WTAE Hearst Pittsburgh

Name

WTAE Hearst Pittsburgh

Legal name

Hearst Television Inc.

Website

https://hearstpittsburgh.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Broadcast and Digital Advertising Services

NAICS

Television Broadcasting Stations (51612), Advertising Agencies (54181), Media Buying Agencies (541830)

SIC

Television Broadcasting Stations (4833), Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Video/CTV/OTT Media Buying (MPAAABAE)

akta.pro secondary industries

Broadcast Media Buying (TV & Radio) (BPAFABAA), Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)

Keywords

• Broadcast television advertising
• Digital advertising solutions
• OTT streaming advertising
• Creative production services
• Market research analytics

Headquarters

HQ city

Pittsburgh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Television Advertising: Traditional broadcast television advertising placements in WTAE's local news, ABC network programming, and targeted streaming content. Revenue generated through spot advertising, sponsorships, and branded content opportunities.
2. Digital Advertising: Comprehensive digital advertising solutions including display ads, video ads, programmatic advertising, social media placements, and targeted campaigns across WTAE.com, The Weather Channel app, and Hearst's extensive digital network.
3. Streaming/OTT Advertising: Over-the-top (OTT) streaming television advertising with non-skippable placements, priority access to Hearst premium properties including A&E and History Channel, with advanced targeting and clear performance insights.
4. Creative Production Services: In-house creative services including TV commercial production, documentary-style videos, short-form social content, native sponsored articles, interactive web experiences, branded podcasts, and branded content. Revenue generated through professional services and production fees.
5. Market Research and Analytics: Customized market research reports, audience insights, competitive analysis, brand perception studies, and brand lift measurement services provided as part of integrated advertising packages or standalone consulting.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

WTAE Hearst Pittsburgh sells multi-platform advertising solutions spanning broadcast television (WTAE-TV and ABC Network), digital advertising (WTAE.com, Hearst AnyScreen, programmatic), OTT streaming, and The Weather Channel partnership. It also provides in-house creative production services (TV commercials, videos, native content, podcasts) and customized market research services (audience insights, competitive analysis, brand lift studies) to businesses seeking to reach Western Pennsylvania audiences.

Product overview

WTAE Hearst Pittsburgh operates as a multi-platform advertising company offering an integrated suite of broadcast television, digital advertising, creative production, and market research services. The core portfolio includes Television Advertising through WTAE-TV (ABC affiliate), ABC Network, OTT Streaming, Very Local Pittsburgh, and COZI-TV; Digital Advertising encompassing WTAE.com, Hearst AnyScreen, and The Weather Channel partnership; Creative Production spanning TV commercials, long/short-form videos, native content, interactive web experiences, and podcasts; and Market Research services including audience insights, competitive analysis, data collection, and customized reports. These products work together as a unified advertising solution enabling brands to reach Western Pennsylvania audiences across every screen.

Differentiator

Problem solved

Functional benefit

Products and services

• Television Advertising Multi-platform broadcast television advertising placements across WTAE-TV's local news, ABC Network programming (Good Morning America, World News Tonight, Dancing with the Stars), OTT streaming (A&E, History Channel, Very Local Pittsburgh, COZI-TV), and targeted streaming content, enabling brands to reach Pittsburgh and Western Pennsylvania audiences through trusted TV content.
• Digital Advertising Comprehensive digital advertising solutions including display ads, video ads, programmatic advertising, social media placements, and targeted campaigns across WTAE.com, The Weather Channel app, and Hearst AnyScreen's digital network reaching 173+ million monthly unique visitors, with advanced targeting including geofencing, behavioral analysis, retargeting, contextual advertising, and keyword-based placement.
• Creative Production Full-service in-house content creation from concept through post-production, including TV commercials, documentary-style long-form videos, short-form social videos, native sponsored articles, interactive web experiences, and branded podcasts for advertisers across television and digital platforms.
• Market Research Customized consumer research services including audience insights using DMA maps, county coverage, ESRI Urbanicity and Tapestry segmentation, competitive analysis (Marshall Marketing, CivicScience, Media Radar, ESRI), brand perception studies, brand lift measurement, and customized reports to inform advertising strategies and decisions.

Quantifiable outcome

• 5 hours 37 minutes average daily broadcast TV viewing per adult
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ABC NetworkcoreStrategic or Co-development PartnerWTAE-TV operates as the ABC affiliate in Pittsburgh, providing access to ABC's top-rated programs including Good Morning America, World News Tonight, and Dancing with the Stars. This network affiliation enables advertisers to reach Pittsburgh audiences through both local and national programming.
• The Weather ChannelcoreStrategic or Co-development PartnerWTAE-TV holds an exclusive local partnership with The Weather Channel in Western Pennsylvania, enabling weather-triggered advertising activation and access to engaged weather content audiences across mobile, desktop, and smart TV platforms.
• Hearst AnyScreencoreTechnology or IntegrationHearst Corporation's digital advertising network integrated with WTAE's offerings, providing access to over 173 million unique monthly visitors across a brand-safe ecosystem including mobile, desktop, and connected TV inventory.
• COZI-TVminorStrategic or Co-development PartnerClassic TV network offering classic shows and movies with highly engaged, nostalgia-driven audiences. Provides additional advertising inventory for reaching viewers during positive viewing moments.
• A&E NetworkcoreTechnology or IntegrationPremium cable network available through WTAE's OTT streaming advertising offerings. Provides brand-safe, high-quality programming environment for non-skippable ad placements.
• History ChannelcoreTechnology or IntegrationPremium cable network available through WTAE's OTT streaming advertising offerings. Provides brand-safe, high-quality programming environment for non-skippable ad placements alongside engaged documentary and historical content audiences.

Scale indicators6 records

Broad incumbents

• Sinclair Broadcast Group: Major TV station group operating local news, sports, and digital ad sales across more than 190 stations including Pittsburgh's WPMT Fox 43 — a direct market adjacency and competitor for local ad dollars.
• Cox Media Group: Diversified media company operating local TV stations, radio, and digital advertising platforms; broad incumbent with overlapping multi-platform ad sales capabilities to WTAE.
• Gray Television: U.S. TV station group (~180 markets) operating local broadcast and digital advertising sales following its acquisition of Raycom; competes regionally and at the national ad-buy level.
• Nexstar Media Group: Largest U.S. local TV station group owner operating broadcast, digital, and OTT advertising sales across ~200 stations; broad incumbent whose station-level operations compete with WTAE in overlapping DMAs.
• WPVI (ABC Philadelphia / Disney): Disney/ABC-owned Philadelphia ABC affiliate; shares WTAE's network affiliation with access to ABC programming inventory, but operates nationally (O&O) with broader scale and corporate backing.
• TEGNA: Large U.S. broadcast station owner (64 stations) with associated digital/OTT advertising platforms; competes with WTAE in mid-size DMAs for national advertiser relationships and supply-side scale.

Direct peers

• WGAL (Hearst Lancaster/Harrisburg): Sister Hearst Television station in the adjacent Pennsylvania Susquehanna Valley market; comparable mid-size ABC-affiliate advertising operation with overlapping regional advertiser base.
• WCVB (Hearst Boston): Hearst's Boston ABC affiliate; identical operating model — local newsroom plus enterprise sales team selling broadcast TV, digital, OTT, and programmatic to Greater Boston advertisers — making it a near-clone for benchmarking.
• KDKA-TV (Paramount Global Pittsburgh): Direct Pittsburgh DMA competitor operating as the local CBS affiliate under Paramount Global; competes head-to-head with WTAE for local/regional advertisers in Western Pennsylvania.
• WBAL-TV (Hearst Baltimore): Sister Hearst Television station in Baltimore, operating under the same parent playbook: an ABC/NBC affiliate market with multi-platform advertising sales (TV, digital, OTT) for local/regional advertisers — the closest functional comp to WTAE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hearst-pittsburgh

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 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 WTAE Hearst Pittsburgh