Monterey–Salinas, California Media Landscape Overview

This Central Coast DMA spans agriculture, tourism, defense, education, and marine research. Broadcasters emphasize coastal storms, flooding, wildfire smoke, road conditions, and public services for OTA, cable, and CTV audiences.

Media Ownership & Regulation

Affiliates and subchannels operate with KQED/PBS (regional partners) and public radio; EAS partners coordinate for storms, floods, and fires.

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

Digital Transformation & Connectivity

Simulcasts on apps/YouTube and FAST extend reach; push alerts support closures and travel advisories.

Broadband ubiquity enables multi‑device viewing; libraries and schools bolster media literacy and device access.

Leading Television Channels

• ABC/CBS/NBC/FOX affiliates: Local news, weather, investigations, and sports.
• PBS (regional): Educational/cultural programming.
• Telemundo/Univision (regional): Spanish‑language news and entertainment.
• The CW/MyNetworkTV: Syndicated entertainment and features.
• 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 stations: News/talk and statewide reporting.
• All‑news/Traffic/Weather: Commute and alerts.
• Spanish‑language: News, talk, and music formats.
• 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 storm readiness, closures, and school schedules.

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

Traditional Habits

OTA TV and radio remain essential for coastal weather and local sports; drive‑time radio retains commuters.

Public media and weeklies sustain hyperlocal reporting across coastal and valley 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 storms and elections.

Audience Preferences

Weather, agriculture/tourism, services, and sports 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/