WPEC

What WPEC does

WPEC (brand: CBS12 News) is a CBS-affiliated local television station serving the West Palm Beach, Florida metropolitan area and the Treasure Coast region, including Palm Beach, St. Lucie, Martin, and Indian River counties. Founded in 1955 and operating with 101-250 employees, the station is wholly owned by Sinclair Broadcast Group (NASDAQ: SBGI), one of the largest television broadcasting companies in the United States, and operates a related low-power subsidiary, WWHB-CD, in the same market. WPEC produces local news, weather, sports, investigative journalism, and bilingual Spanish-language content for South Florida residents.

The station's core product is an integrated news platform anchored on the cbs12.com website and complemented by native iOS and Android mobile applications, social media distribution (Facebook, Instagram, Twitter, YouTube), and email newsletters. Content is also delivered via over-the-air broadcast television, cable carriage, and satellite providers including DirecTV and Dish Network. Specialized verticals include the I-Team investigative journalism unit, the EN ESPAÑOL Spanish-language section (Noticias Locales and Enfoque Communitario), weather modules (Hurricane Center, Marine Forecast, radar, maps), and feature programming such as ARC Florida (health), Addicted Florida (documentary), and Amazing America (lifestyle). Underlying technology is standard broadcast transmission infrastructure paired with conventional digital publishing platforms; no proprietary AI, machine learning, or data flywheel components are disclosed.

WPEC's revenue model is advertising-based, monetizing audience attention through local business advertising, sponsored content, and promotional segments aired during news programming. Station-level financials are not publicly disclosed and are consolidated into Sinclair's parent-company reporting. The go-to-market is event- and content-driven, leveraging local news cycles, weather events (notably hurricanes), and community programming to drive viewership and corresponding ad inventory value. The customer base consists of local and regional advertisers across the West Palm Beach DMA, with no named advertiser logos disclosed. Digital expansion (mobile apps, social, newsletter) extends reach beyond traditional broadcast, enabling multi-platform ad sales to local businesses seeking audience attention in South Florida.

Name

WPEC

Legal name

WPEC (CBS12 News)

Website

https://cbs12.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

WPEC (CBS12 News) is a CBS-affiliated local television station owned by Sinclair Broadcast Group, serving West Palm Beach, Palm Beach County, and the Treasure Coast of South Florida with local news, weather, investigative journalism, and bilingual content across broadcast and digital platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

West Palm Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Broadcast Advertising: Local television station generates revenue through advertising sales, including local business advertisements, sponsored content, and promotional segments aired during news programming.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

WPEC is a CBS-affiliated local television station that produces and broadcasts local news, weather, sports, and entertainment content for viewers in the West Palm Beach, Florida metropolitan area and the Treasure Coast region of South Florida. The station distributes content through over-the-air broadcast, cable/satellite carriage, its website (cbs12.com), mobile applications, and social media platforms. Revenue is generated primarily through local and regional advertising sales aired during news programming and distributed across digital channels.

Product overview

WPEC (CBS12) is a local CBS-affiliated television station serving West Palm Beach, Florida, operating primarily as a news broadcasting platform with its core product being the CBS12 News Website delivering local news, weather, sports, and entertainment content. The station offers weather services as a key module including radar, maps, Hurricane Center, and Marine Forecast; an I-Team investigative journalism section; Spanish-language content via EN ESPAÑOL; and a mobile application for iOS and Android devices. The product portfolio is a unified news platform with specialized content sections rather than discrete separate products.

Differentiator

Problem solved

Functional benefit

Brands

• CBS12 News I-Team: Investigative journalism unit of the station
• ARC Florida
• Amazing America
• Addicted Florida

Products and services

• CBS12 News Website Local CBS-affiliated television news website providing news, weather, sports, entertainment, and investigative journalism coverage for West Palm Beach, Florida, and surrounding Treasure Coast communities. The site serves as the station's primary digital content hub with sections for Local News, I-Team Investigations, Crime, Health, Sports, Entertainment, and Money.
• CBS12 News Mobile App Mobile application for iOS (App Store) and Android (Google Play) enabling users to access CBS12 news, weather forecasts, video content, and push notifications for breaking news alerts. Available as a standalone download for individual consumers in the South Florida market.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sinclair Broadcast GroupcoreOthersWPEC is owned and operated by Sinclair Broadcast Group, a major television broadcasting company. The station operates as a CBS affiliate under Sinclair's corporate umbrella, utilizing shared technology infrastructure, content syndication, and corporate resources across the broadcast network.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• WPTV: WPTV is the NBC-affiliated television station directly competing with WPEC in the West Palm Beach/Fort Pierce DMA. It operates the same local broadcast, digital, and mobile model targeting the same advertiser and viewer base.
• WFLX: WFLX is the Fox-affiliated television station competing head-to-head with WPEC in the West Palm Beach market. Both stations sell local advertising and produce local news for the same South Florida audience.
• WPBF: WPBF is the ABC-affiliated television station competing with WPEC in the West Palm Beach DMA. It runs the same broadcast-plus-digital local news model and competes for the same regional advertising budgets.
• WKMG: WKMG is a CBS-affiliated television station in the Orlando DMA, providing a directly comparable peer in terms of network affiliation (CBS), mid-sized Florida market, and local news-driven broadcast model.
• WTSP: WTSP is a CBS-affiliated television station serving the Tampa-St. Petersburg DMA. It shares WPEC's CBS network affiliation, Florida market profile, and local-news-and-weather-driven content strategy.

Broad incumbents

• Sinclair Broadcast Group: Sinclair is WPEC's publicly-traded parent company (NASDAQ: SBGI) and one of the largest US TV broadcasting operators. As the corporate owner, Sinclair sets strategy, technology, and capital allocation that directly shapes WPEC's trajectory.
• Nexstar Media Group: Nexstar is the largest local television broadcaster in the US, operating hundreds of network-affiliated stations. It serves as a broad incumbent comparable for understanding industry economics, retransmission dynamics, and consolidation trends affecting WPEC.
• Tegna: Tegna is a major US local-TV station group operating network-affiliated stations in mid-sized markets similar to WPEC's West Palm Beach DMA. It is comparable in station-level economics, advertiser mix, and digital strategy.
• Gray Television: Gray Television is a leading US operator of local TV stations across mid-sized markets, including CBS affiliates. It offers comparable insights into network-affiliate economics and digital transformation strategy relevant to WPEC.
• E.W. Scripps Company: E.W. Scripps operates a portfolio of local TV stations and national networks. Its local-broadcast segment is directly comparable to WPEC in terms of mid-market network-affiliate operations, advertising reliance, and digital transition strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cbs12
• YouTubeyoutube.com/@CBS12NewsWPEC/videos
• Facebookfacebook.com/cbs12news
• Instagraminstagram.com/wpeccbs12

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WPEC