The social-media team behind ABC Family’s popular series like “Pretty Little Liars” and “The Fosters” are celebrating another win this year, taking the crown in several key KPIs across the board. We’ve talked about ABC Family’s social-media dominance in the past, if you’re looking to get into the social-media scene they are the best in the business. It’s not just followers, the team brings more engagements than any other media-brand on the market when it comes to scripted series.
ABC Family ended 2015 as the most socially engaged network for the second-straight year in women 18-34. We are approaching an intense moment for the network, which will rebrand ABC Family as “Freeform” at the start of the new year. It will be interesting to see just how the new branding reacts with fans, both on the network and on social-media. Obviously switching brands when you are currently leading the market is always a risky move, but if anyone could pull it off it would be the ABC Family social-media team.
In 2015 ABC Family had its highest competitive finish ever in women 18-49, the network was also a top two cable TV network for the 4th year in a row in females 12-34. The network even managed to rank as a top 10 contender for the 7th year in a row in Adults 18-49, and in adults 18-34.
Among all of the network’s popular series, it was “Pretty Little Liars” that reigned supreme. That shouldn’t be a surprise to anyone that has visited the #PLL hashtag on Twitter, or the show’s Facebook page. The show ended the year as a top 5 scripted cable TV series in women 18-34, women 18-49 and in females 12-34.
If you were to combine the network’s Social Media arsenal, you would have 62 million fans. That includes Facebook, Instagram, Tumblr and Twitter. ABC Family ranked as the #1 most-socially engaged network of the year with over 10.6 million average engagements per show. On Instagram alone, the network generated 178 million engagements to rank as #1 on the platform.
To focus more on “Pretty Little Liars,” the show was the #1 scripted show on TV with total engagements. The #PLLArmy brought 232.0 million engagements across Facebook, Instagram, Tumblr and Twitter alone.
That’s an amazing accomplishment for a show going into it’s seventh season, with no signs of slowing down as we jump five-years forward after the premiere. The show is also the #1 scripted show on Instagram in terms of Total Fans (4 million) and Engagements (143.0 million), gaining more new followers than any other scripted program in 2015.
The show holds a few other social-media titles including, being the #1 scripted show on Twitter based on Engagements (28.0 million) and the most tweeted cable episode in TV history and of 8 of the Top 10 cable TV series telecasts overall. The show is also the #1 scripted show on Pinterest with 173,000 Total Fans.
One of the more exciting new shows to hit the network this year was “Shadowhunters,” the series generated the most total engagements of any new 2016 series with more than 12 million across Facebook, Instagram, Tumblr and Twitter and has over 300,000 Instagram followers, more than any other forthcoming 2016 series.
If you’re a fans of “The Fosters” you probably helped the series become the #4 cable series on Instagram, now with 13.0 million total engagements.
Outside of the regular programing, ABC Family’s “25 Days of Christmas” celebrated its 18th year. The special event had its 2nd-best on record in Women 18-34 and 3rd-strongest ever in Total Viewers (2.5 million), Adults 18-34, Adults 18-49, Women 18-49 and Females 12-34.
Across social media, “25 Days of Christmas 2015” amassed nearly 1 million Total Engagements across Facebook, Instagram, Tumblr and Twitter and based on Total Movie Tweets, was easily the #1 TV network in December with over 275,000 Tweets and 14.4 million impressions, owning 15 of the Top 20 movie telecasts with “Dr. Seuss’ How the Grinch Stole Christmas,” “Elf” and “The Polar Express” the most dominant.