Pretty Little Liars'” Mid-Season Finale “A”Mazes Across Multiple Platforms
Generates the Most Social Media Buzz of Any Series in the History of TV
Breaking Twitter Records with 709,000 Tweets at a Peak Rate of 36,000 Per Minute; All-Day Total Is an Impressive 1.9 Million Tweets
Breaks Records to Become the #1 “Most Social” TV Series Episode In History According to SocialGuide, with Over 1.6 Million Comments
Hits Season and Summer Finale Highs in Total Viewers and Target Demos
Wraps as the #1 Series Across All TV in Summer 2012 in Females 12-34; Soars by 1.2 Million Total Viewers Based on Full Week of Viewing
New Webisode Series “Pretty Dirty Secrets” Surges abcfamily.com to its Most-Trafficked Day of 2012
“Pretty Little Liars” (8:00-9:00 p.m.)
Winner of four 2012 Teen Choice Awards, including Choice TV Drama, critically-acclaimed “Pretty Little Liars” hit Season 3 highs in Total Viewers (3.0 million), Adults 18-34 (1.2 million/1.7 rating), Women 18-34 (951,000/2.8 rating), Adults 18-49 (1.6 million/1.3 rating), Women 18-49 (1.3 million/2.0 rating), Viewers 12-34 (2.1 million/2.3 rating) and Females 12-34 (1.8 million/3.9 rating), standing as the show’s most-watched summer finale on record.
The season finale, in which Aria, Emily, Hanna and Spencer are betrayed as someone very close to them is revealed to be part of the “A” team, exploded social media sites across America, breaking the show’s own previous records and generating more than 709,000 tweets, peaking at an impressive 36,000 tweets per minute. Jenn Deering Davis, Founder of TweetReach, said: “The ‘Pretty Little Liars’ summer finale was another record setter for the network. Beating their own best-ever episode, last night’s summer finale generated more than 709,000 tweets during the hour-long episode, and more than 1.9 million tweets during the day yesterday. Fans were actively engaged throughout the episode, with their conversations sustaining an average of 12,000 tweets per minute, with spikes up to 36,000 tweets per minute.” With an all-day catch-up marathon and finale, “Pretty Little Liars” generated 1.9 million tweets, including more than 1.2 million between 8:00 and 10:00 p.m.
Moreover, according to SocialGuide, “Pretty Little Liars” became the #1 “most social” TV series episode in history, breaking records with over 1.6 million comments.
Thanks to the strong finale and the launch of a new webisode series, “Pretty Dirty Secrets,” abcfamily.com surged to its most trafficked day of 2012 on 8/28, up +81% from last Tuesday. The debut of the new “Pretty Dirty Secrets” webisode series has generated a tremendous response from fans, with over a quarter million views in less than 24 hours.
· ABC Family’s #1 series of all time, “Pretty Little Liars” ranked as TV’s #1 series of summer 2012 in Viewers 12-34 (2.4 million/2.6 rating) and Females 12-34 (2.1 million/4.6 rating), the #1 scripted basic cable TV series in Women 18-34 (1.1 million/3.4 rating) and the #1 TV series in Female Teens (944,000/8.0 rating).
· In its time period, “Pretty Little Liars” was easily the #1 cable TV show on Tuesdays at 8 o’clock throughout the season across target 18-34, 18-49 and 12-34 demos.
· Based on a full week of viewing, “Pretty Little Liars” generates huge increases by DVR playback, adding 1.2 million more Total Viewers (2.5 million to 3.7 million) and surging by double-digit percentages across all target demos, including by 57% in Adults 18-34 (894,000 to 1.4 million), by 67% in Adults 18-49 (1.2 million to 2.0 million) and by 56% in Viewers 12-34 (1.6 million to 2.5 million).
· Moreover, in addition to linear viewing, “Pretty Little Liars” experienced significant viewership online through the ABC Family App, and on VOD, adding close to 1.5 million total views per episode within 7 days of its TV airing.
Source: NTI, 6/28/12, Live + Same Day; “PLL 3A: 6/5/12-8/28/12, Live + Same Day for telecast ranks, most current for competitive. Social Media Sources: TweetReach, SocialGuide. DVR gains = 6/5/12-8/7/12, L+7 vs. L+SD.