ABC Family’s “Pretty Little Liars” has always attracted lots of social media attention, thanks in part to its young female audience. Monday’s season finale of the show set a new high, generating nearly 645K tweets, peaking at 32K tweets per minute. “We’ve been tracking tweets about television shows and events for several years, and this is one of the biggest hours of TV on Twitter we’ve ever seen,” said Jenn Deering Davis, Founder of TweetReach. “‘Pretty Little Liars’ is consistently among the most active shows we track, and last night’s finale eclipsed the show’s previous high of 289K tweets during one show.”
SocialGuide called the season finale the “most social” one-hour episode on record with 720,000 social comments, and it won the night easily in Trendrr data. Prior to the finale, an all-day “Pretty Little Liars” catch-up marathon, an impressive 667,000 people tweeted nearly 1.6 million tweets (1,597,696). Ratings-wise, the finale ranked as the network’s #1 telecast of all time in women 18-34 (1.3 million/3.9 rating).
The show, called “unmAsked,” centered on the unveiling of a villain’s identity, called “A.” Some viewers felt the episode didn’t go far enough in revealing her identity, others felt it went too far, ruining the suspense of the show. Either way, the controversy was great for social conversations, sending thousands of young women to Twitter to make their case.