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 Houston social media ratings.
Overall: Over the last 30 days, KTRK (ABC O&O) remained the top station in Houston while KRIV (Fox O&O) moved from third to second and KTMD (Comcast/NBC-owned Telemundo affiliate) received a big boost from a talent who is relatively new to the market.
From Nov. 20 to Dec. 20, KTRK had a 27.6 overall Share, KRIV had a 24.9 overall Share, KHOU (TEGNA-owned CBS affiliate) had an 18.1 overall Share, and KPRC (Graham-owned NBC affiliate) had a 13.9 overall Share. KTRK was the top station in the market on Facebook and Twitter, and the main KTRK account was the top account on each of those platforms. KTMD moved from fifth to first in the last month on Instagram thanks largely to Eduardo Rodríguez (better known as Yusnaby Pérez), who had the top account in the market on that platform.
Eduardo Rodríguez joined KTMD from WLTV, the Univision flagship in Miami, earlier this year. He began to use the pseudonym Yusnaby Pérez when he lived in Cuba to avoid repression of independent journalists on the island. From his reporting in Cuba, he built a massive following – he has more than 1.25 million followers on social media, and that’s if you don’t count the 588,000+ who follow his @Yusnaby account on Twitter. He launched the @EduardoRNow Twitter handle under his real name when he joined KTMD, and that one has a relatively smaller audience of about 124,000. Share Rocket has chosen to track the @EduardoRNow account for him, since he refers to @Yusnaby as his personal account.
Overall in the market, total engagement was down in the last 30 days compared to the 30 days prior, with five of the seven stations Share Rocket tracks in the market seeing declines (four of those stations saw declines of -21% or more). The one station to show significant gains was KTMD, which benefitted from nearly 650,000 engagements from Rodríguez’s social media accounts.
The top three local TV stations on social media in Houston from 11/20/17-12/20/17.
On Facebook, KTRK led the way with a 28.8 Share as a group. In the last 30 days, KRIV jumped from third to second on Facebook with a 27.0 group Share. KHOU was third with a 19.9 Share and KPRC had a 14.0 Share. As a group, KTRK generated more than 1.97 million engagements on Facebook in the last month, with the main station Page responsible for a little more than 88% of that. The main KTRK account also has the largest audience of any Page in the market with just shy of 1.4 million followers. The top individual in Houston on Facebook was Eduardo Rodríguez with a 1.63 Share. He averaged more than 2,000 engagements per post. Behind him was KPRC’s traffic reporter and anchor Jennifer Reyna, who averaged more than 990 engagements per post. One of the biggest gainers in the market on Facebook was KRIV’s traffic anchor and reporter Chrisdyann Uribe, who moved from 20th in the individual rankings to seventh in the last 30 days by increasing her engagement on the platform by +36.2%.
On Twitter, KTRK had a comfortable lead with a 38.0 Share as a group, followed by KHOU with a 22.5 Share, KRIV with a 19.2 Share, and KPRC with a 16.2 Share. KTRK’s main station account had a 20.47 Share on its own after generating nearly 92,000 engagements in the month. No other account had more than 50,000 engagements in the 30-day period. Like on Facebook, the main KTRK account has the largest audience of any account in the market on Twitter with nearly 685,000 followers. The top individual in the market on Twitter was KRIV Sports Director Mark Berman with a 6.50 Share after he generated more than 30,000 engagements on the platform. His audience on Twitter grew by more than +4.5% in the last 30 days. KPRC’s sports director, Randy McIlvoy also had a great month, flying 27 spots up the individual rankings to third overall. He generated more than 9,700 engagements on the platform (a +74% improvement on the previous month) which helped increase his Share by +309% to a 2.06.
On Instagram, KTMD led the way with a 37.3 Share as a group, but 37.1 of that came from Eduardo Rodríguez (who uses the @Yusnaby handle on the platform). Rodríguez has an audience of more than 537,000 on the platform, while no other account has more than 125,000 followers. His posts on Instagram also generate a tremendous amount of engagement. He posted 64 times in the last month, but each post averaged 8,665 engagements (for a total of more than 554,000 engagements in the last 30 days). The second-strongest account in Houston over the last month was KTRK’s main station account, which generated nearly 212,000 engagements and had a 14.15 Share on its own. The top individual behind Rodríguez was KPRC anchor Dominique Sachse with a 5.58 Share on Instagram. Her 27 posts in the last 30 days averaged more than 3,070 engagements per post (for a total of nearly 83,000).
The top five individuals in local TV news in Houston on social media from 11/20/17-12/20/17.
Rodríguez led the market among individuals after generating more than 649,000 engagements in the 30-day period. His average post on social media during the month generated more than 5,450 engagements. Sachse was the only other individual in the market to generate more than 100,000 engagements in the last month, and about 77% of the engagement she generated came from Instagram. Jennifer Reyna’s strongest platform was Facebook, where she was second among individuals and has nearly 139,000 followers. In all, she is just shy of 250,000 total followers on social media. KRIV anchor Kaitlin Monte was among the top five individuals in the market on both Twitter and Instagram and generated more than 55,000 engagements in the last month. KRIV reporter Isiah Carey rounded out the top five individuals in the market thanks mostly to his efforts on Instagram, where he generated about 89% of his engagement. He increased his overall Share by +14.4% in the last 30 days compared to the 30 days prior.
Of the top 10 individuals in the market, three work for KRIV, two work for KPRC, two work for KXLN (Univision O&O), one works for KTRK, one works for KHOU, and one works for KTMD.
Complete station rankings:
The full rankings of news stations in Houston that Share Rocket tracks on social media from 11/20/17-12/20/17.