“Above Normal” Hurricane Season on Deck 

June 19th, 2024 by Casey Flores

The National Oceanic and Atmospheric Administration (NOAA) is predicting  an “above normal” hurricane season for  2024 , leaving some window film dealers to get creative in their marketing efforts—particularly in Florida.  

NOAA’s 2024 Atlantic Hurricane Season Outlook

Hurricane season, which spans from June 1 to November 30, has an 85% chance of being above normal with near-record warm ocean temperatures among the contributing factors. Of 17 to 25 total storms forecasted, four to seven are expected to reach Category 3 or higher with winds of 111 miles-per-hour or higher.

Prospective customers are starting to prepare for the season as they do every year around this time, says Advanced Film Solutions owner Mike Feldman. He says inquiries and searches are ticking up, but dealers are limited on how to market security film that could help with hurricanes. That’s because a 2011 law banned film from being advertised specifically as “hurricane-resistant,” “storm-proof,” etc., to avoid misplacing consumer expectations. 

He says while some companies in Florida used to have more political influence over the “hurricane” discourse, enforcement of the law has been lax the past few years.  

“Back in maybe 2005, the shutter companies were really on top of window film guys,” he says. “Our attorney general at the time—Pam Bondi—would stop any kind of mention of it.” 

Consumers are still aware and are actively searching for protection, Feldman says. 

“Whenever there’s a named storm, I would see a 30-40% increase in people doing searches related to film,” Feldman says. “It’s still a huge part of the business in Florida anyway.” 

The first named storm—Alberto—formed this week.  

There were three major hurricanes in 2023, a total of 18 fatalities and more than $4 billion in damage.  

This article is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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