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 Seattle social media ratings.
Overall: KING (TEGNA-owned NBC affiliate) held on to the top spot on social media in Seattle over the last 30 days with a 30.0 overall Share, very narrowly beating out KIRO (Cox-owned CBS affiliate), which had a 29.3 overall Share. KCPQ (Tribune-owned Fox station) was not far behind the leaders with a 25.0 overall Share while KOMO (Sinclair-owned ABC affiliate) was fourth with a 15.8 overall Share.
KIRO jumped over KING in the last month to become the No. 1 group on Facebook, and its main station Page became the No.1 overall Facebook Page in the market. KCPQ was No. 1 as a group on Twitter, thanks largely to sports director Aaron Levine, who had the No. 1 overall account in the market. KING was No. 1 as a group on Instagram and their main station account was the No. 1 account on that platform, so each of the top three stations in the market had their own strong suit.
Overall, engagement was down somewhat in the market in the last 30 days compared to the 30 days prior. KING and KOMO each saw their total engagement decrease from month to month, while KIRO’s was up +9.7% and KCPQ’s was up +12.4%.
KIRO’s engagement as a group on Facebook was up +10.7% over the last 30 days, which helped the station increase its Share on the platform by +16.7% to move into first with a 30.3 Share. KING fell back to second with a 29.9 Share as a group and KCPQ was third with a 24.5 Share. KING’s Page still has the largest audience of any Facebook Page in the market with more than 900,000 followers, but KIRO’s Page had about 38,000 more engagements during the 30-day period. Both KIRO and KING’s main Pages were responsible for 96% or more of each station’s engagement on Facebook, while KCPQ’s performance was more diverse, with about 78% of their engagement coming from the main brand and the rest from individuals and sub-brands. In fact, KCPQ had the top three individuals in the market on Facebook (including David Rose, Travis Mayfield, and Bill Wixey) and the top sub-brand (Washington’s Most Wanted).
On Twitter, KCPQ was a strong No. 1 with a 37.6 Share as a group. In the last month, KING moved from third to second on the platform with a 22.9 Share and KOMO fell into third by hundredths of a Share point (22.9 to 22.85). KCPQ’s biggest strength on the platform was Aaron Levine, whose 14.27 Share score was responsible for about 38% of the station’s total Twitter Share. Levine generated more than 40,000 engagements on the platform, with about 20,000 of those coming from his coverage of the Seahawks and the fight to get a new arena in Seattle the week of Sept. 6-13. His engagement from that week alone would’ve made him the No. 4 account on Twitter in the market for the month, trailing only three main station accounts. The largest audience in the market on Twitter belonged to KING’s main station account, which has nearly 616,000 followers.
KING took the top spot on Instagram with a 39.7 Share as a group, followed by KCPQ with a 32.9 Share and KIRO with a 20.9 Share. KING’s main station account dominated the market, accounting for 34.2 of the station’s total Share on the platform after racking up more than 78,000 engagements. No other account had more than 38,000 engagements. KING’s primary account also has the largest audience in the market with nearly 70,000 followers. The top individual on Instagram was KCPQ’s Kaci Aitchison, who had a 3.14 Share on the platform and averaged about 271 engagements on each of her posts.
Overall among individuals, KCPQ anchor and Washington’s Most Wanted host David Rose led the market with a 1.28 overall Share. He was the No. 1 individual on Facebook in the market, with about 97% of his engagement coming from that platform, and each of his Facebook posts averaged about 593 engagements. Levine was second overall among individuals thanks to his performance on Twitter. He had 37,319 followers on the platform but generated 40,248 engagements, meaning he had an engagement-to-audience ratio greater than 1-to-1, a rarity on the platform. KCPQ’s Director of Digital Strategy Travis Mayfield was third among individuals after he finished second on both Facebook and Instagram. Mayfield has 8,784 Facebook followers, but generated about 29,000 engagements on the platform in the month. KPCQ anchor Bill Wixey was strongest on Facebook (where he was No. 3 among individuals) and Twitter (where he was No. 4). Rounding out KPCQ’s sweep of the top five individuals was anchor/reporter Kaci Aitchison, who showed versatility, placing in the top 10 individuals on all three platforms Share Rocket tracks.
KCPQ dominated the individual rankings in the Seattle market, sweeping the top six spots among individuals overall. Of the remaining four spots in the top 10, two individuals work for KING, one works for KIRO, and one works for KOMO.