NBC Chicago engagement report

Compared with accounts its own size

NBC Chicago's engagement rate beats 18% of the tracked X accounts closest to it in follower count (15,519 accounts, accounts of similar size (decile 10 of 10)). A percentile is spread evenly by construction, so 50 really is the middle of that group and 90 really is its top tenth.

On engagement per impression rather than per follower it beats 11% of the same group. When those two numbers disagree, the gap is about how far its posts travel rather than how people react to them.

Where this sits in the catalog

At 0.002%, NBC Chicago sits below the 10th percentile of the 156,839 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.022%.

This ruler is the whole measured catalog, not a size-matched group: it shows where the raw rate falls across every account we can measure, all of which are large. For a like-for-like comparison, read the size-band percentile above instead. See how the bands are built

Posting timing

This account posts most often around 17:00 UTC, and Tuesday is its busiest day of the week. The bars below are the catalog-wide pattern, with this account's own busiest slot marked. They do not show how this account performs at each hour: we keep one aggregate per account, not one per hour, so that measurement does not exist in our data.

Formats this account uses

Its own posting mix on the left, and what each of those formats does across every account we track on the right. Only formats where the effect clears our publish test appear here, so an empty row is a format we could not measure rather than one that does nothing.

• 0% of this account's sampled posts carry an image or video. Across the catalog, posts with an image or video run 111% above the same accounts' other posts.
• 100% of its posts carry a link off X. Across the catalog, posts with an outbound link run 41% below the same accounts' other posts, so a large share of this account's output sits in the weakest bucket we measure.
• Its average post runs 122 characters, which falls in the 80 - 180 characters band. Across the catalog, posts of 80 to 180 characters run 3% below the same accounts' other posts.

These are catalog-wide differences applied to this account's own posting mix, not a measurement of how each format performs for this account specifically. We keep one median per account, not one per format per account, so the second thing is not something this data can tell you.

Reading these numbers

A typical post picks up 10 interactions against 454K followers, an engagement rate of 0.002%. Measured over 19 original posts, its engagement rate beats 18% of 15,519 tracked accounts of a similar size. That is a reason to look at how the audience behaves - reply depth, saves, whether the followers are recent - rather than a conclusion about it on its own. Posts are seen about 7.2K times each, and 0.139% of those impressions turn into an interaction. That is about 1.59% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 0.63 post a day over the last 30 days, though only 30% of days saw any activity at all. Most posts go out around 17:00 UTC, and Tuesday is the busiest day of the week. Of the 19 posts sampled, 100% link out. The account's strongest tracked post pulled 32 interactions, about 3.2x its own typical post.

What is NBC Chicago's engagement rate on X?

NBC Chicago (@nbcchicago) has an engagement rate of 0.002%, based on the median interactions across 19 original posts from the last 30 days against 453,620 followers. Replies, reposts and quote-posts of other people are excluded from that sample.

Is that a good engagement rate?

At 0.002%, NBC Chicago sits below the 10th percentile of the 156,839 accounts in this comparison. Those comparison accounts are all large ones, because our scanning cadence is weighted towards big accounts, so this is a ranking among peers of similar scale rather than a ranking across X.

Does @nbcchicago have real engagement?

Its engagement rate beats 18% of the tracked X accounts closest to it in follower count (15,519 accounts), which puts it in the bottom quarter for its size group. Ranking inside a size band matters because engagement rate falls as accounts grow, so a raw rate would mostly re-measure the follower count. It is a starting point for a look at follower quality, not a verdict on it.

When does @nbcchicago post?

Most posts go out around 17:00 UTC, and Tuesday is its busiest day, at roughly 0.63 posts per day across the measured window.