chaser Tony Laubach said.  So far this year, Laubach has logged 5,448 miles , and he will add to that in the coming days as he hunts down dangerous storms across the central United States. Laubach said that  hitting the 500,000-mile mark has been a long-standing goal for his storm-chasing career  and he might finally reach the benchmark later this year.

Blue shelf cloud moves over Arkansas

By Jesse Ferrell, social media producer and meteorologist

Apr. 25, 2024 9:23 PM PDT

Heavy rain and hail hit Little Rock, Arkansas, as this shelf cloud passed through the area.

An incredible timelapse of a shelf cloud with blue hues was recorded in Little Rock, Arkansas Thursday afternoon. Flooding was also reported from the storms.

Shelf clouds often form at the leading edge of strong winds  flowing down and outward from a storm.  It is not uncommon for thunderstorms to contain blue or green tinted clouds , but there is no direct correlation to the severity of the storm.

Storm chaser wraps up a day of tracking severe weather, gets ready for tomorrow

AccuWeather meteorologist and storm chaser Tony Laubach is  wrapping up a day of tracking severe weather across Kansas  and is headed east to get set up for tomorrow. AccuWeather Prime’s Melissa Constanzer caught up with Laubach as he traveled through Quinter, Kansas.

“It has been more of a hail day today,”  Laubach said. “Most of the hail we saw was anywhere between nickel and quarter-sized. We had  hail reports in Kansas as big as two-and-a-half inches , that would be tennis ball-sized hail. ”

In the video below, Laubach explains why there was more hail than tornadoes:

Severe thunderstorms produced prolific hail across parts of the Plains on April 25, but cold air undercut the threat for tornadoes.

Tennis-ball-sized hail pelts the Plains

Apr. 25, 2024 8:50 PM PDT

Storm spotters reported  hail as large as 2.5 inches in diameter (about the size of a tennis ball)  near Russell Springs, Kansas, earlier Thursday evening, with 2-inch-diameter hail near Syracuse and Colby, Kansas.  Wind gusts also spiked to 70 mph  at a weather station near Sharon Springs, Kansas.

Hail as large as 4.5 inches in diameter  fell in the Carolinas last weekend.  A hailstone that fell in Vivian, South Dakota, on July 23, 2010 ,  holds the United States' record for largest hail size with  a diameter of 8 inches  and heaviest weight at 1.94 pounds.

Severe weather to escalate on Friday

Apr. 25, 2024 7:59 PM PDT

Thursday is just the start of an extended severe weather event across the central United States . AccuWeather meteorologists say there is a high threat of severe thunderstorms on Friday and Friday night, the second-highest level on AccuWeather’s severe weather index.

Approximately 38 million people could face thunderstorms, the strongest of which may spin up tornadoes and unleash large hail and damaging winds.

Additional rounds of severe weather are in the forecast through the weekend , with some areas at risk of being hit multiple times.

Landspout touches down in Colorado

Apr. 25, 2024 6:34 PM PDT

A landspout tornado touches down in Akron, Colorado as another funnel cloud spins above it.

A landspout tornado touched down today near Akron, Colorado,  while another funnel cloud spun nearby. The landspout was on the ground for only five minutes.  Landspouts start as a column of spinning air near the ground  and aren't always connected to a severe thunderstorm, whereas tornadoes are spawned in a rotating thunderstorm and move down to the ground.

Tornado watches issued as storms erupt

Apr. 25, 2024 6:18 PM PDT

Severe thunderstorms are rumbling over the Plains with  two tornado watches in effect  from eastern Colorado and southern Nebraska to the Texas Panhandle.  One thunderstorm in northwestern Kansas has already produced a tornado , according to a storm chaser in the area. Thunderstorms may become more widespread into Thursday night over the region, with additional watches possible. Three preliminary tornadoes have been reported across the entire region as of 5:10 p.m. CDT.

Tornado watches in the central United States as of 5 p.m. CDT on April 25, 2024. (AccuWeather)

A tornado watch means that weather conditions are prime for severe thunderstorms to develop and spin up twisters. Meanwhile,  a tornado warning means that a tornado is imminent or is happening  and that people in the path of the storm should seek shelter.

Calm before the storm

Apr. 25, 2024 3:03 PM PDT

A clear sky over Colby, Kansas, an area where tornado-producing thunderstorms are possible later Thursday afternoon. (AccuWeather/Tony Laubach)

Storm chasers are in position ahead of an outburst of thunderstorms expected to erupt over part of the Plains later Thursday afternoon.  AccuWeather Meteorologist and Storm Chaser Tony Laubach is in Colby, Kansas , located in the northwest part of the state, and is sitting under a sunny sky with a few patches of clouds.  A much different scene is foreseen to unfold over the region in a few hours, including the potential for tornadoes.

In-depth look at the severe weather threat

Apr. 25, 2024 1:07 PM PDT

AccuWeather Severe Weather Expert Guy Pearson joined Chief Meteorologist Bernie Rayno to talk about the forthcoming severe weather outbreak over the United States,  explaining why the threat of damaging thunderstorms will unfold over several days.  Watch the interview below:

The Plains and Midwest regions of the United States face a weekend of dangerous severe weather including the risk of tornadoes starting on Friday.

Types of tornadoes that may touch down through the weekend

Apr. 25, 2024 11:56 AM PDT

Tornadoes come in all shapes and sizes, but meteorologists can classify each one based on distinct features.  The smallest type of twister is a rope tornado , named after its long, thin appearance. It is one of the most common types of tornadoes and can be short-lived, but  some evolve into larger, more powerful twisters.

A large tornado spinning near Morton, Texas, on May 23, 2022. (Marcus Diaz via Storyful)

Wedge tornadoes are the largest type of tornadoes and can be over a mile wide . Some of the most intense tornadoes in history were wedge tornadoes, including the EF5 that leveled Joplin, Missouri, in 2011.  Click here to see more types of twisters that occur over the United States.

Severe weather outbreak to commence Thursday afternoon

Apr. 25, 2024 10:19 AM PDT

The first round of a multiday severe weather event is about to unfold over the central United States with  each day through the weekend bringing the risk of damaging winds, hail and tornadoe s. On Thursday, the severe weather threat will extend from northern Texas to eastern Wyoming, with  thunderstorms expected to erupt late Thursday afternoon.  The strongest storms are likely from the Texas Panhandle through western Kansas.

An even higher risk of severe weather is in the offing at the end of the week as the next round of thunderstorms unfolds. “ I think the worst days for severe weather, specifically tornadoes, is going to be [Friday] and then on Saturday ,” AccuWeather Chief Meteorologist Bernie Rayno said.  Click here for a full breakdown of the impending severe weather outbreak.

How to stay alert when severe weather nears

By AccuWeather staff

Apr. 25, 2024 8:17 AM PDT

Knowing when  severe weather is approaching can be life-saving information , especially during a severe weather outbreak, like what is unfolding over the South Wednesday. One of the easiest ways to receive severe weather alerts, such as tornado warnings, is by  having the free AccuWeather App on your smartphone .   Unlock advanced, hyperlocal severe weather alerts when you  subscribe to Premium+  on the  AccuWeather app , which also provides an ad-free experience. AccuWeather Alerts™ are prompted by our expert meteorologists who monitor and analyze dangerous weather risks 24/7 to keep you and your family safer. These custom alerts can provide critical time to seek shelter before damaging weather moves into the area . Watching the AccuWeather Network and monitoring  AccuWeather’s website  are two other ways to stay updated with the latest weather information.

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