Harrisonburg, Virginia Media Landscape Overview

The Shenandoah Valley DMA spans higher education, agriculture, healthcare, and tourism. Broadcasters lead on winter weather, flooding, mountain pass conditions, and public services; OTA viewing is complemented by CTV and mobile alerts.

Regional & Community Coverage

Affiliates emphasize weather, transportation, and investigations; public media extend statewide reporting and education.

Mobile and social deliver fast updates on closures, detours, and school news across valleys and ridges.

Leading Television Channels

• ABC/CBS/NBC/FOX (local affiliates): Daypart newscasts, severe weather, and sports.
• PBS (VPM/WVPT regional): Educational programming and civic forums.
• CW/MyNetworkTV: Syndicated entertainment and local magazine shows.

Major Radio Broadcasting Networks

• News/Talk: Weather, traffic, and community affairs.
• Country/Rock/AC/CHR: Music formats with local remotes.
• Public Radio: Statewide news and arts.

Media Consumption Patterns & Audience Behavior

Broadcast Reliability

OTA TV remains essential for winter coverage and school closings; local sports and events drive weekend spikes.

Streaming & Mobile

CTV apps and push alerts extend reach; short‑form clips sustain engagement beyond evening newscasts.

Market Metrics & Industry Statistics

Media Trust & Consumer Preferences

Local Trust

Meteorologists and community anchors sustain loyalty; timely alerts lead engagement.

Preferences

Live weather, preps, and family entertainment dominate attention.

Sources

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