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 Washington D.C. social media ratings.
Overall: WTTG (Fox O&O) remained the local station to beat on social media in our nation’s capital over the last month, though the race remained tight with the top four stations in the market separated by less than 10 Share points. WJLA (Sinclair-owned ABC affiliate) moved up to second among stations from third in the past 30 days thanks to a +16% increase in engagement compared to the 30 days prior.
WTTG had a 28.8 overall Share as a station, followed by WJLA with a 26.6 overall Share, WRC (NBC/Comcast O&O) with a 23.0 overall Share, and WUSA (TEGNA-owned CBS affiliate) with a 19.2 overall Share. WTTG was the top station in the market on Facebook and Instagram, while WJLA was the top station on Twitter. WTTG’s main station account was the top account on Facebook and Instagram, while WJLA reporter Sam Sweeney had the top account in the market on Twitter.
Overall, engagement was up slightly in Washington, D.C. over the last 30 days compared to the 30 days prior, with three of the five stations Share Rocket tracks in the market increasing in engagement and two declining.
The top three local TV stations on social media in Washington, D.C. from 11/13/17-12/13/17.
On Facebook, the race for first in Share among stations was even closer than their overall scores. WTTG was No. 1 with a 27.7 Share as a group on the platform, followed by WJLA with a 24.7 Share, WUSA with a 23.0 Share, and WRC with a 21.9 Share. WTTG generated more than 741,000 engagements on Facebook as a group in the 30 days, which led the market. More than 638,000 of WTTG’s engagements (or 85% of the station’s total on Facebook) came from the main station Page, which averaged just shy of 850 engagements per post. It also has the largest audience of any social account in the market with more than 614,000 followers. The top individual on Facebook was WRC anchor Angie Goff, who had a 2.83 Share on the platform by herself, averaged more than 660 engagements per post, and has nearly 200,000 followers. WTTG anchor/reporter Annie Yu was the only other individual to have more than a 1.0 Share on Facebook and she generated more than 34,000 engagements in the 30-day period.
On Twitter, a handful of dominant individuals powered their stations. WJLA moved from third to first in market on Twitter in the last month after posting a 46.2 Share as a group. They were followed by WRC with a 22.6 Share and WTTG with a 22.2 Share. The majority (62%) of WJLA’s Share on Twitter was driven by two men – reporter Sam Sweeney and meteorologist Steve Rudin. Sweeney had a 19.60 Share by himself and generated more than 103,000 engagements on Twitter in the last 30 days, with much of that coming from this photo of the crowd (or relative lack thereof) of the White House Christmas tree lighting. Rudin is actually the one who took the photo in Sweeney’s tweet (and tweeted it himself more than an hour before), but his version generated slightly less engagement (don’t feel too bad – his still generated more than 40,000 engagements). The third overall account in the market on Twitter belonged to WRC reporter Shomari Stone, who averaged more than 175 engagements per tweet, a solid mark on that platform. WTTG had the top station Twitter account in the market, generating more than 25,000 engagements and accounting for a 5.61 Share for the month.
On Instagram, WTTG had a 44.0 Share as a group to lead the market followed by WRC with a 32.5 Share and WJLA with a 12.3 Share. WTTG’s main station account led the market with a 23.8 Share on its own, followed closely by WRC’s Angie Goff who had a 23.4 Share on the platform. Goff actually generated the most engagement of any account on the platform with nearly 92,000 in the last 30 days. She has a bit more than 14,000 followers on Instagram, so her engagement-to-audience ratio on the platform was glowing. WTTG’s main station account has the bragging rights for the most followers on Instagram in the market with just shy of 60,000. WUSA anchor Jan Jeffcoat was one of the most improved on Insta in the last 30 days, generating about 5,900 engagements (a +82% improvement on the previous 30 days) which helped her move four spots up the individual rankings.
The top five individuals in local TV news in Washington, D.C. on social media from 11/13/17-12/13/17.
WRC’s Goff led the way among individuals after generating more than 171,000 total engagements on social media in the month. In addition to topping the individual rankings on Facebook and Instagram, she was among the top 10 on Twitter. Sweeney was second thanks to his big month on Twitter, where his audience grew by +58.9% in the last 30 days. Annie Yu was second in the market on Facebook and Instagram as well as eighth on Twitter, and generated nearly 70,000 total engagements. WTTG entertainment reporter and movie reviewer Kevin McCarthy was strongest on Instagram (where he was third among individuals) and Twitter (where he was fourth). He increased his engagement by +22.7% in the last 30 days compared to the 30 days prior, which helped him to a +17.6% increase in his overall Share. Finally, WJLA’s Rudin moved 45 spots up the overall individual rankings thanks to his big month on Twitter and generated a total of nearly 49,000 engagements in the month.
Of the top 10 individuals in the market, three work for WTTG, three work for WJLA, three work for WRC, and one works for WUSA.
Complete station rankings:
The full rankings of news stations in Washington, D.C. that Share Rocket tracks on social media from 11/13/17-12/13/17.