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 Tampa social media ratings.
Overall: WTVT (Fox O&O) remained the top station in Tampa on social media over the last 30 days after generating nearly 2.7 million total Engagements across all platforms. There was no movement in the overall station rankings in the last 30 days. The top four stations in the market all generated at least 1 million Engagements in the month.
WTVT had a 36.0 overall Share, followed by WFLA (Nexstar-owned NBC affiliate) with a 25.2 Share, WFTS (Scripps-owned ABC affiliate) with a 20.0 Share, and WTSP (TEGNA-owned CBS affiliate) with a 14.6 Share. WTVT was the top station in the market on all three platforms Share Rocket tracks. WTVT’s main station account was the top account in the market on Facebook and Instagram while the station’s chief meteorologist, Paul Dellegatto, had the top Twitter account in the market.
Overall in the market, Engagement was down somewhat over the last 30 days compared to the 30 days prior. Three stations Share Rocket tracks in the market saw declines of -10% or more in Engagement from month to month, while the remaining two saw single-digit increases. WFLA had the most growth (as a percentage), improving their total Engagement by +9.7% compared to the previous 30 days.
The top three local TV stations on social media in Tampa from 1/7/18-2/7/18.
On Facebook, WTVT led the market with a 35.9 Share as a group, followed by WFLA with a 25.6 Share, WFTS with a 20.1 Share, and WTSP with a 14.6 Share. WTVT’s main station Page generated more than 2.25 million Engagements on its own in the 30-day period and averaged nearly 2,900 Engagements per post in that time. It is also by far the largest social media account in the market with more than 1.7 million followers. No other social account in the market on any platform has more than 850,000 followers. WTVT also had the top individual on Facebook in Dellegatto, who generated more than a quarter-million Engagements on his Page in the last month. WFLA’s main station Page had a strong month, increasing Engagement by +10% compared to the previous 30 days, which helped the WFLA Page increase its Share by +18.6%. WFTS received a boost from chief meteorologist Denis Phillips, who was one of two individuals in the market to generate more than 200,000 Engagements on Facebook in the last 30 days. Phillips had a 2.81 Share on the platform on his own.
On Twitter, WTVT had a 36.7 Share as a group, followed by WFTS with a 22.7 Share, Bay News 9 (a Charter-owned cable news channel serving the Tampa area) with a 15.5 Share, WFLA with a 14.2 Share, and WTSP with a 10.9 Share. A little more than a third of WTVT’s group Share on the platform came from Dellegatto, who had the top account in the market with a 12.63 Share on his own. The top station account in Tampa was the primary Bay News 9 account, which improved its Share by +15.1% in the last 30 days to a 9.33. The Bay News 9 account also has the largest Audience of any Twitter account in the market with more than 358,000 followers. WFTS’s top Twitter account belonged to anchor/reporter Jasmine Styles, who made a big jump up the rankings on the platform in the last month to second among individuals. She had a 5.35 Share on Twitter and generated more than 6,250 Engagements in the last month. Overall, Engagement was much higher on Twitter in the last 30 days than it was in the 30 days prior. Every station Share Rocket tracks saw increases from month to month, and three stations (WFTS, Bay News 9, and WFLA) saw increases of at least +28%.
On Instagram, WTVT dominated to the tune of a 45.7 Share as a group, followed by WTSP with a 27.6 Share, WFTS with a 12.6 Share, and WFLA with a 10.1 Share. WTVT’s main station account was the strongest in the market, generating more than 13,000 Engagements (a +16.4% improvement on the previous 30 days) and accounting for a 25.15 Share on its own. It also has the biggest Audience of any account on the platform with more than 62,000 followers. For comparison, no other account in the market has more than 19,000. The only other account in the market to post a double-digit Share score on the platform was WTVT reporter Charley Belcher, who had an 11.87 Share on his own. He posted 18 times in the month and averaged more than 355 Engagements per post. The 6,400+ Engagements he generated in the last 30 days were a +102% increase from the previous 30 days, which helped him increase his Share on the platform by +79.8%. WTSP was led by a trio of individuals, including anchor Allison Kropff (8.60 Share on Insta), reporter Emerald Morrow (4.65 Share), and traffic anchor Hilary Zalla (4.46 Share). Combined, the three generated about 9,500 Engagements on the platform.
The top five individuals in local TV news in Tampa on social media from 1/7/18-2/7/18.
WTVT’s Paul Dellegatto led the way among individuals in the market after finishing first on Facebook and Twitter. In all, he generated more than 272,000 Engagements on social media in the month and has more than 330,000 followers across all platforms. WFTS’s Denis Phillips was the only other individual with an overall Share above 1.0, largely due to the strength of his Facebook Page. Phillips averaged about 1,450 Engagements per post on Facebook in the last month. WTVT anchor/reporter Jennifer Epstein was third among individuals on Facebook and about 99% of the Engagement she generated in the month was on that platform. She averaged more than 600 Engagements per post on her Facebook Page. WFTS meteorologist Greg Dee was 3rd among individuals on Twitter and 8th on Facebook. On Twitter, he increased his Engagement by +51.6% compared to the previous month. WFTS anchor Laura Harris rounded out the top five after she finished among the top five individuals on both Facebook and Twitter. Across all platforms, she generated more than 14,000 Engagements in the last 30 days.
Of the top 10 individuals in the market, five work for WFTS, four work for WTVT, and one works for WFLA.
Complete station rankings:
The full rankings of news stations in Tampa that Share Rocket tracks on social media from 1/7/18-2/7/18.