Duluth–Superior, Minnesota–Wisconsin Media Landscape Overview

This Lake Superior DMA spans shipping, tourism, healthcare, and education. Broadcasters emphasize winter storms, lake‑effect snow, shipping safety, and public services for OTA, cable, and CTV audiences.

Media Ownership & Regulation

Network affiliates and subchannels operate with PBS North and public radio; EAS partners coordinate for blizzards, floods, and extreme cold.

FCC translators serve North Shore and rural counties; 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 travel advisories.

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.
• PBS North: 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 stations: 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 snow emergencies, port advisories, and school schedules.

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

Traditional Habits

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

Public media and weeklies sustain hyperlocal reporting across Northland 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 blizzards and floods.

Audience Preferences

Weather, outdoor recreation, port/shipping, and community services perform well; short‑form advisories drive engagement.

Streaming replays and newsletters complement linear schedules.

Sources

• https://www.pbsnorth.org/
• https://www.nielsen.com/us/en/insights/report/2025/the-gauge-may-2025/
• https://www.fcc.gov/media/television/broadcast-ownership