social tv ratings orlando wofl

Cox’s ABC affiliate WFTV has been winning the Share Rocket Social TV Ratings™ in Orlando consistently for months, building the market’s highest long-term social equity in the market, accumulating an 83 SEI™.

But Fox’s WOFL has been making a move, and won a weekly ratings period for the first time last week, capturing a 36.29 Social Share™ from Jan. 13 – Jan. 19.

Some of the credit goes to the WOFL morning duo Amy Kaufeldt and John Brown, hosts of Good Day Orlando. They boast two of the market’s top long term SEI scores and finished among the top individuals in the market last week (more on them below).

Last week, a post from the station’s main Facebook account about an Alabama Chik-Fil-A manager who fed a homeless man who came in looking to work in exchange for a meal. The post, above, earned a Top 5 engagement spot on Jan. 14, 15, 16, 17 and 18, generating more than 20,000 likes, more than 800 comments, more than 3,500 shares on Facebook.

A customer posted about the encounter on Facebook:

“Bryson and I are sitting in Chick Fil A on 280. A man walked in to get warm with all of his earthly possessions on his back. The manager, who is on his break, got up and asked the man if he could get him anything. Before the man could even answer, the manager asked if the man had any gloves and handed him his, then got him the meal of his choice. There is still so much good in this world and I’m so grateful that Bryson saw it all unfold.”

WFTV finished second with a 35.07 Social Share, Hearst’s NBC affiliate WESH was third with an 18.74 Social Share, and Graham’s CBS affiliate WKMG finished a distant fourth with a 9.9 Social Share.

WOFL has seen it’s SEI rise to 72, a 14-percent improvement over the past 90 days, closing the gap on WFTV (83 SEI).  WESH (43 SEI) and WKMG (34 SEI) are third and fourth.

WFTV currently has the market’s largest social audience (400,000-plus); WOFL is close with 390,000-plus fans and followers on Facebook and Twitter. Despite having fewer followers, WOFL won the engagement battle last week, and has been more efficient, posting the market’s best engagement / post ratio of 58.23.

WFTV’s meteorologist Brian Shields was Orlando’s top performing individual, earning a 1.47 Social Share™ and is the best in the market with an 96 SEI™. WOFL’s Kaufeldt (1.47 Social Share™, 89 SEI™) and Brown (.99 Social Share™, 87 SEI™) finished second and third. WESH’s Stewart Moore (.88 Social Share™, 84 SEI™) was fourth, and WFTV sports anchor Christian Bruey (.82 Social Share™, 73 SEI™) rounded out the market’s top 5.

Here’s a look at Shields’ Share Rocket report card:

social tv ratings share rocket orlando


Social TV Ratings for the week of Jan. 13, 2014 – Jan. 19, 2015

135 FOX36.2972399,5341,712109,638-4.19%
29 ABC35.0783402,8082,36591,935-42.05%
32 NBC18.7443299,3211,65838,964-6.48%
46 CBS9.934225,9291,02015,645-36.76%

Top individuals

1Brian Shields9 ABC1.499617,5581962,092-64.33%
2Amy Kaufeldt35 FOX1.478914,4452211,630-16.41%
3John Brown35 FOX0.99876,0461281,592-9.44%
4Stewart Moore2 NBC0.88849,227157486-46.12%
5Christian Bruey9 ABC0.82732,220160406102.00%

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

It’s no secret that viewers love to get behind the scenes access. It can drive engagement and help gives fans an additional benefit for following your station or individual social profiles. Few leverage as well as Kaufeldt. She routinely posts “all access” selfies and shots of cast members having a blast on set. This post from a few days ago is flat-out fun.
This post hits almost all of our checklist:

Tells an urgent, compelling, inspirational or funny story?
Appeal to emotion?
Use a photo/video?
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.

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