'Once Upon a Time' a definite Sunday hit for ABC


Up against strong NFL-fueled competition on the evening from a high rated Sunday Night Football game (New England Patriots-NY Jets) on NBC and Fox’s NFL-overrun boosted lineup, ABC grew its Adult 18-49 audience by 8% week to week, equaling a season high in the key young adult sales demo. The Net was up 4% over the same night last year with Adults 18-49.

At 7pm, ABC’s America’s Funniest Home Videos returned with strong gains over its most-recent telecast 3 weeks ago in viewers (+11%) and young adults (+13%), hitting season highs with its best numbers since May – since 5/1/11 and 5/15/11, respectively.  In addition, the ABC veteran series matched its highest Teen 12-17 number since January and its top Kids 2-11 number since early March – since 1/30/11 and 3/6/11, respectively.

America’s Funniest Home Videos was up over its year-ago telecast with viewers (+4%) and young adults (+6%).

TV’s #1 new drama in Adults 18-49, ABC’s Once Upon a Time jumped over its lead-in at 8pm (+124%) opposite Sunday Night Football and Fox’s NFL-overrun driven animated comedies to finish as the #1 non-sports show in its time period for the 4th time in as many telecasts.  From 8-9pm, the Disney-owned freshman drama series beat out CBS’ Amazing Race by 41% and Fox’s animated comedies by 41% among Adults 18-49, while winning the time slot outright over Sunday Night Football across the Women demos (W18-34/W18-49/W25-54).  The new ABC drama once again registered as Sunday’s #1 non-sports TV program among Adults 18-49, Adults 25-54 and across all key Women demos. 

Once Upon a Time produced big year-over-year increases for ABC in the hour, improving its slot by more than 2.8 million viewers and by 73% in Adults 18-49 from the year-ago night. 

ABC’s Once Upon a Time was up over its week-ago Fast Affiliate Adult 18-49 number (+3%), while tying a series best with Men 18-49. 

During the 9 o’clock hour, ABC’s Desperate Housewives grew by 7% week to week to lead its entertainment competition by wide margins among Adults 18-49, outdelivering competing drama The Good Wife by 50% (beating CBS in the hour for the 8th straight week) and Fox’s animated comedies by 11% (Family Guy/American Dad).

In addition to building week to week in viewers (+5%) and young adults (+7%), Housewives marked best-since-premiere numbers with Women 18-34 and Adults 25-54.

During the 10 o’clock hour, ABC’s Pan Am bested its CBS drama competition among key demos, leading CSI: Miami by 8% with Adults 18-34 and by 20% with Women 18-34.

Drawing is biggest overall audience in 3 weeks, ABC’s Pan Am rose week to week in Total Viewers (+10%), Adults 18-49 (+6%), Women 18-49 (+9%) and Women 25-54 (+15%).

(source; ABC)