Amarillo, Texas Media Landscape Overview

The Amarillo DMA covers the Texas Panhandle and parts of the High Plains. Viewers depend on local broadcasters for severe weather, agriculture, energy, and transportation news, with OTA viewing complemented by CTV apps and mobile alerts.

Weather & Community Reporting

Affiliates prioritize storm coverage, road and ranch conditions, and community features; public media extend statewide news and education.

Mobile and social channels deliver alerts, closings, and sports highlights across the region.

Leading Television Channels

• ABC/CBS/NBC/FOX (local affiliates): Daypart newscasts, severe weather, and sports.
• PBS: Educational programming and civic forums.
• IND/CW/MyNetworkTV: Syndicated entertainment and local magazine shows.

Major Radio Broadcasting Networks

• News/Talk: Weather, agriculture, and community affairs.
• Country/Red Dirt: Local remotes and concert coverage.
• Classic Rock/AC/CHR: Music formats with promotions.
• Public Radio: Statewide news and arts.

Media Consumption Patterns & Audience Behavior

Broadcast First

OTA TV dominates severe weather and school alerts; high school sports drive peak weekend viewing.

Streaming & Mobile

CTV apps and push alerts extend reach; short‑form video sustains daytime engagement.

Market Metrics & Industry Statistics

Media Trust & Consumer Preferences

Local Trust

Meteorologists and local anchors drive loyalty; timely alerts lead engagement.

Preferences

Live weather, preps, and family entertainment dominate attention; faith programming remains steady.

Sources

• https://www.nielsen.com/us/en/insights/report/2025/the-gauge-may-2025/
• https://www.fcc.gov/media/television/broadcast-ownership
• https://www.pbs.org/
• https://www.ready.gov/alerts