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The Abilene–Sweetwater DMA serves West Texas communities across the Big Country, blending local broadcasters, regional radio, and growing streaming usage. Anchored by education, healthcare, manufacturing, energy, and Dyess Air Force Base, the market relies on fast, practical coverage of weather, schools, base updates, and high school and college sports.
Network‑affiliated stations provide daypart newscasts, severe weather coverage, and high school sports, while community radio and newspapers amplify civic updates and event information. Public‑safety alerts and base communications shape programming priorities during storm season and regional emergencies.
Digital and social channels extend reach for breaking news, closings, and game results, with audiences splitting attention between OTA broadcast, CTV apps, and mobile feeds.
Over‑the‑air TV remains vital for severe weather, school alerts, and high school athletics. Football and basketball drive peak spikes across broadcast and radio, with expanding shoulder content on streaming and social channels.
Households mix OTA antennas with CTV apps; mobile alerts and social updates complement evening newscasts. Younger audiences skew to short‑form video and on‑demand highlights, while older viewers prefer linear newscasts.
| Indicator | Latest Figure | Source |
|---|---|---|
| DMA profile | Small‑market West Texas DMA with strong OTA reliance | Nielsen DMA Rankings |
| Platform mix | Broadcast for news/weather; growing CTV and mobile | Nielsen Gauge |
| Key content drivers | Weather, schools, base updates, and prep sports | Station reports |
Viewers prioritize timely weather, school notices, and community reporting. Familiar anchors and meteorologists sustain loyalty across counties.
Live sports, local features, and short‑form video highlights dominate attention; family entertainment and faith programming retain consistent audiences.
