ABC’s social dominance in major markets has been a continued theme here over the past few weeks. And Chicago is just the latest example of how they’ve systematically built a social juggernaut by aggregating audiences around their main branded profiles on Facebook and Twitter. The TV Social Ratings™ race in Chicago actually isn’t much of a race.
ABC’s WLS captured a 46 Social Share™ in Chicago from Oct. 19 – Oct. 26, generating more than 974,000 million engagements across Facebook and Twitter. Again, that’s more than every other top station in Chicago combined (700,783).
And while WGN (1 million), NBC5 (918,000), and Fox32 (586,000) have respectable audiences, they’re not connecting with their audience at the level of WLS. Over the past 30 days WLS has generated more than 4.3 million engagements, accounting for 61 percent of all engagement among the Chicago broadcast market (6.9 million), and WLS saw their engagement increase 21 percent month over month.
But perhaps the most interesting thing in Chicago, isn’t ABC’s dominance. It’s the performance of Univision’s Angelica Atondo, who pulled a Social Share™ last week and tops the market with a 98 SEI™. In fact, Univision talent landed three of our top five spots in Chicago this week with strong performances from Érika Maldonado (.96 Social Share™, 76 SEI™) and Ericka Pino (.83 Social Share™, 77 SEI™). Talent is clearly Univision’s strength, contributing 71 percent of audience and 98 percent of engagement for Univision’s market presence. Univision’s main handles (1.2 Social Share™, 27 SEI™) on Facebook and Twitter have compiled an audience of more than 91,000 fans and followers, but generated only 2,976 engagements last week. If Univision could improve on the very poor performance of their manin branded handles, they might give WLS a run in the market.
Atondo is the clear market leader. She has the eighth largest audience in the market with more than 107,000 fans and followers, but generated more than 123,000 engagements last week. And over the past 30 days she’s generated more than 493,000 engagements. That’s almost as much as the entire footprint of NBC5 (558,000) and significantly more than CBS2 (49,000) generated. If you’re looking for a social media idol, she might be it. She’s incredibly active on Facebook and Twitter, leverages a variety of posting types (video, links, status updates, etc.) and engages in back and forth conversations. Here’s what a social rockstar’s performance looks like in the Share Rocket dashboard:
Social Ratings for the week of Oct. 19 – Oct. 26, 2014
|1||Angelica Atondo||66 Univision||6.1||98||107,363||415||123,757||-38.58%|
|2||Tom Skilling||9 WGN||1.13||80||192,940||108||9,699||6239.00%|
|3||Érika Maldonado||66 Univision||0.96||76||41,158||211||3,860||135.00%|
|4||Ericka Pino||66 Univision||0.83||77||52,077||85||11,755||55.61%|
|5||Tracy Butler||7 ABC||0.76||78||24,167||140||6,296||28.86%|
Social Equity Index™ (SEI™): Measures social equity you have built over time and performance — relative peers. Social Share™: Measures a brand’s raw share of the total audience, voice and engagement in a defined market. Audience: Combined fans and followers (Facebook, Twitter) for all profiles. Voice: Outbound posting and commenting activity. Engagements: Total likes, shares, comments, mentions, replies, retweets and favorites for the brand.
Top content, best practices
Last week, WLS owned the most engaging post five out of seven days. Our system sends an overnight report that includes the top 5 most engaging posts in the market each day. Of those top 35 spots last week, WLS owned 25. FOX32 was the only other station to crack the top 5 or earn the top daily spot. But Atondo earned a daily top spot this week.
Atondo asks for prayers for ailing woman
Atondo appeared at the hospital to visit Natalie Arizaga, a young woman suffering from terminal cancer. And this photo posted on Facebook, which asked for prayers, generated more than 158,000 likes, 5,000 shares and more than 25,000 comments.
This post hits all of our checklist:
Tells an urgent, compelling, inspirational or funny story?
Appeal to emotion?
Use a photo?
Ask for engagement?
Each week Share Rocket highlights the top performing stations and individuals across the nation’s top TV markets, sharing insights and best practices that are helping the nation’s best social journalists connect with their audience. Next week: Philadelphia.