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.
The only category that showed a gain in the market average reach was Sports, going up by 5.1 points. Directory only fell by 0.3 points. Local Newspaper and Local TV fell by 2 points while National Weather fell 2.8 points and National News fell 1.8 points. City Guide went down 1.2 points.
Average reach in market of the top site in each category
| July 2011 | August 2011 | September 2011 | |
| Local Newspaper | 28.0% | 29.2% | 27.2% |
| Local TV | 19.6% | 21.1% | 19.1% |
| Sports | 14.3% | 18.9% | 24.1% |
| National Weather | 22.2% | 27.0% | 24.2% |
| National News | 31.7% | 31.3% | 29.5% |
| City Guide | 18.5% | 18.8% | 17.6% |
| Directory | 16.6% | 17.1% | 16.9% |
National News sites were the #1 overall site in 18 of the top 50 markets up from 15 last month. CNN.com was the #1 overall local site in 13 of these 18 markets equaling last month’s numbers. Top national stories in September: Senate Makes Deal to Avoid Government Shutdown, 9/11 Anniversary, and American Hikers Released From Prison in Iran.
Local Newspapers were the top overall site in 17 of the top 50 markets up from 16 last month. Local TV had three top spots in August down from five top spots in August. The combined total for local newspapers and TV was only 20, down from 21 top spots in August.
Newspaper sites were the #1 local media site in 39 of the 50 top markets, which was up by one from last month. Local TV was the top local media site in 11 markets in August.
No local media sites had an in market reach of 50% or better. Three sites met this level last month.
The top site and top local media site in each market for September 2011
| Market | Top Overall Site | In-Market Reach | Top Local Sites | In-Market Reach |
| New York | Nytimes.Com | 34.8% | Nytimes.Com | 34.8% |
| Cbs New York | 5.6% | |||
| Los Angeles | Yelp.Com | 35.3% | Latimes.Com | 29.7% |
| Cbs Los Angeles | 6.6% | |||
| Chicago | Weather.Com | 32.6% | Chicagotribune.Com | 32.0% |
| Cbs Chicago | 8.7% | |||
| Philadelphia | Cnn.Com | 34.1% | Philly.Com | 23.1% |
| 6Abc.Com | 12.0% | |||
| Dallas-Ft. Worth | Cnn.Com | 27.0% | Dallasnews.Com | 18.3% |
| Wfaa.Com | 11.5% | |||
| San Francisco | Yelp.Com | 52.2% | Sfgate.Com | 27.7% |
| Cbs San Francisco | 9.2% | |||
| Boston | Boston.Com | 36.7% | Boston.Com | 36.7% |
| Thebostonchannel.Com | 11.4% | |||
| Washington, DC | Washingtonpost.Com | 47.5% | Washingtonpost.Com | 47.5% | Nbcwashington.Com | 8.6% |
| Atlanta | Cnn.Com | 35.3% | Ajc.Com | 26.3% |
| Wsbtv.Com | 17.5% | |||
| Houston | Chron.Com | 28.5% | Chron.Com | 28.5% |
| Khou.Com | 19.0% | |||
| Detroit | Cnn.Com | 31.3% | Detnews.Com | 23.9% |
| Clickondetroit.Com | 19.4% | |||
| Seattle-Tacoma | Msnbc.Com | 33.5% | Seattletimes.Com | 29.7% | King5.Com | 19.0% |
| Phoenix | Cnn.Com | 32.7% | Azcentral.Com | 30.5% |
| Azfamily.Com | 8.3% | |||
| Tampa Bay | Msnbc.Com | 27.3% | Tbo.Com | 22.4% |
| Myfoxtampabay.Com | 6.8% | |||
| Minneapolis | Startribune.Com | 42.0% | Startribune.Com | 42.0% |
| Cbs Minnesota | 22.1% | |||
| Miami, FL | Cnn.Com | 24.2% | Sun-Sentinel.Com | 19.2% |
| Local10.Com | 6.1% | |||
| Denver | Denverpost.Com | 30.6% | Denverpost.Com | 30.6% |
| 9News.Com | 25.2% | |||
| Cleveland | Cleveland.Com | 42.6% | Cleveland.Com | 42.6% |
| Fox8.Com | 15.5% | |||
| Orlando | Orlandosentinel.Com | 26.5% | Orlandosentinel.Com | 26.5% |
| Wesh.Com | 10.3% | |||
| Sacramento | Yelp.Com | 34.6% | Sacbee.Com | 25.3% |
| Kcra.Com | 13.2% | |||
| St. Louis | Stltoday.Com | 28.6% | Stltoday.Com | 28.6% |
| Ksdk.Com | 21.5% | |||
| Portland, OR | Oregonlive.Com | 34.3% | Oregonlive.Com | 34.3% |
| Kgw.Com | 14.1% | |||
| Charlotte | Weather.Com | 36.2% | Charlotteobserver.Com | 35.6% |
| Wcnc.Com | 17.7% | |||
| Pittsburgh | Weather.com | 33.4% | Wtae.Com | 30.8% |
| Post-Gazette.Com | 23.2% | |||
| Raleigh-Durham | Cnn.Com | 29.4% | Wral.Com | 27.3% |
| Newsobserver.Com | 19.6% | |||
| Indianapolis | Indystar.Com | 27.9% | Indystar.Com | 27.9% | Theindychannel.Com | 18.9% |
| Baltimore | Cnn.Com | 37.3% | Baltimoresun.Com | 36.0% |
| Cbs Baltimore | 22.5% | |||
| San Diego | Yelp.Com | 44.9% | Signonsandiego.Com | 18.2% |
| 10News.Com | 13.7% | |||
| Nashville | Cnn.Com | 28.6% | Newschannel5.Com | 22.0% |
| Tennessean.Com | 21.0% | |||
| Hartford | Weather.Com | 31.2% | Courant.Com | 19.8% |
| Wtnh.Com | 14.2% | |||
| Kansas City | Cnn.Com | 33.3% | Kansascity.Com | 28.3% |
| Kmbc.Com | 18.8% | |||
| Columbus, OH | Dispatch.Com | 30.1% | Dispatch.Com | 30.1% |
| 10Tv.Com | 21.6% | |||
| Salt Lake City | Ksl.Com | 49.8% | Ksl.Com | 49.8% |
| Sltrib.Com | 28.6% | |||
| Milwaukee | Jsonline.Com | 42.4% | Jsonline.Com | 42.4% | Wisn.Com | 6.7% |
| Cincinnati | Cincinnati.Com | 29.8% | Cincinnati.Com | 29.8% |
| Wcpo.Com | 27.2% | |||
| San Antonio | Mysanantonio.Com | 30.9% | Mysanantonio.Com | 30.9% | Ksat.Com | 18.6% |
| Greenville, NC | Weather.Com | 36.0% | Wyff4.Com | 7.1% |
| Citizen-Times.Com | 12.9% | |||
| West Palm Beach | Cnn.Com | 26.7% | Palmbeachpost.Com | 22.3% |
| Wptv.Com | 12.5% | |||
| Birmingham | Espn.Com | 27.7% | Abc3340.Com | 12.6% |
| Bhamnews.Com | 0.7% | |||
| Las Vegas | Msnbc.Com | 30.1% | Lvrj.Com | 23.7% |
| Lasvegasnow.Com | 12.1% | |||
| Lancaster | Wgal.Com | 47.3% | Wgal.Com | 47.3% |
| Pennlive.Com | 36.3% | |||
| Grand Rapids | Mlive.Com | 44.2% | Mlive.Com | 44.2% | Woodtv.Com | 27.3% |
| Norfolk, VA | Msnbc.Com | 27.5% | Hamptonroads.Com | 23.4% |
| Wavy.Com | 20.7% | |||
| Oklahoma City | Espn.Com | 24.7% | Newsok.Com | 23.9% | Koco.Com | 20.7% |
| Albuquerque | Msnbc.Com | 31.6% | Koat.Com | 13.7% |
| Abqjournal.Com | 8.7% | |||
| Greensboro, NC | Weather.Com | 29.5% | Myfox8.Com | 26.8% | Journalnow.Com | 10.6% |
| Austin | Cnn.Com | 7.2% | Kvue.Com | 29.8% |
| Statesman.Com | 23.6% | |||
| Louisville | Courier-Journal.Com | 28.7% | Courier-Journal.Com | 28.7% |
| Wlky.Com | 21.1% | |||
| Memphis | Cnn.Com | 28.2% | Commercialappeal.Com | 22.6% |
| Wreg.Com | 16.8% | |||
| Jacksonville | News4Jax.Com | 26.1% | News4Jax.Com | 26.1% | Jacksonville.Com | 24.5% |
Source: comScore Media Metrix Local Market Key Measures Report, September, 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.
