KOMO-TV’s tweetup to promote last night’s premiere of The Bachelorette came out smelling like roses. We told you about their plans yesterday, and today the Seattle-based Fisher television station is reporting a significant increase in the ratings over the 2011 premiere.
The ABC affiliate is using the hashtag #liveonkomo to generate discussion among their viewers about ABC’s entire primetime lineup. They kicked-off the campaign last night with a tweetup at the Seattle Four Seasons to promote the premier of The Bachelorette.
KOMO on-air talent attended the event along with some of Seattle’s most influential “Twitterati”. They used the hashtag to dish about the show and encourage viewers to watch and tweet from home.
Oh God, let the multiple make out sessions begin! #TheBachelorette #liveonkomo …and the drama! Who will be the new Courtney this season?
– Lie Shia Ong (@unlieshed) May 15, 2012
In all, KOMO reports that there were more than 1,000 tweets using the hashtag between 8pm-11pm PT and that more than 2.5 million people were exposed to those tweets. And Kristi Waite, Digital Content Strategist for Fisher Interactive says all that Twitter traffic clearly made an impact on the ratings:
‘The Bachelorette’ on KOMO compared to 2011 Premiere:
- Women 18-34: +31%
- Men 18-34: +117%
- Total People 18-34: +38%
11pm KOMO News compared to newscast which followed the 2011 Bachelorette Premiere:
- Women 18-34: +92%
- Men 18-34: +180%
- Total People 18-34: +122%
Waite says KOMO-TV is thrilled with the night and plans to do more tweetups: “We probably can’t attribute all of this to the tweetup, but the ratings are the ratings and they were up in the young demos.”
As for what’s next, Waite says she would love to work with the network to get their #liveonkomo hashtag on the screen during the show. But it’s something they’re still working on with ABC.