Although it primarily serves a relatively small market of roughly 209,000 people, channel 16 has substantial viewership in portions of three neighboring markets. Kent County, Delaware, home to Dover, is part of the Philadelphia market. However, WBOC-TV has long claimed Dover as part of its primary coverage area, and it has been available for decades on cable there, though presently only in digital. Not only does WBOC-TV operate a bureau there, but for many years it identified as "Salisbury/Dover." Accomack County, Virginia is part of the Hampton Roads market, and is primarily served by county-owned translators of the Hampton Roads stations. WBOC-TV has long been available on cable in Accomack County, alongside the Hampton Roads stations. The station also covers the five Eastern Shore counties that are part of the Baltimore market.