It’s a happy new year for Gannett’s NBC affiliate KPNX in Phoenix.
KPNX claimed the top spot in last week’s Share Rocket Social TV Ratings™ in Phoenix, earning a dominant 28.4 Social Share™ from Dec. 29 – Jan. 4.
It’s a position that’s relatively new to KPNX. They were a consistent third-place finisher as late as August, regularly pulling a 18-20 Social Share and the market’s third-best Social Equity Index™. Fast forward a few months and they’ve been atop the ratings consistently for the past four weeks. They now boast a market-best 79 SEI™.
Fox’s KSAZ had been the market’s top performing station leveraging an audience of more than 879,000 across Facebook and Twitter. But KPNX is now generating more engagement despite a smaller audience (524,000).
From eliciting user photos like the post above to sports to local and national news to SNL/NBC promotions, KPNX mixes content well to generate the market’s best engagement to audience ratio of 7.15, more than double their closest competitor (KSAZ’s 3.28) over the past 90 days.
Ronda White, KPNX’s new Director of Social + New Media, joined the station in June and worked closely with Heather Gray, Director of Marketing + Programming to build the social team since July.
“Heather and I have had the rare opportunity champion social conversation at 12 News.” White said. “We work with an energetic and passionate group of social specialists who work each day at creating platform-perfect content. We are metric hungry but very focused on being conversation starters. Listening and responding to our viewers, fans, and friends is of utmost importance to us and it’s paying off.”
KSAZ finished second last week a 23.88 Social Share, Scripp’s ABC affiliate KNXV was third with a 22.6 Social Share. Meredith’s independent KTVK (16.5 Social Share) and CBS affiliate KPHO (7.32 Social Share) finished a distant fourth and fifth. Univision’s KTVW was sixth with a 1.28 Social Share.
While KPNX has built the strongest long-term social equity in the market, accumulating an 79 SEI™, KSAZ is second-best with a 75 SEI. The other stations are well behind the pace.
KSAZ’s morning show host and traffic reporter Andrea Robinson was Phoenix’s top performing individual, earning a 1.58 Social Share™ and is the best in the market with an 93 SEI™. KPHO’s sports anchor Joe Pequeno (1.05 Social Share™, 80 SEI™) was second. KPNX’s William Pitts (.88 Social Share™, 85 SEI™) finished third. KTVK meteorologist Kim Quintero (.75 Social Share™, 82 SEI™) was fourth, and KSAZ’s Kristin Anderson (.71 Social Share™, 86 SEI™) rounded out the market’s top 5.
Here’s a look at Robinson’s Share Rocket report card:
Social TV Ratings for the week of Dec. 29, 2014 – Jan. 4, 2015
|1||Andrea Robinson||10 FOX||1.58||93||75,429||185||10,858||-7.23%|
|2||Joe Pequeno||5 CBS||1.05||80||1,544||279||1,178||-82.67%|
|3||William Pitts||12 NBC||0.88||85||4,541||227||1,207||294.00%|
|4||Kim Quintero||3 Independent||0.75||82||8,455||113||5,271||82.58%|
|5||Kristin Anderson||10 FOX||0.71||86||29,038||26||8,246||7197.00%|
Social Equity Index™ (SEI™): Measures social equity you have built over time and performance — relative peers. Social Share™: Measures a brand’s raw share of the total audience, voice and engagement in a defined market. Audience: Combined fans and followers (Facebook, Twitter) for all profiles. Voice: Outbound posting and commenting activity. Engagements: Total likes, shares, comments, mentions, replies, retweets and favorites for the brand.
Top content, best practices
Facebook’s new focus on video has changed the game for brands. And Facebook’s new autoplay functionality is a huge opportunity for broadcasters. Facebook’s newsfeed algortihm now heavily favors videos, and last week KPNX saw the benefits, borrowing a video from sister station WFAA in Dallas that featured a group of good samaritans gifting a car to the local school crossing guard. The post generated more than 7 million video views so far.
The post, which generated more than 123,000 likes, more than 9,500 comments and more than 111,000 shares, was posted on Dec. 22 but is still generating engagement into the new year.
This post hits almost all of our checklist:
Tells an urgent, compelling, inspirational or funny story?
Appeal to emotion?
Use a photo/video?
Ask for engagement?
Each week Share Rocket highlights the top performing stations and individuals across the nation’s top TV markets, sharing insights and best practices that are helping the nation’s best social journalists connect with their audience.