Billings, Montana Media Landscape Overview

This Montana DMA spans ranching, energy, healthcare, and retail hubs serving wide rural areas. Broadcasters emphasize severe weather, wildland fire, road conditions, and high school/college sports for OTA, cable, and CTV audiences.

Media Ownership & Regulation

Affiliates and subchannels operate alongside PBS and public radio; EAS coordination supports blizzards, floods, fire weather, and AMBER alerts.

FCC translators extend coverage across terrain; civic groups and universities collaborate on public‑service and educational programming.

Digital Transformation & Connectivity

Simulcasts on apps, FAST, and YouTube extend reach; push alerts and newsletters drive timely updates across large travel corridors.

Broadband investments expand access; libraries and schools bolster media literacy and device availability in rural communities.

Leading Television Channels

• ABC affiliate: Local news, weather, investigations.
• CBS affiliate: Breaking news and sports.
• NBC affiliate: Consumer reporting and alerts.
• FOX affiliate: NFL, entertainment, local updates.
• PBS member: Educational/cultural programming.
• The CW/MyNetworkTV: Syndicated entertainment and features.
• Regional Spanish‑language: News and variety.
• Ion/MeTV (subs): Procedurals and classic TV.
• Weather subchannels: Continuous forecasts and radar.
• Local access: Meetings and community programs.

Major Radio Broadcasting Networks

• NPR member station: News/talk and statewide reporting.
• All‑news/Traffic/Weather: Headlines, commute, alerts.
• Country: Local hosts and farm reports.
• Top 40/CHR: Contemporary hits.
• Adult Contemporary: Workplace‑friendly playlists.
• Classic Rock: Catalog programming.
• Sports: Talk and play‑by‑play.
• Faith/Inspirational: Religious programming.
• Regional Mexican (regional): Music and outreach.
• Public safety/NOAA: Weather and emergency bulletins.

Media Consumption Patterns & Audience Behavior

Digital Engagement

CTV and social video extend reach beyond prime; push alerts support weather and travel advisories across long‑distance commutes.

Agencies and schools use Facebook/Instagram/YouTube for closures, events, and services.

Traditional Habits

OTA TV and radio remain essential for storms, wildfire smoke, and local sports; drive‑time radio retains loyalty on highways.

Public media and weeklies sustain hyperlocal coverage in small towns.

Market Metrics & Industry Statistics

Media Trust & Consumer Preferences

Trust Landscape

Meteorology, investigative units, and public media explainers rate highly; plain‑language updates and radio cut‑ins broaden access.

Transparency and community engagement strengthen trust during storms and elections.

Audience Preferences

Weather, local sports, agriculture/energy, and lifestyle content perform well; short‑form advisories drive engagement.

Streaming replays and newsletters complement linear schedules.

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/