ABC fantasy 'Once Upon a Time' excellent showing


Posting a Season-High in Adults 18-49, ABC Equals its Top Sunday in Over 7 Months

“America’s Funniest Home Videos” Pulls its 2nd-Biggest Audience of the Season

More than Doubling its Lead-in to Open as TV’s No. 1 New Drama in Adults 18-49, “Once Upon a Time” Marks ABC’s Highest Series Rating in the Slot in Nearly 3 Years

Hitting its 2nd-Best Results this Season, ABC’s “Desperate Housewives” Beats “The Good Wife” for the 5th Straight Week and by a Best-Yet 50% in Adults 18-49

Building Week to Week in Adults 18-34 and Women 18-34, ABC’s “Pan Am” Is Sunday’s No. 1 10pm Drama in Women 18-34 for the 5th Straight Week

Sunday Night (7:00-11:00 p.m.)
Opposite big sports competition from Fox’s World Series Game 4 and NBC’s “Sunday Night Football,” ABC’s Adult 18-49 audience surged by 30% week to week (2.6/6 vs. 2.0/5), hitting a season-high and equaling its top-rated Sunday in more than 7 months – since 3/6/11.

“America’s Funniest Home Videos” (7:00-8:00 p.m.)
During the 7:00 p.m. hour, ABC’s “America’s Funniest Home Videos” drew its 2nd-largest audience (6.6 million) of the season and achieved season highs with key Women (W18-34/W18-49).

“Once Upon a Time” (8:00-9:00 p.m.)
More than doubling its Adult 18-49 lead-in at 8:00 p.m. (+160%) and gaining audience throughout its premiere against the World Series and Sunday Night Football, ABC’s series debut of “Once Upon a Time” opened with an average audience of 12.8 million viewers and a 3.9 rating, 10 share among Adults 18-49, standing as Sunday’s No. 1 non-sports program. 

ABC’s “Once Upon a Time” opened as TV’s No. 1 drama debut this season in Adults 18-49 and as the top-rated in more than 1 year – since 9/20/10.    In fact, ABC claims the season’s Top 2 drama debuts with “Once Upon a Time” and “Revenge,” respectively.

“Once Upon a Time” drew ABC’s biggest audience in the time period with regular programming in over 3-1/2 years and its top Adult 18-49 number in nearly 3 years – since 3/30/08 and 11/2/08, respectively.

In Total Viewers and Adults 18-49, “Once Upon a Time” stands as Sunday’s biggest non-NFL-driven drama debut in 5 years – since ABC’s “Brothers & Sisters” on 9/24/06.

“Desperate Housewives” (9:00-10:00 p.m.)
Gaining 11% week to week, ABC’s “Desperate Housewives” (3.0/7) defeated CBS’ “The Good Wife” (2.0/5) by a best-yet 50% in Adults 18-49, dominating the CBS drama for the 5th straight telecast this season.  “Housewives” stood as Sunday’s No. 2 series with young adults, behind only “Once Upon a Time.”
Marking its 2nd-highest-numbers this season, ABC’s “Desperate Housewives” rose by double-digit percentages over the prior week in Total Viewers (+11% – 9.2 million vs. 8.3 million) and Adults 18-49 (+11% – 3.0/7 vs. 2.7/6).

“Pan Am” (10:00-11:00 p.m.)
During the 10 o’clock hour, ABC’s “Pan Am” qualified as the No. 1 drama with Adults 18-34 (1.4/4) and Women 18-34 (1.9/5), registering as the hour’s top-drama for the 5th week in a row on the latter measure.

The new ABC drama retained 100% of it Adult 18-49 audience week to week, while growing by 8% in Adults 18-34 and by 6% in Women 18-34.
(Source: ABC – The Nielsen Company (Fast Affiliate, Live + Same Day Ratings), 10/23/11)