KSL.com and WRAL.com are Top Performers in the June 2009 IB Local Index

By: Tom Masterman & Arul Sundaram

Local TV station Web sites lead all other local media sites in total local visits in 19 of the top 50 markets, according to new research analysis from Internet Broadcasting.  Previous studies of the IB Local Index have focused on reach and engagement.  April’s report highlighted the top TV sites in local reach compared to newspaper sites.  May’s report illustrated the strength of TV sites in local visit time.  This month’s report focuses on frequency, showcasing the top local media sites in local visit sessions.

The June 2009 IB Local Index findings:

• Newspaper sites dominate in the top markets. In each of the top 10 markets, a newspaper site garnered the most local visits.  Newspaper sites were #1 in 31 of the top 50 markets, overall.
• Largest visit totals were not in the largest markets. Only one of the top five sites in local visits, Boston.com, was located in a top 10 market. Top performers KSL.com and WRAL.com were from markets 33 (Salt Lake City) and 27 (Raleigh-Durham), respectively.
• Wide range in the margin between winners and runner ups. Top sites had, on average, more than twice as many local visits than the nearest competitor.  This margin between #1 and #2 sites ranged from as little as a 2% difference, to as much as a 20x gap.

About the IB Local TV Site Index: The IB Local TV Site Index is a monthly report analyzing comScore Media Metrix data on local TV station site performance in the top 50 local media markets.  Produced by Internet Broadcasting, the Index aims to identify themes and trends in TV site performance by examining standard comScore metrics, and well as derivative metrics developed by Internet Broadcasting.

Methodology: The IB Local TV Sites Index focuses on the top ABC, CBS, Fox and NBC affiliated site in each of the top 50 local markets (two exceptions are the inclusion of independent sites KRON4.com in San Francisco and News4Jax.com in Jacksonville).  Also tracked is the performance of the top local newspaper site in each market.  Data is examined in aggregate, as well as by three key market tiers: Local markets 1-10, 11-25 and 26-50.  The data are from the comScore Media Metrix Local Market Key Measures Report.

Related:  TV Station Web Sites Are #1 For Local Engagement In 28 of 50 Markets, April 2009 IB Local Index: TV Station Web Sites Can Reach Three Times the Local Visitors o Newspaper Sites