Every week, 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 Orlando social media ratings.
Overall: WOFL (Fox O&O) held on to the No. 1 spot in the Orlando market among stations on social media over the last 30 days with a 39.5 overall Share after generating more than 1.37 million engagements during that time. There was no change in the station rankings in the last month while engagement increased slightly compared to the month prior.
WOFL had a 39.5 overall Share, followed by WFTV (Cox-owned ABC affiliate) with a 29.9 overall Share and WESH with a 21.4 overall Share. WKMG (Graham-owned CBS affiliate) was fourth with a 9.2 overall Share. WOFL was the top station on Facebook, and the station’s main Page was the top Facebook page in the market. WFTV was the top station in the market on both Twitter and Instagram, but WESH’s main account was the top account in Orlando on Twitter and WFTV anchor Martha Sugalski had the top account in the market on Instagram.
Overall in the market, engagement was up slightly in the last 30 days compared to the 30 days prior with three stations observing month to month increases in engagement and one observing a small decrease.
The top three local TV stations on social media in Orlando from 2/7/18-3/7/18.
On Facebook, WOFL had its strongest performance, posting a market-leading 41.6 Share as a group. They were followed by WFTV with a 28.1 group Share and WESH with a 20.9 group Share. Most of WOFL’s engagement on the platform came from the main station Page, which has the largest audience of any social account in the market with more than 1.25 million followers. WOFL’s Page generated more than 1.15 million engagements and had a 36.34 Share on its own (no other Facebook Page had a Share above 19.0). WESH’s main Page was the No. 2 Page in the market, generating about 575,000 engagements and an 18.11 Share, narrowly beating out WFTV’s Page. However, WFTV had three of the top four individuals in the market on Facebook, including meteorologist Brian Shields, anchor Jorge Estevez, and anchor/reporter Nancy Alvarez, along with the top sub-brand on Facebook in WFTV Weather. Those Pages helped push WFTV ahead in the station rankings on Facebook. Shields, in particular, had a big month. He generated more than 133,000 engagements on his Page and averaged more than 1,000 engagements per post on the platform. WOFL reporter Derrol Nail had a huge jump up to third in the individual Facebook rankings in the Orlando market in the last month after he generated more than 51,000 engagements in the last 30 days.
On Twitter, WFTV led the way with a 35.2 group Share, followed by WESH with a 33.4 group Share and WOFL with a 22.8 group Share. WESH’s primary account was the only Twitter account in the market with a double-digit Share score (16.89) thanks to a strong month. WESH’s Twitter generated +24.3% more engagement over the last month than it did in the month prior, which helped to increase the station account’s Share by +16.5%. Like on Facebook, the top individual on Twitter in Orlando was WFTV’s Brian Shields with a 6.63 Share. Shields generated more than 8,000 engagements on Twitter (a +18.4% increase from the previous month). WFTV investigative reporter Christopher Heath moved from 8th among individuals on Twitter to 4th in the last 30 days thanks to a +73.6% increase in engagement during that time. WOFL’s main station Twitter has the largest audience in the market with more than 222,000 followers.
On Instagram, WFTV had a firm lead in the Orlando market with a 53.1 group Share. They were followed by WOFL with a 26.6 Share and WESH with a 12.2 Share. The majority of WFTV’s Share on Instagram came from Martha Sugalski, who had the top account in the market with a 29.80 Share and generated more than 62,000 engagements in the last 30 days. She averaged about 400 engagements per post in that time and has more than 12,000 Instagram followers. Sugalski was followed by WOFL contributor and local radio host Jenny Castillo with a 10.84 Share and WFTV’s Jorge Estevez with a 10.24 Share. In fact, seven of the top eight Instagram accounts in the Orlando market belonged to individuals rather than station accounts, which is a rarity. WOFL’s station account was fourth in the market on Instagram and generated more than 10,000 engagements. WFTV’s primary account has the largest audience in the market on Insta with more than 37,000 followers.
The top five individuals in local TV news in Orlando on social media from 2/7/18-3/7/18.
WFTV’s Brian Shields was the top individual in Orlando on social media in the last 30 days after he finished first among individuals on Facebook and Twitter, and fourth on Instagram. Shields generated more than 151,000 total engagements in the month and has nearly 147,000 followers across all platforms, which is nearly double the total of any other individual in the market. WFTV’s Jorge Estevez was second after finishing second among individuals on Facebook and third on Instagram. 77% of the engagement Estevez generated in the last 30 days came from Facebook, about 21.5% came from Instagram, and about 1.5% came from Twitter. Martha Sugalski was third in the market, giving WFTV a sweep of the top three individuals. Sugalski generated a total of more than 74,500 engagements on social media in the last 30 days, which was a +93.6% increase from the 30 days prior. WOFL’s Derrol Nail was fourth based on the strength of his Facebook Page. He generated close to 52,000 engagements on Facebook in the last month with the majority of those coming on this post about the death of a Brevard County Sheriff’s deputy in a traffic accident. WOFL anchor Amy Kaufeldt rounded out the top five after she finished second among individuals on Twitter and fifth on Instagram. She generated more than 25,000 total engagements on social media in the last month.
Of the top 10 individuals in the market, five work for WFTV, four work for WOFL, and one works for WESH.
Complete station rankings:
The full rankings of news stations in Orlando that Share Rocket tracks on social media from 2/7/18-3/7/18.