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: WJBK (Fox O&O) added slightly to its sizeable lead in the Detroit market over the last 30 days, driving their overall Share to 41.0 across all platforms. The two stations trailing WJBK, WXYZ (Scripps-owned ABC affiliate) and WDIV (Graham-owned NBC affiliate), were in a very tight race for second with WXYZ posting a 29.3 overall Share to edge out WDIV’s 29.0 overall Share.
WJBK was No. 1 as a group on Facebook, Twitter, and Instagram. The station’s Facebook Page was the top Page on that platform in the market, while WDIV’s primary Twitter account was No. 1 on that platform, and WJBK morning anchor Maurielle Lue had the No. 1 Instagram account in Detroit during the month.
Overall, engagement was down slightly in the market over the last 30 days compared to the 30 days prior. WJBK was the only station to see its overall engagement increase, and even that was a relatively small gain (+2.6%).
On Facebook, WJBK had a 40.6 Share as a group, with 31.7 (78%) of that Share coming from the station’s main Facebook Page. WXYZ was second with a 29.7 Share as a group and WDIV was third with a 28.7 Share as a group. WJBK’s main Page has nearly 785,000 followers (the most in the market) and it generated an average of 1,429 engagements per post in the last 30 days. For comparison, no other station Page in the market averaged more than 650 engagements per post. The top individual on Facebook was WJBK’s Jay Towers with a 3.20 Share over the 30-day period. Towers posted 32 times in the month, but with his massive Facebook audience (more than 465,000 followers) each of those posts averaged 2,379 engagements per post. However, Towers wasn’t the only individual contributing to WJBK’s big lead on the platform. In fact, the top seven individuals on Facebook in the last month are all WJBK employees.
On Twitter, WJBK had a 41.6 Share as a group with about 90,000 total engagements on the platform in the 30-day period. WDIV was second with a 32.9 Share as a group on the platform. WXYZ was third with a 24.6 Share. WDIV’s primary account was No. 1 in Detroit, accounting for about 86% of the station’s total engagement on the platform. They have the largest audience of any account (with more than 345,000 followers) and generated around 63,000 engagements in the month. The No. 2 account in the market was actually an individual, anchor/reporter Kellie Rowe. In the last month, Rowe increased her audience on the platform by +80.4%, her engagement by +127%, and her Share by +9.7% to a 13.55. She was one of two individuals on Twitter to have a double-digit Share score, the other being WXYZ sports reporter Brad Galli (11.23 Share).
WJBK completed their platform sweep with a 46.3 Share as a group on Instagram, followed by WDIV with a 29.7 Share and WXYZ with a 23.8 Share. The No. 1 account in the market was WJBK’s Maurielle Lue with a 10.54 Share on her own. Lue garnered more than 13,000 engagements on the platform in the month, averaging out to 486 engagements per post. WJBK’s main account has the largest audience of any account in the market with just shy of 41,000 followers, followed closely by WDIV (which also has more than 40,000) Lue, who has more than 35,500. Like on Twitter, WXYZ’s Brad Galli had the No. 2 account in the market among individuals with a 6.71 Share. Galli’s engagement-to-audience ratio was more than 2-to-1 in the last month, which is an impressive figure on the platform.
Overall among individuals, Towers was No. 1 by more than a full Share point, with a 2.79 overall Share. His biggest strength was Facebook, where his Page generated more than 75,000 engagements in 30 days. Kellie Rowe jumped from 6th overall among individuals to 2nd in the last month, with major improvement on all three platforms Share Rocket tracks. She was 7th among individuals on Facebook, 1st on Twitter, and 4th on Instagram. WXYZ’s Galli increased his engagement on social media by +69.9% over the last 30 days, which helped to increase his overall Share by more than +75% during that time. Maurielle Lue saw an impressive +15% increase in her total social audience over the last 30 days and now has the second-largest audience across all platforms of any individual in the market with more than 123,000 followers. WJBK anchor/reporter Roop Raj rounded out the top five with a 1.07 overall Share. His Facebook Page was second among individuals with a 0.76 Share on the platform and he averaged a little more than 215 engagements per post.
Of the top 10 individuals in the market during the last month, eight work for WJBK, one works for WXYZ, and one works for WDIV.