- July 21, 2022

Fourth of July Rocks Boston

Local TV Snapshot: July 4-10

Eric Bratten
Eric Bratten
Director, Demand Generation

Top 10 Local TV Markets

While New York is the largest local TV market, Dallas, Los Angeles, and Houston viewers are consuming the most hours. Local television networks are also succeeding on social media, with those in Los Angeles and Boston leading in social actions and video views.

Highest value in each column highlighted in Green

Top 10 local TV Markets

Local TV – Top Telecasts in Boston, MA

KEY INSIGHTS: Local cultural and sporting events including the Fourth of July celebrations and Red Sox baseball coverage drew the most TV engagement for the week of July 4-10.

  • On July 4th almost half a million households tuned in to watch The 2022 Boston Pops Fireworks Spectacular telecast on WHDH, reaching nearly 26% of total viewers.
  • Weekend local & national news on WCVB and coverage of the Boston Red Sox vs. New York Yankees rivalry on WFXT both reached an average audience of roughly 160K viewers
Top Ten Telecasts

What’s Rocking the Social Media Pages of Local TV Stations in Boston, MA

KEY INSIGHTS: Social media activity in the Boston market was fueled by Fourth of July celebrations in the city, as well as by national breaking news stories being covered by local Boston news outlets. With one national story in particular driving significant video views.

Cross-Platform metrics across Facebook, Instagram, and Twitter:

  • 48.4 million video views
  • 781K social actions
  • 5K Pieces of content
  • 27K video shares
4th of July Content from WCVB and WBZ drove social actions

Source: Shareablee, PowerRankings and Content Pulse for Boston news brands, 7/4-7/10 (2022)

Metric Definitions:

  • Average Audience (AA) – Average number of TVs tuned to an entity throughout the selected time frame
  • Households (HH) – Number of unique households reporting at least one minute of viewing for the selected time frame and classification (telecast, network, etc.)
  • Share (SH) – The average audience of a particular program relative to the total average audience across all programming during the same time frame. Calculated by dividing the avg. audience of a telecast and/or network by the avg. audience over all telecasts airing at the same time (x100)
  • Rating (RTG) – The percentage of the household universe that viewed the classification (network, telecast, ad, etc.). Calculated by dividing AA by the total TV households in the selected market(s)
  • Hours Viewed per Household (Hrs/V-HH) – Average hours viewed per household during the selected time frame
  • Video Views (Cross-Platform) – Total video views across Facebook, Twitter and YouTube
  • Actions (Cross-Platform) – Total number of actions (reactions, shares, comments, retweets, favorites, loves) the specified property receives during the defined time period across the combined space of Facebook, Twitter & Instagram.
  • Shares (Cross-Platform) - The total number of time the specific property’s posts were shared on Facebook or Retweeted on Twitter during the defined time period.

    Local TV Measurement

    Comscore TV Local provides unique viewing behaviors across all 210 markets, with insights for household-level and advanced audience reporting. Person-level demos are also...

    Request a demo

    Total Digital

    Comscore Total Digital delivers complete digital intelligence across web, mobile and social with one intuitive, always-on interface.

    Request a demo