SmithGeiger to Unveil Texas Media Consumption Survey Findings

posted on 3.24.2025

- TAB Member Station Presentations Slated for April 3 and 8

TAB has commissioned the research and strategy firm SmithGeiger to conduct a comprehensive statewide survey of Radio and Television audiences to provide valuable insights into viewers’ and listeners’ evolving media needs and preferences across Texas.

The survey explores key topics relevant to member stations’ sales, news, programming, marketing, digital/streaming, social media, and overall strategy for growing and reaching audiences.

The survey’s projected sample size was 2,000 (2,051 actual respondents), with 25% Spanish language respondents of which 200 were Spanish-dominant and 300 were Spanish-speaking.  

The statewide survey data is grouped into eight regions, including North Texas, West Texas, South Texas, Central Texas, East Texas, Dallas-Fort Worth, Houston and San Antonio.

“This project represents a significant investment in the future of broadcasting in Texas, and we’re excited about its potential to inform station leaders’ decision-making and enhance stations’ connection with their audiences,” said TAB Chairman John Moesch, VP/GM of Brazos Communications West’s KQRX/KHKX/KMCM Odessa-Midland.

“SmithGeiger’s extensive expertise in the local media landscape has helped nearly every major broadcast group in the country in their quest to grow audiences across broadcast, streaming, digital and social platforms,” he said.

The firm worked closely with TAB’s 37-member Board of Directors and the smaller Member Services Committee to collectively identify the top issues for the survey to address.

The committee is co-chaired by Josh Young of KWTX/KNCT-TV Waco-Temple and David Klement, owner/operator of Community Broadcast Partners’ KORQ/KABW-FM Abilene.

Once the membership presentations conclude, TAB will coordinate for SmithGeiger to present its findings to ad agencies across the state.

Presentation, Registration Details

TAB and SmithGeiger will make two virtual presentations to member stations ideal for GMs, news directors, research directors and sales leaders.

• Total Population Findings:  Thursday, April 3rd, at 2 PM CDT
• Spanish Language Only Findings:  Tuesday, April 8th at 10 AM CDT

SmithGeiger presenters include Robert Wendt, Sr. Director for Research Strategy and Insights, and Andrew Finlayson, EVP for Digital Media.

Registration is free and open to member stations only, meaning those paying dues in 2025.

TAB emailed invitations with registration links to all member GMs on Monday, March 25. Registration inquires can be directed to registration@tab.org. 

Questions? Contact Oscar Rodriguez or call (512) 322-9944.

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