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 Seattle social media ratings.
Overall: KING (TEGNA-owned NBC affiliate) has remained in first place among stations in Seattle over the last 30 days after generating nearly 1.75 million total Engagements across all platforms. KIRO (Cox-owned CBS affiliate) moved from up from second to third during that time, pushing KCPQ (Tribune-owned Fox affiliate) into a close third place. The top three stations in the market each generated more than 1.4 million total Engagements in the last 30 days.
KING had a 32.4 overall Share, followed by KIRO with a 27.0 Share, KCPQ with a 26.3 Share, and KOMO with a 14.3 Share. KING was the top station on Facebook, Twitter, and Instagram, and the main KING account was the top account on all three of those platforms.
Overall in the market, engagement was up significantly over the last 30 days compared to the 30 days prior, with all four stations Share Rocket tracks in the market observing a month-to-month increase. KCPQ had the most growth (as a percentage), improving their total engagement by +21.1% compared to the previous 30 days.
The top three local TV stations on social media in Seattle from 12/17/17-1/17/18.
On Facebook, KING led the market with a 31.5 Share as a group, followed by KIRO with a 28.3 Share, KCPQ with a 26.4 Share, and KOMO with a 13.8 Share. KING’s main station Page was responsible for 97.5% of the total engagement generated by the station on Facebook, and it averaged about 940 engagements per post. KING’s station Page also has the largest audience of any social account in the market with more than 918,000 followers. KIRO followed a similar pattern, with 97% of its engagement on Facebook coming from the main station Page. However, KCPQ somewhat bucked the trend, with about 84% of its engagement coming from the primary account while the rest came from sub-brands and individuals. That was in part because the top four individuals in the market on Facebook were all KCPQ employees, and the station had the top sub-brand on Facebook in Washington’s Most Wanted. KIRO had a solid month on Facebook, generating 1.37 million engagements as a group (a +16.8% improvement from the previous 30 days), which helped them to increase their Share on the platform by +3.4% and their SEI by +9.7%. The top individual on Facebook was KPCQ anchor and Washington’s Most Wanted host David Rose with a 1.23 Share. He generated nearly 59,000 engagements on his Page in the last 30 days.
On Twitter, KING had a 31.0 Share as a group and moved from second in the market to first in the last 30 days. KCPQ was second with a 28.8 Share as a group, followed by KOMO with a 25.6 Share and KIRO with a 14.7 Share. KING’s biggest strength on Twitter was its main station account, which was the only account in the market to have a double-digit Share score on its own with an 18.24 Share. It has the largest audience in the market with nearly 636,000 followers and generated more than 42,000 engagements. KING also received a nice boost from reporters Alex Rozier and Chris Daniels, who were among the top five individuals on the platform and generated more than 14,000 combined engagements. KCPQ’s strongest account belonged to sports anchor/reporter Aaron Levine, who was the top individual in the market on Twitter. Levine had a 7.06 Share on the platform and generated about 18,000 engagements. KOMO had a big month as a group on Twitter. The station generated about 59,000 engagements as a group (a +10.3% increase from the previous 30 days), which helped the station increase its Share on the platform by +43.3% and SEI by +3.7% from month to month.
On Instagram, KING was No. 1 with a 43.3 Share as a group, followed by KPCQ with a 31.5 Share, KIRO with a 20.3 Share, and KOMO with a 4.9 Share. Again, KING’s main station account set the standard in the market, with a 38.30 Share on its own and the largest audience of any account in the market with more than 73,000 followers. KING’s Instagram account generated more than 122,000 engagements in the last month, which was more than double the total of the next best account. As a group, KING generated about 135,000 engagements on the platform (a +7.9% increase from the previous 30 days), which helped the station improve its Share as a group by +4.1%. Like on Facebook, KPCQ received a lot of help from individuals on Instagram, with the top three in the market all representing the station. KCPQ anchor Kaci Aitchison led all individuals in the market on Instagram with a 5.03 Share and she averaged about 440 engagements per post on the platform in the last 30 days. Travis Mayfield, KCPQ’s director of social strategy, was second among individuals on the platform and was the only person besides Aitchison to generate more than 10,000 engagements in the last month.
The top five individuals in local TV news in Seattle on social media from 12/17/17-1/17/18.
KCPQ swept the top five individual rankings in the Seattle market over the last 30 days. David Rose led the pack after generating more than 61,000 engagements on social media in that time. He was No. 1 among individuals on Facebook and also cracked the top 10 on Twitter. Travis Mayfield was second after he moved two spots up the overall individual rankings in the last month. Mayfield generated about 53,000 engagements (a +31.7% increase over the previous 30 days), which helped him increase his Share by +18.9%. He also grew his total social audience by +5.8% in that time. Kaci Aitchison was third in the market after she finished first among individuals on Instagram, third on Facebook, and sixth on Twitter. KPCQ anchor Bill Wixey was fourth in the market mostly thanks to the strength of his Facebook Page, where he generated about 79% of his engagement over the last 30 days. Finally, Aaron Levine rounded out the top five and was the only person who did not finish among the top 10 individuals on Facebook to make the cut. He managed it on the strength of his Twitter performance, where he generated nearly 10,000 more engagements than the next-closest individual.
Of the top 10 individuals in the market, six work for KPCQ, two work for KOMO, and two work for KIRO.
Complete station rankings:
The full rankings of news stations in Seattle that Share Rocket tracks on social media from 12/17/17-1/17/18.