WWLP

Station Profile

WWLP has been the legacy station in the Springfield/Holyoke, MA DMA since its inception in 1953. Over the years, the station has been honored with regional Emmy and Edward R. Murrow awards, Mass Broadcasters Sound Bites Awards, AP Awards and Promax Local Awards for local news, weather, digital and promotional excellence. One of very few stations in the country with a 61% news preference rating, each and every day, WWLP-22News and WWLP.com are “Working for You” by focusing on breaking news, investigative reports and weather information to keep our viewers informed and safe. Also, as a leading community partner, WWLP has become the largest local collector of toys for Toys for Tots, a sponsor of major local events such as Bright Nights at Forest Park, Star Spangled Springfield, and the World’s Largest Pancake Breakfast, and the television sponsor of over 35 major fundraising events such as all the area ACS Relays for Life, March of Dimes and Red Cross events. The station’s syndicated programming includes ratings leaders such as Dr. Phil, Judge Judy, Wheel of Fortune and Jeopardy. In addition to WWLP’s NBC affiliation on our primary channel, the CW, ION and Escape networks were added in 2015, 2016 and 2017 respectively.

Market Profile

Springfield, MA is in the 115th largest DMA in the United States, with a population of approximately 596,588 and 268,000 television households, as reported by Nielsen Media.

Cable/ADS penetration in the market is estimated to be 91% (80% wired, 11% ADS). The largest employers in this market are The University of Massachusetts, Baystate Health System Inc., Massachusetts Mutual Life Ins, Big Y World Class Markets, Westover Air Reserve Base, The Sisters of Providence Health, Yankee Candle, Smith & Wesson Holding Corp, and a number of colleges & universities in the area. Source: Nielsen, Massachusetts Labor and Workforce Development, US Department of Commerce.