With another quarter in the books, Share Rocket is taking a look back on our data for the top 10 markets in the country to track the performance of the top local broadcasters.
From April the Giraffe’s birth (finally!) to President Trump’s first trip overseas, there was a lot of news to cover for stations across the country, but many markets saw less Engagement in 2017’s second quarter than they did in the first. Some of that was likely due to big events in the first quarter of the year, including the president’s inauguration and the Super Bowl. The beginning of summer vacations also may have played a role.
However, local newsrooms are reaching the largest Audiences they ever have and their reach continues to grow, quarter after quarter. In fact, 40 stations in the top 10 markets in the country now have social media Audiences of 1 million or more followers. There’s no reason to expect the quarter-to-quarter Engagement downturn will last.
If local broadcasters stay the course and continue to churn out quality, interesting content, we believe they’ll be rewarded as the year goes on. And for the top performers in our Q1 and Q2 rankings, if they stay on top of their game, they just might find themselves on our Social Standouts lists at the end of the year!
If you’d like to see our ratings in the top 10 markets from the first quarter of 2017, click here.
Note: The rankings for individuals in this post are based on current station talent. Those that have moved to other stations or markets have since been migrated to their new employers within Share Rocket’s system. The rankings are based on data from Facebook, Twitter, and Instagram that Share Rocket tracks for its social media ratings. These ratings are based on the data from March 30, 2017, through June 30, 2017, in each market so the ratings reflect exactly 90 days worth of data, as they did in our first quarter review (which was based on Dec. 31, 2016, through March 31, 2017).
DMA #1 – New York City
Things remained steady in the New York City market in 2017’s second quarter, with every station occupying the same position they did in our Q1 rankings. There was less activity overall in the market in Q2, with all but one station in the market seeing declines in Engagement of -10% or more compared to Q1.
WNYW improved its Share by +4.2% compared to Q1 to give the station a market-leading 39.0 Share. WNYW’s greatest strength was its main station Facebook Page, which generated nearly 11 million Engagements by itself in Q2 (which was more than 88% of the Engagement the station generated as a group across all platforms).
WABC was second overall with a 32.1 Share. WABC had the largest combined social Audience of any of the New York stations, with 4.15 million followers on Facebook, Twitter, and Instagram combined. The station was No. 1 in the market on Twitter with a 43.6 Share as a group on that platform and No. 1 on Instagram with a 38.4 Share as a group. WABC talent lent a big hand in the quarter, with the station employing six of the top eight individuals in the market overall.
WPIX came in at third with an 11.5 Share and had the largest percentage of Audience growth in the market in the quarter (+8.4%). The WPIX Archives sub-brand continues to be the strongest sub-brand in the market. The WPIX Archives Facebook Page has more than 75,000 followers and it generated nearly 200,000 Engagements in Q2 (more than all but four individuals in the market in the quarter).
WNBC finished fourth overall with a 7.9 Share. The station was No. 2 on Twitter and No. 3 on Instagram.
WABC’s Amy Freeze topped the list of individuals in NYC last quarter with a 1.08 Share after also leading our Q1 rankings. Her success shows how big of an impact Instagram can have. While she still ranked high on the other platforms (6th on Facebook and 3rd on Twitter), about 70% of her Engagement last quarter was on Instagram. WABC’s Michelle Charlesworth was No. 1 among individuals in the market on Facebook and No. 4 on Instagram (where her Share was up +26.3% and Engagement up +50.8% compared to the previous quarter). WNYW’s Rosanna Scotto moved up one spot among individuals compared to our Q1 rankings after increasing her overall Share by +24.5% in the quarter. WABC’s Laura Behnke was No. 2 on Instagram with a 5.37 Share on the platform. Lee Goldberg was No. 1 in the market among individuals on Twitter with a 3.69 Share on the platform and his Twitter Audience grew by +11.5% in the quarter.
DMA #2 – Los Angeles
Like in New York, all of the stations Share Rocket tracks in the Los Angeles market remained in the same positions as they did after Q1. Every station in the market saw its Engagement decrease in the second quarter of 2017 compared to the first, but LA was still only one of two markets to have more than one station (KABC and KTTV) with more than 10 million Engagements across all pages and platforms in Q2.
KABC held on to the overall lead in the market in Q2 with a 33.4 Share, a +1.4% increase from Q1. The station was No. 1 as a group on Facebook, Twitter, and Instagram, and the main station accounts were also No. 1 on all three platforms. KABC’s main station Facebook Page led the market with 4,216 Engagements per post. In terms of Share, KABC’s biggest lead was on Twitter, where they had a 41.9 Share as a group (the next closest had a 21.5 Share on the platform).
KTTV closed a little bit of the gap between 1st and 2nd in the market over the quarter, improving their overall Share by +14.9% to improve to a 27.2. The station also made a big stride in Audience growth, increasing their combined Audience across all platforms by +7.2% in Q2. As a group, the station was No. 2 on Facebook and Instagram and moved from No. 4 to No. 3 on Twitter over the 90-day period by increasing their Share on the platform by +28.8%.
No. 3 KTLA also increased its Share from Q1 to Q2, improving +2.7% to a 19.5 Share. The station was No. 2 in the market with a 21.5 Share as a group. KTLA’s main station Facebook Page was second among stations with 3,343 Engagements per post. KTLA’s Morning News sub-brand was the No. 1 sub-brand in the market with a 3.98 Share overall and it added nearly 1.6 million Engagements to the station’s total for the quarter.
KNBC was 4th overall with an 8.4 Share and moved from 5th as a group on Facebook to 4th in the second quarter. More than 94% of KNBC’s total Engagement came from the main station accounts on Facebook, Twitter, and Instagram.
The market leader among individuals in the second quarter was KTTV’s Araksya Karapetyan with a 1.94 Share overall after generating nearly 800,000 Engagements across all platforms in the 90-day period. Among individuals, Karapetyan was No. 1 on Facebook with a 1.13 Share and No. 1 on Instagram with a 7.51 Share on that platform (no other individual had a Share greater than 5.0 on Instagram). KVEA and radio personality Stephanie “Chiquibaby” Himonidis was second with a 1.19 Share overall, squeaking by No. 3, KTTV’s Maria Quiban, by thousandths of a point. Himonidis was No. 2 in the market on Facebook and No. 4 on Instagram while Quiban was No. 3 on both. Alysha Del Valle was new to the top five individuals in the market this quarter and improved her overall Share by +28% and Engagement by +19.7% compared to Q1. León Krauze was the No. 1 individual in the market on Twitter with a 6.22 Share and nearly 120,000 Engagements on that platform in the 90 days.
DMA #3 – Chicago
Like the other top markets, Chicago did not see much change in the overall station rankings from Q1 to Q2, but there was one change as WSNS moved from seventh to sixth powered by a +67.5% overall increase in Engagement. Despite the lower Engagement overall in the second quarter, Chicago was the only other market in the country to have more than one station (WLS and WFLD) with more than 10 million Engagements across all pages and platforms in the second quarter.
WLS maintained the top spot in Chicago over the quarter with a 35.6 Share overall. The station was No. 1 as a group on Facebook, Twitter, and Instagram, and the main station accounts were also No. 1 on all three platforms. The station’s largest lead was on Instagram where WLS had a 45.9 Share as a group, thanks in part to having the top two individuals in the market on the platform, Cheryl Scott and Ryan Chiaverini. WLS also had the largest total Audience of any station in the market with more than 4.1 million combined followers across all platforms.
WFLD improved its overall Share by +11.7% in the second quarter to finish with a 27.9 Share. WFLD was No. 2 as a group on Facebook and its main station Facebook Page had the highest Engagement per post of any main station Page in the market with an average of 2,647 Engagements on each post. WFLD’s Jenny Milkowski, who was second in the market’s individual rankings in Q1, moved up to first overall in Q2 after increasing her Share by +28.6% in the quarter to 1.16 overall.
No. 3 WGN had a 22.4 overall Share with almost 8 million Engagements in the quarter. WGN finished second as a group on Twitter and improved their Share on the platform by +31.5% to 30.5 Share. WGN was also second on Instagram, improving their Engagement by +19.7% and Share by +13.6% compared to Q1.
WMAQ finished fourth with a 7.2 overall Share and moved from fourth as a group on Twitter to third in the second quarter.
As mentioned, WFLD’s MIlkowski moved to first overall among individuals in the market in Q2 with a 1.16 overall Share, moving ahead of No. 2 Ericka Pino at WGBO (who had a 0.85 overall Share). About 96% of Milkowski’s Engagement on social media came from her Facebook Page. Pino also received more than 90% of her Engagement from her Facebook Page, where she averaged about 378 Engagements per post. WGN’s Paul Konrad was third in the market for a second-straight quarter with a 0.81 Share, mostly on the strength of his Facebook Page, which was the No. 3 individual Page on the platform. Érika Maldonado also repeated as the No. 4 individual in the market in the second quarter and she grew her total social Audience by +11.8% to 287,544 followers in the 90-day period. WGN’s Marcus Leshock was new to the top five in Q2 thanks to big improvements on his Q1 Share and Engagement numbers on Twitter and Instagram and steady performance on Facebook.
DMA #4 – Philadelphia
Fitting a pattern we’ve seen in other markets for Q2 2017, every station in Philadelphia saw less Engagement in the quarter than they did in Q1 and all six stations Share Rocket tracks in the market finished in the same spot they had for the previous quarter.
WPVI remained first in the market for the second quarter with a 45.9 overall Share, the largest Share score of any top-10 market station in the country. The station finished No. 1 on Facebook and Twitter as a group and the main station account was the No. 1 account on both of those platforms. The main station Facebook Page generated more than 5 million Engagements by itself in the quarter. However, it also had significant contributions from its talent, which were responsible for about 28% of the station’s total Engagements on social. The station had four of the top five individuals in the market overall and each of those four had a Share of 1.0 or more. WPVI also had the largest combined Audience in the market on social media with about 3.85 million total followers, compared to 2.56 milllion for the next-closest station.
While WTXF was second in the market overall, there was reason to celebrate as the station increased its overall Share by +16.1% in the last quarter to 38.6. That boost cut WPVI’s lead in overall Share from 15.6 Share points in Q1 to 7.3 Share points in Q2. WTXF also had the largest gain (in terms of percentage) in new followers in the quarter, increasing its total Audience by +6.3%. While WTXF’s Engagement as a group on Facebook declined by -8.2% in Q2 compared to Q1, every other station in the market saw declines of -20% or more in Facebook Engagement, which helped WTXF to make up ground in Share. WTXF’s Alex Holley also lent a big hand as the top individual in the market after growing her overall Share by +46.3% and her total Engagement by +25% compared to the 90 days prior.
WCAU was third in Philadelphia with an 8.3 Share in the quarter and was No. 3 as a group on Facebook, Twitter, and Instagram. The station moved from fourth to third on Insta during the quarter after receiving +26% more Engagement on the platform in Q2 than it had in Q1.
Among individuals, WTXF’s Holley led the pack, as mentioned, with a 3.85 Share for the quarter. More than 60% of the 665,279 Engagements Holley generated came from Instagram, where she had the No. 1 account overall – even beating every main station account in the market. She was also No. 2 among individuals on Twitter. In the top five, Holley was followed by the No. 1 individual in our Q1 rankings, WPVI’s Adam Joseph. Joseph was the No. 1 individual on Facebook, where he received about 4,485 Engagements per post in the 90-day period. WPVI’s Jamie Apody was new to the market’s top five individuals this quarter after he received +68.2% more Engagement on his Facebook Page in Q2 than he did in Q1. WPVI’s Cecily Tynan was the No. 4 individual on Facebook and in the top 10 individuals on Twitter and she generated more than 260,000 Engagements in the quarter. Karen Rogers, also with WPVI, was fifth in the market for the second quarter in a row and about 93% of her Engagement came from Facebook.
DMA #5 – Dallas/Fort Worth
Dallas-Fort Worth bucked the low-Engagement Q2 trend from April to June with four of the six stations Share Rocket tracks in the market showing higher levels of Engagement than in the first quarter of 2017. Three stations (WFAA, KTVT, and KUVN) all increased their Engagement from Q1 by +10% or more in Q2. However, despite the improvement, the stations remained ranked in the same order at the end of the second quarter that they were in at the end of the first.
KDFW led the market in the second quarter with a 37.2 overall Share. The station was No. 1 as a group on Facebook, Twitter, and Instagram, and the main station accounts were the No. 1 account on each of the three platforms. KDFW’s main Facebook Page is the only social account in the market with an Audience of more than 1 million and it generated more than 5.4 million Engagements in the 90-day period. KDFW’s largest lead was on Instagram, where the station had a 45.4 Share as a group. During the quarter, KDFW moved into first on Twitter thanks to a +50.6% increase in Share on the platform compared to the previous quarter. Much of that came from reporter Lynnanne Nguyen, who had a 10.4 Share on the platform and generated more than 125,000 Engagements on Twitter in the quarter. The station had six of the top 10 individuals overall in the market in Q2.
WFAA finished second in the quarter with a 26.4 overall Share. As a group, the station was No. 2 on Facebook, Twitter, and Instagram. The station grew its total social Audience by +7.6% in the quarter, which was the most of any station. On Facebook, WFAA improved its Share by +9.3%, Audience by +6.8%, and Engagement by +12.8% in the quarter. A big part of the improvement came thanks to David Schechter, who had a 3.96 Share on the platform for the quarter after a post went viral (more on that under the individual rankings). WFAA also had a strong quarter on Instagram, improving their Share on the platform by +16.1% to a 28.1 and increasing Engagement by +22.2% compared to Q1.
Third place went to KXAS with a 17.9 overall Share. As a group, KXAS was No. 3 on Facebook, but the main station Facebook Page was the second-biggest Page in the market with a 14.8 Share and it generated more than 2.8 million Engagements in the quarter. On Facebook, KXAS’s main Page increased its Share by +9.1%, its Audience by +9.2%, and its Engagement by +12.2% compared to the previous quarter.
KTVT was fourth after increasing their overall Share by +7.2% in Q2 to 13.7 and generated +10.5% more Engagement as a group than they did in the first quarter. KXTX finished sixth overall in the market, but was third as a group on Instagram with a 9.1 Share on the platform.
WFAA’s Schechter led among individuals with a 3.62 Share across all platforms and about 99.8% of his Engagement in the quarter came from Facebook. Schechter obtained and posted video of Good Samaritans saving children trapped in a car after a tornado (link). Schechter had more than 745,000 Engagements in the quarter and as of this writing, the video has more than 34 million views and 765,000 Engagements. He was trailed by KDFW’s Lauren Przybyl, who was No. 1 in our Q1 rankings, and was No. 2 on Facebook and No. 1 on Instagram among individuals in the second quarter. WFAA’s Pete Delkus, who had the largest total social Audience of any individual in the market with more than 435,000 followers, was third with a 1.49 overall Share. KDFW’s Jenny Anchondo was fourth after generating more than 275,000 Engagements across all platforms in the quarter. Steve Noviello, also at KDFW, rounded out the top five and averaged about 567 Engagements per post on his Facebook Page.
Visit our blog again later this week to see the Q2 rankings for markets #6-10!