Myrtle Beach–Florence, South Carolina Media Landscape Overview

This Pee Dee/Grand Strand DMA spans tourism, healthcare, manufacturing, and logistics. Broadcasters emphasize hurricanes, coastal flooding, severe storms, and public services for OTA, cable, and CTV audiences.

Media Ownership & Regulation

Affiliates and subchannels operate with South Carolina ETV/PBS and public radio; EAS partners coordinate for hurricanes, tornadoes, and flooding.

FCC translators extend shoreline and inland 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 and bilingual messaging support residents and visitors.

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.
• SC ETV/PBS: 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.
• 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 hurricane readiness, road closures, and school schedules.

Agencies and tourism boards use Facebook/Instagram/YouTube for advisories and events.

Traditional Habits

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

Public media and weeklies sustain hyperlocal reporting across coastal and inland 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, tourism/services, local sports, and Spanish‑language outreach 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/