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.
Overall: There were no changes in the overall rankings among the seven stations Share Rocket tracks in Boston over the last 30 days, though things did get a little tighter for the stations in the middle of the pack. WCVB (Hearst-owned ABC affiliate) added slightly to its lead for a 30.6 overall Share, followed by WFXT (Cox-owned Fox affiliate) with a 24.3 overall Share, and WMUR (the other Hearst-owned ABC affiliate in the market) was third with a 15.5 overall Share. The biggest change in Share among stations in the last 30 days was a +26.2% increase for fifth-place WBZ (CBS O&O), which increased its total Engagement by +50.2% compared to the prior 30 days.
WCVB was the top station in the market on Facebook and Twitter and the main station account was the No. 1 account overall on both of those platforms. WFXT was the top station on Instagram and its main station account was the top account overall on that platform. Four of the seven stations in the market saw their Engagement increase by at least +14.6% in the last 30 days compared to the month prior, led by WBZ’s aforementioned +50.2% increase and fourth-place WHDH’s (Sunbeam-owned independent station) 23.1% increase.
On Facebook, WCVB led the way with a 31.5 Share on the platform, followed by WFXT with a 24.2 and WMUR with a 16.8. About 95.6% of WCVB’s 1.32 million total Engagements came via the main station Facebook Page and that Page averaged 931 Engagements per post. WFXT has the largest Facebook Page in the market with more than 877,000 followers, which also gives it the single-largest Audience of any social media account in the market. WMUR was helped by having the top two individuals in the market on Facebook in the 30-day period, Josh Judge and Hayley LaPoint. Combined, those two chipped in more than 64,000 Engagements on Facebook alone. WBZ’s sharp increase in Engagement came from the station’s primary Facebook account, which had +54.1% increase in Engagement in the last 30 days compared to the 30 prior. That helped WBZ improve its Share on Facebook by +32.2% as the station grew its total Audience on the platform by +6.3% (the largest percentage of growth of any station in the market).
Twitter was an incredibly close race for first. WCVB overtook the top spot among stations with a 26.5 Share on the platform to barely beat out WBZ’s 26.4 Share. WCVB’s main station account was the only account in the market with a double-digit Share score, finishing with an 11.77. WBZ largely benefitting from having three of the top five individuals in the market on the platform, led by Eric Fisher and his 5.95 Share. Among stations, the biggest improvement on Twitter in the market came from WHDH, which improved its Share by +25.8% and Engagement by +94.7% compared to the month prior. WHDH’s main station account was the second-best performing single account in the market, but a considerable percentage of those gains came from anchor/reporter Justin Dougherty and reporter Tim Caputo. Dougherty increased his Share by +325% and Engagement by +579% compared to the prior 30 days while Caputo increased his Share by +701% and Engagement by +1,237%.
On Instagram, WFXT was a powerhouse, posting a 56.2 Share as a group on the platform. About 30.1 of that came via the station’s primary Instagram account, but WFXT also had the top two individuals in the market on Insta in meteorologist Shiri Spear (6.97 Share) and anchor Julie Grauert (3.90 Share). WFXT’s main station account averaged about 630 Engagements on each of the station’s 71 posts in the 30-day period. WHDH was second on the platform as a group with a 19.0 Share and WCVB was third with an 11.0 Share.
Among individuals overall, Josh Judge led the way thanks primarily to his market-leading performance on Facebook. He generated nearly 50,000 Engagements on his Page in the 30 days. Eric Fisher has the largest Audience of any account in the market on Twitter with 485,000+ followers, besting all but one main station account in the market by more than 200,000 followers. Spear was among the top three individuals on both Facebook and Instagram, despite not posting a ton on either platform. She had 41 total posts on the platforms combined, but they averaged about 652 Engagements apiece. Dougherty jumped up 13 spots among individuals from 19th to 4th overall. Much of that was due to his tweets about the arrest of a suspect for the destruction of the Holocaust memorial in Boston (link). Rounding out the top five was Dan Roche, who garnered all of his nearly 16,000 Engagements in the 30 days on Twitter.
Of the top 10 individuals in the market, three apiece are with WFXT and WBZ; two are with WMUR; one is with WCVB and one is with WHDH.