Local market reach WMBB News 13 serves eight counties in the Florida Panhandle with a reach of over 320,000 viewers, presenting a strong local advertising opportunity for regional brands seeking targeted, high-engagement audiences in a growing market.

Broadcast platform mix Operating a main ABC-affiliated channel and a secondary This-TV channel, WMBB offers multi-channel advertising options and bundled sponsorships across traditional TV, enabling cross-promotional campaigns and extended audience exposure.

Growth potential Panama City and surrounding areas are described as fast-growing with increasing market opportunities, suggesting expanding demand for local digital/TV ad packages and sponsored content as the footprint expands.

Staffing momentum Recent hires such as Tess Rowland indicate ongoing newsroom expansion and talent investments, which can be leveraged for joint PR campaigns, branded storytelling, and enhanced local content sponsorships.

Affiliation leverage As part of Hoak Media’s East-of-the-Mississippi footprint, WMBB can be a strategic partner for cross-market advertising programs, content syndication, and bundled media solutions across multiple markets.