WCVB Holds Onto First Place in Social Media Ratings

By Stephanie Tsoflias Siegel Comment

WCVB leads the social media market in Boston from November 27-December 27, according to Share Rocket data. The Hearst owned ABC affiliate had an overall 28.2 Share and generated more than 960,000 total engagements.

WFXT the Cox owned Fox affiliate had a 22.3 overall Share, WMUR had a 19.4 overall Share, WHDH had a 12.8 Share and WBZ had a 10.2 Share. The other two stations in the market had single digit Shares.

WCVB was the top station in the market on Facebook. WHDH was No. 1 on Twitter thanks largely to reporter Alex DiPrato, who had the top account in Boston on that platform. WFXT topped the station rankings on Instagram and the main station account was the No. 1 account on that platform.

DiPrato was responsible for 15.75 of WHDH’s Twitter Share on his own after he generated more than 56,000 engagements in the month. The majority of those came on this breaking news tweet after a former South Carolina police officer was sentenced for shooting an unarmed man. The No. 2 Twitter account in the market was WBZ meteorologist Eric Fisher, who had a 9.03 Share on his own. Fisher he has more than 546,000 followers while no other individual has an audience larger than 51,000.

On Instagram, WFXT dominated the competition to the tune of a 49.0 Share as a group, followed by WHDH with a 22.3 Share and WCVB with a 12.5 Share. One of the biggest gainers on the platform in the last 30 days was WHDH traffic reporter Alaina Pinto, who moved from tenth to third among individuals on Insta after increasing the engagement she generated on the platform by +125%.

WMUR’s Josh Judge averaged about 500 engagements per post on Facebook. DiPrato’s Twitter performance lifted him to second in the market among individuals. He averaged more than 1,000 engagements per tweet.

Of the top 10 individuals in the market, three work for WMUR, two work for WCVB, two work for WFXT, two work for WBZ, and one works for WHDH.