Gannett’s CBS affiliate WUSA claimed the top spot last week in the Share Rocket Social TV Ratings™ in Washington, D.C., earning a 28.13 Social Share™ from Dec. 8 – Dec. 15 in the closest ratings race of the year. Fox’s WTTG finished just .01 points behind with a 28.12 Social Share, and NBC’s WRC-TV pulled a 27.17 Social Share, making D.C. one of the most competitive markets in the nation.
WUSA earned their highest finish to date on the strength of their coverage about a plane crash in Gaithersberg, Va. A corporate jet crashed into the home of Marie Gemmell, 36, killing her and two children. It was a heartbreaking story that generated significant social engagement. WUSA published crash-related content 4 times over the first two days, generating more than 15,000 engagements, and earned three of the five most engaging pieces of content in the market on Dec. 9. This post, right, was the top piece of content on Dec. 8 and Dec. 9, generating more than 7,00 likes, more than 1,300 shares and more than 1,100 comments.
WRC-TV has built the strongest long-term social equity in the market, accumulating an 80 SEI™. But WUSA (71 SEI) and WTTG (71 SEI) have been closing the gap, and turning D.C. into a three-station race. Sinclair’s ABC affiliate WJLA is a distant fourth with a 44 SEI.
WUSA is finding success with despite having the smallest combined audience in the market (348,000-plus fans and followers), with a market-best 56 engagements per post over the past 30 days.
Fox’s recent rise in the Social TV Ratings can be attributed to the activity of its talent. Fox’s talent contributed 49 percent of the brand’s overall social equity, including 94 percent of the brand’s posting activity and 25 percent of total engagement. Those are both the highest percentages we’ve seen in a large market. Accordingly, the top three spots in last week’s individual Social TV Ratings were held by Fox.
WTTG investigative reporter Emily Miller was DC’s top performing individual, earning a 1.94 Social Share™ and is best in the market with a 93 SEI™. Colleagues Shawn Yancy (1.56 Social Share™, 82 SEI™) and Allison Seymour (1.39 Social Share™, 90 SEI™) finished second and third. WRC’s Shomari Stone (1.36 Social Share™, 89 SEI™) and Dianna Russini (1.33 Social Share™, 91 SEI™) rounded out the market’s top 5.
Here’s a look at Miller’s Share Rocket report card:
Social TV Ratings for the week of Dec. 8 – Dec. 14, 2014
|1||Emily Miller||5 FOX||1.94||93||85,582||203||6,051||106.00%|
|2||Shawn Yancy||5 FOX||1.56||82||11,846||167||6,501||1388.00%|
|3||Allison Seymour||5 FOX||1.39||89||29,250||131||5,587||-4.74%|
|4||Shomari Stone||4 NBC||1.36||89||29,284||87||6,325||-51.76%|
|5||Dianna Russini||4 NBC||1.33||91||18,495||190||4,287||2.44%|
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.
Top content, best practices
Enough sad news. This Facebook post earned spot in the top five on Dec. 11. Patrons at a Cracker Barrell in Branson, Mo. had noticed their server had had been driving an dilapidated car with the hood tied on. So, the couple surprised the hard-working waitress, who cares for a son with disabilities, with the keys to a 2008 Ford Fusion as a gift.
The post, which links to a video of the surprise, generated more than 3,300 likes, almost 800 comments and more than 490 shares.
A perfect post in the spirit of the holidays.
This post hits all of our checklist:
Tells an urgent, compelling, inspirational or funny story?
Appeal to emotion?
Use a photo?
Ask for engagement?
Each week 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.