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St. Louis' bi-state media market reaches more than 2.3 million residents across eastern Missouri and southwestern Illinois, balancing industrial heritage, health care anchors, and revitalized riverfront districts. Local outlets pair severe-weather readiness, infrastructure updates, and civic accountability with storytelling around the Cardinals, Blues, and St. Louis CITY SC.
KMOV, KSDK, FOX 2, and KPLR coordinate investigative units, Storm Mode weather teams, and drone coverage to monitor downtown redevelopment, MetroLink expansions, and public safety initiatives.
Bally Sports Midwest, STL City SC's Apple TV deal, and the Cardinals Radio Network drive multi-platform highlights, while nonprofit STLPR and the Riverfront Times amplify neighborhood journalism and government scrutiny.
Innovation districts like Cortex and 39 North fuel coverage of bioscience, agtech, and geospatial startups, and cross-river commuters expect dependable bridge, rail, and highway updates each rush hour.
Faith-based, Black-owned, and Hispanic publishers collaborate on election explainers, education equity, and small-business features, extending reach through podcasts, newsletters, and bilingual town halls.
Cardinals and Blues telecasts regularly top local ratings, with Bally Sports Midwest, KSDK, and KMOX coordinating pregame and postgame coverage that highlights player philanthropy and stadium upgrades.
St. Louis CITY SC, SLU Billikens, and Battlehawks spring football bring new audiences to streaming packages, podcasts, and social feeds, sustaining sports talk momentum year-round.
Roughly 63% of households subscribe to paid streaming bundles, yet evening newscasts remain essential for tornado warnings, Mississippi River flood updates, and investigative reporting on regional development.
Commuters rely on KMOX, STLPR, and HOT 104.1 for traffic and civic conversations, while smart speakers and newsletters deliver daily briefings to hybrid workers across the metro area.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA population | approximately 2.3 million (2024) | Nielsen DMA Rankings |
| DMA market rank | Rank 24 (Nielsen 2024) | Nielsen DMA Rankings |
| Streaming penetration | approximately 63% of households with paid OTT services | Nielsen The Gauge, 2024 |
| Local news share | about 37% of daily television viewing | Nielsen Local TV, 2024 |
| Sports telecast reach | Cardinals games reach ~68% of TV households in-season | Nielsen Sports, 2024 |
Edelman Trust Barometer surveys cite veteran anchors and meteorologists at KMOV, KSDK, and FOX 2 as reliable voices during severe-weather outbreaks, infrastructure debates, and public safety incidents.
Community partnerships with Nine PBS, STLPR, and Boost Radio support literacy drives, civic forums, and nonprofit campaigns, reinforcing loyalty across urban neighborhoods and suburban counties.
Cardinals baseball, Blues hockey, and NCAA hoops anchor seasonal viewing, while Broadway at the Fox Theatre, The Muny, and regional festivals inspire lifestyle coverage and streaming recaps.
Podcast networks, STL Made storytelling, and independent filmmakers elevate local cuisine, craft beer, and Route 66 nostalgia, shaping distinctive entertainment preferences.
