Published on Aug 19th, 2016
Shareablee Inc. , the leading social media benchmarking and audience analysis firm that partners with Johnson & Johnson, Lincoln, Beats by Dre, MSLGROUP, BBDO and DigitasLBi, among others, today released a July 2016 ranking of the most socially-engaged sports media brands in the U.S. The ranking, which includes all sports-related media properties’ main flagship pages and ancillary pages, reflects a total of 392.3 million actions on Facebook, Twitter, Instagram and YouTube (excluding views). This represents a 10% decline month over month. Publishers generated less engagement in part because they produced 7% fewer posts in July. They also captured 7% less actions from video content in July compared with the previous month. However, videos accounted for 40% of all social engagement, up from 28% in June. Sports media brands accounted for 6 percent of all social actions taken on content published by U.S. brands in July, up from 5 percent in June.
ESPN ranked number one overall with 117 million total social actions, generating the most engagement of any sports media publisher on Facebook (26.6 million actions), Twitter (9.5 million actions) and Instagram (81 million actions). That total represents a 19% month-over-month engagement decline. The decrease in actions was due in part to ESPN posting 42% less often in July compared with June, including 63% fewer Facebook posts.
Bleacher Report generated the most total video actions with 53.6 million, nearly 62% of its total engagement in July. Whistle Sports was the most-engaged sports media brand on YouTube with 4.2 million actions. It also led the category in video engagement on Facebook with more than 10 million actions. PGA.com experienced the most month-over-month engagement growth compared with June at 341% driven by a 524% in video engagement.