Most of the station's audience prior to 2007 received its signal over-the-air, as WWAZ and Pappas had previously not pursued any must-carry provisions with local cable and national satellite providers because of affiliation uncertainties; for instance, the station was not carried on the Charter Communications system in Fond du Lac. From Iron Ridge, the station's coverage area ranged from most of the northern part of the eleven-county Milwaukee market area, to the eastern portion of the Madison market, along with the southern portions of the Green Bay market. However, as the station's transmitter was located west of the Kettle Moraine range that bisects the station's coverage area, communities in Sheboygan and Ozaukee counties were unable to receive the station without an outdoor antenna at minimum.