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.
From April the Giraffe’s birth (finally!) to President Trump’s first trip overseas, there was a lot of news to cover for stations across the country, but many markets saw less Engagement in 2017’s second quarter than they did in the first. Some of that was likely due to big events in the first quarter of the year, including the president’s inauguration and the Super Bowl. The beginning of summer vacations also may have played a role.
However, local newsrooms are reaching the largest Audiences they ever have and their reach continues to grow, quarter after quarter. In fact, 40 stations in the top 10 markets in the country now have social media Audiences of 1 million or more followers. There’s no reason to expect the quarter-to-quarter Engagement downturn will last.
If local broadcasters stay the course and continue to churn out quality, interesting content, we believe they’ll be rewarded as the year goes on. And for the top performers in our Q1 and Q2 rankings, if they stay on top of their game, they just might find themselves on our Social Standouts lists at the end of the year!
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 March 30, 2017, through June 30, 2017, in each market so the ratings reflect exactly 90 days worth of data, as they did in our first quarter review (which was based on Dec. 31, 2016, through March 31, 2017).
DMA #6 – San Francisco/Oakland/San Jose
There was no movement in the station rankings in San Francisco between the first and second quarters of 2017, but the scores did look a bit different. The top two stations in the market, KTVU and KGO, both increased their Engagement and overall Share in the quarter. Four other stations in the market saw declines of -13% or more in Engagement, which led to their overall Share scores dipping slightly lower.
KTVU was the biggest winner in the San Francisco market in the quarter, increasing its total Engagement by +11.2% and its Share by +12.2% compared to Q1, giving the station a 41.1 overall Share in Q2. Across all platforms as a group, KTVU had more than 6 million Engagements in the 90-day period. Of those 6 million, more than 4 million came from the station’s main Facebook Page. As a station, KTVU had a 41.6 Share on Facebook while the next-closest station had a 24.0 Share. But their top-ranked performance was not all Facebook — the station was also No. 1 as a group on Instagram with more than 650,000 Engagements and a 49.7 Share on that platform. KTVU also had three of the top five individuals in the market overall.
KGO increased its overall Share by +5.9% in the second quarter to 26.2. As a group, the station was No. 1 on Twitter with a 38.7 Share on that platform. Collectively, KGO has more than 700,000 followers on Twitter and they generated almost 300,000 Engagements on the platform (more than 100,000 more than the next-closest station). The station also had the top four individuals on Twitter (No. 1 Natasha Zouves, No. 2 Sandhya Patel, No. 3 Drew Tuma, and No. 4 Matt Keller) and those four combined for a 10.3 Share there. KGO moved into second on Facebook during the second quarter by slightly improving Engagement while other stations struggled to match the level of Engagement they generated in Q1. The station was also No. 2 as a group on Instagram with a 34.0 Share.
No. 3 KRON had an 18.4 overall Share and generated nearly 2.7 million Engagements across all platforms in Q2. The station was strongest on Facebook, where it had a 20.6 Share as a group. The main station Facebook Page was the No. 3 Page in the market and responsible for 19.4 of that Share — in fact, it generated about 92% of all the Engagement the station received in total. Reporter Stanley Roberts was the top individual at the station and No. 2 in the market overall with a 0.73 Share.
Fourth-place KNTV had a 9.6 overall Share and grew its total Audience on social by +5.5% in the quarter, the highest percentage of Audience growth for a station in the market over the 90-day period.
KTVU anchor Frank Somerville is one of the top social performers in the country thanks to his Facebook Page, which averaged an incredible 5,103 Engagements per post. He had a 7.26 Share by himself on the platform and a 6.07 Share overall. His overall Share score was the largest by an individual in any of the country’s top 10 markets in the quarter by a wide margin. Stanley Roberts has more than 160,000 followers on social media and was second among individuals thanks to nearly 86,000 total Engagements. Dave Clark was No. 2 on Facebook, where he raised his Share score by +22.9% in the quarter. Sandhya Patel was among the top five individuals on both Facebook and Twitter. KTVU’s Rosemary Orozoco was the No. 1 individual in the market on Instagram.
DMA #7 – Washington, D.C.
Our nation’s capital was yet another market to see less Engagement in the second quarter of 2017 than it saw in the first, and it led to some changes in the overall station rankings. WRC climbed from fourth overall in the station rankings after Q1 to second overall after Q2 by raising their overall Share by +5.8% in the 90-day period to 22.5. WRC’s total Engagement actually declined by -14.9% in the second quarter compared to the first, but the stations the NBCU owned-and-operated station moved ahead of saw steeper declines than that.
WTTG was No. 1 as a group in the market on social media in Q2, just as they were in the first quarter, and had a 37.3 overall Share. The station was No. 1 as a group on all three platforms, moving up from third on Twitter and second on Instagram during the quarter. Facebook, where the Fox owned-and-operated station had a 37.8 Share, was the station’s strongest platform. WTTG had nearly 3.4 million total Engagements on Facebook as a group during the quarter, which was 1.3 million more than the next-closest station. On Twitter, the station received a big boost from sports anchor/reporter Brody Logan, who had more than 115,000 Engagements on the platform in Q2 and an 8.38 Share on the platform.
WRC moved up to second overall in the quarter thanks in part to its efforts on Facebook, where increased its Share by +11.7% in Q2 to move to third as a group on the platform. WRC was second as a group on Twitter and Instagram. Reporter Shomari Stone was the No.1 individual on Twitter in the quarter with a 9.05 Share and he generated the most Engagements of any account in the market on the platform with more than 125,000. Anchor/reporter Angie Goff was the No. 1 individual in the market on Instagram with a 12.98 Share and she averaged 491 Engagements per post there. Goff also topped the individual rankings on Facebook. WRC had the largest combined social Audience of any station in the market.
WUSA was a close third in the market with a 22.3 overall Share. The station generated just shy of 2 million Engagements on its primary Facebook Page in the 90-day period and was No. 2 on the platform as a group with a 24.4 Share. Investigative reporter Andrea McCarren was the station’s top individual with a 0.90 overall Share and close to 100,000 Engagements.
WJLA was fourth with a 17.1 overall Share and was third as a group on Twitter and Instagram. Anchor/reporter Lindsey Mastis was the station’s top individual performer.
Among individuals overall, WRC’s Goff led the way with a 2.90 Share and performed very well on every platform — she was first overall among individuals on Facebook and Instagram and sixth overall on Twitter. She had more than 193,000 Engagements on her Facebook Page. WTTG anchor/reporter Annie Yu was No. 2 among individuals on both Facebook and Instagram. Yu posted far more on Instagram in Q2 than she did in Q1 and it paid off — her Engagement was up +266% on the platform compared to Q1and her Share on Instagram rose to 5.99. WRC’s Stone increased his total Engagement by +53.9% in the second quarter. Logan posted more on social media during the 90-day period than any other individual in the market with 3,461 total posts. WTTG’s Shawn Yancy was No. 3 among individuals on Facebook and generated more than 105,000 Engagements on her Page.
DMA #8 – Houston
The stations Share Rocket tracks in Houston all remained in the same positions at the end of Q2 that they were in at the end of Q1, but the race for first grew a little bit tighter. Houston also saw less Engagement overall in the second quarter, with five of the seven stations seeing dips of -12% or more from quarter to quarter.
KTRK took the top spot with a 29.2 overall Share after the station racked up a combined total of nearly 6 million Engagements in the quarter. The station was first as a group on Twitter and Instagram and was second on Facebook, trailing No. 1 KRIV by three-tenths of a Share point on the platform. KTRK’s main station accounts were the No. 1 overall accounts on all three platforms. In fact, close to 92% of the station’s total Engagement on social media in Q2 came from the main brand accounts. The main station Facebook Page had a total of more than 4.9 million Engagements in the 90-day period and averaged 1,295 Engagements per post.
KRIV increased its overall Share by +3.2% in the quarter to 28.6 and had more than 5.8 million total Engagements. The station was somewhat less reliant on its main brand accounts than KTRK, with about 82% of its total Engagements coming from those accounts. KRIV was No. 1 as a group on Facebook with a 28.8 Share on the platform and about 25.1 of that Share score came from the main brand Facebook Page. The station also benefitted from having the No. 2 and No. 3 individuals on the platform, anchor/reporter Melissa Wilson and meteorologist Lisa Vaughn. The two combined to have nearly 200,000 Engagements on the platform. On Twitter, the station had the top two individuals in the market, No. 1 Mark Berman (who had a 9.45 Share on the platform) and No. 2 Lindsey Henry (who had a 5.94 Share).
KHOU was third in the market with a 20.3 overall Share, nearly the same Share score the station had after the first quarter of 2017. On Facebook, the station was third as a group with a 20.6 Share and 19.2 of that came from the main station Page. On Twitter, the main station account was the No. 2 account in the market and had close to 114,000 Engagements. Meteorologist Chita Craft was No. 3 among individuals overall with a Share of 0.70. In all, the station had more than 4 million total Engagements in the quarter.
Fourth-place KPRC had a good quarter overall, increasing their total Engagement by +5.5% compared to Q1 (the largest increase in the market), which helped them increase their overall Share by +22.2% in the 90-day period. The station also grew its total Audience on social by +6.9%.
Among individuals, Houston was led by KPRC traffic reporter Jennifer Reyna (1.05 overall Share) and anchor Dominique Sachse (0.95 overall Share). Sachse was the No. 1 individual in the market on Instagram and Reyna was No. 2. Combined, the two had more than 390,000 Engagements in Q2. KHOU’s Craft averaged about 383 Engagements per post across all platforms. Wilson was the No. 2 individual on Facebook and had more than 115,000 Engagements on the platform. KRIV’s Lindsey Henry posted 4,294 times on social media in the quarter (the most of any individual) and nearly tripled her total Engagement from the first quarter.
DMA #9 – Boston
There was movement at the top of the rankings in Boston in the second quarter, as WCVB moved past WFXT to claim the No. 1 overall position. Both WCVB and WFXT had less Engagement in the second quarter than they had in the first, but the decline was somewhat sharper for WFXT. All six of the stations that were included in Share Rocket’s Q1 rankings saw a decline in Engagement in Q2, though that was more expected after the New England Patriots’ Super Bowl win gave the market a boost in the first quarter.
WCVB had a 29.7 overall Share and was No. 1 as a group on Twitter and moved from second to first as a group on Facebook during the quarter. The station had more than 3.8 million total Engagements in the 90-day period with more than 3.6 million of those Engagements coming from Facebook. The WCVB main Facebook Page had nearly 3.5 million Engagements by itself. On Twitter, WCVB had a 27.8 Share and more than 200,000 Engagements as a group.
WFXT had a 25.6 overall Share and was a dominant No. 1 on Instagram, where they had a 54.4 Share and more than 205,000 Engagements as a group. The station had three of the top five individuals in the market on Facebook and four out of the top five individuals in the market on Instagram. Meteorologist Shiri Spear was the No. 1 individual in the market on Instagram with a 7.46 Share on that platform. WFXT had the largest Audience total Audience on social media in the market with more than 1.8 million followers on its main brand, sub-brand, and individual accounts. The station’s main Facebook Page had the largest Audience of any social account in the market with 866,025 followers at the end of the quarter.
The other ABC affiliate in the Boston DMA, WMUR, came in third with a 16.7 overall Share. Meteorologist Josh Judge was the No. 1 individual in the market overall and added 2.93 to the station’s overall Share. He generated more than 393,000 Engagements in the quarter with an Audience of 40,180, a very strong Engagement-to-Audience ratio. The station’s strongest platform was Facebook, where they increased their Share as a group by +25.7% in the quarter to 17.9.
WBZ came in fourth with a 12.1 overall Share and was No. 2 as a group on Twitter with a 26.4 Share on that platform. The No. 1 individual in the market on Twitter, Chief Meteorologist Eric Fisher, was the primary driver of that with an 8.32 Share by himself on the platform. That figure was a +9.9% increase from his first quarter.
Among individuals, WMUR’s Judge led the way thanks almost entirely to his Facebook Page, where he received 99.7% of his Engagement in the quarter. His total Engagement was up +34.6% and overall Share was up +79% in Q2. WBZ’s Fisher was the No. 3 individual in the market on Instagram with a 3.11 Share on the platform in addition to topping the market on Twitter. Spear was an all-around strong performer, ranking second among individuals on Facebook, fourth on Twitter, and first on Instagram. WFXT anchor Julie Grauert was in the top five among individuals on Facebook and Instagram and received about 71% of her Engagement from Facebook and about 25% from Insta. Rounding out the top five was WFXT anchor/reporter Stephanie Coueignoux, who grew her total Audience on social media by +24.1% during the quarter.
DMA #10 – Atlanta
The four stations Share Rocket tracks in Atlanta had very similar scores at the end of the second quarter compared to how they finished the first quarter. Three of the stations only had minor differences in their levels of Engagement from quarter to quarter, while the fourth had a substantial decline.
WAGA remained the station to beat at the end of the second quarter with a 44.7 overall Share, an improvement on their 42.4 Share in Q1 and the second-highest Share score of any top-10 market station in the country in Q2. The station was No. 1 as a group on Facebook with a stout 45.9 Share on the platform and No. 2 as a group on both Twitter and Instagram. WAGA’s main station Facebook Page is one of the top Pages in the country. It generated more than 10.8 million Engagements in the quarter by itself, averaged 4,290 Engagements per post, and accounted for about 94% of the station’s total Engagement. The station had a 20.5 Share as a group on Twitter and a 33.9 Share as a group on Instagram (where it also had six of the top 10 individuals).
WSB increased its overall Share by +6.1% in the quarter to 31.2. The station moved from third to second place as a group on Facebook during the quarter after improving their Share on the platform by +3.5%. The station’s main Facebook Page also had the largest Audience of any social media account in the market at the end of the quarter with 1,359,430 followers. WSB was dominant on Twitter, posting a 64.5 Share as a group The main station account was responsible for 38.4 of that Share score and had two of the top three individuals on the platform, including No. 1 Audrey Washington, who generated nearly 55,000 Engagements there. On Instagram, WSB was also No. 1 as a group with a 55.5 Share and generated a total of about 242,000 Engagements. WSB’s airborne traffic reporter Mark McKay was the No. 1 individual in the market on Instagram with a 5.24 Share and posted 461 times on the platform in Q2, the most of any account in the market by more than 100 posts.
WXIA finished third with a 22.1 Share overall and had more than 5.4 million Engagements in Q2. The station grew its total social Audience by +10.4% over the 90-day period, the largest percentage of growth of any broadcaster in the market. On Facebook, chief meteorologist Chris Holcomb was the No. 1 individual in the market and generated more than 86,000 Engagements. The main station Twitter account was the No. 2 account overall on the platform. WXIA also saw significant improvement on Instagram in the second quarter, increasing Engagement by +25.5% and Share by +54% as a group compared to the first quarter.
Fourth-place WGCL saw modest improvement in total Engagement in the quarter, which helped it to a +9.5% increase in overall Share.
The top five individuals in Atlanta had smaller Share scores than their counterparts in the other top 10 markets in the country, even down significantly compared to the first quarter. WSB’s Glenn Burns narrowly took the top spot overall and averaged 344 Engagements per post on Facebook, where he was the No. 2 individual. WAGA’s David Chandley was in the top five among individuals on both Facebook and Instagram. WXIA’s Jennifer Leslie generated more than 105,000 Engagements on Facebook in the 90-day period. Finally, WSB’s Fred Blankenship increased his total Engagement by +126% compared to Q1 to round out the top five.