Please Note: With the change to Daylight Savings time, overall Adult 18-49 TV usage declined on Sunday night by -5% from the prior week (36.7 vs. 38.7).
Shooting up to more than double its lead-in 8pm (+115%), ABC’s Once Upon a Time ranked #1 in its hour and tied as Sunday’s #1 broadcast show among Adults 18-49. The Disney-owned drama also won its hour across all key Women demos (W18-34/W18-49/W25-54) and stood as the #1 broadcast program in its slot with Teens 12-17 and Kids 2-11.
ABC’s Desperate Housewives led the pack in the 9 o’clock hour with young adults (tied w/Fox’s comedies), dominating the first hour of NBC’s Celebrity Apprentice by 39% and CBS’ The Good Wife by 47%.
- Building its overall audience for its 3rd straight broadcast, ABC’s Housewives generated its most-watched telecast in 9 weeks and matched a 7-week high with young adults – since 1/8/12 and 1/22/12, respectively.
Continuing to show impressive retention of its Housewives lead-in (92%), ABC’s GCB grew over its week-ago debut and moved up into the #1 position during the 10pm hour in Adults 18-49, beating out the second hour of NBC’s 2-hour Celebrity Apprentice by 5% and CBS’ CSI: Miami by 10%. In addition for the 2nd week in a row, the new ABC drama ranked #1 in its time period with Adults 18-34 (building on its lead-in), and across all key Women (W18-34/W18-49/W25-54).
- ABC’s GCB was up over its week-earlier series debut across all key Adult demos: AD18-34 +7%, AD18-49 +5% and AD25-54 +4%. In fact GCB stands as the season’s only non-Idol led series to build on its debut telecast in Adults 18-49. The freshman drama once again produced the Net’s best series performance in the hour since early-October with Adults 18-49 – since 10/2/11.