Kerry Washington attends the 29th annual Producers Guild Awards in Beverly Hills, California, January 20, 2018. REUTERS/Phil McCarten
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ABC's prime-time political soap "Scandal" launched midseason with little fanfare in the spring of 2012, to tepid reviews and disappointing ratings.Its army of Twitter fans helped ratings for "Scandal" soar more than 50 percent to 12.7 million an episode by 2014 .Its pioneering showrunner, Shonda Rhimes, has been credited with the insight that live-tweeting episodes makes a difference in ratings. From the earliest days, she would connect with her Twitter followers, who have expanded from 350,000 to 1.7 million. By the second season, "Scandal" was drawing 119,000 tweets per episode and ratings began to climb, particularly among millennials.
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