Every Wednesday, Share Rocket takes a look at one of the top 20 DMAs in the country and analyzes the last 30 days of data from Facebook, Twitter, and Instagram in that market. If you’d like to know more about Share Rocket’s social media ratings and data, you can contact us at this link to ask questions or arrange a demo of our software. Here are the most-recent Phoenix social media ratings.
Overall: The race for first in Phoenix has been close over the last 30 days, with KNXV (Scripps-owned ABC affiliate) leading with a 30.8 overall Share, followed by KSAZ (Fox O&O) with a 29.4 overall Share. KTVK, the Meredith-owned independent station in the market that is part of a duopoly with KPHO, was third with a 19.8 overall Share. KPNX (TEGNA-owned NBC affiliate) was fourth with a 17.3 overall Share. (Note: Because KTVK and KPHO have consolidated their main brand Facebook Pages into a combined, azfamily-branded Page, Share Rocket can only credit one station or the other for the combined Page’s statistics. That Page is being credited to KTVK.)
Over the last 30 days, KNXV was the No. 1 station in the market on Facebook and Instagram, while KSAZ was the No. 1 station on Twitter. However, KNXV’s main brand account was the No. 1 account on all three of the platforms – in fact, 92.4% of KNXV’s 30.8 overall Share was generated by its main brand accounts.
Engagement was down slightly in the market overall compared to the 30 days prior. The only station in the top four in the market to see more Engagement was KPNX, which increased its total Engagement by +3.8%. Because it was the only station to improve its Engagement, the station’s overall Share increased by +8.7% in the last 30 days.
On Facebook, KNXV had a 31.5 Share as a group to lead the market, followed by KSAZ with a 29.4 Share, KTVK with a 19.8 Share, and KPNX with a 16.3 Share. KNXV generated more than 2.7 million Engagements on Facebook as a group in the 30-day period, the most in the market. KSAZ’s main station Page has the largest Audience of any Page in the market (more than 1.4 million) and had the highest Engagement per Post of any station in the market (2,720 on average). Both on Facebook and as a whole, individuals did not have as large an impact on the group scores in Phoenix as we’ve seen elsewhere across the country. The top individual on Facebook was KSAZ anchor Syleste Rodriguez, who barely edged out fellow KSAZ anchor Kari Lake to take the No. 1 spot. When rounded to the hundredths, both women had a 0.57 Share on the platform. KPHO meteorologist Paul Horton had the largest Audience among individuals on the platform with more than 108,000 followers (no other individual had more than 82,000).
KSAZ had a solid lead on Twitter with a 32.5 Share as a group, outperforming KPNX (22.0 Share), KNXV (21.8 Share), and KTVK (19.7 Share). KSAZ’s main account was responsible for only about 35% of the station’s total Share on the platform, but four KSAZ employees (Matt Rodewald, Steve Krafft, Kari Lake, and Marc Martinez) were among the top six individuals in the market and had a combined 12.66 Share. Comparatively, KNXV’s main station account had a 15.9 Share and accounted for about 73% of the station’s total Share on Twitter. The top individual overall on the platform was KTVK sportscaster Tim Ring. He generated more than 27,000 Engagements there over the last month, lending him an 8.41 Share. KPNX’s main station account significantly out-tweeted every other account in the market, sending nearly 4,000 tweets in the 30-day period (no other account sent more than 1,600).
On Instagram, KNXV moved ahead of KPNX into first over the last 30 days, posting a 27.4 Share as a group. KPNX was second with a 24.0 Share, followed by KSAZ (22.2 Share) and KTVK (21.9 Share). Phoenix has high levels of Engagement on Instagram overall, but particularly on the main station accounts. KNXV’s main Instagram has more than 78,000 followers and it generated more than 150,000 Engagements over the last 30 days (as well as an average of 890 Engagements per post). KPNX was not too far behind, managing more than 132,000 Engagements on the main station account (and an average of 968 Engagements per post). All of the top four stations on the platform had 120,000 or more combined Engagements (as groups) in the last month. The top individual on Instagram in the market was KSAZ anchor Andrea Robinson, who had a 3.80 Share and generated about 22,000 Engagements on her own.
Overall among individuals, Rodriguez led the way with a 0.73 Share and generated about 67,500 Engagements across all platforms. She was strongest on Facebook, where her 90 posts in the month averaged about 510 Engagements apiece. Lake had +45.3% more Engagement on her Facebook Page in the last 30 days than she did in the 30 days prior, which lifted her Share by +47% to second among individuals there. Robinson posted less on social media than any other individual in the top five during the month, which gave her a strong 601 Engagements per post. Liliana Soto, an anchor and reporter for KTVW (the Univision O&O in the market), generated more than 38,000 Engagements on Facebook in the 30-day period, which rocketed her up the individual rankings to third on the platform. Rounding out the top five, KSAZ’s Matt Rodewald did most of his damage on Twitter. He was second among individuals on the platform and generated more than 16,000 Engagements.
Of the top 10 individuals in the market, four of them work for KSAZ, three for KTVK, two for KPHO, and one for KTVW.