ABC‘s D.C. fixer drama Scandal has built big ratings in three seasons with a potent mix of often ridiculous plot twists and creator Shonda Rhimes’ savvy use of social media, which has bound fans closely to the show and its stars. That combo has paid off: Ahead of tonight’s season finale, which is certain to feature another signature shocker, Scandal has added 3 million viewers (for 11.5 million total). It’s up even more in the key adults 18-49 demo, +43% compared with last season, according to Nielsen. That demographic also represents most of the heaviest social-media users and is fervently sought by marketers.
RelishMIX delivered social media analysis, audience segmentation and content effectiveness of three full seasons of Scandal leading up to the season finale on April 17, 2014