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 Atlanta social media ratings.
Overall: Over the last 30 days, WXIA (TEGNA-owned NBC affiliate) has held on to first place in the Atlanta market after surging into first place earlier in the fourth quarter of 2017. It was a three-horse race for first in the market over the last month, with WXIA, WAGA (Fox O&O), and WSB (Cox-owned ABC affiliate) separated by less than six Share points. However, the station rankings were unchanged from where they were 30 days prior.
WXIA had a 34.3 overall Share, followed by WAGA with a 32.6 Share and WSB with a 28.8 Share. The other two stations Share Rocket tracks in the market had Share scores in the single digits. WXIA was the top station in the market on Facebook, and its station Page was the top account on that platform. WSB was the top station on Instagram and the main WSB account was the top Instagram account in the market. WSB was also the top station on Twitter, however WXIA’s Radi Nabulsi had the top account on that platform.
Overall in the market, engagement was up significantly over the last 30 days compared to the 30 days prior, with all five stations seeing an increase. Among the top three stations, WSB saw the largest increase in engagement from month to month (+20.9%).
The top three local TV stations on social media in Atlanta from 12/3/17-1/3/18.
On Facebook, WXIA led the way with a 36.5 Share as a group, followed by WAGA with a 33.3 Share and WSB with a 25.9 Share. Of the roughly 3.27 million total engagements WXIA generated as a group on social media, about 85% came from the main WXIA Facebook Page. The WXIA main Page has a smaller total audience on the platform than WAGA’s or WSB’s, but generated about 200,000 more engagements over the last 30 days than its next closest competitor. WXIA also benefitted from anchor Vinnie Politan, who was the top individual in the market on Facebook and generated a 2.29 Share on the platform on his own. He averaged more than 1,085 engagements per post on Facebook. WAGA’s main station Page had the highest engagement per post metric of any of the main station Pages, averaging more than 2,800 engagements per post. As a group, WSB generated +19.1% more engagements in the last month than they did in the 30 days prior, which helped increase their Share on the platform by +6.6% from month to month.
On Twitter, WSB had a firm lead with a 42.5 Share as a group, followed by WXIA with a 25.3 Share and WAGA with a 25.0 Share. WSB’s main station Twitter account was the top station account in the market with a 14.44 Share on its own, and has the largest audience of any Twitter account in the market with more than 1.11 million followers. The station also got a lift from reporter Tyisha Fernandes who generated nearly 24,000 engagements on Twitter last month which helped her increase her Share by more than +900% to 3.26. However, the top individual in the market on the platform was WXIA’s University of Georgia Insider Radi Nabulsi, who generated close to 112,000 engagements covering the Bulldogs’ December and unforgettable Rose Bowl win on Jan. 1. Sports also played a role in WAGA’s performance, as the station was led on Twitter by sports reporter Justin Felder, who saw dramatic increases in engagement (+415%) and Share (+668%) in the last month, plus a healthy +5.5% increase in audience.
On Instagram, WSB also led by a wide margin with a 49.5 Share as a group, followed by WAGA with a 29.4 Share and WXIA with a 11.1 Share. WSB’s primary account was the only account in the market to generate more than 100,000 engagements in the last 30 days and averaged nearly 1,200 engagements per post. The only other account with a double-digit Share score by itself was WAGA’s primary account, which also has the largest audience of any Insta account in Atlanta with more than 91,000 followers. The top individual in the market was WSB’s Tyisha Fernandes, who was one of two individuals to generate more than 20,000 engagements on the platform in the last month (the other was WSB anchor Jovita Moore). WGCL (Meredith-owned CBS affiliate) made major strides on Instagram in the last 30 days, increasing their engagement as a group by +120% and their Share as a group by +61.3%.
The top five individuals in local TV news in Atlanta on social media from 12/3/17-1/3/18.
WXIA’s Vinnie Politan led the individual rankings after generating more than 199,000 total engagements on social media in the last month. That was a +40.6% increase in engagement compared to the 30 days prior. Politan also has the largest audience on social media of any individual in the market with more than 309,000 followers. Despite posting only on Twitter in the last 30 days, Radi Nabulsi was second in the market. He had a 15.41 Share on Twitter, while no other individual had a Share higher than 8.0. WSB chief meteorologist Glenn Burns was third thanks largely to his performance on Facebook, where he was second among individuals. He was the only other individual in the market (besides Politan and Nabulsi) to generate more than 100,000 total engagements on social in the last month. WGCL anchor Sharon Reed made huge jumps up the individual rankings on all three platforms over the last 30 days, in part due to the reaction to her calling out a viewer on the air who called her a racial slur in December. Reed’s overall Share increased +947% compared to the previous month and her audience on social media more than doubled in the last 30 days. Finally, Jovita Moore closed out the top five after an all-around solid month in which she was among the top 10 individuals on each of the three platforms Share Rocket tracks. She generated more than 61,000 total engagements in the last month.
Of the top 10 individuals in the market, four work for WSB, three work for WXIA, two work for WAGA, and one works for WGCL.
Complete station rankings:
The full rankings of news stations in Atlanta that Share Rocket tracks on social media from 12/3/17-1/3/18.