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: KTVU (Fox O&O) remained No. 1 in the market on social over the last 30 days with a 40.3 overall Share. They were followed by KGO (ABC O&O), which improved slightly to a 27.7 overall Share in the month, and KRON (Nexstar-owned MyNetworkTV affiliate), which had a 17.4 overall Share. KTVU was No. 1 as a group on Facebook and Instagram, while KGO was No. 1 as a group on Twitter.
The top Facebook Page in the market was KGO’s main station Page with a 24.7 Share on the platform by itself. The top Twitter account was KTVU’s main station account with a 15.7 Share on the platform. The top Instagram account was also KTVU’s main station account with a 37.0 Share on that platform.
In total, KTVU generated nearly 2 million Engagements as a group in the 30-day period. Incredibly, a little more than a quarter of those Engagements came from anchor Frank Somerville, who is typically among the top individuals in the country on social media. By himself, Somerville had an 11.77 overall Share, which is nearly unheard of in a market as large as San Francisco-Oakland-San Jose. Perhaps even more surprising, Somerville did it without posting once in the 30-day period on Twitter or Instagram. He told Share Rocket in an interview earlier this year that he focuses solely on Facebook in part because it is the strongest generator of Engagement compared to Twitter or Instagram.
On Facebook, KTVU got a very helpful lift from Somerville to sport a 41.0 Share as a group on the platform. The main station Page was responsible for 24.7 of that, while Somerville was responsible for another 13.4. His 54 Facebook posts during the 30 days generated about 11,100 Engagements per post. Somerville’s Facebook Page has more than 530,000 followers, which gives him the third-largest Audience of any Page in the market (including main station Pages). As we noted above, KGO’s Facebook Page was No. 1 overall in the market with a 24.7 Share on the platform and has the largest Audience of any Page in the market with more than 1 million followers (and is the only social media account in the market to cross that 1M threshold).
On Twitter, KGO led the way with a 33.2 Share as a group on the platform behind the strength of the individuals at the station. KGO’s main station account had a 12.0 Share, but the station had seven of the top 10 individuals in the market on Twitter, led by Drew Tuma’s 3.10 Share. Each of those seven individuals had a Share of at least 1.40 on Twitter. Those seven also included two individuals who made big gains in the last month on the platform, Mike Nicco and Jonathan Bloom. Nicco increased his Share on Twitter by +205% and Bloom increased his by +459% in the last 30 days.
On Instagram, KTVU dominated with a 47.6 Share as a group, followed by KGO with a 32.7 Share. Most of KTVU’s Share was generated by the main station account, which had a 37.0 Share on its own, though the station also claimed the top individual on Instagram, Rosemary Orozco (2.35 Share on the platform). KRON’s Stanley Roberts had a very nice month to move up the rankings on Insta – his Engagement on the platform increased by +97.2% and Share increased by +178% compared to the 30 days prior.
Among individuals overall, Somerville led the way with an 11.77 overall Share and generated more than 600,000 total Engagements in the 30-day period. He was followed by another KTVU anchor, Dave Clark, who had the No. 2 Facebook Page in the market and generated close to 46,000 Engagements on Facebook (which is particularly impressive when you consider he has less than 10,000 followers on the platform). Stanley Roberts is the strongest all-around individual in the market on social media, finishing in the top three among individuals on Facebook, Twitter, and Instagram. Orozco was strong on both Instagram and Facebook, averaging more than 280 Engagements per post on both of those platforms. KGO’s Reggie Aqui moved into the top five this month by jumping several individuals after he increased his total Engagement by +20.2% and his overall Share by +27.6% compared to the 30 days prior.
Of the top 10 individuals overall in the market, five are with KTVU, three are with KGO, and one apiece are at KRON and KSTS (the NBC-owned Telemundo affiliate).