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 Sacramento social media ratings.
Overall: KCRA (Hearst-owned NBC affiliate) has held a strong lead among local TV stations in Sacramento on social media over the last 30 days with a 44.4 overall Share. There was no movement in the station rankings from month to month.
KCRA’s 44.4 overall Share was followed by KXTV (TEGNA-owned ABC affiliate) with a 20.3 overall Share, KTXL (Sinclair-owned Fox affiliate) with a 15.9 overall Share, and KOVR (CBS O&O) with an 11.2 overall Share. The remaining three stations Share Rocket tracks in the market had Share scores in the single digits. KCRA was the top station on Facebook and Twitter, while KMAX (CBS-owned CW station) was the top station on Instagram. KCRA’s main station Page was the top Facebook Page in the market. KCRA anchor/reporter Walter Makaula had the top account in the market on Twitter. The top Instagram account belonged to KMAX’s Good Day Sacramento.
Overall in the market, engagement increased substantially in the last 30 days compared to the 30 days prior. All seven stations Share Rocket tracks in Sacramento saw month-to-month increases in engagement. KCRA generated more than 837,000 total engagements, which was a +42.3% increase from the month prior.
The top three local TV stations on social media in Sacramento from 2/21/18-3/21/18.
On Facebook, KCRA had a 46.5 Share as a group, followed by KXTV with a 19.9 group Share, KTXL with a 16.5 group Share, and KOVR with an 11.8 group Share. KXTV’s main station Facebook Page has the largest audience of any Page in the market with more than 424,000 followers, followed by KCRA’s Page with nearly 417,000 followers. KCRA’s main Page generated about 720,000 engagements in the last 30 days and was responsible for 43.48 of the station’s group Share by itself. No other Page in the market generated more than 300,000 engagements. KCRA also had the top three individuals in the market on Facebook in anchor/reporter Deirdre Fitzpatrick, meteorologist Mark Finan, and anchor Edie Lambert. Finan had a particularly good month on Facebook, moving from 13th among individuals to 2nd after he averaged about 580 engagements per post on the platform. Fitzpatrick led all individuals in the market with nearly 9,700 engagements on her Page.
On Twitter, KCRA moved from second among stations to first in the last 30 days. KCRA had a 47.5 group Share on the platform, followed by KTXL with a 16.1 group Share, KXTV with a 14.1 group Share, and KOVR with a 13.3 group Share. As a group, KCRA increased engagement on Twitter by +86.6% from month to month, but much of it came from an unusual place. KCRA’s Walter Makaula mentioned South Korean-Chinese boy band Exo in a tweet about the closing ceremony of the Winter Olympics, and that tweet took off with nearly 12,000 retweets and another 6,300 likes. The tweet itself was rather benign, but because he tagged the band and included some relevant hashtags, the band’s followers picked it up and ran with it, sharing it around the world. That helped Makaula to a 17.19 Share on Twitter by himself, which was a +5,592% increase from the previous month. KCRA’s main station Twitter account was the only other account in the market with a double-digit Share score (13.79) and it generated about 13,000 engagements in the last month.
On Instagram, KMAX jumped from third among stations to first in the last 30 days. KMAX had a 36.8 Share as a group on the platform, followed by KXTV with a 28.1 group Share, and KCRA with a 19.3 group Share. The market’s other stations had Share scores in the single digits. The strongest Insta account in the market was KMAX’s Good Day Sacramento, which generated more than 37,000 engagements in the last month (a +92% increase compared to the month prior). The Good Day Sacramento account also has the largest following of any Instagram account in the market with about 34,500 followers. The top individual in the market on Insta was KXTV anchor/reporter Frances Wang, who had a 17.70 Share by herself and generated more than 28,000 engagements. KCRA anchor Lisa Gonzales was also a strong individual performer on Instagram and generated close to 11,000 engagements on the platform in the last 30 days.
The top five individuals in local TV news in Sacramento on social media from 2/21/18-3/21/18.
KXTV’s Frances Wang was the top individual in the market overall after she finished first among individuals on Instagram and second on Twitter. On Instagram, she averaged more than 900 engagements per post and on Twitter she increased her engagement by +58.9% from month to month. Walter Makaula was second thanks to his big tweet. From month to month, his overall Share increased by +775% and his SEI increased by +31.5%. KCRA’s Deirdre Fitzpatrick was third after she finished first among individuals on Facebook and sixth on Instagram. Fitzpatrick’s engagement-to-audience ratio was strong on both Facebook and Instagram, which indicates she generates a high level of engagement relative to her total audience size. KOVR anchor Dina Kupfer was fourth overall among individuals in the market thanks to a balanced approach that saw her finish 4th among individuals on Facebook, 5th on Twitter, and 7th on Instagram. In total, she generated more than 10,700 engagements in the last month (which was a +20.3% increase from the month prior). Finally, KCRA’s Lisa Gonzales rounded out the top five thanks largely to her second-among-individuals performance on Instagram. Her ‘gram averaged more than 500 engagements per post in the last month.
Of the top 10 individuals in the market, five were KCRA employees; two were KXTV employees; and one apiece worked at KTXL, KOVR, and KMAX.
Complete station rankings:
The full rankings of news stations in Sacramento that Share Rocket tracks on social media from 2/21/18-3/21/18.