ABC Family Stars Discuss Reaching Millennial Viewers And The Evolving Relationship With Fans

Ask most female Millennials about their favorite TV channels and ABC Family will likely top their list. According to Ypulse research, it’s the most popular network among Gen Y. Fully 63% of high school girls say they tune into the network regularly, as do 47% of college age females. These stats should come as no surprise considering that the channel has captivating yet relatable programming, and it consistently attracts teens as well as twentysomethings. ABC Family also understands the evolving needs of fans and not only how to reach young viewers, but also how to interact with them.

We attended the network’s 25 Days of Christmas Winter Wonderland event this past weekend where its success in marketing to Millennials became especially clear. We chatted with the channels’ stars about how their respective shows reach Gen Y and how their personal relationships with fans via social media is changing the traditional nature of television viewing.

Social media supports fandom, providing viewers with an extension of a show and its stars.

ABC FamilyABC Family’s hit show “Pretty Little Liars” is groundbreaking in terms of its social media success, with the finale for its latest season generating the most social buzz in the history of TV. Gen Y is dominating the social space, and Twitter and Facebook are a key part of how they consume content. They’re engrossed in social media to find out more about their favorite shows, stay updated on its stars, and feel part of a community of fans who rally around a show, even during the off-season. Social media is supporting the ever-evolving fandom among young viewers and ABC Family taps into this trend.

Several of the networks’ stars weighed in on the importance of social media and how it’s impacting their relationship with fans. Alexandra Chando of “The Lying…

 
 
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Millennial News Feed

Quote of the Day: “Already-made costumes usually don't look all that good and are overpriced. Another MAJOR issue is what do I do with that wholly bought costume [after Halloween]? I don't want to store a Hobbit costume all year, or throw it away.” –Male, 27, CA

Kids might still have Frozen fever (bets on how many Elsas we’ll see this Halloween?) but Disney is ready to build buzz for their next princess movie. This week the first artwork for Moana, the story of a Polynesian princess sailing the Pacific, was released, along with news that the film will be out in 2016. Moana will be the fifth non-white Disney princess, which our Instant Poll results today show should align with viewers’ wishes. (Vulture)

High-end designers continue to make children’s clothing to outfit the best dressed generation, and fashion for the pre-teen set is looking more sophisticated than ever: GapKids’ collaboration with kate spade new york and Jake Spade is hitting stores for just two weeks on October 30th, featuring kid versions of some of the labels’ bright and colorful signature pieces. While Gap’s campaign telling adults to “dress normal”missed the mark—and isn’t doing any favors for their sales—we suspect this more whimsical pint sized capsule collection will have parents lining up. (Nitrolicious

How big has The Walking Dead gotten? The post-zompocalyptic gore-fest is so popular that ratings for its first two episodes beat out Sunday Night Football among “the demo that really matters,” viewers 18-49-years-old. Dead’s victory over football could be because this audience thought the games airing weren’t interesting. But if the ratings trend continues, it could be potential evidence that football is losing Millennial fans. (UproxxDeadline)

For teens today, fights in the hallway can lead to much worse than getting detention; students are actually being arrested for misbehavior in schools. Even smaller disciplinary issues like chewing gum, wearing too much perfume, or in one case eating another student’s chicken nuggets, can result in misdemeanor charges. The increased presence of police on campuses, and rise in teachers reporting misbehavior to local authorities, “has turned traditional school discipline…into something that looks more like the adult criminal-justice system.” (WSJ)

Millennial populations in small towns and rural areas might be “ticking slightly upward,” but that growth is no match for the continued trend of urbanization that the generation is spurring. Millennials are also moving en masse to the “fancier suburbs” of big cities, and reportedly Arlington, VA has seen an 82% growth in members of the generation from 2007 to 2013. Small towns feel limiting to these young consumers, who are still flocking to more bustling areas despite the fact that they are more expensive. (NPR)

Our Infographic Snapshots are data visualizations that take our proprietary bi-weekly survey stats and synthesize them to tell a story about this generation’s behaviors and views. From political stances to social media use to spending, we illustrate how many, how much, and how often. These helpful infographics are available to our Gold and Silver subscribers. (Ypulse)

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