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.
All categories in the average reach in market went down in October. Local Newspaper and City Guide only fell by 0.4 points. Local TV and National News fell by 0.8 points while Sports fell 1.3 points. Directory was down 1.8 points. National Weather lost the most ground losing 2.2 points.
Average reach in market of the top site in each category
| August 2011 | September 2011 | October 2011 | |
| Local Newspaper | 29.2% | 27.2% | 26.8% |
| Local TV | 21.1% | 19.1% | 18.3% |
| Sports | 18.9% | 24.1% | 22.8% |
| National Weather | 27.0% | 24.2% | 22.0% |
| National News | 31.3% | 29.5% | 28.7% |
| City Guide | 18.8% | 17.6% | 17.2% |
| Directory | 17.1% | 16.9% | 15.3% |
Even though National News fell in their average in market reach, National News sites were the #1 overall site in 20 of the top 50 markets moving up from 18 last month. CNN.com was the #1 overall local site in 15 of these 20 markets gaining 2 spots on last month’s numbers. Top national stories in October: Alleged Assassination Plot Is Exposed, Qaddafi Is Captured and Killed, and Occupy Wall Street.
Local Newspapers were the top overall site in 17 of the top 50 markets equaling last month. Local TV had three top spots in October also equaling last month’s mark. The combined total for local newspapers and TV was once again 20.
Newspaper sites were the #1 local media site in 40 of the 50 top markets, gaining another spot from last month. Local TV was the top local media site in 10 markets in October.
KSL in Salt Lake City was the only site that had an in market reach of 50%. KSL is one local media site that is always close to this 50% mark.
The top site and top local media site in each market for Octoberber 2011
| Market | Top Overall Site | In-Market Reach | Top Local Sites | In-Market Reach |
| New York | Cnn.Com | 36.5% | Nytimes.Com | 34.6% |
| Cbs New York | 7.2% | |||
| Los Angeles | Yelp.Com | 32.7% | Latimes.Com | 29.6% |
| Cbs Los Angeles | 5.3% | |||
| Chicago | Chicagotribune.Com | 31.9% | Chicagotribune.Com | 31.9% |
| Cbs Chicago | 8.0% | |||
| Philadelphia | Cnn.Com | 29.5% | Philly.Com | 21.0% |
| 6Abc.Com | 10.3% | |||
| Dallas-Ft. Worth | Cnn.Com | 30.2% | Dallasnews.Com | 15.6% |
| Cbs Dfw.Com | 9.4% | |||
| San Francisco | Yelp.Com | 53.0% | Sfgate.Com | 28.8% |
| Cbs San Francisco | 8.8% | |||
| Boston | Cnn.Com | 33.4% | Boston.Com | 33.1% |
| Thebostonchannel.Com | 12.6% | |||
| Washington, DC | Washingtonpost.Com | 46.0% | Washingtonpost.Com | 46.0% | Nbcwashington.Com | 6.9% |
| Atlanta | Ajc.Com | 30.1% | Ajc.Com | 30.1% |
| Wsbtv.Com | 15.0% | |||
| Houston | Chron.Com | 25.3% | Chron.Com | 25.3% |
| Khou.Com | 14.8% | |||
| Detroit | Espn.Com | 27.1% | Detnews.Com | 23.2% |
| Clickondetroit.Com | 21.3% | |||
| Seattle-Tacoma | Seattletimes.Com | 34.6% | Seattletimes.Com | 34.6% | King5.Com | 18.5% |
| Phoenix | Azcentral.Com | 35.0% | Azcentral.Com | 35.0% |
| Myfoxphoenix.Com | 8.9% | |||
| Tampa Bay | Msnbc.Com | 27.1% | Tbo.Com | 17.7% |
| Myfoxtampabay.Com | 6.9% | |||
| Minneapolis | Cnn.Com | 37.2% | Startribune.Com | 34.9% |
| Cbs Minnesota | 17.0% | |||
| Miami, FL | Cnn.Com | 26.5% | Sun-Sentinel.Com | 16.8% |
| Cbs Miami.Com | 6.6% | |||
| Denver | Denverpost.Com | 31.2% | Denverpost.Com | 31.2% |
| 9News.Com | 30.3% | |||
| Cleveland | Cleveland.Com | 39.2% | Cleveland.Com | 39.2% |
| Fox8.Com | 14.0% | |||
| Orlando | Cnn.Com | 27.3% | Orlandosentinel.Com | 26.1% |
| Wesh.Com | 11.8% | |||
| Sacramento | Yelp.Com | 31.1% | Sacbee.Com | 24.7% |
| Cbs Sacramento.Com | 12.6% | |||
| St. Louis | Stltoday.Com | 29.2% | Stltoday.Com | 29.2% |
| Ksdk.Com | 22.6% | |||
| Portland, OR | Oregonlive.Com | 32.1% | Oregonlive.Com | 32.1% |
| Kgw.Com | 18.0% | |||
| Pittsburgh | Weather.com | 32.1% | Cbs Pittsburgh.Com | 23.5% |
| Post-Gazette.Com | 21.1% | |||
| Raleigh-Durham | Cnn.Com | 29.0% | Wral.Com | 27.9% |
| Newsobserver.Com | 14.9% | |||
| Charlotte | Cnn.Com | 30.6% | Charlotteobserver.Com | 29.5% |
| Wcnc.Com | 14.4% | |||
| Indianapolis | Cnn.Com | 26.9% | Indystar.Com | 23.9% | Theindychannel.Com | 15.4% |
| Baltimore | Baltimoresun.Com | 31.1% | Baltimoresun.Com | 31.1% |
| Cbs Baltimore | 18.9% | |||
| San Diego | Yelp.Com | 44.3% | Signonsandiego.Com | 17.0% |
| Nbcsandiego.Com | 12.3% | |||
| Nashville | Weather.Com | 26.4% | Tennessean.Com | 24.2% |
| Newschannel5.Com | 23.7% | |||
| Hartford | Weather.Com | 30.3% | Courant.Com | 22.1% |
| Wtnh.Com | 17.1% | |||
| Kansas City | Cnn.Com | 33.0% | Kansascity.Com | 29.8% |
| Kmbc.Com | 23.2% | |||
| Columbus, OH | Dispatch.Com | 38.4% | Dispatch.Com | 38.4% |
| Nbc4I.Com | 21.2% | |||
| Salt Lake City | Ksl.Com | 50.0% | Ksl.Com | 50.0% |
| Sltrib.Com | 27.4% | |||
| Milwaukee | Jsonline.Com | 47.0% | Jsonline.Com | 47.0% | Wisn.Com | 17.0% |
| Cincinnati | Cincinnati.Com | 35.5% | Cincinnati.Com | 35.5% |
| Wcpo.Com | 25.4% | |||
| San Antonio | Mysanantonio.Com | 33.9% | Mysanantonio.Com | 33.9% | Ksat.Com | 19.2% |
| Greenville, NC | Cnn.Com | 28.1% | Wyff4.Com | 21.8% |
| Citizen-Times.Com | 11.7% | |||
| West Palm Beach | Cnn.Com | 30.3% | Palmbeachpost.Com | 24.0% |
| Wpbf.Com | 10.8% | |||
| Birmingham | Espn.Com | 25.5% | Myfoxal.Com | 13.8% |
| Bhamnews.Com | 0.6% | |||
| Las Vegas | Msnbc.Com | 29.0% | Lvrj.Com | 22.3% |
| Lasvegasnow.Com | 6.4% | |||
| Lancaster | Weather.Com | 34.9% | Pennlive.Com | 31.8% |
| Wgal.Com | 31.0% | |||
| Grand Rapids | Mlive.Com | 46.0% | Mlive.Com | 46.0% | Woodtv.Com | 30.7% |
| Norfolk, VA | Msnbc.Com | 25.9% | Wavy.Com | 25.0% |
| Hamptonroads.Com | 22.9% | |||
| Oklahoma City | Msnbc.Com | 29.6% | Koco.Com | 21.7% | Newsok.Com | 16.9% |
| Albuquerque | Msnbc.Com | 29.5% | Koat.Com | 15.0% |
| Abqjournal.Com | 7.5% | |||
| Greensboro, NC | Wxii12.Com | 22.2% | Wxii12.Com | 22.2% | Journalnow.Com | 12.4% |
| Austin | Cnn.Com | 38.0% | Statesman.Com | 16.5% |
| Kvue.Com | 14.9% | |||
| Louisville | Courier-Journal.Com | 28.4% | Courier-Journal.Com | 28.4% |
| Wlky.Com | 15.8% | |||
| Memphis | Cnn.Com | 31.6% | Commercialappeal.Com | 22.5% |
| Wreg.Com | 15.4% | |||
| Jacksonville | News4Jax.Com | 30.4% | News4Jax.Com | 30.4% | Jacksonville.Com | 25.5% |
Source: comScore Media Metrix Local Market Key Measures Report, October, 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.
