Few series can consistently capture their key demos on a per-week basis, even fewer can sustain their audiences on social media like ABC Family’s ‘Pretty Little Liars’ and the spinoff show ‘Ravenswood has done for the last few months’.
Last week Pretty Little Liars was the #1 telecast at 8pm for its 28th-original telecast in females ages from 12-34 and 19th in women 18-34.
That’s 28 weeks in a row as the #1 telecast at 8pm for that demo, a number that should impress any social-media team working for a series or product, in any industry. “Pretty Little Liars” ranked as Tuesday’s #1 most-tweeted TV series telecast, generating 474,080 tweets by nearly 181,000 unique users. Notably, combined with an encore of last week’s episode, “Pretty Little Liars” generated more tweets than the next 30 series TV telecasts combined (839,840 vs. 828,434).
That’s the key to the success, and if you follow them on social-media it’s not hard to see why the series is jumping ahead of the competition. For hours leading up to the telecast the Twitter handle @ABCFpll is constantly interacting with fans, retweeting excitement, answering questions about the plot, or getting fans excited with teasers.
It doesn’t end there, the team asked followers to send in their reaction faces to last night’s event (no spoilers) and the key demo ran with it. Sending pictures of gasped-faces, shocked expressions, and even one girl pretended to have fainted on the floor from the episode.
It was fun, and engaging and a terrific way to not be annoying, but to still be consistent with fans. News sites, entertainment sites, and sites like ours have to be careful of overloading our Twitter feed with constant headlines, but a series is fan-based; and fans need interaction.
Based on L+3 ratings season to date, “Pretty Little Liars” took to 3.7 million Total Viewers, 1.6 million Adults 18-34, 2.1 million Adults 18-49 and 2.6 million Viewers 12-34. While At 9 o’clock, “Ravenswood” qualified as cable TV’s #1 original scripted telecast in the hour for the 4th-consecutive week in Women 18-34 (356,000/1.1 rating) and Females 12-34 (636,000/1.4 rating). Based on season to date L+3 ratings, “Ravenswood” builds to 1.9 million Total Viewers, 1.1 million Adults 18-49 and 1.2 million Viewers 12-34.
The social-media team behind the handle are terrific at what they do, and the fans instantly connect to the series with social-media, a consistent problem with many teen-dramas. Most of the time other networks rely on giveaways, or RTs to grow their brand (and that does work) but it’s getting fans to reach out that builds the show. When building up the show on Twitter, ABC uses the series to boost the Twitter account. While most series are working the other around, ABC Family has found the formula that works, at least for now.