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.
Overall: KRIV (Fox O&O) extended its lead in overall Share the Houston market on social media by +7.2% in the last 30 days to a 31.7, giving the station a 5.8-Share point lead over No. 2 KTRK’s (ABC O&O) 25.9 overall Share. KPRC (Graham-owned NBC affiliate) moved from fourth in the market to third with an 18.1 overall Share thanks to a +26.1% increase in Engagement over the last month compared to the 30 days prior, while KHOU (TEGNA-owned CBS affiliate) fell to fourth with a 17.7 overall Share.
KRIV was the top station in the market on Facebook and Instagram while KPRC was the top station on Twitter after moving from fourth as a group to first on the platform over the last 30 days. KRIV’s main station Facebook Page was the No. 1 Page on the platform, KPRC’s main station account was the No. 1 Twitter account in the market, and KRTK’s main station account was the No. 1 account on Instagram. Every station in the market saw more total Engagement on social media in the last 30 days than they did in the 30 days prior, including three stations (KRIV, KPRC, and Telemundo affiliate KTMD) that increased total Engagement by +24% or more during that time.
KRIV’s main Facebook Page was the biggest factor in its bump in Engagement. The KRIV Page accounted for more than 2.25 million Engagements, which was about 92% of the station’s total Engagement on Facebook and a +25.7% increase from the prior 30 days. As a group, KRIV had a 32.6 Share on Facebook, followed by KTRK with a 25.4 Share, KHOU with an 18.1 Share, and KPRC with a 16.4 Share. KPRC’s Jennifer Reyna generated more than 45,000 Engagements on the platform in the last month and was the top individual on Facebook with a 0.68 Share. KTRK and KRIV’s main Facebook Pages are the only social media accounts in the market to crack the 1 million follower mark, and KTRK has the largest Facebook Audience as a group with more than 1.87 million followers. KRIV increased its total group Facebook Audience by +5.3% in the last 30 days.
On Twitter, KPRC jumped from fourth overall to first with a 33.5 Share on the platform after the main station account saw a +288% increase in Engagement compared to the month prior. Much of that came from this July 30 tweet of a boy with Down syndrome singing Whitney Houston’s “I Have Nothing” that has about 115,000 Engagements to date (link). The station also got a nice boost from reporter Deneige Broom, who went from the 66th overall Twitter account in the market to the 5th, also thanks to a big viral tweet. Broom’s post was a photo of a dog she ran across while covering flooding in the city that managed to rack up a little more than 20,000 Engagements (link). Never doubt the power of a cute animal on social media. KTRK, which was No. 1 on Twitter in the month prior, dropped to second with a 32.0 Share on the platform. KRIV was third with an 18.7 Share and 4.79 of that came from the station’s sports director, Mark Berman, who was the No. 1 individual on Twitter in Houston over the last 30 days.
KRIV moved to first on Instagram with a 30.4 Share as a group in the last 30 days after the station was third in the month prior. KRIV’s main station account on the platform had a 5.4 Share, but the station had six of the top 10 individuals on the platform and those six had a combined 19.37 Share. KTRK’s main station account has the largest Audience of any Insta account in the market (99,637 followers) and was the top account overall, generating more than 71,000 Engagements in the month and posting a 15.9 Share. The top individual on Instagram in the market was KPRC anchor Dominique Sachse, who averaged more than 2,100 Engagements per post on Instagram. Sachse also had the largest Audience of any individual in the market on Instagram with more than 69,000 followers.
Among individuals overall, Sachse led the way with a 1.1 overall Share and nearly 90,000 total Engagements in the 30-day period. Reyna was the No. 3 individual on Instagram and No. 1 individual on Facebook, where she averaged about 862 Engagements per post. KRIV’s Isiah Carey jumped from 16th among individuals across all platforms to 3rd in the month largely thanks to his Instagram, where he increased Engagement by +107% compared to the previous 30 days. Kaitlin Monte was a strong performer across the board, finishing the 30-day period 7th among individuals on Facebook, 4th on Twitter, and 5th on Instagram. KHOU’s Chita Craft was in the top 10 among individuals on Facebook and among the top five on Instagram and has the third-largest social Audience of any individual in the market with nearly 225,000 total followers across all platforms.
Of the top 10 individuals in the market, six are with KRIV, two are with KPRC, and one apiece is with KHOU and KTMD.