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 Phoenix social media ratings.
Overall: KNXV (Scripps-owned ABC affiliate) has remained in first place among stations in Phoenix over the last 30 days after generating more than 2.3 million total engagements across all platforms. The top four stations in the market each generated 1 million or more total engagements in that time. The station rankings in Phoenix were unchanged from where they were 30 days prior, though KTVK (Meredith-owned independent) increased its Share as a station by +16.7% from month to month.
KNXV had a 31.0 overall Share, followed by KSAZ (Fox O&O) with a 26.9 Share, KTVK with a 23.0 Share, and KNAZ (TEGNA-owned NBC affiliate) with a 16.2 Share. The remaining two stations Share Rocket tracks in the market had Share scores in the low single digits, though it should be noted that the CBS affiliate in the market, KPHO is half of a duopoly along with KTVK and KTVK is credited with the stations’ combined Facebook Page on Share Rocket. KNXV is the top station in the market on Facebook and Instagram, while KSAZ is the top station overall in the market on Twitter. The single-best account on all three platforms was KNXV’s main station account.
Overall in the market, engagement was up slightly over the last 30 days compared to 30 days prior, with three stations seeing an increase and three seeing a decrease. Among the stations that observed an increase, KTVK had the most growth, improving their total engagement by +21.4% from month to month.
The top three local TV stations on social media in Phoenix from 12/10/17-1/10/18.
On Facebook, KNXV led the way with a 31.4 Share as a group, followed by KSAZ with a 26.5 Share, KTVK with a 24.1 Share, and KNAZ with a 15.0 Share. KNXV’s main Facebook Page was responsible for 29.39 (or about 93%) of the station’s group Share on the platform. KSAZ’s main Page generated about 450,000 fewer engagements than KNXV’s in the last month, but KSAZ averaged about 500 more engagements per post on its main Page. KSAZ also has the largest audience on the platform of any station in the market with more than 1.93 million followers as a group (with about 1.46 million of those following the main Page). It was a very big month for KTVK’s main Facebook Page, as it generated 1.37 million engagements (a +30.9% increase over the previous 30 days) and increased its Share by +26.8%. The top individual on Facebook was KSAZ anchor Syleste Rodriguez with a 0.88 Share. She generated more than 56,000 engagements through her Page. KPHO meteorologist Ian Schwartz had a big 30 days, moving from 22nd to 4th among individuals in the market on Facebook after generating more than 38,000 engagements.
On Twitter, KSAZ was the top station in the market with a 33.1 Share as a group, followed by KNAZ with a 27.2 Share, KNXV with a 20.6 Share, and KTVK with a 12.9 Share. Twitter typically drives engagement at a lower rate than Instagram and a significantly lower rate than Facebook, but that trend was particularly evident in Phoenix over the last 30 days. Combined, every asset Share Rocket tracks in the market generated a total of about 136,000 engagements over the last month. For comparison, on Instagram the entire market generated around 790,000 combined engagements and on Facebook they generated 6.26 million combined engagements. The top account in the market, KNXV’s primary account, generated about 16,600 engagements. The top individual on Twitter was KNAZ anchor/reporter Brahm Resnik with a 4.78 Share and nearly 7,100 engagements. KNXV anchor/reporter Kim Tobin had a big month, moving from 55th among individuals on the platform all the way up to 6th after increasing her engagement by +555% from month to month.
On Instagram, KNXV was No. 1 with a 30.9 Share as a group, followed by KSAZ with a 25.9 Share, KNAZ with a 19.8 Share, and KTVK with an 18.8 Share. Like on Facebook, KNXV’s main station account was responsible for generating the vast majority of the station’s Share on Instagram (about 96%) and it generated an average of 924 engagements per post. KNAZ’s main station account was second in the market with an 18.9 Share and generated about 155,000 engagements on the platform in the last 30 days. KSAZ was second as a group on the platform in no small part thanks to anchors Andrea Robinson and Syleste Rodriguez, who were the top two individuals in the market and combined to have a 10.55 Share and about 88,000 engagements. KSAZ has the largest Instagram audience in the market as a group with more than 142,000 followers. KTVK anchor Brandon Lee moved 10 spots up the individual rankings to 5th in the last month after generating an average of about 590 engagements per post in that time.
The top five individuals in local TV news in Phoenix on social media from 12/10/17-1/10/18.
Syleste Rodriguez led the market among individuals with a 1.32 overall Share, followed closely by fellow KSAZ anchor Andrea Robinson with a 1.26 overall Share. Rodriguez was 1st in the market among individuals on Facebook and second on Instagram and generated just shy of 98,000 total engagements on social media in the last month. Robinson was 3rd on Facebook, 9th on Twitter, and 1st on Instagram and averaged 418 engagements per post across all platforms. Lifted by his big month on Facebook, Ian Schwartz was 3rd with a 0.65 overall Share after he generated more than 45,000 total engagements in the month. He also grew his total social audience by +2.9% in the last 30 days. KPHO meteorologist Paul Horton was 4th in the market, primarily due to his strong performance on Facebook. On that platform, he has the largest audience of any individual in the market and he averaged nearly 300 engagements per post. Finally, KTVK anchor/reporter Jaime Cerreta rounded out the top five with a 0.55 overall Share. She was 7th in the market among individuals on Facebook and 4th on Instagram and generated more than 38,000 total engagements in the last month.
Of the top 10 individuals in the market, four work for KSAZ, four work for KTVK, and two work for KPHO.
Complete station rankings:
The full rankings of news stations in Phoenix that Share Rocket tracks on social media from 12/10/17-1/10/18.