NBC26

What NBC26 does

NBC26 (legal name WGBA-TV) is the NBC-affiliate broadcast television station serving Northeast Wisconsin, headquartered at 1391 North Road in Green Bay. The station is a wholly-owned subsidiary of The E.W. Scripps Company (NASDAQ: SSP), with the FCC broadcast license held by Scripps Media, Inc. Founded in 1981, NBC26 produces and distributes local news, weather, and sports programming across the Green Bay, Fox Cities, Oshkosh, Fond du Lac, Lakeshore, and Door County markets, and additionally operates a secondary channel, "The Spot - Green Bay 32" (WACY-TV). Its coverage emphasizes Green Bay Packers, Milwaukee Brewers, and Milwaukee Bucks sports content, as well as high school athletics and Olympic programming carried from the NBC network.

The station's technical platform combines a traditional over-the-air broadcast signal with cable/satellite carriage agreements and a digital footprint spanning nbc26.com and mobile applications. Core content products include scheduled local newscasts, interactive radar and Storm Tracker weather tools, alert and school-closing systems, and original shows such as What's Brewing Wisconsin, Veteran Voices, NBC 26 Neighborhood Connect, and the America 250 initiative. The station employs between 101 and 250 people across reporting, meteorology, engineering, and production functions.

NBC26 is a free, advertising-supported broadcaster with no consumer subscription fee. Revenue is generated through local and national spot advertising sold against broadcast and digital audiences, supplemented by retransmission/carriage fees paid by cable and satellite distributors. The station recently lost DirecTV carriage, which represents a material distribution headwind. Strategic emphasis is on multi-platform audience capture (broadcast, cable, web, mobile, and the sub-channel) and original local content differentiation, rather than on subscription or technology-platform monetization.

Name

NBC26

Legal name

The E.W. Scripps Company

Website

https://nbc26.com

Company type

Public

Founded year

2021

Operating status

Operating

Headcount range

101–250 employees

Short description

NBC26 (WGBA-TV) is the NBC-affiliate broadcast television station serving Northeast Wisconsin — including Green Bay, Fox Cities, Oshkosh, Fond du Lac, and Door County — owned by E.W. Scripps Company and operating since 1981. It delivers local news, weather, and sports via over-the-air, cable, and digital channels to an advertising-supported audience.

Ownership category

akta.pro rank

Product category

Local Broadcast Television

NAICS

Television Broadcasting Stations (51612), Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833)

akta.pro primary industry

Network-Affiliated Local TV Stations (ABC/CBS/NBC/FOX/CW/Telemundo/Univision, etc.) (MPABACAE)

akta.pro secondary industry

Local Sports Broadcast Stations (Regional Local Rights, High School/College) (MPABACAK)

Keywords

• Local broadcast television
• Local news coverage
• Weather forecasting
• Regional sports coverage
• NBC affiliate station

Headquarters

HQ city

Green Bay

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. Advertising Revenue: NBC26 generates primary revenue through local and national advertising sales, including commercials aired during news programming, sports coverage, and other broadcast content.

Distribution channels3 records

Marketing channels4 records

Core offering

NBC26 (WGBA-TV) is an NBC-affiliated broadcast television station serving Green Bay and Northeast Wisconsin. It delivers local, regional, and national news, weather forecasts, and sports coverage through over-the-air broadcast, cable/satellite carriage, and digital streaming via its website and mobile platforms.

Product overview

NBC 26 (WGBA-TV) is an NBC affiliate television station operated by Scripps Media, serving Green Bay and Northeast Wisconsin. The station offers a unified portfolio combining broadcast television with digital content, featuring core news programming (local and national), weather coverage with interactive tools, sports reporting, and specialty shows like What's Brewing Wisconsin and Veteran Voices. The station also operates The Spot (Green Bay 32/WACY) as a companion station. Programming is delivered across traditional broadcast, website, and mobile platforms covering communities including Green Bay, Fox Cities, Oshkosh, Fond du Lac, Lakeshore, and Door County.

Differentiator

Problem solved

Functional benefit

Brands

• The Spot - Green Bay 32: Secondary broadcast channel associated with NBC26 serving the Green Bay market.

Products and services

• NBC 26 (WGBA-TV) Broadcast Station

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Nexstar Media Group: Largest U.S. owner of local TV stations, with significant negotiating leverage against MVPDs and national advertisers. Sets the competitive bar for retransmission fees and ad pricing that mid-market affiliates like NBC26 must operate against.
• E.W. Scripps Company: Publicly traded parent company (NASDAQ: SSP) operating a portfolio of local TV stations, national networks, and other media assets. As NBC26's corporate parent, Scripps' overall strategy, capital allocation, and M&A activity directly affect NBC26's trajectory.
• Tegna: Major U.S. local TV station group operating affiliates across multiple networks. Comparable to Scripps' local media division in scale, audience reach, and advertising sales capabilities, making it a benchmark for NBC26's parent operations.
• Sinclair Broadcast Group: One of the largest U.S. local TV station operators, owning numerous network-affiliated stations across mid-sized and large DMAs. Competes with Scripps stations like NBC26 for advertising market share, retransmission leverage, and audience reach nationwide.

Direct peers

• WTMJ-TV: NBC-affiliated station in the adjacent Milwaukee market, also owned by E.W. Scripps. Sister station with comparable NBC affiliate programming and local news operations, illustrating how NBC26's playbook scales across markets.
• WFRV-TV: CBS-affiliated local broadcast television station serving the Green Bay market. Direct in-market competitor for local news viewership, sports programming, and advertiser budgets in Northeast Wisconsin.
• WPTV: NBC affiliate serving the West Palm Beach market, owned by E.W. Scripps. Sister station demonstrating the Scripps operating model applied to NBC affiliates in a different geographic market.
• WBAY-TV: ABC-affiliated local broadcast television station also serving the Green Bay/Northeast Wisconsin market. Direct competitor for local news, weather, sports coverage, and advertising dollars in the same DMA.
• WGAL: NBC-affiliated station owned by Hearst Television serving the Lancaster, PA market. Comparable mid-sized DMA NBC affiliate with similar local news, weather, and sports focus.
• WLUK-TV: FOX-affiliated local broadcast television station competing directly with NBC26 in the Green Bay DMA. Competes for the same local advertisers, sports rights, and audience share across Northeast Wisconsin.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NBC26
• Facebookfacebook.com/NBC26GreenBay
• LinkedInlinkedin.com/company/wgba-tv-channel-26

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

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 NBC26