In a first-ever move, teaser radio spots interrupted actual on-air content with the survivors' pleas for rescue, and over several weeks, revealed a full tune-in spot. Missing person posters were posted on walls and telephone poles, while actors handed out additional flyers and convinced passers-by that these people were actually lost. Thousands of bottles with a message from the survivors were dropped along beaches during a busy holiday weekend.

Premiere delivered 18 million viewers (double our goal) and drew three times as many viewers as its nearest competitor. It was the best ABC drama launch in nine years and is delivering its time slot's highest ratings in three years.