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 Cleveland social media ratings.
Overall: Things have remained mostly stable in the Cleveland local TV social media market over the last 30 days compared to the 30 days prior, with WJW (Tribune-owned Fox affiliate) dominating with a 45.9 Share as a group. Behind them was WKYC (TEGNA-owned NBC affiliate) with a 20.4 Share, WOIO (Raycom-owned CBS affiliate) with a 19.7 Share, and WEWS (Scripps-owned ABC affiliate) with a 14.0 Share. There was no movement in the overall rankings in the past month.
WJW was No. 1 as a group on all three platforms Share Rocket tracks (Facebook, Twitter, and Instagram) and the WJW’s main station account was the top overall account on all three platforms.
Overall, engagement was down about -10% in the market compared to the month prior, with none of the four stations gaining in engagement this month compared to the month prior. WOIO had the smallest decline in month-to-month engagement (-1.2%), which helped them to improve their overall Share by +9.2% in the last 30 days.
Most of WJW’s powerful performance comes from Facebook, where the station has a 44.6 Share. WOIO moved into second on Facebook in the last month with a 21.1 Share on the platform, sending WKYC to third with a 19.6 Share. WEWS was fourth on Facebook with a 14.7 Share. WJW generated more than 1.38 million engagements as a group during the 30-day period, which is more than double the next-closest station. Roughly 92% of that engagement came from the primary WJW Facebook Page, which averaged more than 1,000 engagements per post. The WJW Facebook Page is also the first social media account in the market to crack 1 million followers. The top individual on Facebook was WEWS Chief Meteorologist Mark Johnson, who had a 1.74 Share and generated nearly 55,000 engagements on the platform.
On Twitter, things were a bit more competitive. WJW moved into first as a group in the last 30 days with a 31.9 Share, moving WKYC to second with a 28.6 Share. WOIO remained third with a 26.1 Share and WEWS was fourth with a 13.4 Share. About 54% of WJW’s group Share came from the main station Twitter account, which generated more than 25,000 engagements. WJW also got a lift from sports anchor John Telich, who increased his Twitter Share by +31.1% in the last 30 days to a 3.79 Share. Telich went from ranked sixth among individuals on the platform a month ago to second in the last month. The top individual in the market on Twitter was also a sportscaster, WOIO’s Mark Schwab. He had a 5.89 Share after increasing his engagement by +50% compared to the month prior.
WJW’s biggest lead came on Instagram, where the station had a 67.1 Share as a group. WKYC was second with a 20.0 Share, and the other two stations in the market each had Share scores in the single digits on the platform. The top three Instagram accounts in the market were WJW’s station account, followed by WJW morning anchors Stefani Schaefer and Kristi Capel. Combined, those three accounts had a 50.95 Share on Instagram. The primary WJW account generated more than 100,000 engagements in the last month on its own. WKYC was led by Hollie Strano-Giangreco, who was the No. 3 individual on the platform in the last month with a 6.27 Share, and finished just ahead of the WKYC main station account’s 5.87 Share.
The top five individuals in the market were led by Schaefer with a 1.88 Share after she moved into first from second over the last 30 days. Schaefer actually generated more engagements on Instagram (35,178) then on Facebook (about 28,000), which is rare. She was the No. 1 individual in the market on Instagram and No. 2 on Facebook. WEWS’s Mark Johnson was close behind with a 1.81 Share across all platforms. He averaged more than 430 engagements on his Facebook posts in the month and was also among the top five individuals on Twitter. Strano-Giangreco had a 1.45 Share and was the third and final individual to generate more than 50,000 total engagements in the month. Kristi Capel generated nearly 19,000 engagements on Instagram which, considering her 8,386 followers, was a very strong engagement-to-audience ratio on the platform. WKYC chief meteorologist Betsy Kling closed out the top five with a 1.15 Share. Kling was a strong all-around performer, finishing third among individuals on Twitter, fourth on Instagram, and seventh on Facebook.
Of the top 10 individuals in the market, five work for WOIO, two work for WJW, two work for WKYC, and one works for WEWS.