With another quarter in the books, Share Rocket is taking a look back on our data for the top 10 markets in the country to track the performance of the top local broadcasters for our third quarter social review.
2017’s third quarter featured several major news events, but perhaps the biggest stories in the U.S. were centered around natural disasters including Hurricanes Harvey, Irma, and Maria. Coverage of those events and the fallout after the storms had passed led to overall increases in engagement in the country’s top markets compared to the second quarter of the year. In Houston, for instance, Engagement was up about +95% compared to the quarter before.
However, despite the spike in engagement, the station rankings in most markets remained largely the same as they did in the second quarter. Only three of the top 10 markets saw any movement in their station rankings. If you were hoping for change, check out the top five individual rankings in each of the top 10 markets. All of them saw at least one change from the second quarter rankings in the third quarter.
Looking for DMAs 6-10? Come back to this blog tomorrow to see how the quarter shook out in San Francisco-Oakland, Washington, D.C., Houston, Boston, and Atlanta!
If you’d like to see our ratings in the top 10 markets from the second quarter of 2017, click here.
Note: The rankings for individuals in this post are based on current station talent. Those that have moved to other stations or markets have since been migrated to their new employers within Share Rocket’s system. The rankings are based on data from Facebook, Twitter, and Instagram that Share Rocket tracks for its social media ratings. These ratings are based on the data from June 30, 2017, through September 30, 2017, in each market so the ratings reflect exactly 90 days’ worth of data, as they did in our previous quarterly reviews.
DMA #1 – New York City
The stations Share Rocket tracks in New York City remained in the same order at the end of the third quarter that they were in after each of the first two, even as the market saw much more Engagement than it did in Q2. WNYW and WABC held steady at the top of the rankings with each of the stations posting SHARE scores greater than 30.0.
WNYW led the rankings with a 38.4 overall SHARE and the station generated more than 13 million Engagements as a group during the third quarter. More than 11 million of those Engagements came from the main WNYW Facebook Page. No other station in the market had more than 7.1 million Engagements on its primary station Facebook Page. The average post on WNYW’s Facebook Page generated about 2,750 Engagements. On Instagram, the station was second with a 31.1 SHARE as a group and as a group they increased their Engagement on the platform by +31.8% compared to Q2.
WABC had a 31.7 overall SHARE, good for second in the market among stations. The ABC affiliate was a very strong No. 1 as a group on both Twitter and Instagram – the station’s group SHARE score was higher than 40.0 on both of those platforms. The station had a total Audience on Facebook, Twitter, and Instagram of more than 4.2 million followers, which was more than 1 million more followers than the next-largest station. On Twitter, the station received a big helping hand from anchor Liz Cho, who had the No. 2 Twitter account in the entire market, generating a 12.59 SHARE on the platform by herself.
WPIX was the final station in the market with a double-digit SHARE score in the third quarter, finishing with a 12.8. That was an +11.6% improvement in SHARE compared to the second quarter, driven by a +22.8% uptick in total Engagement from quarter to quarter. Most of the station’s gains came from Facebook. Engagement was up +8% on the main station Facebook Page and anchor/reporter Kirstin Cole jumped up the individual Facebook rankings after generating nearly 175,000 Engagements on the platform in the quarter. The station saw its Facebook Audience grow by +9.2% in the third quarter, which was the most of any station.
WNBC finished fourth overall with a 7.0 SHARE. The station was No. 2 on Twitter with a 19.3 SHARE as a group and No. 3 on Instagram with a 9.7 SHARE as a group.
WABC’s Michelle Charlesworth was the top individual in the NYC market in the third quarter after finishing second in Q1 and Q2. She had the top Facebook Page in the market among individuals, generating nearly 215,000 Engagements on the platform during the quarter (she averaged about 525 Engagements per post). WABC’s Amy Freeze was second in the market overall, but was again the top individual in the market on Instagram. She generated more than two-thirds of her Engagement in the quarter from Insta. WNYW’s Rosanna Scotto led the way for her station after finishing among the top five individuals on both Facebook and Instagram. Scotto also improved on Twitter in the quarter, increasing her Engagement on the platform by +57% and her SHARE by +18% compared to the quarter prior. WABC’s Laura Behnke was second among individuals on Instagram in the quarter and she averaged nearly 970 Engagements per post on the platform during the quarter. WPIX’s Cole generated +430% more Engagement in the third quarter than she did in the second and grew her total social Audience by +21.8% in Q3.
DMA #2 – Los Angeles
Like in NYC, every station in Los Angeles stayed in the same position in the station ranks that they occupied at the end of Q2. Overall, there was much more Engagement in the market in Q3 compared to Q2 with all but one station seeing an increase (and the only station that decreased was only down -1.7%).
KABC saw a +26.4% increase in total Engagement, which helped the station improve its SHARE score by +7.2% compared to the previous quarter and remain atop the rankings with a 35.8 overall SHARE. As a group, the station was No. 1 on Facebook, Twitter, and Instagram, and the primary station account was the No. 1 account on all three of those platforms, as well. As a group, the station generated more than 17 million Engagements in the 90-day period and nearly 92% of those came from the main station accounts on the three platforms we track. KABC’s main Facebook Page averaged nearly 5,200 Engagements per post and its main Instagram account averaged more than 1,950 Engagements per post.
KTTV was second in the market with a 25.4 overall SHARE and was the only other station in the market to have more than 10 million Engagements as a group in the quarter (they had nearly 12 million in total). As a group, the station was second in the market on both Facebook and Instagram. KTTV had two of the top three individuals in the market overall in Araksya Karapetyan and Maria Quiban and combined the two generated nearly 1.5 million Engagements across all platforms.
KTLA held on to third place in the market with a 19.9 overall SHARE, which was a slight improvement on its second-quarter SHARE. The station had the largest Audience in the market on social media with more than 5.1 million total followers. Overall, the station generated +19.7% more Engagement in Q3 than it did in Q2. One reason for that was reporter Rich DeMuro’s performance on Facebook. He generated more than 865,000 Engagements on the 107 posts on his Page in the quarter, which averages out to more than 8,100 Engagements per post.
No. 4 was KNBC with a 7.5 overall SHARE. The station had a good third quarter on Instagram, where it increased its Engagement by +58.8%, its Audience by 30.2%, and its SHARE by +42.7% compared to the quarter prior.
KTTV’s Karapetyan topped the individual rankings in L.A. for the third-straight quarter after generating more than 930,000 Engagements, a +17.1% increase from the previous quarter. She was second among individuals on Facebook and first on Instagram, where she had a 9.21 SHARE and generated more than 575,000 Engagements. KTLA’s DeMuro bounded into the top five after an outstanding third quarter. His total Audience on social shot up +50.6% in Q3 and his SHARE score increased by +549% compared to the quarter prior. Quiban was fourth among individuals on Facebook and second on Instagram, and her total Engagement was up +8% from quarter to quarter. León Krauze with KMEX, the Univision station in the market, was the top individual on Twitter once again in the third quarter. Krauze has more than 1.2 million followers on the platform, which is by far the most of any account in the market, and her generated more than 255,000 Engagements on Twitter in the quarter which was a +117% improvement on the previous quarter. Stephanie “Chiquibaby” Himonidis of Telemundo affiliate KVEA rounded out the top five with a 0.89 SHARE. She was No. 3 among individuals on Facebook and No. 4 among individuals on Instagram and generated nearly 335,000 Engagements over the 90 days.
DMA #3 – Chicago
There was a change at the top of the Chicago market from the second to the third quarter as WFLD took the top spot from WLS. Overall, Engagement was up slightly in the market, but not across the board. Three stations saw their Engagement increase by +10% or more from quarter to quarter while two stations saw their Engagement decrease by -10% or more.
WFLD saw the biggest improvement, increasing their Engagement by +16% from quarter to quarter, which led to a +12.2% increase in overall SHARE to a market-leading 31.3. WFLD has the third-largest total Audience in the market, but had the most Engagement and the highest Engagement per post of any station in Chicago. The station’s biggest strength was Facebook, where it had a 32.5 SHARE as a group and increased its Audience by +7.8% in the 90 days. The station also had the top individual in the market, Jenny Milkowski. She increased her overall SHARE in the market by +47.7% in the quarter to a 1.71.
WLS was a close second in the Chicago market, posting a 30.8 overall SHARE. The station was one of few in the country to generate more than 10 million Engagements in the quarter, totally just shy of 11.8 million. WLS was No. 2 on Facebook and Twitter and a strong No. 1 on Instagram with a 41.4 SHARE as a group. About 92% of the station’s Engagement came from the primary station accounts, with the remaining 8% coming from sub-brand and individual accounts. The main WLS Instagram is one of the strongest local news Instagram accounts in the country, with just a shade under 90,000 followers and more than 450,000 Engagements in the quarter. For comparison, the next highest amount of Engagement for any Insta account was 68,715 Engagements for WLS meteorologist Cheryl Scott.
Third place went to WGN with a 24.2 overall SHARE, a +8.1% improvement from the quarter before. As a group, the station generated +11.5% more Engagement than it did in Q2. WGN was first as a group on Twitter, second on Instagram, and third on Facebook. WGN’s sub-brand and individual accounts contributed quite a bit to the station’s overall performance, accounting for around 25% of the total Engagement the station generated. The station’s Morning News sub-brand was the top sub-brand in the market with a 1.26 overall SHARE after it generated more than 435,000 Engagements in the quarter (a +20.1% improvement on Q2).
WMAQ was fourth in the market with a 7.0 overall SHARE. The station was fourth as a group on all three platforms Share Rocket tracks, but was strongest on Twitter, where they had a 13.8 SHARE as a group.
For the second quarter in a row, Milkowski was No. 1 among individuals in the market. She posted on social media about 44% more in this quarter and it paid dividends, as her total Engagement shot up +54.1% and her overall SHARE was up +47.7% from quarter to quarter. The large majority (about 75%) of her posts were published on Facebook and they resulted in more than 570,000 Engagements on that Page in the 90 days. Ericka Pino with Univision affiliate WGBO was second with a 1.1 overall SHARE. The majority of her social posts (about 85%) were on Facebook, as well, and she averaged more than 500 Engagements per post on the platform. She was also among the top 10 individuals in the market on Instagram. WGN reporter Ana Belaval was new to the top individual rankings in the market, coming in at No. 3. Belavel had a great quarter on both Facebook (where she increased her Engagement by +58% from Q2 to Q3) and on Instagram (where she was third among individuals with a 3.81 SHARE). WGBO’s Érika Maldonado ranked fourth among individuals overall in the Chicago market for the third straight quarter in Q3. Her biggest strength is Facebook, where she ranked third among individual and generated nearly 137,000 Engagements, but she was also just outside of the top 10 individuals on Instagram with another 19,000+ Engagements on that platform. Finally, WGN reporter Marcus Leshock rounded out the top five for individuals after generating nearly 185,000 total Engagements during the quarter on social media. Following the trend of most of the top individuals in Chicago, the majority of his social posting was on Facebook, where he averaged more than 200 Engagements per post.
DMA #4 – Philadelphia
In Philadelphia, there was one change in the station rankings from Q2 to Q3 as KYW moved from fourth in the market to third, powered by a +52.4% increase in total Engagement. Thanks to that big improvement, the market saw more Engagement last quarter than it did in the previous quarter, though none of the other stations saw a swing in either direction anywhere close to KYW.
WPVI remained the strongest station in Philly on social media in the third quarter with a 43.5 overall SHARE. It was a group effort, as the main station social accounts contributed 28.4 (about 65%) of the SHARE score while the remainder came from sub-brands and individuals. WPVI employees were four of the top five individuals in the market and those four added a combined 8.18 SHARE points to the station’s overall score. WPVI was No. 1 as a group on Facebook and Twitter and No. 2 as a group on Instagram. As a group, the station had the largest Audience on social media of any station in Philadelphia with just shy of 4 million followers.
WTXF was second with a 39.1 overall SHARE. About 77% of the station’s overall SHARE came from the main brand accounts and their top performer, anchor Alex Holley, made up another 7.5%. WTXF was the top station in the market on Instagram and second on Facebook and Twitter. On Facebook, WTXF had an all-around solid third quarter. The station increased its Engagement on the platform by +12.6%, its Audience by +6.5%, and its SHARE by +4.6% compared to the previous quarter. WTXF’s main Facebook Page averaged nearly 1,500 Engagements per post, which was the most of any station Page in the market.
KYW’s overall SHARE increased by +33.8% in the third quarter to move into third place in the market with an 8.5 SHARE. KYW’s improvement mostly came from their primary Facebook Page, which increased its Engagement by +66.4% from quarter to quarter to more than 985,000 Engagements. The station was third in the market as a group on both Facebook and Instagram.
WCAU dropped from third to fourth with a 7.9 overall SHARE in the third quarter despite a small increase in total Engagement. The station was strongest on Twitter, where it was third as a group. That is thanks, in part, to sports reporter John Clark, who was the top individual in the market on Twitter. Clark had the No. 2 overall Twitter account in Philadelphia, trailing only WPVI’s main station account, and generated more than 108,000 Engagements on the platform in the quarter.
WPVI meteorologist Adam Joseph was the top individual on social media in the market in the quarter after generating more than 580,000 total Engagements in the 90-day period. Joseph was a very strong performer on every platform, finishing first among individuals on Facebook and fourth on both Twitter and Instagram. Most impressively, Joseph averaged more than 3,750 Engagements per post on Facebook in the quarter. WTXF’s Holley was also a strong performer on every platform Share Rocket tracks, finishing first among individuals on Instagram, second on Twitter, and fifth on Facebook. On Instagram, Holley wasn’t just the top individual – she had the best performance of any account in the market, racking up more than 322,000 Engagements and a 19.89 SHARE score on the platform by herself. WPVI’s Cecily Tynan’s best platform was Facebook, where she was No. 2 among individuals and generated just shy of 400,000 Engagements in the quarter. Her 2.44 overall SHARE was a +49.6% improvement from the previous quarter. WPVI sports reporter Jamie Apody was also strongest on Facebook, where he ranked third among individuals and generated more than 210,000 Engagements in the quarter, but he also improved on Twitter where his SHARE was up +10.2%. Finally, WPVI reporter Nydia Han was new to the top five last quarter after posting very impressive gains on both Facebook and Instagram. On Facebook, her Engagement was up +149% and her SHARE was up +116% from quarter to quarter. On Insta, her Engagement was up +123% and her SHARE was up +115% from Q2 to Q3.
DMA #5 – Dallas/Fort Worth
The stations Share Rocket tracks in Dallas-Fort Worth remained in the same order after Q3 that they were in following Q2. However, all but one station in the market saw big improvement in Engagement from quarter to quarter including the market leader, KDFW, which saw a +24.7% increase.
Thanks to that increase in Engagement, KDFW’s overall SHARE increased +9.3% to a 40.7 in the third quarter. As a group, the station was No. 1 in the market on Facebook and Instagram and No. 3 on Twitter. About 92% of the total Engagement generated by the station as a group came on Facebook, where KDFW had a 42.2 SHARE. The station’s primary Facebook Page had the largest Audience of any social account in the market with 1.25 million followers and generated 7.2 million Engagements in the quarter. On Instagram, the station had a 46.4 SHARE as a group and had three of the top four accounts in the market.
WFAA was second with a 25.8 overall SHARE after the station had +10.2% more Engagement than in the quarter prior. The station was second as a group on all three platforms, and its strongest platform (based on SHARE as a group) was Instagram where they had a 30.0 SHARE. About 69% of the station’s total Engagement came from the main brand accounts while the remainder came from sub-brands and individuals. WFAA’s main station Facebook Page had a very good quarter, increasing its Engagement by +28.8% and its SHARE by +15.6% compared to Q2.
KXAS was third in the market with a 17.3 overall SHARE. Most of that came from the station’s performance on Facebook, where KXAS finished third as a group and their total Engagement was up +9.2% from quarter to quarter. Much of that improvement was thanks to anchor Brian Curtis, who was the No. 1 individual in the market and generated nearly 395,000 Engagements on the platform during the 90-day period.
KTVT was fourth with a 9.8 overall SHARE. During the quarter, KTVT moved from fourth in the market on Twitter to first thanks to reporter J.D. Miles. Miles had the No. 1 Twitter account in Dallas-Fort Worth after he generated more than 350,000 Engagements and an 18.37 SHARE by himself on the platform.
With his huge Facebook performance, KXAS’s Curtis was No. 1 among individuals in the market in the quarter. His 1.93 SHARE on Facebook in Q3 was a +872% improvement on his Q2 SHARE. He averaged just shy of 2,230 Engagements per post on his Facebook Page in the 90-day period. KTVT’s Miles was the beneficiary of a viral post or two on Twitter. His SHARE on the platform was 13.8 SHARE points greater than the next-closest individual and his Twitter Audience grew by +12.5% in the quarter. KDFW anchor Lauren Przybyl was third thanks to her Facebook and Instagram performance. On Facebook, she was the No. 2 individual and generated more than 238,000 Engagements in the quarter. On Instagram, she was the top individual and added another 72,000+ Engagements. KDFW anchor/reporter Jenny Anchondo also made a big impact on Facebook (where she was No. 4 among individuals) and Instagram (where she was No. 2 among individuals). She averaged more than 500 Engagements per post on both platforms. WFAA meteorologist Pete Delkus rounded out the top five. He was fifth among individuals on Facebook, where he generated more than 108,000 Engagements, and second among individuals on Twitter where he generated +12.4% more Engagement in Q3 than he did in Q2.
Visit our blog again tomorrow to see the Q3 rankings for markets #6-10!