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 San Francisco social media ratings.
Overall: The local TV news stations in the Bay Area all observed substantial declines in engagement over the last 30 days compared to the 30 days prior, when deadly wildfires were raging in Northern California. However, the seven stations in the market Share Rocket tracks remained in the same positions they were in the previous month and KTVU (Fox O&O) maintained a large Share score lead in the market.
KTVU had a 42.0 overall Share as a station, followed by KGO (ABC O&O) with a 23.1 overall Share, KRON (Nexstar-owned independent station) with an 18.6 overall Share, and KNTV (NBC/Comcast O&O) with a 10.1 overall Share. Three other three stations we track in the market had overall Share scores in the single digits. KTVU was the top station on Facebook and Instagram, while KGO was on top on Twitter. KTVU’s main station account was the highest-performing account on all three platforms.
As we mentioned before, engagement was down steeply in the last 30 days compared to the 30 days prior. Every station’s total engagement was down at least -26% month over month as the market corrected from unusually high engagement from Oct. 6 through Nov. 6.
The top three local TV stations on social media in San Francisco from 11/6/17-12/6/17.
On Facebook, KTVU was No. 1 with a 40.4 Share as a group and generated more than 1.4 million engagements, which was nearly double the engagement of the next-closest station. KTVU’s main station Page generated more than 1 million (about 71%) of those engagements and averaged about 2,155 engagements per post over the last 30 days. The station also had the top two individuals on Facebook in the market in anchors Frank Somerville and Dave Clark. We’ve talked about Somerville many times on this blog, most recently in our 2017 third quarter review. He remained the strongest individual in the market on Facebook in the last 30 days with a 9.30 Share by himself and generated more than 330,000 engagements through his Page. Clark, another steadily strong performer in the Bay Area, had a 2.08 Share on Facebook (which was a +54.8% increase from the previous 30 days). Behind KTVU, KGO had a 22.2 Share as a group on Facebook, followed closely by KRON, which had a 21.5 Share. KGO’s main station Page has the largest audience of any social account in the market with more than 1 million followers.
On Twitter, KGO led the way with a 33.8 Share as a group, followed by KTVU with a 25.6 Share and KNTV with a 23.2 Share. KTVU’s main station account led the market with a 16.09 Share on its own, which was a +14.3% increase from the month prior. KGO’s main station account had a 12.33 Share, but the station’s strength on the platform came mostly from individual and sub-brand accounts, which accounted for about 64% of the station’s Share as a group. KGO had five of the top seven individuals in the Bay Area on Twitter, including the top two individuals, meteorologists Sandhya Patel and Drew Tuma. Combined, Patel and Tuma had a 6.44 Share on Twitter and generated more than 17,000 engagements in the last 30 days. KNTV anchor/reporter Scott Budman leaped 19 spots up the Twitter individual rankings in the last month, going from 22nd to 8th. He generated nearly 6,000 engagements (a +70.4% improvement on the previous month) which pushed his Share on the platform to 2.12 (a +180% month-over-month improvement).
On Instagram, KTVU dominated the market over the last month with a 65.8 Share as a group. The only other station with a double-digit Share on the platform was KGO with a 19.5 Share as a group. The source of KTVU’s strength was its main station account. The KTVU Instagram had a 55.72 Share on its own, meaning it was responsible for nearly 85% of their Share on the platform as a station. The KTVU account generated more than 300,000 engagements in the last 30 days and averaged more than 1,250 engagements per post. No other account generated more than 95,000 engagements. The top individual on Instagram was KTVU meteorologist Rosemary Orozco, who generated just shy of 10,000 engagements and had a 1.88 Share on the platform. KTVU and KGO’s main station Instagram accounts are in a close race for the largest audience of any account on the platform, with KGO’s account leading by less than 1,000 followers (they have 57,661 as of this writing).
The top five individuals in local TV news in San Francisco on social media from 11/6/17-12/6/17.
Frank Somerville led the way among individuals over the last 30 days with a 7.48 Share thanks entirely to his Facebook Page. He exclusively focuses on that platform to great effect – he now has close to 546,000 followers on Facebook and had a 9.30 Share of the market on that platform. Dave Clark also takes a Facebook-focused approach. Of all of his social posts in the last month, 99.7% were on Facebook and they generated more than 39,000 engagements. KRON reporter Stanley Roberts was a strong all-around performer, finishing third among individuals on Facebook, fourth on Twitter, and second on Instagram. He has the second-largest audience of any individual in the Bay Area with more than 170,000 followers on social media. KGO’s Sandhya Patel was fourth among individuals on Facebook and first on Twitter. She had more than 19,000 engagements in the month. Rounding out the top five was KGO anchor/reporter Dion Lim. She rose from eighth overall among individuals to fifth in the last 30 days. Her best platform was Facebook, where she averaged more than 225 engagements per post.
Of the top 10 individuals in the market, four work for KGO, three work for KTVU, two work for KPIX (CBS O&O), and one works for KRON.
Complete station rankings:
The full rankings of news stations in San Francisco that Share Rocket tracks on social media from 11/6/17-12/6/17.