Local Media Reach is a report from Internet Broadcasting that analyzes comScore Media Metrix data on local site performance in the top 50 local media markets. The information aims to identify themes and trends in local site performance by examining standard comScore metrics, and well as derivative metrics developed by Internet Broadcasting.
National Weather took an upward trend in its’ average in market reach again this month, increasing by 4.7 points! Sports reach went up by 4.6 points. Local TV reach was up 1.5 points while Local Newspaper in market reach fell by 1.2 points. Directory and City Guide were up by 0.5 and 0.3 respectively. National News fell by 0.4 points.
Average reach in market of the top site in each category
| June 2011 | July 2011 | August 2011 | |
| Local Newspaper | 26.6% | 28.0% | 29.2% |
| Local TV | 19.8% | 19.6% | 21.1% |
| Sports | 14.2% | 14.3% | 18.9% |
| National Weather | 11.5% | 22.2% | 27.0% |
| National News | 28.3% | 31.7% | 31.3% |
| City Guide | 17.4% | 18.5% | 18.8% |
| Directory | 15.5% | 16.6% | 17.1% |
National News sites were the #1 overall site in 15 of the top 50 markets down from 24 last month. CNN.com was the #1 overall local site in 13 of these 15 markets, down from 23 last month. August did not have a large National news story like July’s story on the Norway’s terrorist attacks.
Hurricane Irene had a large impact on National Weather traffic. The drought in the Southern Plains was another big weather story and the earthquake on the East coast also drove traffic to National Weather in August. Local Newspapers were the top overall site in 16 of the top 50 markets which is unchanged from last month. Local TV had five top spots in August which was up from one spot in July. The combined total for local newspapers and TV was 21, which was up from 17 top spots in July.
Newspaper sites were the #1 local media site in 38 of the 50 top markets, down by one from last month. Local TV was the top local media site in 12 markets in August.
Three local media sites had an in market reach of 50% or better. HamptonRoads.Com in the Norfolk-Portsmth DMA had an in market reach of 56%. Jsonline.Com in Milwaukee and KSL.COM in Salt Lake City had a 50% in market reach.
The top site and top local media site in each market for August 2011
| Market | Top Overall Site | In-Market Reach | Top Local Sites | In-Market Reach |
| New York | Weather.Com | 45.0% | Nytimes.Com | 36.9% |
| Cbs New York | 10.2% | |||
| Los Angeles | Yelp.Com | 36.7% | Latimes.Com | 27.0% |
| Cbs Los Angeles | 6.5% | |||
| Chicago | Chicagotribune.Com | 33.1% | Chicagotribune.Com | 33.1% |
| Cbs Chicago | 8.6% | |||
| Philadelphia | Weather.Com | 44.3% | Philly.Com | 24.6% |
| 6Abc.Com | 19.2% | |||
| Dallas-Ft. Worth | Espn.Com | 38.5% | Dallasnews.Com | 23.3% |
| Wfaa.Com | 13.4% | |||
| San Francisco | Yelp.Com | 54.0% | Sfgate.Com | 27.7% |
| Cbs San Francisco | 12.1% | |||
| Boston | Weather.Com | 43.7% | Boston.Com | 40.9% |
| Thebostonchannel.Com | 16.3% | |||
| Atlanta | Cnn.Com | 36.1% | Ajc.Com | 27.6% |
| Wsbtv.Com | 18.8% | |||
| Washington, DC | Washingtonpost.Com | 48.0% | Washingtonpost.Com | 48.0% |
| Myfoxdc.Com | 10.9% | |||
| Houston | Espn.Com | 33.3% | Chron.Com | 26.7% |
| Khou.Com | 17.3% | |||
| Detroit | Weather.Com | 32.1% | Detnews.Com | 23.2% |
| Clickondetroit.Com | 22.1% | |||
| Phoenix | Azcentral.Com | 36.1% | Azcentral.Com | 36.1% |
| Azfamily.Com | 9.1% | |||
| Seattle-Tacoma | Seattletimes.Com | 36.9% | Seattletimes.Com | 36.9% |
| King5.Com | 22.3% | |||
| Tampa Bay | Msnbc.Com | 28.9% | Tbo.Com | 24.9% |
| Myfoxtampabay.Com | 9.2% | |||
| Minneapolis | Startribune.Com | 41.8% | Startribune.Com | 41.8% |
| Cbs Minnesota | 22.9% | |||
| Miami, FL | Cnn.Com | 32.5% | Miamiherald.Com | 23.1% |
| Local10.Com | 8.5% | |||
| Denver | Cnn.Com | 31.9% | Denverpost.Com | 28.7% |
| 9News.Com | 25.4% | |||
| Cleveland | Cleveland.Com | 42.3% | Cleveland.Com | 42.3% |
| Newsnet5.Com | 14.9% | |||
| Orlando | Cnn.Com | 31.9% | Orlandosentinel.Com | 28.1% |
| Wftv.Com | 12.6% | |||
| Sacramento | Yelp.Com | 34.8% | Sacbee.Com | 28.5% |
| Kcra.Com | 12.3% | |||
| St. Louis | Stltoday.Com | 24.8% | Stltoday.Com | 24.8% |
| Ksdk.Com | 18.4% | |||
| Portland, OR | Oregonlive.Com | 41.6% | Oregonlive.Com | 41.6% |
| Kgw.Com | 16.0% | |||
| Charlotte | Cnn.Com | 36.4% | Charlotteobserver.Com | 35.6% |
| Wcnc.Com | 17.9% | |||
| Pittsburgh | Wtae | 32.9% | Wtae | 32.9% |
| Post-Gazette.Com | 18.7% | |||
| Raleigh-Durham | Wral.Com | 36.3% | Wral.Com | 36.3% |
| Newsobserver.Com | 21.4% | |||
| Baltimore | Weather.Com | 39.7% | Baltimoresun.Com | 35.2% |
| Cbs Baltimore | 32.9% | |||
| Indianapolis | Indystar.Com | 32.4% | Indystar.Com | 32.4% |
| Theindychannel.Com | 21.3% | |||
| San Diego | Yelp.Com | 43.0% | Signonsandiego.Com | 16.0% |
| 10News.Com | 11.3% | |||
| Nashville | Cnn.Com | 27.8% | Newschannel5.Com | 21.2% |
| Tennessean.Com | 19.6% | |||
| Hartford | Weather.Com | 48.7% | Courant.Com | 22.5% |
| Wtnh.Com | 20.5% | |||
| Kansas City | Cnn.Com | 36.0% | Kansascity.Com | 33.3% |
| Kmbc.Com | 19.9% | |||
| Salt Lake City | Ksl.Com | 49.8% | Ksl.Com | 49.8% |
| Sltrib.Com | 28.6% | |||
| Cincinnati | Cincinnati.Com | 36.7% | Cincinnati.Com | 36.7% |
| Wlwt.Com | 24.8% | |||
| Columbus, OH | Dispatch.Com | 37.7% | Dispatch.Com | 37.7% |
| 10Tv.Com | 24.3% | |||
| Milwaukee | Jsonline.Com | 50.1% | Jsonline.Com | 50.1% |
| Todaystmj4.Com | 25.8% | |||
| Greenville, NC | Cnn.Com | 34.5% | Wyff4.Com | 25.7% |
| Citizen-Times.Com | 14.6% | |||
| San Antonio | Mysanantonio.Com | 32.1% | Mysanantonio.Com | 32.1% |
| Kens5.Com | 17.5% | |||
| West Palm Beach | Weather.Com | 37.4% | Palmbeachpost.Com | 23.7% |
| Wptv.Com | 12.3% | |||
| Harrisburg | Wgal.Com | 37.2% | Wgal.Com | 37.2% |
| Pennlive.Com | 27.4% | |||
| Birmingham | Cnn.Com | 30.6% | Myfoxal.Com | 19.8% |
| Bhamnews.Com | 0.7% | |||
| Grand Rapids | Mlive.Com | 42.6% | Mlive.Com | 42.6% |
| Woodtv.Com | 29.7% | |||
| Las Vegas | Cnn.Com | 33.7% | Lvrj.Com | 24.3% |
| Lasvegasnow.Com | 12.2% | |||
| Norfolk, VA | Hamptonroads.Com | 56.7% | Hamptonroads.Com | 56.7% |
| Wavy.Com | 39.0% | |||
| Austin | Cnn.Com | 42.6% | Kvue.Com | 20.1% |
| Statesman.Com | 17.7% | |||
| Oklahoma City | Cnn.Com | 27.0% | News9.Com | 23.1% |
| Newsok.Com | 17.9% | |||
| Albuquerque | Msnbc.Com | 33.0% | Krqe.Com | 18.2% |
| Abqjournal.Com | 7.2% | |||
| Greensboro, NC | Weather.Com | 26.1% | Myfox8.Com | 25.0% |
| Journalnow.Com | 14.4% | |||
| Memphis | Commercialappeal.Com | 25.5% | Commercialappeal.Com | 25.5% |
| Wreg.Com | 16.8% | |||
| Jacksonville | News4Jax.Com | 32.7% | News4Jax.Com | 32.7% |
| Jacksonville.Com | 21.4% | |||
| Louisville | Cnn.Com | 35.1% | Courier-Journal.Com | 30.2% |
| Whas11.Com | 19.2% | |||
Source: comScore Media Metrix Local Market Key Measures Report, August, 2011
Methodology: The Local Media Reach data 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), the top local newspaper site in each market, MSNBC.com, CNN.com, Weather.com, YellowPages.com, YellowBook Network Yelp.com and ESPN.com. The data are from the comScore Media Metrix Local Market Key Measures Report.
