In the case of KOMA, you have to have heard it in the late 50's and into the 60's to understand that it was the station for younger folks from Eastern Montana, the Dakotas, much of Wyoming, Eastern Colorado, New Mexico, West Texas, Oklahoma and much of Kansas and Nebraska.
There was a lot of advertising for shows and movies. "... the 9th in Jamestown, 11th in Fargo, 12th in Bismark, 13th in Yankton, 14th in Scottsbluff, 15th in Lamar and the 16th in Tucumcari" would be a common tag for a rock and roll show such as the one that aired, saying, "February 2rd at the Surf Ballroom in Clear Lake and February 3 in Moorhead" a few days before the music died.
KOMA, at night, was the "local station" for that entire piece of the Midwest and eastern Rocky Mountain West.
I'll vouch for that. I was there (in Iowa). There were ads of that type every night at least 2-3 times per hour.