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 Chicago social media ratings.
Overall: Like in New York City and Los Angeles, which we’ve looked at over the last three weeks, the Chicago market saw a large decline in engagement over the last 30 days compared to the 30 days prior. Only one station, market-leading WLS (ABC O&O), was able to increase engagement compared to the previous 30-day period and that station’s total engagement was only up +0.4%. But because of the declines at every other station, WLS saw a +24.4% increase in its overall market Share from Oct. 15 to Nov. 15 to extend its lead. There was also movement in the Chicago station rankings in the last month, as WFLD (Fox O&O) jumped from third to second.
WLS had a 36.5 overall Share over the last 30 days, followed by WFLD with a 25.4 overall Share and WGN (Tribune-owned independent station) with a 24.4 overall Share. No other station in the market had a Share in the double-digits, so it was mostly a three-horse race on social media. WMAQ (NBC/Comcast O&O) led among the four remaining stations with a 7.3 Share.
WLS was the top station in the market on Facebook and Instagram. WGN was the top station on Twitter. The main station WLS account was the top account in the market on all three platforms.
The top three local TV stations on social media in Chicago from 10/15/17-11/15/17.
On Facebook, WLS had a 36.8 Share as a group and generated about 3.7 million engagements in the 30-day period. WFLD was second on Facebook with a 26.5 Share as a group and WGN was third with a 23.8 Share. WLS’s main station Page generated about 94% of the station’s engagement on the platform and has the largest audience of any social media account in the market with more than 2 million followers. The WLS main Page averaged about 1,900 engagements per post in the last month. WFLD also received a big boost from its main station Page, which generated more than 2.3 million engagements in the last 30 days, and had the top individual in the market on Facebook in traffic reporter Jenny Milkowski. Milkowski had a 1.98 Share on the platform by herself and generated more than 186,000 engagements in 30 days. Of the top three stations in the market on Facebook, WGN was the least dependent on its main Page to drive engagement. About 76% of the engagement generated by the station on the platform came from the main Page, with sub-brands and individuals providing the rest. WGN had the top sub-brand Page on the platform in WGN Morning News, which had a 1.87 Share on its own and generated nearly 162,000 engagements.
WGN led the way on Twitter as a group with a 38.8 Share, followed by WLS with a 22.4 Share, WMAQ with a 16.7 Share, and WFLD with a 14.7 Share. WMAQ moved from fourth to third among station on Twitter in the last 30 days. Despite being the top station on Twitter, WGN did not have either of the top two accounts (those were the main WLS and WMAQ accounts). In fact, only about 24% of WGN’s engagement on the platform came from its main account, which indicates their staff was very active and engaging in the last month. However, WGN did have the top individual in the market in sports anchor and host Jarrett Payton. Payton had an 11.23 Share of the Chicago Twitter market over the last 30 days and generated more than 38,000 engagements (which was a +4.4% improvement from the month prior). WMAQ’s main station account was responsible for much of the improvement that lifted the station up the Twitter rankings in the last 30 days. That account generated +34.3% more engagement in the last 30 days than it did in the 30 days prior, which helped to increase its Share by +45.7%.
On Instagram, WLS had a 38.5 Share as a group, followed by WGN with a 26.5 Share and WFLD with a 15.3 Share. Instagram in Chicago was an exception to the general rule of lower recent engagement numbers – five of the seven stations in the market saw month-to-month increases in engagement on the platform and the two that saw declines were not down much. The only account in the market with a double-digit Share on its own was WLS’s main station account, which had a 25.85 Share and generated more than 155,000 engagements. Like on Facebook, the top individual on Insta was WFLD’s Jenny Milkowski. She had more than 51,000 engagements on the platform in the last 30 days, which was a +90.3% improvement from the 30 days prior. WGN had a very good month on Instagram. As a group, the station posted about +17% more than they did in the month prior, which helped lead to a +22.6% increase in total engagement on the platform, a +10.3% increase in Share, and a +2.8% increase in audience.
The top five individuals in local TV news in Chicago on social media from 10/15/17-11/15/17.
WFLD’s Milkowski generated nearly 242,000 engagements in the last 30 days to lead the market among individuals. Her total engagement was up +14.8% from month to month, which increased her overall Share by +41.7% to a 2.24. No other individual had a Share greater than 1.0. Ericka Pino, meteorologist for Univision affiliate WGBO, was second in the market among individuals. More than 96% of Pino’s social posts in the last 30 days were on Facebook and they accounted for more than 97% of her total engagement on social media in the month. She averaged more than 475 engagements per post on her Facebook Page. WGN’s Jarrett Payton was third after he finished first among individuals on Twitter and fourth on Instagram. On Instagram, he averaged about 660 engagements per post in the last 30 days and increased his Share by +41.6% on the platform compared to the 30 days prior. WGN meteorologist Paul Konrad was fourth after a well-rounded social media performance over the last month. He was third among individuals on Facebook and cracked the top 10 on both Twitter and Instagram. On Facebook, he generated more than 50,000 engagements. Rounding out the top five was WGN reporter Ana Belaval. She was third among individuals on Twitter and eighth on Facebook. Belaval was born and raised in Puerto Rico. She traveled back home following Hurricane Maria and since she returned, she has been providing updates about the island’s recovery.
Of the top 10 individuals in the market, five work for WGN; two apiece work for WFLD and WGBO; one works for WLS.
Complete station rankings:
The full rankings of news stations in Chicago that Share Rocket tracks on social media from 10/15/17-11/15/17.