Every week, 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 Cleveland social media ratings.
Overall: WJW (Fox O&O) remained first in the Cleveland market among local TV stations on social media over the last 30 days with a 42.1 overall Share after generating nearly 1.5 million engagements during that time, though there was some movement behind the market leader. WEWS (Scripps-owned ABC affiliate) jumped from fourth among stations to second thanks to a +44.1% increase in engagement from month to month. The three stations Share Rocket tracks in the market other than WJW remained in a tight battle for second, however, with all three separated by less than four Share points.
WJW’s 42.1 overall Share was followed by WEWS with a 21.4 overall Share, WOIO (Raycom-owned CBS affiliate) with an 18.7 overall Share, and WKYC with a 17.8 overall Share. WJW was the top station in the market on Facebook, Twitter, and Instagram, and the WJW’s main station account was the top account on all three platforms, as well.
Overall in the market, engagement increased substantially in the last 30 days compared to the 30 days prior with all four stations Share Rocket tracks in Cleveland seeing month-to-month improvements. WEWS’s +44.1% increase in engagement was the largest increase (as a percentage) by any station in the market.
The top three local TV stations on social media in Cleveland from 2/14/18-3/14/18.
On Facebook, WJW had a 40.7 Share as a group, followed by WEWS with a 23.1 Share, WOIO with a 20.2 Share, and WKYC with a 16.1 Share. WJW has more than 1 million followers on their Facebook Page, which gives them the largest audience of any Page in the market by far. In fact, no other Page has more than 450,000 followers. That large audience helped WJW’s main Page generate more than 1.12 million engagements and a 36.38 Share on its own in the last 30 days. WEWS’s month-to-month overall improvement on social media came largely by way of the station’s primary Facebook Page. WEWS’s Page generated about 665,000 engagements in the last 30 days, which was a +54% increase from the 30 days prior. That helped the station increase its Facebook group Share by +27.5%. The Page also grew its audience by +2.9% in the last 30 days, which was the largest increase (as a percentage) by any station Page in the market in that time. WEWS also had the top individual on Facebook in Cleveland in the last month in meteorologist Mark Johnson. Johnson generated more than 37,000 engagements on his Facebook Page and averaged more than 400 engagements per post. Johnson had a 1.22 Share on Facebook on his own. The only other individual on the platform with a Share greater than 1.0 was WOIO weathercaster Beth McLeod, who generated just shy of 29,000 engagements on her Page in the last month.
On Twitter, WJW moved from second to first in the last 30 days with a 30.6 Share as a group. They were followed closely by WKYC with a 29.6 Share, while WOIO (23.5 group Share) and WEWS (16.4 group Share) were slightly further behind. WJW’s main station Twitter account was the top account in the market with an 18.18 Share on its own, moving into first among accounts after a +39.4% increase in engagement from month to month. The only other account in Cleveland with a double-digit Share on Twitter was WKYC’s main station account with a 14.0 Share. The largest Twitter audience in the market belongs to WEWS’s Mark Johnson, who has more than a quarter-million followers, however he was not the top individual on the platform. That honor went to WOIO’s Beth McLeod who moved from fourth among individuals to first in the last 30 days after she increased her engagement on Twitter by +60.9% (which helped her increase her Share on the platform by +50.3% in that time). Another standout on Twitter was WKYC’s Hollie Strano-Giangreco, who increased her engagement by +33.3% and her Share by +25.7% and finished third among individuals.
On Instagram, WJW was a dominant No. 1 in Cleveland with a 65.1 Share as a group. WKYC was second with a 23.7 group Share. The remaining stations Share Rocket tracks had an Instagram Share in the single digits. WJW’s one-two punch on Insta was the main station account and anchor Stefani Schaefer. The WJW Instagram account generated more than 70,000 engagements in the last 30 days and averaged more than 500 engagements per post. It also has the largest audience of any Insta account in the market with more than 67,000 followers. Schaefer generated nearly 48,000 engagements and averaged close to 600 engagements per post in the last month on her Instagram account. WKYC’s Hollie Strano-Giangreco was also a strong performer on Instagram, with her 9.64 Share on the platform good for third overall in the market, just ahead of WKYC’s main station account.
The top five individuals in local TV news in Cleveland on social media from 2/14/18-3/14/18.
WJW’s Stefani Schaefer was the top individual in Cleveland over the last 30 days after she finished first among individuals on Instagram and sixth on Facebook. Schaefer generated nearly 61,000 total engagements on social media in the last 30 days and averaged more than 400 engagements per post across all platforms. WKYC’s Hollie Strano-Giangreco actually generated slightly more engagement than Schaefer in the last 30 days, but finished just behind the WJW anchor in Share due to Schaefer’s larger audience. Strano-Giangreco had a very well-rounded performance, finishing third among individuals on both Facebook and Twitter, and second on Instagram. On Facebook, she averaged about 375 engagements per post. WEWS’s Mark Johnson was third in the market thanks mostly to his tops-among-individuals Facebook performance. About 85% of the engagement he generated in the last 30 days came on that platform. WOIO’s Beth McLeod was fourth, giving each station in Cleveland at least one individual in the top five. McLeod was first among individuals on Twitter and second on Facebook, and she generated nearly 38,000 total engagements in the last month. Finally, WJW anchor Kristi Capel rounded out the top five after she finished third among individuals on Instagram and seventh among individuals on Facebook. Capel averaged about 415 engagements per post on Instagram over the last 30 days.
Of the top 10 individuals in the market, four work for WOIO, three work for WJW, two work for WKYC, and one works for WEWS.
Complete station rankings:
The full rankings of news stations in Cleveland that Share Rocket tracks on social media from 2/14/18-3/14/18.