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 Detroit social media ratings.
Overall: Thanks to the strength of WJBK’s talent on social media, the Fox owned-and-operated station remained first in Detroit on social media over the last 30 days, holding off strong challenges from WXYZ (Scripps-owned ABC affiliate) and WDIV (Graham-owned NBC affiliate). There were no changes in the rankings over the last 30 days. All three stations posted Share scores of 30.0 or higher, and they were separated by five Share points.
WJBK had a 35.0 overall Share, followed by WXYZ with a 34.4 Share and WDIV with a 30.0 Share. WJBK was the top station in the market as a group on Facebook and Instagram, while WXYZ was No. 1 as a group on Twitter. WXYZ’s main station account was the top account on Facebook and Twitter. WDIV’s main station account was the top Instagram account in the market.
Overall in the market, engagement was up considerably in the last 30 days compared to the 30 days prior. All three of the top stations saw double-digit improvements in engagement from month to month, but WXYZ (+43%) and WDIV (+49.5%) both saw tremendous increases.
The top three local TV stations on social media in Detroit from 1/14/18-2/14/18.
On Facebook, WJBK had a 34.7 Share as a group, edging out WXYZ’s 34.5 Share. WDIV was third with a 20.2 Share as a group. WXYZ’s main station Page was the top Facebook Page in the market with a 32.19 Share, finishing ahead of WJBK’s main Page, which had a 29.49 Share. However, the top six individuals on the platform in Detroit were all WJBK talents, and they combined to add 3.46 Share points to the station’s total. That was enough to give WJBK the overall lead as a group once all of the accounts in the market were included. It was a very strong month for all three of the top stations’ main Facebook Pages. WXYZ generated about 897,000 engagements in the 30-day period, which was a +39.5% improvement over the previous 30 days. WJBK’s main Page generated about 823,000 engagements and increased its Share as a Page by +17.5% from month to month. WDIV’s main Page generated more than 790,000 engagements, which was a +53.8% improvement over the previous 30 days. The top individuals in the market were WJBK morning anchor Jay Towers and anchor/reporter Taryn Asher, who each generated more than 12,000 engagements on their Pages in the month. WJBK anchor Amy Andrews jumped from 14th among individuals on Facebook to 5th in the last 30 days after she increased engagement on her Page by +78.9% from month to month.
On Twitter, WXYZ moved from second to first as a group over the last 30 days with a 39.4 Share. WJBK had a 36.0 Share as a group and WDIV was third with a 23.8 Share. WXYZ’s move into first was largely powered by the main station Twitter account. The WXYZ account generated more than 34,000 engagements in the last 30 days, which was a +272% increase from the 30 days prior and helped the account improve its Share by +97.6% during that time. WXYZ also had the top individual in Detroit on Twitter in sports anchor Brad Galli, who generated more than 29,000 engagements on the platform in the last month and had an 11.41 Share on his own. WDIV’s primary Twitter account also had a very strong 30 days, increasing engagement by +177% and its Share by +51.4%. WJBK’s top account on Twitter belonged to reporter Kellie Rowe, who accounted for more than 28,000 engagements and a 10.93 Share on the platform.
On Instagram, WJBK led the way with a 37.9 Share as a group, followed by WDIV with a 36.3 Share and WXYZ with a 25.7 Share. WDIV’s main account was the top Insta account in the market with a 9.33 Share on its own and generated about 16,000 engagements. The account also had the largest audience in the market with 43,584 followers, narrowly beating out the WJBK main account’s tally of 43,545. WJBK was helped by its top talent on Instagram, much like Facebook. Kellie Rowe was the top individual in the market on Instagram with an 8.98 Share and anchor Maurielle Lue was third among individuals with a 6.21 Share. Between those two was WDIV morning anchor Rhonda Walker, who generated more than 12,000 engagements on Insta in the last 30 days and averaged more than 1,100 engagements per post. WXYZ made major strides as a group in the last 30 days, increasing their total engagement by +61.1% which helped the station increase its Share on the platform by +41.2%. The station’s top account belonged to anchor/reporter Glenda Lewis, who generated more than 8,600 engagements on Instagram (which was a +78.4% improvement on the previous 30 days).
The top five individuals in local TV news in Detroit on social media from 1/14/18-2/14/18.
WJBK’s Kellie Rowe was No. 1 among individual in the market after finishing first on Instagram and second on Twitter. Her Instagram account generated 16,482 engagements in the 30-day period, which was the most of any account in the market (including station accounts). Overall, she generated nearly 46,000 engagements on social media during that time. WXYZ’s Brad Galli was second thanks largely to Twitter, where he generated about 83% of his engagement in the month. The 29,583 engagements he generated on his Twitter account were more than any other individual account on any platform. Jay Towers was third on the strength of his first-among-individuals finish on Facebook. He averaged more than 460 engagements per post on his Page. Maurielle Lue was strong on all three platforms, finishing third among individuals on Facebook and Instagram, and ninth on Twitter. WJBK anchor/reporter Roop Raj rounded out the top five after generating nearly 23,000 total engagements on social media in the month.
Of the top 10 individuals in the market overall, six work for WJBK, three work for WXYZ, and one works for WDIV.
Complete station rankings:
The full rankings of news stations in Detroit that Share Rocket tracks on social media from 1/14/18-2/14/18.