5 Updates
How Social Media Made Scandal a Hit in Season 2
Photo Credit: TV Guide

How Social Media Made Scandal a Hit in Season 2

Feb 20 2013, 10:50pm CST | by

During ABC's winter TV preview day in January, the Scandal cast should have been celebrating: The ratings have grown exponentially from Season 1 and the series was name dropped no less than nine...

Filed under: news

YouTube Videos

 
 
 

1 year ago

How Social Media Made Scandal a Hit in Season 2

Feb 20 2013, 10:50pm CST | by

Scandal | Photo Credits: Craig Sjodin/ABC

During ABC's winter TV preview day in January, the Scandal cast should have been celebrating: The ratings have grown exponentially from Season 1 and the series was name dropped no less than nine times by ABC Entertainment President Paul Lee during his executive session. Instead of raising a glass at the after party, however, the cast is racing to get home. It is Thursday night, after all, and they need to live-tweet the West Coast airing of the political fixer drama. That's how dedicated they are to the fans.

Scandal Postmortem: Josh Malina cautions that David Rosen may not be (gulp!) safe

Their live-tweeting parties — where the cast interacts with the fans online during both airings using the hashtag #AskScandal — seem to have paid off. In its second season, Scandal has grown 19 percent with young adults, averaging 9.2 million viewers and a 3.1 in the 18-to-49 demographic, nipping at the heels of its lead-in, Shonda Rhimes' other Thursday night drama — and an ABC stalwart in its ninth season — Grey's Anatomy. And while it's hard to quantify exactly how, if at all, Twitter trends have a direct correlation to increasing ratings, it's hard to ignore the fact that on Thursday nights, Scandal is dominating in both areas.

"I like to think it's having an impact," Rhimes says of the weekly Twitter frenzy for the show, which stars Kerry Washington as Olivia Pope,  the head of a crisis management firm in Washington, D.C. — where she also is carrying on a longtime affair with the President of the United States (Tony Goldwyn). Rhimes' sentiments are quite an understatement. During last week's episode alone, Scandal generated roughly 197,000 tweets, making it the No. 1 most talked about show on Twitter that day. The season total for tweets is close to a whopping 2.07 million.

"While the tools don't currently exist to 100 percent correlate social media activity to ratings, our first major social media push when the President was shot led to the first major uptick in the demo ratings," says Marla Provencio, the chief marketing officer and executive vice president of ABC Entertainment Group. "Since then, as the social media activity has increased, we have seen a steady increase in the ratings. There is no question that the social media push has brought in new viewers and contributed to making this show appointment television."

The live-tweeting parties certainly make fans want to watch episodes live so they can join in on the conversation — or not be spoiled by it. "It also helps that if you turn on your Twitter, and everybody is tweeting about Scandal and it's in the top 5 trending topics, you think to yourself, 'Man, I gotta check that show out!' That's really helped." Another understatement. Oprah Winfrey learned about the show via Twitter and proceeded to feature the ABC drama on Oprah's Next Chapter in December, which opened up the world of Scandal to even more viewers.

Mega Buzz: Who is Scott Foley's Jake Ballard really?

Thanks are due, in part, to Washington, who suggested to Rhimes that the cast join Twitter, which they took as a mandate without realizing their fellow castmember was behind it. But it's definitely not something they regret as it has helped boost the profile of the show. "Twitter is the 21st century's worldwide water cooler," Josh Malina, who plays a white hat-wearing former U.S. attorney, says. "This is where folks come to buzz. And the more they're buzzing about Scandal, the more new viewers we're going to snag."

"It's been an undeniable force," Darby Stanchfield, who plays one of Olivia Pope & Associates' so-called Gladiators, adds. "This grass roots type of advertisement is so much more powerful because the fans are discovering this show for themselves and through their peers."

Thursday nights have become a ritual of sorts, with the cast live-tweeting from planes, at home and even from set when they're filming. Sometimes they'll get together days beforehand for viewing parties over Sunday brunch so they can plan tweets ahead of time. "It's kind of amazing because it's a testament to how much we appreciate our fans and how much we value the privilege of getting to share this ride with them and because of them," Washington says.

That direct connection goes both ways, making fans feel like they're part of a community. "Fans feel a certain ownership of the show," Rhimes says. "If you feel like you can get on Twitter and talk about it while it's airing, it makes them feel like they're a part of things. The more they feel they're a part of things, the more invested they're going to be in the show and that's important."

VIDEO: Scandal 's Guillermo Diaz reveals more "What the Huck?!" moments

Part of that connection comes in creating trending hashtags tailor-made for each episode that pertain to major moments on the show, including #WhoIsQuinn #WhatTheHuck and #WhoShotFitz. "Shonda Rhimes has always been a tremendous storyteller and the show she has produced lends itself to people needing to talk about everything they are watching," Provencio says. "The response on social media has been the perfect story of a fantastic show, a motivated cast, and a strategic marketing plan which we are thrilled to see working."

New castmember Scott Foley certainly felt the power of Twitter when his name began trending two weeks ago. He wasn't even in that episode, but only appeared in the promo afterward. "I was on set and Kerry looked at me and said, 'Oh my god, Scott Foley is trending!' and I had no idea what the hell that meant," Foley, who plays mystery man Jake Ballard, says. Still, he joined the rest of the cast last week in live-tweeting his debut episode. "I wasn't prepared personally for the barrage of comments from fans. I was overwhelmed. It's a new way of watching TV and being a fan."

The cast believes the show wouldn't be around today if it weren't for the devoted fans, which are dubbed Gladiators on Twitter.  "These days, the competition for eyeballs at any given moment is brutal," Malina says. "Live-tweeting is our cast's way of saying thanks to our audience. Thanks for choosing us out of all your options. We appreciate you. We dig how into the show you are. We are interested in your reactions, and we want to answer your questions."

Scandal airs Thursdays at 10/9c on ABC.

View original How Social Media Made Scandal a Hit in Season 2 at TVGuide.com

Related Articles on TVGuide.com

Other Links From TVGuide.com

Source: TV Guide

 
Update
5

4 days ago

Scott Foley Reveals Things You Didn't Know About Kerry Washington And The Cast Of 'Scandal'

Oct 21 2014 10:55am CDT | Source: Huffington Post

"Scandal" is all about secrets, but Scott Foley got a rare chance to speak freely on Monday when he shared some little-known facts about his co-stars with HuffPost Live's Alyona Minkovski. Which actor has a pre-show ritual that involves screaming and banging on the walls? Who likes to send Foley "dirty pictures"? And who has an intoxicating set of eyes that Foley calls "uni ...
Source: Huffington Post   Full article at: Huffington Post
 

 
Update
4

4 days ago

Kerry Washington Says Her 'Scandal' Sex Scenes Are 'Hard To Do'

Oct 21 2014 8:23am CDT | Source: Huffington Post

By watching "Scandal," you'd never guess that Kerry Washington feels uncomfortable acting out her passionate affair with co-star Tony Goldwyn. But as cover star of Allure magazine's November issue, the actress says those steamy scenes aren't as natural as they look. "They're hard to do. Sex scenes are always awkward," Washington told Allure. "You're doing things that you're supposed to do with only certain people in y ...
Source: Huffington Post   Full article at: Huffington Post
 

 
Update
3

2 weeks ago

'Scandal’s' Scott Foley to star in an ABC comedy from Shonda Rhimes

Oct 9 2014 2:18pm CDT | Source: TV Tattle on Hitfix

'Scandal’s' Scott Foley to star in an ABC comedy from Shonda Rhimes Foley would star in the marriage sitcom “To Max & Paige,” taking place over the course of an entire rehearsal dinner. It'll be written by Foley, Rhimes, Betsy Beers and form ...
Source: TV Tattle on Hitfix   Full article at: TV Tattle on Hitfix
 

 
Update
2

4 weeks ago

Scandal Season 4 Episode 1 Review: Randy, Red, Superfreak, and Julia

Sep 25 2014 9:53pm CDT | Source: TV Fanatic

It's been FIVE MONTHS (almost) since we last saw the cast of Scandal on our televisions. In that time, Columbus Short got himself fired, Kerry Washington had a baby, and Scott Foley went on being one of the hottest men alive.  Scandal Season 4 Episode 1 picks up two months after the season 3 finale where Jake and Olivia rode off on an airplane to stand in the sun, and stand in the sun they did. And they got horizontal, too. A LOT. (Hot. Damn!) Mean ...
Source: TV Fanatic   Full article at: TV Fanatic
 

 

Don't miss ...

 

<a href="/latest_stories/all/all/8" rel="author">Luigi Lugmayr</a>
Luigi is the founding Chief Editor of I4U News and brings over 15 years experience in the technology field to the ever evolving and exciting world of gadgets. He started I4U News back in 2000 and evolved it into vibrant technology magazine.
Luigi can be contacted directly at ml@i4u.com. Luigi posts regularly on LuigiMe.com about his experience running I4U.

 

blog comments powered by Disqus

Latest stories

IPad Air Giveaway 2014 is Online
IPad Air Giveaway 2014 is Online
Our sister site I4U News is giving away a brand new iPad Air or if you can wait an iPad Air 2. This is an $499 value.
 
 
Most Popular TV Series of 2014
Most Popular TV Series of 2014
The most popular TV series released in 2014 include such incredible shows as True Detective and Fargo.
 
 
True Blood Arrives in its Wacky, Sexy Final Season
True Blood Arrives in its Wacky, Sexy Final Season
The vampire series True Blood has arrived in its wacky final season. Director Stephen Moyer and his wife Anna Paquin, who played Sookie, also pose 'Nude' for the cover of Entertainment Weekly.
 
 
Game of Thrones: Maisie Williams Discusses Last-Minute Changes in Season 4 Finale
Game of Thrones: Maisie Williams Discusses Last-Minute Changes in Season 4 Finale
Maisie Williams, who plays Arya in The Game of Thrones recently discussed some last-minute changes in the popular series.
 
 
 

Latest from the Network

Second MERS case reported in Qatar
Doha, Oct 23 (IANS) A 43-year-old man in Qatar has tested positive for Middle East Respiratory Syndrome (MERS) in the second confirmed case of the deadly virus in 10 days, media reported Thursday. The patient had...
Read more on Business Balla
 
Two people die in Pakistan bomb blast
Islamabad, Oct 23 (IANS) At least two people were killed and 12 others injured in an explosion that took place in Pakistan's Balochistan province Thursday, media reported. The bomb was planted on a motorcycle, Dawn...
Read more on Politics Balla
 
Trott extends contract with Warwickshire till 2017
London, Oct 23 (IANS) England batsman Jonathan Trott, whose mental issues led to his abrupt departure from last winter's Ashes tour, has confirmed his successful comeback to competitive cricket by signing a new three-...
Read more on Sport Balla
 
Srikanth, Kashyap big movers in BWF rankings
Kuala Lumpur, Oct 23 (IANS) Indian men shuttlers Kidambi Srikanth and Parupalli Kashyap jumped seven places each in the latest Badminton World Federation (BWF) rankings released Thursday while Olympic bronze medallist...
Read more on Sport Balla
 
Alvin Stardust dead
London, Oct 23 (IANS) English singer Alvin Stardust died after a short illness. He was 72. Stardust's manager confirmed the news about his demise Thursday, reports mirror.co.uk. He was recently diagnosed with...
Read more on Celebrity Balla
 
Indian man reunited with family after 40 years
Dubai, Oct 23 (IANS) An Indian man, who had disappeared from his hometown in Kerala nearly 40 years ago, has been found by his family at a hospital in Dubai in the UAE, a newspaper report said. Now in his 60s, Abdulla...
Read more on Politics Balla
 
Srikanth, Kashyap, Saina rise in world rankings
Kala Lumpur, Oct 23 (IANS) Indian men shuttlers Kidambi Srikanth and Parupalli Kashyap jumped seven places each in the latest released Badminton World Federation (BWF) rankings Thursday while Olympic bronze medallist...
Read more on Sport Balla
 
Flintoff signs for Big Bash side Brisbane Heat
Brisbane, Oct 23 (IANS) Former England captain and all-rounder Andrew Flintoff, who retired from international cricket in 2009, Wednesday confirmed that he will play for Brisbane Heat in the Big Bash League (BBL) this...
Read more on Sport Balla
 
OPEC daily basket price falls again
Vienna, Oct 23 (IANS/WAM) The basket of 12 crude oils of the Organization of Petroleum Exporting Countries (OPEC) closed at $81.94 a barrel Wednesday compared to $82.09 Tuesday, the OPEC Secretariat said. The new OPEC...
Read more on Business Balla
 
Lopez to sign multi-million dollar deal?
Los Angeles, Oct 23 (IANS) Singer-actress Jennifer Lopez is reportedly in the final stages of securing a multi-million dollar deal to perform in Las Vegas. The 45-year-old is being offered $350,000 per show at The...
Read more on Celebrity Balla