With 2017 behind us, Share Rocket is taking a look back on our data from the top 10 markets in the country to track the performance of the top local broadcasters for our fourth quarter social review.

Compared to the third quarter, in which natural disasters around the country helped contribute to huge spikes in Engagement, the fourth quarter saw reductions in total Engagement in most of the top 10 markets as the spike subsided. In fact, in the top 10 markets, the fourth quarter had the least total Engagement of any quarter in 2017. The holidays also likely played a role in the decline.

However, that change also led to opportunity for some stations. Those that were able to generate similar levels of Engagement to the third quarter often saw their SHARE scores improve in Q4. There were some significant changes in the overall station rankings compared to our third quarter rankings in four markets, including new No. 1 stations in Chicago and Atlanta.

As 2018 begins, we will be tracking whether Engagement returns to the heights that it hit from summer into fall, as well as whether Facebook’s ever-changing views on news publishers have had any effect on local broadcasters’ ability to generate Engagement through their Pages. Return to this blog or subscribe to our newsletter through the form to the right (on desktop) or at the bottom of this post (on mobile) to read the latest.

If you’d like to see our ratings for markets #6-10 in the third quarter of 2017, click here. If you’d like to see the fourth quarter rankings for markets #1-5 from last week, click here.

Note: The rankings for individuals in this post are based on current station talent at the time of this writing. Those that have moved to other stations or markets have since been migrated to their new employers within Share Rocket’s system.

DMA #6 – San Francisco

The seven stations Share Rocket tracks in the San Francisco-Oakland-San Jose market remained in the same order at the end of the fourth quarter that they were in at the end of the third. Overall, Engagements was up in the market in Q4 compared to Q3, with five stations observing increases in Engagement and two observing declines. KTVU remained a strong No. 1 in the market with a SHARE score above 40.0, giving the station a lead of more than 15 SHARE points over its closest competitor.

KTVU led the market with a 41.0 overall SHARE after generating more than 6.6 million total Engagements in the fourth quarter. The 6.6 million Engagements was a +3.2% increase from the previous quarter, which helped the station raise its overall SHARE by about +1% from quarter to quarter. The station was first on Facebook and Instagram, and second on Twitter. The main KTVU account was the top account on all three platforms. On Facebook, KTVU had a 40.0 SHARE as a group and 25.6 (or 64%) of that came from the main station Page, which generated more than 3.5 million Engagements in the quarter. The Fox affiliate also got a significant boost on Facebook from anchor Frank Somerville, who had a 10.68 SHARE by himself on the platform and generated more than 1.4 million Engagements on his Page in the quarter. Somerville’s 212 Facebook posts in Q4 averaged nearly 6,800 Engagements per post. On Twitter, KTVU generated more than 275,000 Engagements as a group, which was a +13.7% improvement over the previous quarter. The station’s top individual on Twitter was anchor Heather Holmes, who jumped from 23rd among individuals to 3rd in Q4 after generating more than 20,000 Engagements on the platform. KTVU also had a commanding lead on Instagram, where the station had a 60.5 SHARE as a group. The large majority of that came from the main KTVU account, which generated about 950,000 Engagements in the quarter (a +78.6% increase from Q3) and had a 51.5 SHARE by itself. The station also had the top individual on Instagram in meteorologist Rosemary Orozco, who grew her Engagement on the platform by +26.5% from quarter to quarter.

KGO was second in the Bay Area with a 24.7 overall SHARE. The station was first in the market on Twitter, and second on both Facebook and Instagram. On Facebook, KGO leaned heavily on its main station Page, which generated about 94% of the station’s group Engagement on that platform. The KGO Page has the largest Audience of any social account in the market with more than 1 million followers and it generated more than 2.8 million Engagements in the 90-day period. KGO’s top individual on Facebook was meteorologist Sandhya Patel, who was fifth among individuals and increased her Engagement by +37% and her SHARE by +26.2% on the platform from quarter to quarter. The ABC affiliate moved from third to first as a group on Twitter during the fourth quarter. KGO had a 33.4 SHARE as a group on Twitter, which was a +23.2% improvement from the previous quarter and was driven by a +46% increase in Engagement. Like on Facebook, KGO’s primary station account had the largest Audience of any account in the market on Twitter. Sandhya Patel was the top individual in the market on Twitter in the quarter after increasing her Engagement by +81.7% and her SHARE by +51.5% from Q3 to Q4. KGO meteorologist Drew Tuma was second among individuals on Twitter after generating nearly 29,000 Engagements. On Instagram, like on Facebook, KGO received the vast majority of its Engagement from the main station account. The KGO Instagram account generated just shy of 400,000 Engagements in the quarter, which was a +13.8% improvement from Q3.

KRON was third in the market with a 17.8 overall SHARE in Q4. The station generated more than 2.8 million Engagements as a group, which was a slight improvement over their total in the third quarter. About 98% of the Engagement generated by KRON as a group in the quarter came from KRON’s main station accounts on Facebook, Twitter, and Instagram. On Facebook, KRON ranked third with a 20.3 SHARE as a group, which was a +2.5% increase from Q3. The station also grew its total Audience on Facebook by +5.6% (the most of any group in the market). On Twitter, the station generated more than 123,000 Engagements as a group (a +28.9% increase from Q3) and that helped to boost the station’s SHARE on the platform to a 12.4 (a +9.9% improvement). On Instagram, the station’s top account belonged to reporter Stanley Roberts, who was second among individuals and generated nearly 22,000 Engagements. In fact, Roberts was a very strong all-around performer, finishing among the top five individuals on all three platforms.

KNTV was fourth in San Francisco with an 11.0 overall SHARE, which was a small improvement from Q3. The NBC affiliate was third in the market on both Twitter and Instagram. On Facebook, KNTV increased its total Engagement by +7.6% which helped to improve the station’s SHARE on the platform by +7.7% to a 10.4. Most of that improvement came from the main station Facebook Page. On Twitter, the primary KNTV account was second overall in the market and generated more than 120,000 Engagements. On Instagram, the main KNTV account chipped in another 95,000+ Engagements. KNTV’s top individual was meteorologist Rob Mayeda, who generated more than 22,000 Engagements on social media (a +9% increase from Q3).

KTVU’s Frank Somerville was the top individual in San Francisco in the fourth quarter, as he was in the three previous quarters. Somerville is somewhat unique in that the only social platform he posts on is Facebook, so every one of the 1,436,172 Engagements he generated occurred there. With more than 546,000 followers on Facebook, he has a larger Audience than all but two station accounts in the market. KTVU anchor Dave Clark was second in the market thanks to Facebook, where he had a 1.72 SHARE on his own and generated about 114,000 Engagements. Clark’s SHARE on Facebook increased +13.6% from quarter to quarter. KRON’s Stanley Roberts generated more than 116,000 Engagements on social media in Q4, which was a +17.6% improvement over Q3. Roberts increased his Engagement and SHARE from quarter to quarter on all three social platforms Share Rocket tracks. KGO’s Sandhya Patel was fourth overall after she finished 1st among individuals on Twitter and 5th among individuals on Facebook. She generated more than 54,000 Engagements (a +56.3% improvement from Q3), which helped her to increase her overall SHARE by +34.5%. Finally, KTVU anchor Julie Haener rounded out the top five after jumping from 14th among individuals to 5th in Q4. Her strongest platform was Facebook, where she averaged nearly 4,600 Engagements per post.

DMA #7 – Washington, D.C.

In our nation’s capital, there was a change in the station rankings in the fourth quarter as WJLA jumped from fourth overall to second, pushing WRC and WUSA down one spot apiece. Overall, Engagement was down in D.C. from quarter to quarter, with three stations seeing decreases in Engagement and two seeing increases. The race for first was tightly-packed, with the top three stations in the market separated by about six SHARE points and the fourth station within 10 SHARE points of the leader.

WTTG remained in first place in the Washington, D.C. market in the fourth quarter with a 29.7 overall SHARE. The station was No.1 as a group on Facebook and Instagram, and third on Twitter. As a group, WTTG generated 2.3 million Engagements on Facebook, about 312,000 on Twitter, and about 389,000 on Instagram. On Facebook, WTTG’s main station Page generated nearly 2 million Engagements and had a 23.49 SHARE by itself. WTTG anchor/reporter Annie Yu was second among individuals on Facebook and generated more than 109,000 Engagements. Anchors Shawn Yancy and Allison Seymour were also among the top five individuals on Facebook and added a combined 124,000 Engagements to the station’s total from their Pages. On Twitter, WTTG had a 26.7 SHARE as a group. The main WTTG account was the top station Twitter account in the market with an 8.47 SHARE. The station’s top individual on Twitter was entertainment reporter Kevin McCarthy, who had a 5.05 SHARE and generated nearly 64,000 Engagements on the platform. On Instagram, WTTG had a 40.3 SHARE as a group. The primary WTTG account was the second overall Instagram account in the market, and WTTG staff held three of the top five spots in the individual rankings on the platform.

WJLA had a 25.4 overall SHARE in the fourth quarter, which was a 38% increase from the previous quarter. As a group, the station generated +31.2% more Engagement than it did in Q3. WJLA was first in the market on Twitter, second in the market on Facebook, and third on Instagram. The station made strides on Facebook in Q4, increasing its group SHARE by +41.1%, group Engagement by +25%, and growing its total Facebook Audience by +8.4%. WJLA’s main Facebook Page generated more than 1.8 million Engagements in the quarter. The station also had a very strong month on Twitter, generating just shy of 400,000 Engagements (an +81.7% increase over Q3) and moving from third to first with a 33.6 SHARE as a group. The top Twitter account in the market in the quarter belonged to WJLA transportation reporter Sam Sweeney, who had a 10.17 SHARE on his own. Meteorologist Steve Rudin was also among the top five individuals on Twitter after generating 50,000 Engagements in Q4. On Instagram, the station had a 13.8 SHARE as a group. The station’s top Instagram account was sports anchor/reporter Erin Hawksworth, who generated more than 26,000 Engagements on the platform.

WRC was third in the market with a 23.5 overall SHARE and has the largest Audience of any station with just shy of 2 million followers as a group. The station was second on both Twitter and Instagram. On Facebook, the station benefitted in a big way from anchor/reporter Angie Goff, who was the No. 1 individual in the market on the platform and generated about 185,000 Engagements on her Page in the 90-day period. She also grew her Audience on Facebook by +6.3% in the fourth quarter, crossing the 200,000-follower mark on that platform. On Twitter, WRC had a 29.9 SHARE as a group and had the largest total Audience with more than 800,000 combined followers. The station’s top talent on the Twitter was reporter Shomari Stone, who had the No. 2 account in the market with a 10.03 SHARE. On Instagram, the station’s 40.3 group SHARE was largely driven by Goff, who generated more than 230,000 Engagements on the platform (a +79.2% increase from Q3). She accounted for about 70% of the Engagements generated by the station on Instagram.

WUSA was fourth in the market with a 19.8 overall SHARE, which was up slightly over the station’s Q3 SHARE. About 83% of the total Engagements generated by the station came from the main station accounts on Facebook, Twitter, and Instagram. The station was third in the market on Facebook, where it had a 23.0 SHARE as a group. WUSA’s main Facebook Page generated nearly 1.7 million Engagements and increased its SHARE by +5.4% from quarter to quarter. The station’s top individual was investigative reporter Andrea McCarren, who generated about 69,000 Engagements on social media in the 90-day period.

WRC’s Angie Goff was the top individual in the market after generating more than 434,000 Engagements on social media in the quarter. She was first in the market among individuals on both Facebook and Instagram, and cracked the top 10 on Twitter. Goff’s overall SHARE was up +18.8% from quarter to quarter. WTTG’s Annie Yu was second overall and generated more than 200,000 Engagements. She finished second among individuals on Facebook and Instagram, and seventh on Twitter. Yu generated more than 109,000 Engagements on Facebook and more than 75,000 on Instagram (which was a +36.3% increase from Q3). WRC’s Shomari Stone was third in the market, mostly on the strength of his Twitter performance. He generated more than 127,000 Engagements on the platform and has the largest Audience of any individual in the market on Twitter with more than 94,000 followers (a +7.1% increase from Q3). WJLA’s Sam Sweeney was fourth thanks to his big quarter on Twitter, where he generated more than 132,000 Engagements and grew his Audience by +69% from quarter to quarter. Finally, WTTG’s Kevin McCarthy was fifth overall after he generated nearly 119,000 Engagements in the quarter. McCarthy was one of the top three individuals in the market on both Twitter and Instagram.

DMA #8 – Houston

The stations Share Rocket tracks in Houston remained in the same positions in our social rankings at the end of the year that they were in at the end of the third quarter. However, Engagement was down significantly from quarter to quarter, after the market saw a huge spike in Engagement from Hurricane Harvey in Q3. All seven stations we track in Houston observed drops in Engagement of at least -24% in Q4 compared to Q3. Three stations in the market had SHARE scores of at least 20.0, and the top station in the market, KTRK, had a lead of about six SHARE points on the next-closest station.

KTRK, the ABC owned-and-operated station in the market, was first among stations with a 28.4 overall SHARE. KTRK was the top station in the market on Facebook and Twitter as a group, and the main KTRK account was the top account on both of those platforms. The station was second in the market on Instagram as a group. KTRK also has the largest combined social Audience of any station in the market with nearly 3.4 million followers. In all, the station generated just shy of 8.5 million Engagements on social media in the 90-day period. Of those, about 6 million were generated by the main KRTK Facebook Page. The average post on that Page generated about 1,225 Engagements. The station’s top individual on Facebook was anchor/reporter Samica Knight, who generated about 110,000 Engagements on her Page and increased her SHARE on the platform by +20.4% from quarter to quarter. Twitter was the station’s strongest platform, as KTRK had a 37.0 SHARE as a group which was nearly 15.0 SHARE points better than the next-closest group. KTRK’s main Twitter account was the only account in the market to record a double-digit SHARE score on the platform with a 17.59 SHARE. KRTK meteorologist Collin Myers had a big quarter on Twitter, generating about 82,000 Engagements (a +467% increase from Q3) which helped him increase his SHARE on the platform by +761% and grow his Audience by +16.4%. On Instagram, KTRK was second in the market as a group with a 20.74 SHARE. The vast majority of that came from the main KTRK account, which generated more than 823,000 Engagements. It was one of only two Instagram accounts to generated more than a half-million Engagements in the quarter.

KRIV was second in the market with a 22.61 overall SHARE score. The Fox station was second in the market as a group on Facebook and moved from fourth to third on Twitter during the 90-day period. On Facebook, about 89% of the Engagement generated by the station came from the primary station Page, which generated nearly 6 million Engagements and averaged more than 1,300 Engagements per post. The station’s top individual on Facebook was anchor and health reporter Melissa Wilson, who generated more than 106,000 Engagements on her Page. On Twitter, KRIV improved its SHARE as a group by +38.1% from the third quarter to the fourth to move into third place. Sports director Mark Berman had the station’s highest-performing Twitter account with a 7.83 SHARE by himself (which was a +91% improvement from the previous quarter) after he generated about 177,000 Engagements. He also grew his Audience on the platform by +17.9% from Q3 to Q4. KRIV was fourth in the Instagram station rankings with a 15.7 SHARE as a group. Combined, the station generated more than 675,000 Engagements on Instagram in the fourth quarter, which was +36.7% more than the previous quarter. The main station Instagram account only generated about 19% of the Engagement that the station generated on the platform as a whole, while talent accounted for the rest. The station’s top individual on Instagram was reporter Isiah Carey, who generated more than 122,000 Engagements and had a 2.92 SHARE by himself.

KHOU was third in the market with a 20.6 overall SHARE, which was a +7% improvement from the previous 90 days. It was the third and final station in the market to generate more than 6 million Engagements in the fourth quarter. KHOU was second among stations on Twitter and third on Facebook. KHOU’s main Facebook Page did most of the heavy lifting for the station on that platform, generating just short of 5 million Engagements. The station’s group SHARE on Facebook was 22.3, which was a +12.1% improvement from the previous quarter. On Twitter, the CBS affiliate was second with a 22.2 SHARE as a group. The main KHOU Twitter account was responsible for 9.28 (or about 42%) of that SHARE and it generated more than 186,000 Engagements. The station’s top individual on Twitter was sports anchor/reporter Daniel Gotera, who generated more than 53,000 Engagements. On Instagram, KHOU was fifth with a 9.9 SHARE as a group. However, it was a very strong quarter for the main KHOU Instagram account. That account generated more than 284,000 Engagements (a +55.4% increase from the previous 90 days) which helped increase the KHOU account’s SHARE by +19.8% and SEI by +6.3%. KHOU’s top individual on Instagram was meteorologist Chita Craft, who generated more than 111,000 Engagements on the platform.

KPRC was fourth in the market with a 15.4 overall SHARE. The NBC affiliate was third in the market on Instagram. About 74% of the total Engagement generated by the station on social media in the quarter came from the main station Facebook, Twitter, and Instagram accounts, which was a lower percentage than many of the stations in the market. A big factor in that was the performances of anchor and traffic reporter Jennifer Reyna and anchor Dominique Sachse, who were two of the top three individuals in the market on social media overall. In fact, combined the two added about 674,000 Engagements to KPRC’s total in the fourth quarter. Reyna was second among individuals on Facebook and averaged 1,045 Engagements per post on that platform. She was also second among individuals on Instagram and generated about 242,000 Engagements there. Sachse was third among individuals on Instagram and she averaged 2,864 Engagements per post on her Insta account.

KTMD, the Telemundo affiliate in Houston, was fifth in the market with a 7.2 overall SHARE. A talent addition in the last year made a big impact for the station. As we noted in a market report in December, Eduardo Rodríguez joined KTMD from WLTV, the Univision flagship in Miami, last year. He used the pseudonym Yusnaby Pérez when he lived in Cuba to avoid repression of independent journalists on the island, and his reporting took off on social media and he built a massive following. Shortly after going to Houston, he sprang to the top of the individual rankings thanks to his nearly-1.3-million-strong Audience of deeply engaged followers. In all, he generated more than 1.7 million Engagements on social media in the fourth quarter. He was the No. 1 individual on both Facebook and Instagram. On Instagram, thanks to the 1.3 million Engagements Rodríguez generated there, KTMD was the top station in the market with a 28.4 SHARE as a group.

 

As we mentioned, Eduardo Rodríguez (who still maintains social handles under the name Yusnaby Pérez, which is why it is still used in Share Rocket) was the top individual in the market. On Facebook, he generated about 400,000 Engagements and averaged more than 1,900 Engagements per post. On Instagram, he generated more than 1.3 million Engagements and averaged more than 6,000 Engagements per post. KPRC’s Jennifer Reyna was second thanks to her strong Facebook and Instagram performance. During the quarter, she broke the quarter-million mark of total social Audience. The roughly 396,000 Engagements she generated on social in the quarter were a +13.7% improvement from the 90 days prior. Dominique Sachse had one of the strongest engagement-per-post marks of any individual in the market, averaging about 1,425 engagements per post across all social media in the quarter. Her overall SHARE increased +42.6% from quarter to quarter. KHOU’s Chita Craft also had a big quarter of improvement, generating about 174,000 total Engagements (a +19.7% increase from the previous quarter), which helped her increase her SHARE by +53% and her SEI by +2.9%. After having the top individual Twitter account in the Houston market, KRIV’s Mark Berman rounded out the top five. Berman increased his total social Audience by +14.4% in the quarter.

[Note: Our calculation the rankings in Houston is based on data from Oct. 11, 2017, to Jan. 11, 2018, because the top individual in the market during that time, Eduardo Rodríguez (aka -Yusnaby Pérez), was added to KTMD on Share Rocket on 10/11. If an individual is not present for the full quarter the data is pulled for, their individual stats do not appear in our rankings, but in this case, Rodríguez had such a large effect on the rest of the market we felt it was important he be included to provide an accurate portrayal of the quarter.]

DMA #9 – Boston

The stations in Boston remained ranked in the same order at the end of the fourth quarter that they were in at the end of the third. Overall, Engagement was down significantly in the market from quarter to quarter with six of the seven stations Share Rocket tracks observing declines. The top two stations in the market had SHARE scores above 20.0, but there were five stations in the market with double-digit SHARE scores in total.

WCVB, one of two Hearst-owned ABC affiliates in the market, was No. 1 on social with a 29.6 overall SHARE. The station was first as a group on Facebook, second on Twitter, and third on Instagram. WCVB’s strongest platform was Facebook, where they had a 31.1 SHARE as a group, which was a slight improvement over their Q3 total. 29.01 of that 31.1 SHARE was generated by the main WCVB Facebook Page. That Page generated just shy of 3 million Engagements in the quarter and generated more than 1 million Engagements more than the next-closest Page. The station also had the top two sub-brands in the market on Facebook in Boston Weather Updates and Chronicle on WCVB Channel 5. Those two combined to chip in about 42,000 Engagements. On Twitter, the station was second with a 22.1 SHARE as a group, however the main WCVB account was the top Twitter account in the market with a 10.26 SHARE on its own. The station’s top individual on Twitter was meteorologist Cindy Fitzgibbon, who improved her Engagement on the platform by +47.5% from quarter to quarter, which helped her increase her Twitter Audience by +5.9%, her SHARE by +41.4%, and her SEI by +20.9% in Q4. On Instagram, about half of the station’s group SHARE and Engagement came from the main station account. The WCVB Instagram account also grew its Audience by +11.5% in the quarter.

WFXT was second in the market with a 22.0 overall SHARE. The Fox affiliate has the largest Audience of any station in the market with a total of nearly two million followers on social media, including about 1.25 million followers on its main station Facebook, Twitter, and Instagram accounts. WFXT was the top station in the market on Instagram and was second in the market on Facebook. The station’s Facebook Page is the largest in the market with about 886,000 followers and it averaged more than 610 Engagements per post in Q4. The station’s top individual on all three social platforms Share Rocket tracks was meteorologist Shiri Spear. Across all platforms, she generated more than 90,000 Engagements in the quarter. The station’s strongest platform was Instagram, where WFXT had a 51.7 SHARE as a group and generated more than 204,000 Engagements. No other station in the market generated more than 85,000. The primary WFXT Instagram account has the largest Audience of any account in the market with more than 61,000 followers and it was the only account in the market to generate more than 100,000 Engagements in the quarter.

The third station in our fourth quarter social media rankings in Boston was the other Hearst-owned ABC affiliate in the market, WMUR, with a 17.8 overall SHARE. The station’s top platform was Facebook, where they ranked third in the market as a group with a 19.4 SHARE. WMUR’s main Facebook Page generated about 1.4 million Engagements in the quarter. The station also benefitted from having the top individual in the market on Facebook, meteorologist Josh Judge. Judge generated about 256,000 Engagements on his Facebook Page in Q4. For comparison, no other individual generated more than 50,000 on their Page. WMUR meteorologist Hayley LaPoint also had a solid quarter on Facebook, generating about 47,000 Engagements. On Instagram, WMUR moved from sixth as a group to fourth in the last quarter. Much of that improvement came from their main station Insta account, which generated +60.2% more Engagement in Q4 than in Q3. Anchor Erin Fehlau was the station’s top individual on Instagram with a 1.82 SHARE.

WHDH, the Sunbeam-owned independent station in the market, was fourth with a 12.5 overall SHARE, which was a +9.3% improvement over Q3. WHDH was second in the market as a group on Instagram and third on Twitter. WHDH’s main Facebook Page was the fourth and final Facebook Page in the market to generate more than 1 million Engagements in the quarter. As a group, the station had an 11.2 SHARE on Facebook, which was a +6.9% improvement from the previous quarter. On Twitter, the station had a 20.7 SHARE as a group after generating about 178,000 Engagements (a +23.4% improvement from Q3). A lot of that increased Engagement came from reporter Alex DiPrato, who had a 6.19 SHARE on Twitter by himself and generated more than 57,000 Engagements. On Instagram, the station had a 22.0 SHARE as a group and generated more than 84,000 Engagements. The main station Insta account increased Engagement by +190% from quarter to quarter, which helped increase the account’s SHARE by +158%.

WBZ was fifth in the market with an 11.2 overall SHARE, which was a small improvement from the third quarter. WBZ was the top station in the market on Twitter. The main WBZ Facebook Page generated about 850,000 Engagements in the quarter. On Twitter, the station’s top account belonged to meteorologist Eric Fisher. Fisher had a 9.12 SHARE on the platform by himself and generated nearly 75,000 Engagements. He also has the largest Audience of any Twitter account in the market with about 550,000 followers. WBZ sports anchor Dan Roche and anchor David Wade were also significant contributors on the platform, adding about 59,000 Engagements combined.  Fisher also had the station’s top account on Instagram, where he ranked fourth among individuals and generated about 12,000 Engagements.

WMUR’s Josh Judge was the top individual in the market thanks to his Facebook Page, where he generated 99.5% of his Engagement in the fourth quarter. He averaged more than 300 Engagements per post on the platform. Judge had a 2.54 SHARE on Facebook, which was a +63.1% improvement from Q3. WBZ’s Eric Fisher was second among individuals after he generated about 94,000 Engagements on social media in the 90-day period. He has more than 564,000 total followers on social media, including about 550,000 Twitter followers, which gives him the largest Audience of any individual in the market by almost a half-million followers. Fisher also made improvement on Instagram in Q4, improving his SHARE by +27% and increasing his Audience on that platform by +4.9%. WFXT’s Shiri Spear was third after she finished first among individuals on Instagram, third on Facebook, and seventh on Twitter. She improved her SHARE on both Twitter (+18.4%) and Instagram (+8.1%) from quarter to quarter. WHDH’s Alex DiPrato was fourth after generating about 60,000 Engagements in Q4. He was one of only two individuals to generate more than 50,000 Engagements on Twitter. WMUR’s Hayley LaPoint was fifth overall thanks to her second-place finish among individuals on Facebook. She improved her SHARE on the platform by +16% from quarter to quarter.

DMA #10 – Atlanta

There was a shakeup at the top of the station rankings in Atlanta in the fourth quarter. WXIA, the TEGNA-owned NBC affiliate, jumped from third in the market to first, pushing WAGA to second and WSB to third. Overall, Engagement was about even in the market from quarter to quarter, with two stations’ Engagement increasing and two decreasing. The biggest increase belonged to WXIA, which generated +25.3% more Engagement in the fourth quarter than it did in the third. Three stations in the market had SHARE scores of 25.0 or higher, which did not leave much opportunity for the fourth station in the market.

WXIA was the top station in the market on social media with a 35.6 SHARE, which was a +32.1% improvement from Q3. The station improved its ranking on all three platforms Share Rocket tracks from quarter to quarter. On Facebook, WXIA jumped from third to first. On Twitter, the station moved from third to second. On Instagram, the station jumped from fourth to third. About 91% of the total Engagement generated by the station came from the main WXIA accounts on Facebook, Twitter, and Instagram. On Facebook, the WXIA main Page generated more than 8.7 million Engagements in the quarter and had a 34.59 SHARE on its own. WXIA also benefitted from having the top individual in Atlanta on Facebook in anchor Vinnie Politan, who generated more than 346,000 Engagements in the quarter. Meteorologist Chris Holcomb also chipped in more than 100,000 Engagements from his Facebook Page. On Twitter, WXIA was led by their University of Georgia Insider Radi Nabulsi who generated nearly 250,000 Engagements on the platform in the fourth quarter as the Bulldogs won the SEC football championship and prepared for the Rose Bowl. Nabulsi generated more Engagement than any other Twitter account Share Rocket tracks in Atlanta during Q4. On Instagram, WXIA was led by its main station account, which increased its Engagement by +78.3% from quarter to quarter.

WAGA was second in the market on social with a 33.9 overall SHARE in the fourth quarter. WAGA was second in the market on Facebook and Instagram, and third on Twitter. On Facebook, about 94% of the station’s Engagement as a group came from the primary WAGA Page. The main Page alone generated more than 8 million Engagements in the 90-day period and averaged more than 2,800 Engagements per post. The station’s top individual on Facebook was anchor Russ Spencer, who generated about 84,000 Engagements on his Page (a +85.4% increase from Q3). The station’s chief meteorologist, David Chandley, also contributed about 60,000 Engagements on Facebook. On Twitter, the Fox station generated more than 304,000 Engagements as a group (a +25.2% increase from Q3) which helped the station increase its SHARE on the platform by +4.4%. The station’s top individual on Twitter was sports contributor Rusty Mansell, who generated nearly 75,000 Engagements in Q4 and had a 5.08 SHARE on his own. Sports reporter Justin Felder also had a nice quarter on Twitter, increasing his Engagement by +176% and his SHARE on the platform by +128% compared to Q3. On Instagram, WAGA had a 30.6 SHARE as a group and generated about 242,000 Engagements. The main station Insta account was one of two in the market to generate more than 100,000 Engagements and averaged about 675 per post. The station’s top individual on the platform was reporter Marissa Mitchell, who generated about 24,000 Engagements through her account.

WSB was third in the market with a 27.3 overall SHARE. The station was first in the market on both Twitter and Instagram, and third on Facebook. The main WSB account was the top account in Atlanta on both Twitter and Insta. WSB also has the largest total Audience in the market with about 3.75 million follows when tallying all accounts on all platforms. On Facebook, WSB’s main Page generated about 5.2 million Engagements and had a 21.26 SHARE on its own. The station also had two of the top three individuals in the market on Facebook in meteorologist Glenn Burns and anchor Fred Blankenship. Combined, Burns and Blankenship generated about 273,000 Engagements on Facebook. On Twitter, WSB’s main account generated just shy of 245,000 Engagements and has nearly double the number of followers as the next-largest account. Like the other top stations in the market, sports was a big driver of Engagement on Twitter for WSB in Q4. The station’s sports director, Zach Klein, increased his Engagement on the platform by +174% and his SHARE by +126% from quarter to quarter. WSB’s strongest platform was Instagram, where they had a 49.9 SHARE as a group. The main station account was responsible for a little more than half of that group SHARE after it generated more than 218,000 Engagements in the quarter. WSB also had the top three individuals in the market on Insta in anchor Jovita Moore, reporter Tyisha Fernandes, and Fred Blankenship. Moore’s average Instagram post in the fourth quarter generated about 1,165 Engagements. Blankenship grew his Insta Audience by +41.9% in the quarter.

WXIA’s Vinnie Politan was the top individual in the market thanks to his huge quarter on Facebook. He jumped from 42nd among individuals on the platform to first from quarter to quarter. The 346,000+ Engagements he generated on Facebook in Q4 were more than double the total of any other individual. WXIA’s Radi Nabulsi was second thanks to his Twitter performance. Nabulsi’s 247,000 Engagements on the platform were a +119% increase from the third quarter and his Twitter SHARE increased by +83.1%. He also grew his Twitter Audience by +8.4% from Q3 to Q4. WSB’s Fred Blankenship was third in Atlanta and he was a jack of all trades, placing among the top five individuals on all platforms Share Rocket tracks. Across all platforms, he generated more than 187,000 Engagements in Q4 and grew his total social Audience by +26.1% from Q3 to Q4. WSB’s Glenn Burns did most of his damage on Facebook, where he generated about 94% of his total Engagement in the quarter. Burns averaged about 555 Engagements per Facebook post in Q4. Finally, WSB’s Jovita Moore rounded out the top five on the strength of top-10 performances on all three platforms. In all, she generated more than 116,000 Engagements on social media in the quarter.

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