ABC Family’s season 3 premiere of social media phenomenon, “Pretty Little Liars” ranked as Tuesday’s #1 TV telecast in Females 12-34 (1.7 million/3.7 rating) and Female Teens (854,000/7.3 rating), the #1 scripted TV telecast in Women 18-34 (845,000/2.5 rating) and Viewers 12-34 (1.9 million/2.1 rating), and was the #1 scripted TV telecast at 8 o’clock in Adults 18-34 (980,000/1.4 rating) and Women 18-49 (1.2 milion/1.8 rating).
Social media sites exploded as the premiere, in which Aria, Emily, Hanna and Spencer find themselves back on the defensive when a shocking event rocks Rosewood, became the “most-social” season premiere on record, according to SocialGuide, generating over 791,000 comments by more than 405,000 unique users, nearly doubling the series’ season 2B premiere (429,000 comments/228,000 unique users – 1/2/12). Moreover, the telecast now stands as the #2 “most-social” 1-hour episode of all time, behind only the series’ season 2B finale (3/19/12).
On Twitter, the “Pretty Little Liars” debut generated more than 534,000 Tweets, including 100,000 in the first five minutes, peaking at an impressive 34,000 Tweets per minute. Also impressive, airing an all-day “Pretty Little Liars” catch-up marathon, the show generated more than 1.3 million tweets (1,317,951). Jenn Deering Davis, Founder of TweetReach, said: “One of the reasons ‘Pretty Little Liars’ is so successful on Twitter is they keep their fans engaged even when the show isn’t on the air through their use of ‘content exhaust’ – sharing behind-the-scenes photos and tweets from the cast and crew. And when it is on the air, ‘Pretty Little Liars’ plays to Twitter’s real-time strengths, with lots of cliffhangers and edge-of-your-seat moments. Fans want to discuss these moments with their friends, and Twitter lets them do that during the show. The shows that generate the most buzz on Twitter are the ones that just have to be watched live, and ‘Pretty Little Liars’ has become one of those shows. The Twitter numbers behind tonight’s premiere further demonstrate that, generating impressive engagement for the typically slow summer season.”
At 8 o’clock, “Pretty Little Liars” was cable’s #1 program in Women 18-34, Women 18-49, Viewers 12-34 and Females 12-34, and the #2 scripted program in the hour in Adults 18-34 and Adults 18-49 (1.4 million/1.1 rating), behind only ESPN’s NBA Playoff coverage.
As a reminder, during its season 2B, “Pretty Little Liars” recorded impressive gains by DVR playback, adding 1 million more Total Viewers (2.7 million to 3.7 million) and surging by double-digit percentages across all target demos, including by 40% in Adults 18-34 (1.0 million to 1.4 million), by 36% in Adults 18-49 (1.4 million to 1.9 million) and by 32% in Viewers 12-34 (1.9 million to 2.5 million).
Moreover, in addition to linear viewing, “Pretty Little Liars” experienced significant viewership online and on VOD, adding close to 1.2 million total views per episode online and through VOD within 7 days of its TV airing.