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 Orlando social media ratings.
Overall: The Orlando TV social media market returned to normal over the last 30 days after Hurricane Irma caused huge spikes in engagement in the 30 days prior. WOFL (Fox O&O) moved from second into first among stations on social media in the market in the last month with a 45.3 overall Share. WOFL’s move to first dropped WFTV (Cox-owned ABC affiliate) to second with a 31.5 overall Share. WESH (Hearst-owned NBC affiliate) remained third with a 15.3 overall Share and WKMG (Graham-owned CBS affiliate) was fourth with a 7.9 overall Share.
No one station was dominant across all platforms. WOFL was No. 1 as a group on Facebook and the main station Page was the No. 1 account. On Twitter, WESH was No. 1 as a group and the main station account was No. 1 overall. On Instagram, WFTV was No. 1 and the top account was WFTV anchor Martha Sugalski.
As mentioned, every station in the market saw huge drops in engagement compared to the month prior (when Hurricane Irma made landfall). From August 18 to September 18, the four stations combined generated nearly 10 million engagements. From September 18 to October 18, they generated a little over 5 million. Only 13 of the top 100 assets Share Rocket tracks on social media in the Orlando market had more engagement in the last 30 days than they did in the month prior. The overall level of engagement in the last 30 days was fairly comparable to the engagement from July 18 to August 18, so we believe engagement rates in the market have mostly normalized.
On Facebook, WOFL moved from second to first as a group with a 47.1 Share followed by WFTV with a 30.8 Share. WESH was third on Facebook with a 14.1 Share as a group and WKMG was fourth with a 7.9 Share. About 94% of WOFL’s 2,352,055 total engagements on Facebook came from the main station Page, which has the largest audience in the market with more than 1.2 million followers. WFTV’s impact on Facebook is more spread out. The ABC affiliate had all four of the top individuals in the market on Facebook and those four combined to account for 9.72 (or around 32%) of the station’s Share on the platform. The top individual in the market on Facebook was WFTV anchor Jorge Estevez with a 4.60 Share. Impressively, the 233,691 engagements Estevez generated in the last 30 days were only -1% behind his total amount of engagement in the month prior. He also increased his Facebook audience by +9.1% in the last month, but not to be outdone, fellow WFTV anchor Nancy Alvarez increased her Facebook audience by a whopping +26.7% in that time.
On Twitter, WESH moved from second to first as a group with a 37.1 Share, moving WFTV to second with a 31.7 Share as a group. WOFL had a 23.2 Share on the platform and WKMG had an 8.0 Share. WESH’s main brand account was No. 1 with a 21.91 Share on its own. That account generated nearly 25,000 engagements in the month while no other account had more than 9,000. However, WESH’s main account also posted more than 5,000 times in the 30 days and no other account posted more than 1,000 times during that period. The top individual on Twitter was WFTV meteorologist Brian Shields with a 7.43 Share, which was actually down -46.2% compared to the month prior (when he had the No. 1 overall Twitter account in the market) but was still well ahead of all other individuals. The second-place individual on the platform was WOFL anchor Amy Kaufeldt with a 5.2 Share.
WFTV had a commanding lead in the market on Instagram with a 64.9 Share as a group. WOFL was second with a 16.0 Share, followed by WKMG with a 10.4 Share and WESH with an 8.6 Share as a group. The top four Instagram accounts in the market were all WFTV accounts, with Martha Sugalski leading the way with a 30.06 Share on the platform, followed by Jorge Estevez with a 14.85 Share, the WFTV station account with a 7.13 Share, and Brian Shields with a 6.29 Share. As a station, WFTV generated nearly 75,000 engagements on the platform in the 30-day period. The top individual on Instagram not affiliated with WFTV was Amy Kaufeldt with a 6.08 Share.
The top five individuals in the market over the last month were swept by WFTV. Jorge Estevez led the way among individuals thanks to his Facebook and Instagram performance, where he ranked first and second among individuals, respectively. He generated more than a quarter-million engagements on social media in the last 30 days, averaging about 425 engagements per post. Brian Shields was among the top three individuals on all three platforms and he was one of three individuals in the market to have more than 100,000 total engagements. The other with more than 100k engagements, Nancy Alvarez, was third. She also had the largest engagement per post of any individual in the market, averaging 1,044 engagements per post (which was second overall in the market even if you include main station accounts). Martha Sugalski has about 11,600 followers on Instagram, yet she generated more than 36,000 engagements on the platform in the last 30 days, which is a huge engagement-to-audience ratio. Her Instagram posts averaged 322 engagements apiece. WFTV chief meteorologist Tom Terry rounded out the top five and generated nearly 30,000 engagements in the last month from his Facebook Page alone.
Of the top 10 individuals in the market, six are WFTV employees, two are WOFL employees, and two are WESH employees.