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: Second-place WRC (NBC O&O) increased their total Engagement by +44.7% in the last 30 days, which helped them increase their overall Share by +28.8% and make the race for first in our nation’s capital much closer. WTTG (Fox O&O) held on to first place in the market with a 33.9 overall Share, while WRC had a 30.1 overall Share, WUSA (TEGNA-owned CBS affiliate) had a 20.0 overall Share, and WJLA had a 15.0 overall Share.
WTTG was No. 1 as a group on Facebook and Instagram and WTTG’s main station account was the single best-performing account on both of those platforms. WRC was No. 1 on Twitter and the main station account was the top performing account on that platform. WRC improved its Engagement by +20% or more as a group on all three platforms compared to the prior 30 days, which helped the station move into second as a group on Facebook.
WRC also had four of the top six individuals in the market overall in the last 30 days, and those four individuals added nearly 8 Share points to the station’s overall total.
On Facebook, WTTG led the way with a 33.8 Share as a group and generated more than 1 million total Engagements on the platform during the last 30 days (the most of any station in the market). WTTG’s main station Facebook Page has the largest Audience of any Page in the market and it was responsible for 27.6 of the station’s total Share score on the platform. WRC moved into second as a group on Facebook, in part thanks to anchor Angie Goff (the No.1 individual in the market on Facebook) as well as Doreen Gentzler and Wendy Rieger (who both generated more than +400% more Engagement on the platform in the last 30 days than they did in the 30 days prior). About 85% of WTTG’s Share on Facebook came from the main station Page, compared to 63% of WRC’s. WRC’s roughly 860,000 Engagements on Facebook as a group in the last month were a +52.7% increase compared to the previous month.
On Twitter, WRC had a 45.9 Share as a group to lead the way, followed by WTTG with a 27.3 Share. WRC’s main station account saw about 55,600 Engagements in the last 30 days, which was +69% more Engagement than it had in the 30 days prior. The main WRC account pushed their reporter Shomari Stone into No. 2 among all accounts in the market on Twitter. Stone had an 11.96 Share by himself on the platform and has more than 83,000 followers, the most of anyone in local TV news in DC. WTTG anchor/reporter Jim Lokay had the No. 4 overall account on Twitter after beginning the 30-day period as No. 42 in the market, in large part thanks to his tweets about Imran Awan, a former House Democratic IT staffer who was arrested on bank fraud charges as he tried to leave the country (link). The reaction to those tweets helped Lokay to a 4.89 Share on the platform.
On Instagram, WTTG had a 43.0 Share as a group, followed by WRC with a 29.1 Share. As a station, WTTG generated nearly 121,000 Engagements on Instagram in the last 30 days, a +42.4% increase from the 30 days prior. WTTG also had three of the top four individuals on the platform, including Annie Yu, Kevin McCarthy, and Erin Como, and the trio combined for a 14.2 Share on Instagram. The No. 1 individual on Insta was WRC’s Angie Goff, who had a 13.66 Share and generated about 638 Engagements per post in the last 30 days. WTTG’s main station account was the No. 1 overall Instagram account in DC with a 22.5 Share and has the largest Audience of any account (about 55,000 followers).
Among individuals overall, Angie Goff led the way with a 3.82 Share and generated more than 144,000 Engagements across all platforms in the last month. Goff’s social presence was well-rounded, as well – she was first among individuals on Facebook and Instagram and fourth among individuals on Twitter. Annie Yu was second among individuals on Facebook and Instagram and she generated +29.3% more total Engagement in the last 30 days than in the 30 days prior. About 96% of Doreen Gentzler’s total Engagement in the last 30 days came from Facebook, where she averaged 1,159 Engagements per post. Stone averaged more than 175 Engagements per post on Twitter, which is a very large number for the platform. WTTG’s Allison Seymour recently crossed 100,000 total followers (across all platforms) making her the second person in the market to achieve the feat.
Of the top 10 individuals overall in the market, five are with WRC, four are with WTTG, and one is with WUSA.