A Social-Media 'Scandal' Rocks ABC (In A Good Way) | Roland Martin Reports

A Social-Media ‘Scandal’ Rocks ABC (In A Good Way)

Source: Bill Keveney / USA Today

Viewers appear to be responding to Scandal‘s personal and political intrigue. In its first full season, it is up 6% in viewers (averaging 8.4 million) and 19% in advertiser-prized young adults over an abbreviated, seven-episode premiere last spring that featured no lower-rated reruns. Its six most-watched episodes have come in the past seven first-run airings.

Scandal also is drawing a substantial social-media following, encouraged by ABC’s marketing efforts and the dedication of the cast, Rhimes and others involved with the show, who live-tweet each episode. Momentum picked up after the presidential assassination attempt in late November, facilitated by the network’s creation of customized hashtags, such as #whoshotfitz.

DON’T MISS: Roland Martin’s #SongsForFitz

The Feb. 7 episode, in which the president kills a Supreme Court justice to prevent her from confessing to the bid-rigging and assassination attempt, generated more than 350,000 tweets and was Thursday’s most-talked-about show on Twitter, according to the network. Throughout the evening, a number of trending topics were Scandal-related.

Networks are starting to tout their series’ social standings. And the industry considers social-media activity to carry a number of benefits. They include drawing the interest of those who may be new to the show and, with live-tweeting, encouraging live viewing in an era when so much is watched at a later time, says Marla Provencio, ABC’s executive vice president of marketing.

To read this article in its entirety visit the USA Today.

  • Snapps izking

    I can’t tell you how much I’ve been enjoying Scandal with my
    wife on primetime. I love to watch Kerry Washington who’s beautiful as well as
    an amazing actor. I work the evening shift at DISH so I cant watch my shows
    live when they happen which has been frustrating. I always had to fight
    conflicting timers and multiple DVRs recording the shows. I’m able to put that
    in the past now that I upgraded to the DISH Hopper DVR which uses the PrimeTime
    Anytime feature. This will allow me to record the 4 major networks during
    primetime hours on one TV. This has never made life easier without the drama of
    my timers and made things easy.