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Local TV Dominates Viewership for NFL Playoff GamesIn an analysis of viewership during the NFL playoff game between the Baltimore Ravens and the Tennessee Titans, TVB, the not-for-profit trade association representing America's local broadcast television industry, found that local broadcast TV drove greater viewership than cable. The game aired on ESPN (News - Alert) and was simulcast on ABC on Sunday, January 10th at 1 PM. Nationally, ABC delivered a 10.86 live + same day household rating (13,139,000 households), while ESPN delivered a 3.22 live + same day household rating (3,896,000 households). In each of the 56 metered markets, the ESPN cable telecast of the game delivered only a fraction of the viewers delivered by the same telecast on local broadcast TV. In Baltimore, ABC delivered a household rating of 26.8, (273,000 households), while ESPN delivered a 6.4 household rating (65,000 households). Similarly, in Nashville, ABC's airing delivered a 31.7 household rating (29,000 households), while ESPN delivered a 5.0 rating (46,000 households). "Last week's NFL game viewership is proof that local broadcast TV is the first and overwhelming choice even when the same sporting event is simulcast on cable TV," said Steve Lanzano, President and CEO of TVB. "This a testament to the trust and loyalty viewers have to their local broadcast stations." About TVB TVB is the not-for-profit trade association representing America's local broadcast television industry. Its members include the U.S. television stations, television broadcast groups, advertising sales reps, syndicators, international broadcasters, and associate members. TVB actively promotes local media marketing solutions to the advertising community and works to develop advertising dollars for the medium's multiple platforms, including on-air, online, and mobile. TVB provides a diverse variety of tools and resources, including its website, to support its members and to help advertisers make the best use of local ad dollars. For more information, visit www.tvb.org.
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