Share Rocket’s social ratings platform is used by some of the largest broadcast ownership groups and their stations to benchmark and rank their performance against competitors in their markets. Our proprietary SHARE and SEI scores allow for a quick, high-level view of the effectiveness of stations’ social media output and drive tactical and strategic decision making within newsrooms both large and small.
Every week here on the Share Rocket blog, we take a look at one market in the top 20 DMAs in the United States and break down social media performance in that market over the previous 30 days. Typically, the larger the market, the more competitive that market is in terms of social SHARE. Generally, in those markets where four or more stations compete, the top performing station can win a time period with a 30 SHARE, and sometimes with even less.
But just because a station is in a larger market doesn’t necessarily mean its social performance was “better” than those in medium or small markets. In fact, larger-market stations often can’t come close to the mid- and small-market stations numbers in terms of commanding the majority of their market’s attention.
With that in mind, this month we wanted to give a hat tip to the top performing stations in smaller markets, where you’ll see some truly incredible numbers. That’s why our Power Rankings for July 2017 will focus on the stations with the biggest SHARE scores, indicating the most dominant local TV news stations in America.
With no further ado, here are our Top 20 Most Dominant Local TV News Stations in America. Below, you’ll find one of the most impressive stats for each of the top 20.
Top Stats for the Top 20
- WSFA had a 97.04 SHARE of the Montgomery market on Facebook in July.
- Two individuals (Sharla McBride and Ryan Leckey) accounted for 79.45 of WNEP’s 95.97 SHARE on Instagram (or about 83% of it).
- WMAZ’s main station Facebook Page had nearly 300,000 more Engagements in July than the next-closest Page.
- WCSC’s main station Facebook Page averaged about 300 Engagements per post in July.
- Wilmington was the only market in our top 20 that contained five stations, yet the next-closest station to WECT’s 74.13 SHARE score had a 14.17.
- WBOC’s total Audience on social media is about 3.5x larger than its next-closest competitor.
- KGMB had the largest total Audience of any station in our Power Rankings, with about 1.38 million followers.
- KYTV had about 350,000 more Engagements than its next-closest competitor in July.
- WTOC anchor Mike Cihla had a 10.38 SHARE of the total Savannah social media market in July by himself.
- The main brand accounts for KSLA on Facebook and Twitter were generated about 91% of the station’s total Engagement on social media in the month.
- KSWB had an 86.76 SHARE score on Twitter in July. Drea Blackwell was responsible for 9.85 of that.
- WHIO’s main station Facebook Page generated about 425,000 Engagements in July.
- KCCI and its next-closest competitor were only separated by about 40,000 total followers on social media, but KCCI had nearly 400,000 more Engagements.
- Jacksonville was the second-largest market (DMA #47) to have a station included in these Power Rankings. WJAX averaged about 603 Engagements per post on its main station Facebook Page.
- About 96.5% of the Engagement generated by WILX came from its main station social media accounts.
- WGHP was in the largest market (DMA #46) and had the highest overall Engagement per post across all platforms and accounts (221.8 EPP) of any station in our Power Rankings.
- Maggie Wade, the longtime WLBT anchor, was No. 1 among individuals on social in the Jackson market and generated almost 51,000 Engagements in July.
- WSEE actually has a smaller total Audience than its competitor in the Erie market (which was the smallest of any in our Power Rankings at DMA #150), but had about 35,000 more Engagements in the month than the competitor.
- WTVM’s total social Audience more than doubles its closest competitor’s total Audience.
- Almost 93% of WKYT’s total Engagement on social media came from the station’s main brand accounts.
- Audience (A): Audience is the total number of followers for a Station across all social platforms as of July 31.
- Voice (V): Voice is the cumulative total number of times the station, one of its sub-brands (like sports or weather), or one of the individuals at the station posted directly on their social profiles in the month.
- Engagement (E): Engagement is the biggest factor in Share Rocket’s ratings and is the total number of times followers interacted with posts made by the station, its sub-brands, and its individuals. Every interaction, regardless of platform, is counted equally as an Engagement.
- Station Count: The number of stations Share Rocket is tracking within each market.
- SHARE: SHARE score is a station’s market share of social media within the one-month period. SHARE is a quantitative measure of performance calculated from the total numbers of Audience (A), Voice (V), and Engagement (E) in that market.
- SEI (Social Equity Index): SEI is intended as a qualitative measure of the overall social equity or social brand equity for a station. SEI is a 0-100 score that grades overall performance on social media relative to a station’s peers. Unlike SHARE, SEI always represents the last 90 days (in this case, 5/1/17-7/31/17). SEI is calculated by a proprietary algorithm made up of 22 metrics, including Audience, Voice, Engagement, and as well as things like Engagement per post and Engagement-to-Audience ratio.