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. Here are the most-recent Minneapolis social media ratings.
Overall: KMSP (Fox O&O) moved from second to first overall in the Minneapolis market over the last 30 days with a 36.3 overall Share score, moving ahead of KARE (TEGNA-owned NBC affiliate), which had a 35.9 overall Share. WCCO (CBS O&O) was third with a 17.6 overall Share and KSTP (Hubbard-owned ABC affiliate) was fourth with a 10.2 overall Share.
KMSP moved into first overall based largely on their performance on Facebook. KMSP had a 38.4 Share as a group on the platform and the main station Facebook Page was the market’s No. 1 Page, accounting for 33.4 (or about 87%) of the group’s total Share on the platform. KARE was No. 1 as a group on both Twitter and Instagram, and the main KARE accounts on both those platforms were the top accounts in the market.
Overall, the last 30 days have seen a big spike in engagement in the market. All four stations saw gains in total engagement compared to the 30 days prior, and three of the four stations in the market had gains of +20% or more. KSTP saw the biggest increase, generating +30% more engagement than it did in the previous month.
On Facebook, KMSP led the way with a 38.4 Share as a group, followed by KARE with a 36.0 Share, and WCCO with a 16.4 Share. KMSP extended its lead on the platform slightly over the last 30 days, generating more than 818,000 engagements (a +25.3% increase from the previous 30 days), which led to a +2.6% increase in Share. KMSP’s main Facebook Page has the largest Audience in the market with more than 665,000 followers and it generated about 910 engagements per post in the last month. The top individual on Facebook was KARE meteorologist Sven Sundgaard, who had nearly 85,000 engagements on his 78 posts in the last 30 days (which works out to about 1,085 engagements per post). Behind Sundgaard, the top individuals on the platform were KMSP meteorologists Ian Leonard and Cody Matz, who had close to 30,000 engagements combined on Facebook.
KARE had a solid advantage on Twitter, where the station had a 34.2 Share as a group, followed by WCCO with a 26.3 Share, and KMSP with a 24.3 Share. KARE’s main station account has the largest audience of any Twitter account in the market with more than 300,000 followers and the main brand account had a 10.11 Share on the platform on its own. KARE also received a big boost on Twitter this month from sports anchor Dave Schwartz. Schwartz saw a +250% increase in engagement on the platform in the last 30 days compared to the month before, which helped him to a 6.47 Share. Schwartz and the main KARE account were responsible for a little more than 48% of the station’s Share on Twitter. The only other individual with a Share higher than 5.0 on the platform was WCCO sports director and anchor Mark Rosen, who had a 6.10 Share and generated about 12,000 engagements in the last 30 days.
On Instagram, KARE was also considerably out in front. The NBC affiliate had a 35.1 Share on the platform, followed by KMSP with a 25.8 Share, and WCCO with a 22.8 Share. Just like on Twitter, KARE’s main account was No. 1 on the platform with a double-digit Share score. On Insta, KARE’s main account was responsible for a 10.32 Share and generated more than 12,000 engagements on its 21 posts (or about 585 engagements per post). It also has the largest audience of any Instagram account in the market with nearly 44,000 followers. Sven Sundgaard also gave the station a big hand on Instagram, where he was the top individual with a 9.13 Share. Sundgaard actually jumped up 10 spots in the overall Instagram account rankings in the last month after posting +150% more than in the 30 days prior and generating +212% more engagement in that time. Behind Sundgaard, KMSP’s Jason Matheson was second on the platform among individuals with a 6.90 Share and WCCO’s Jason DeRusha was third with a 6.08 Share.
Among individuals overall, Sundgaard was without peer in the Minneapolis market with a 3.82 Share across all platforms. Sundgaard has close to 78,000 combined followers on social media, but generated nearly 99,000 engagements on social in the last 30 days, showing his audience is highly engaged with the content he is sharing. Cody Matz was strongest on Facebook, where he generated a little more than 15,000 engagements in the 30-day period. KARE’s Dave Schwartz flew up the Twitter rankings over the last month, increasing his Share on the platform by +173% compared to the month prior. His biggest tweet of the month was this video of the University of Minnesota’s mascot absolutely trucking a small child during halftime of a Minnesota Vikings game. Jason DeRusha was third among individuals on both Twitter and Instagram over the last 30 days and had more than 15,000 total engagements. Ian Leonard was strongest on Facebook and averaged more than 278 engagements per post on that platform.
Of the top 10 individuals in the Minneapolis market, four are KMSP employees, three are KARE employees, two are WCCO employees, and one is a KSTP employee.