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 Boston social media ratings.
Overall: Over the last 30 days, WCVB (Hearst-owned ABC affiliate) stayed on top in the station social media rankings in the Boston DMA after generating more than 960,000 total engagements. WMUR (the other Hearst-owned ABC affiliate in the market) and WHDH (Sunbeam-owned independent station) both saw small increases in overall Share from month to month, but the top four stations in the market remained the same from Nov. 27 to Dec. 27 compared to the 30 days prior.
WCVB had a 28.2 overall Share, WFXT (Cox-owned Fox affiliate) had a 22.3 overall Share, WMUR had a 19.4 overall Share, WHDH had a 12.8 overall Share, and WBZ (CBS O&O) had a 10.2 overall Share. The other two stations Share Rocket tracks in the market had Share scores in the single digits. WCVB was the top station in the market on Facebook and its station Page was the top account on the platform. WHDH was No. 1 on Twitter thanks largely to reporter Alex DiPrato, who had the top account in Boston on that platform. WFXT topped the station rankings on Instagram and the main station account was the No. 1 account on that platform.
Overall in the market, total engagement was down slightly in the last 30 days compared to the 30 days prior. Five of the seven stations we track saw decreases in engagement from month to month, while two saw increases.
The top three local TV stations on social media in Boston from 11/27/17-12/27/17.
On Facebook, WCVB led the way with a 30.1 Share as a group, followed by WFXT with a 22.2 Share and WMUR with a 21.4 Share. About 93% of WCVB’s Share on Facebook main from the main station Page, which generated more than 836,000 engagements and averaged more than 600 engagements per post. WFXT’s main Page has the largest audience of any social account in the market with more than 885,000 followers. WMUR was the only station among the top three to see an increase in engagement on the platform from month to month, which helped fuel a +15.1% increase in Share. WMUR also received a big boost from meteorologist Josh Judge, who was the top individual in Boston on Facebook by a wide margin and had a 4.52 Share on the platform by himself. Judge generated more than 137,000 engagements on his Facebook Page in the 30-day period, which was a +145% increase from the previous 30 days.
On Twitter, WHDH jumped from fourth among stations to first in the last 30 days with a 29.1 Share as a group. WBZ was second with a 24.9 Share and WCVB was third with a 19.4 Share. Alex DiPrato was responsible for 15.75 of WHDH’s Twitter Share on his own after he generated more than 56,000 engagements in the month. The majority of those came on this breaking news tweet after a former South Carolina police officer was sentenced for shooting an unarmed man. The No. 2 Twitter account in the market was WBZ meteorologist Eric Fisher, who had a 9.03 Share on his own. Fisher is a powerhouse on Twitter, where he has more than 546,000 followers (no other individual has an audience larger than 51,000). The top station account on Twitter in the last 30 days was WCVB’s with an 8.65 Share.
On Instagram, WFXT dominated the competition to the tune of a 49.0 Share as a group, followed by WHDH with a 22.3 Share and WCVB with a 12.5 Share. The remaining four stations in the market had single-digit Shares on the platform. About half of WFXT’s Share as a group on Instagram came from the main station account. It generated nearly 35,000 engagements in the last 30 days and averaged more than 1,000 engagements per post. It also has the largest audience of any Instagram account in the market with more than 61,000 followers. The top individual was WFXT meteorologist Shiri Spear, who averaged more than 1,000 engagements per post on her nine Instagram posts in the last 30 days. One of the biggest gainers on the platform in the last 30 days was WHDH traffic reporter Alaina Pinto, who moved from tenth to third among individuals on Insta after increasing the engagement she generated on the platform by +125%.
The top five individuals in local TV news in Boston on social media from 11/27/17-12/27/17.
WMUR’s Judge led the individual rankings thanks to his impact on Facebook, where he generated 99.7% of his engagement on social media in the last month. Judge averaged about 500 engagements per post on Facebook. DiPrato’s Twitter performance lifted him to second in the market among individuals. He averaged more than 1,000 engagements per tweet. Eric Fisher was among the top five individuals on both Twitter and Instagram. In all, he generated more than 36,000 engagements in the last 30 days. Shiri Spear was versatile, finishing among the top six individuals on each of the three platforms Share Rocket tracks. In terms of engagements per post, her strongest platform was Facebook, where she averaged more than 580. Jason Law rounded out the top five after he finished second among individuals in the market on Facebook. That was largely thanks to this post about area rapper Joyner Lucas, which generated more than 25,000 engagements.
Of the top 10 individuals in the market, three work for WMUR, two work for WCVB, two work for WFXT, two work for WBZ, and one works for WHDH.
Complete station rankings:
The full rankings of news stations in Boston that Share Rocket tracks on social media from 11/27/17-12/27/17.