ABC Family Series Premiere: #StartUpU

Aug 13, 2015 | Insights

ABC Family debuted a new reality show, Startup U, that documents 30 entrepreneurs journeys to the pitch of their life. All this takes place under the leadership of Tim Draper.

ABC Family is not known for reality TV, their usual original shows scripted comedies and dramas like GREEK, Pretty Little Liars, and The Fosters. Lately, they’ve aired cheeky sitcoms like Young & Hungry and Baby Daddy expanding their core audience and now they have added reality TV.

ABC Family strategically aired the premiere of Startup U after the finale of Pretty Little Liars trying to capture as many viewers as possible, here’s who tuned in:

Demographics:

Fifty three percent of the audience were women and twenty seven percent were between the ages of 18–34. The #1 city represented in this audience was NYC followed by Los Angeles, Washington DC, and of course San Francisco.

Affinities:

About on fifth of the audience is interested in Studying Business and they are 6.9x more likely to be interested in Advertising and 6.4x more likely to be interested inInvesting. They are also 9.3x more likely to be interested in Travel, specifically Air Travel (7.8x)

This audience keeps up with the news as Forbes, Mashable, and New York Times top their favorite brands. They are 28.4x more likely to like Airbnb and 61x more likely to like AngelList.

They are fans of business tycoons Mark Cuban, Richard Branson, and Elon Musk but also like Lucy Hale and Hilary Duff. They are 78x more likely to like Dave McClure and 45x more likely to like Reid Hoffman.

Pretty Little Liars is the favorite TV show of this audience which looks like ABC Family did get the rollover audience they were looking for but they also like Shark Tank.

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