Missoula, Montana Media Landscape Overview

This Western Montana DMA spans education, healthcare, forestry, outdoor recreation, and tourism. Broadcasters emphasize wildfire smoke, winter storms, road conditions, and public services for OTA, satellite, and CTV audiences.

Media Ownership & Regulation

Affiliates and subchannels operate with MontanaPBS and public radio; EAS partners coordinate for fires, blizzards, and floods.

FCC translators serve mountain valleys and rural corridors; universities and civic groups collaborate on public‑service and educational programming.

Digital Transformation & Connectivity

Simulcasts on apps/YouTube and FAST extend reach; push alerts and SMS support closures and traveler information.

Rural broadband projects expand access; libraries and schools bolster media literacy and device lending.

Leading Television Channels

• ABC/CBS/NBC/FOX affiliates: Local news, weather, investigations, and sports.
• MontanaPBS: Educational/cultural programming.
• The CW/MyNetworkTV: Syndicated entertainment and features.
• Spanish‑language (regional): News and variety.
• Ion/MeTV (subs): Procedurals/classic TV.
• Weather subchannels: Continuous forecasts and radar.
• Local access: Public meetings and community programs.

Major Radio Broadcasting Networks

• NPR member station: News/talk and statewide reporting.
• All‑news/Traffic/Weather: Commute and alerts.
• Country: Local hosts and promotions.
• Top 40/CHR: Contemporary hits.
• Adult Contemporary: Workplace playlists.
• Classic Rock: Catalog programming.
• Sports: Talk and play‑by‑play.
• Faith/Inspirational: Religious programming.
• Public safety/NOAA: Weather and emergency bulletins.

Media Consumption Patterns & Audience Behavior

Digital Engagement

CTV and social video extend reach; push alerts support smoke/air‑quality, closures, and school schedules.

Agencies and campuses use Facebook/Instagram/YouTube for advisories and events.

Traditional Habits

OTA TV, translators, and radio remain essential across long‑distance corridors; drive‑time and midday radio sustain audiences.

Public media and weeklies provide hyperlocal reporting for rural communities.

Market Metrics & Industry Statistics

Media Trust & Consumer Preferences

Trust Landscape

Meteorology, investigative units, and public media explainers rate highly; clear, accessible updates broaden reach.

Transparency and community engagement strengthen trust during wildfire and winter seasons.

Audience Preferences

Weather, outdoor recreation, public services, and safety perform well; short‑form advisories drive engagement.

Streaming replays and newsletters complement linear schedules.

Sources

• https://www.nielsen.com/us/en/insights/report/2024/dma-rankings/
• https://www.nielsen.com/us/en/insights/the-gauge/
• https://www.weather.gov/