[10/24/12 - 02:26 PM]
"Pretty Little Liars'" Special Is ABC Family's #1 "13 Nights of Halloween" Telecast Ever
ABC Family spins the numbers for Tuesday, October 23.

[via press release from ABC Family]

Ratings Highlights for Tuesday, October 23, 2012 - National Ratings

2nd Annual "Pretty Little Liars'" Halloween-Themed Episode Tricks and Treats Viewers on TV and Across Social Media Platforms, Becoming the #1 "13 Nights of Halloween" Telecast Ever Across 18-34, 18-49 and 12-34 Demos

"A" Masses 2nd-Most Social Media Buzz Ever of Any TV Series Telecast, with Nearly 433,000 Unique Tweeters, Behind Only the Series' Summer Finale, Giving ABC Family the Top 2 'Most Social' Scripted TV Telecasts in TV History

TweetReach Reports 610,000 Tweets During the Hour, with Peak Rate of 31,000 per Minute; All-Day Total Is an Impressive 1.5 Million Tweets; Tuesday's #1 'Most Social' Program, with 31 Share of All TV-Related Social Activity

Powers 14th Annual "13 Nights of Halloween" Event to Best-Start-Ever, Driving ABC Family to Rank as Cable TV's #1 Network in the Daypart in Target Females

"Pretty Little Liars" (8:00-9:00 p.m.)

In its 2nd annual Halloween-themed special, social media darling and critically-acclaimed "Pretty Little Liars" ranked as ABC Family's #1 "13 Nights of Halloween" telecast in the event's 14-year history in Adults 18-34 (1.2 million/1.7 rating), Women 18-34 (956,000/2.8 rating), Adults 18-49 (1.5 million/1.2 rating), Women 18-49 (1.2 million/1.9 rating), Viewers 12-34 (2.1 million/2.2 rating) and Females 12-34 (1.8 million/3.9 rating), ranking as Tuesday's #1 cable TV telecast across the key female demos, out-performing all its summer 2012 telecasts in Women 18-34 and spiking by double-digits over last year's special. In addition, "Pretty Little Liars" powered ABC Family to rank as Tuesday's #1 cable TV network in Prime in Adults 18-34, Women 18-34, Women 18-49, Viewers 12-34 and Females 12-34.

The episode, in which Aria, Emily, Hanna and Spencer look forward to some good old Halloween fun only to be derailed by "A's" tricks and treats, was the #1 most social program of the day with a 31 share of all TV-related social activity, generating 610,898 tweets, peaking at over 31,000 tweets per minute, and "A" massing an impressive 1.5 million tweets throughout the day. Jenn Deering Davis, Founder of TweetReach, said: "'Pretty Little Liars' consistently has one of the most engaged and active audiences in social media. Few shows see these levels of activity during their broadcasts, and almost none can compare to the sustained conversation 'Pretty Little Liars' drives on Twitter. The fact that fans were posting more than 25K tweets per minute in the middle of the show speaks to just how engaged viewers are throughout the hour-long episode."

Moreover, according to SocialGuide, "Pretty Little Liars" became the #2 "most social" TV series episode on record in terms of total unique tweeters (432,948), behind only the series' Summer finale in August 2012 (612,459), giving ABC Family the Top 2 'most social' TV telecasts ever. Additionally, this year's special grew by a staggering 758% in 'Tweets' (610,898 vs. 70,083) and by 440% in 'Uniques' (432,948 vs. 80,129) over last year's episode.

· Powered by last night's special, and strong movie performances over the event's launch weekend, ABC Family's 14th annual "13 Nights of Halloween" event is off its best start in the network's history in Total Viewers (1.9 million), Adults 18-34 (578,000), Women 18-34 (426,000), Adults 18-49 (940,000), Women 18-49 (654,000), Viewers 12-34 (852,000) and Females 12-34 (656,000), standing as the #1 cable TV network in the daypart in the core female demos.

· Versus last year's special (10/9/11), "Pretty Little Liars" surged by double-digit percentages across the board, including by 12% in Total Viewers (2.8 million vs. 2.5 million), by 26% in Adults 18-34 (1.2 million vs. 954,000), by 25% in Adults 18-49 (1.5 million vs. 1.2 million) and by 17% in Viewers 12-34 (2.1 million vs. 1.8 million).

Source: NTI, 10/23/12, Live + Same Day; "PLL Summer telecasts: 6/5/12-8/28/12, Live + Same Day, excludes repeat telecast on 7/3. "13 Night of Halloween": 10/19/12-10/23/12, 8:00 p.m. - 10:00 p.m. Social Media Sources: TweetReach, SocialGuide.

  [october 2012]  


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