After long climb, Gannett’s WFAA unseats Fox’s KDFW as reigning Dallas Social TV Ratings champ
social tv ratings dallas rockey statue

After long climb, Gannett’s WFAA unseats Fox’s KDFW as reigning Dallas Social TV Ratings champ

1 year ago 0 0 1546

Queue the Rocky music.

Da-dat-da … da-dat-da .. da-dat-da …

Dallas/Fort Worth has a new Social TV Ratings champ. After nearly a year as a challenger, Gannett’s WFAA seems to have finally unseated Fox’s KDFW atop the Social TV Ratings™.

WFAA claimed the top spot in last week’s Share Rocket Social TV Ratings™ in Dallas, earning a dominant 35.64 Social Share™ from April 20-26.

KDFW (25.5 Social Share) finished second last week, NBC’s KXAS (17.78 Social Share) was third, and CBS’ KTVT (14.22 Social Share) was fourth. Telemundo’s KXTX (4.59 Social Share) and Univision’s KUVN (2.28 Social Share) finished a distant fifth and sixth.

WFAA has also unseated KDFW as the long-term social equity leader in the market, building a 79 SEI™; KDFW is now second-best, with a 72 SEI™.

“KDFW has been in our sights for some time and it was difficult to catch up because of the sheer size of their Facebook audience,” said Nick Blackhall, WFAA’s Social Media and Mobile Technology manager. “But increased activity and engagement on our talent and secondary accounts has allowed us to close the gap and finally overtake them. It has really been a team effort.”

Indeed it has. Since we last reported Social TV Ratings™ in Dallas, WFAA has grown its overall audience by more than 27 percent and now has more than 1,400,000 fans and followers across Facebook and Twitter. The team has increased average monthly posting activity by more than 16 percent and increased average monthly engagement by more than 53 percent, and has generated more than 1.5 million engagements in April.

KDFW boasts the markets largest audience, with more than 1,409,000 fans and followers, but has seen it’s average monthly posting activity fall by one percent. And despite a modest 3 percent increase in overall average monthly engagement, KDFW’s engagement to audience ratio has dropped 23 percent since October.

WFAA meteorologist Pete Delkus remains Dallas’ top performing individual, earning a 2.56 Social Share™ and is the best in the market with an 96 SEI™.  Delkus’ WFAA colleague Steve McCauley (1.97 Social Share™, 86 SEI™) was second. KDFW’s Clarice Tinsley (1.17 Social Share™, 88 SEI™) finished third. KTVT meteorologists Larry Mowry (.86 Social Share™, 70 SEI™) and Jeff Jamison (.71 Social Share™, 79 SEI™) were fourth and fifth.

Here’s a look at Delkus’ Share Rocket report card:

social tv ratings dallas pete delkus

Social TV Ratings for the week of April 20-26, 2015

Rk
Station
Share
SEI
Audience
Voice
Engagement
E Δ
1WFAA 87935.641,400,2843,637458,9865.76%
24 FOX7225.51,409,8352,277322,821-2.77%
35 NBC4917.78742,3194,632132,28311.87%
411 CBS3514.22321,3744,038105,61896.90%
539 Telemundo175354,90077341,688-20.07%
623 Univision242.28172,77759113,835-12.06%

Top individuals

Rk
Talent
Station
Share
SEI
Audience
Voice
Eng.
E Δ
1Pete DelkusWFAA 82.5696174,62133027,55315.38%
2Steve McCauleyWFAA 81.978658,2484431,50783.38%
3Clarice Tinsley4 FOX1.178847,58119712,349-27.23%
4Larry Mowry11 CBS0.867012,7743981,55778.15%
5Jeff Jamison11 CBS0.71799,15733890216.39%

Social Equity Index™ (SEI™): Measures social equity you have built over time and performance — relative peers. Social Share™: Measures a brand’s raw share of the total audience, voice and engagement in a defined market. Audience: Combined fans and followers (Facebook, Twitter) for all profiles. Voice: Outbound posting and commenting activity. Engagements: Total likes, shares, comments, mentions, replies, retweets and favorites for the brand.

Occasionally, Share Rocket highlights the top performing stations and individuals across the nation’s top TV markets, sharing insights and best practices that are helping the nation’s best social journalists connect with their audience.

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