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: KDFW (Fox O&O) topped the list of stations on social in Dallas over the last 30 days with a 43.1 overall Share, a 20-point lead in the market. The station saw huge gains on Twitter during the month after reporter Lynnanne Nguyen’s tweet about an Amber Alert (link) went viral (with more than 83,000 retweets and 37,000 likes). That elevated her to the No. 1 Twitter account in the market over the last month with a 26.64 Share on the platform by herself. As a group, KDFW was No. 1 in the market on Facebook, Twitter, and Instagram, and the main station account was the No. 1 overall account on Facebook and Instagram and No. 2 on Twitter behind Nguyen.
In the last 30 days, KDFW’s overall Share increased very slightly to 43.1, WFAA (TEGNA-owned ABC affiliate) had a small decrease in overall Share to 23.1, and third-place KXAS (NBC O&O) saw a nice +8.2% increase in overall Share compared to the 30 days prior to 20.4. Five out of the six stations Share Rocket tracks in the market saw increased Engagement compared to 30 days prior.
KXAS made up most of its ground in the last 30 days on Facebook. As a group, the station increased Engagement on the platform by +16.4% compared to the prior 30 days which, in addition to increased posting on Facebook, helped increase the station’s Share on the platform by +10.4%. KDFW was No. 1 as a group on Facebook with a 42.9 Share, with 35.8 of that coming from the main station Page. KDFW also had the top two individuals in the market on Facebook in Jenny Anchondo and Lauren Przybyl, who had more than 133,000 Engagements on the platform in the last 30 days, and the No. 1 sub-brand on Facebook in their Fox 4 Weather Page. WFAA meteorologist Jesse Hawila was one of the biggest gainers on Facebook in the market in the last 30 days, increasing his Page’s Engagement by +154% and Share by +95% compared to the month prior.
As mentioned, Lynnanne Nguyen’s Amber Alert tweet was the biggest post on the platform in the last 30 days and it greatly aided KDFW on the platform. The station’s Share as a group on Twitter increased by +41.9% to 48.6 during that time, and Nguyen was responsible for 26.64 of that. She had more than 100,000 more Engagements on the platform than any other individual in the market in the month and did it with around 3,500 Twitter followers. WFAA was No. 2 as a group on Twitter with a 23.3 Share and increased its group Audience by about 2% in the month, the highest percentage of Audience growth for any station. KXAS increased its group Engagement by +30.7% on the platform and had an 18.5 Share as a group. WFAA’s Janelle Brandom had big growth on the platform in the last 30 days, raising her Engagement by +480% and her Share by +270% compared to the month prior.
KDFW was No. 1 in the market on Instagram with a 42.4 Share as a group over the last 30 days with the main station account responsible for 14.3 of that Share. Przybyl was the No. 1 individual on Instagram with a 9.86 Share and Anchondo was No. 2 with a 7.14 Share. WFAA was No. 2 as a group with a 32.5 Share on Instagram. Brandom made strides on Instagram, as well, where she increased Engagement by +110% and Share by +86% (to 3.80) in the last 30 days. KXTX (NBC-owned Telemundo affiliate) was third on Instagram with a 9.0 Share as a group.
Among individuals overall, Nguyen led the way with a 2.31 overall Share and nearly 150,000 total Engagements in the 30-day period. She also grew her total social Audience by +6.3% in the month. Two more KDFW talents, Przybyl and Anchondo, rounded out the top three. Combined, the trio had more than 317,000 total Engagements and a 5.16 overall Share of the DFW social market. WFAA’s chief meteorologist Pete Delkus was fourth among individuals on Facebook and second on Twitter and had a 0.91 overall Share. Hawila grew his total Audience by a huge +20.2% and his overall Share by +73% in the 30-day period.
Of the top 10 individuals overall in the market, five are with KDFW, four are with WFAA, and one is with KXAS.