eMM Media Monitoring Solutions in Waco-Temple-Bryan, Texas

The Waco–Temple–Bryan DMA spans Central Texas across McLennan, Bell, and Brazos counties. Network affiliates, Texas public media, and strong radio clusters serve audiences focused on weather, higher‑ed, manufacturing, and agriculture; CTV/streaming continues to rise with broadband expansion.

Media Ownership & Regulation

Affiliates for ABC, CBS, NBC, FOX, and The CW operate alongside PBS (KAMU/KLRU regional). FCC spectrum and ownership rules apply; local agencies prioritize emergency alerts and public‑interest messaging.

Consolidation streamlines operations and syndication; public media complements commercial outlets with statewide news and educational programming.

Digital Transformation & Connectivity

Connected TVs, mobile alerts, and podcasts are mainstream. Publishers extend newscasts to FAST/CTV and social video; newsletters and push alerts sustain engagement during weather and campus cycles.

Broadband access is strong in metro cores; rural gaps persist but are narrowing via fiber and fixed‑wireless builds.

Leading Television Channels

KXXV 25 (ABC)
KCEN 6 (NBC)
KWTX 10 (CBS)
KYLE/KFXV (FOX, regional carriage)
KAMU‑TV (PBS, Bryan/College Station)

Major Radio Broadcasting Networks

KAMU 90.9: Public radio news and culture.
WACO 100: Country.
Mix 104.9: Adult contemporary.
La Ley 104.1: Regional Mexican.
SportsRadio 1150/93.7 The Zone: Sports talk.

Media Consumption Patterns & Audience Behavior

Digital Engagement

Streaming, mobile news, and social video drive attention. Podcasts and smart‑TV apps extend reach; alerts and newsletters sustain engagement during weather and campus cycles.

CTV/OTT with DMA targeting and first‑party data underpins attribution‑friendly campaigns.

Traditional Habits

Live TV remains central for storms, elections, and high school/college sports. News/talk and public radio sustain strong time‑spent‑listening.

Higher‑ed, manufacturing, and agriculture topics draw consistent audiences.

Market Metrics & Industry Statistics

Key DMA metrics for Waco–Temple–Bryan, Texas
Indicator	Latest Figure	Source
DMA market rank	Mid‑sized U.S. market	Nielsen DMA Rankings
Streaming share of TV usage	~46% (U.S. reference, 2024)	Nielsen The Gauge
Broadband access	High in metro; rural gaps narrowing	FCC/National Broadband Map

Media Trust & Consumer Preferences

Trust Landscape

Local stations and public media sustain comparatively higher trust; transparency and service journalism bolster credibility.

Community engagement—call‑ins, town halls, and newsroom Q&As—supports trust across audiences.

Audience Preferences

Audiences blend live news/sports with on‑demand streaming and short‑form video. Weather, schools, and public safety are reliable drivers.

Accessibility features (captions, transcripts) broaden reach.

Sources

eMM Technology Graph

Waco-Temple-Bryan, Texas Media Landscape Overview