'Once Upon a Time' made ABC #1 non-sports Sunday night


Facing strong sports-led competition on the evening from another high-rated Sunday Night Football contest (Baltimore Ravens-Pittsburgh Steelers) and Fox’s NFL-overrun (NY Giants-Patriots) fueled lineup, ABC achieved Sunday season highs in Adults 18-34 and Women 18-34. 

More than tripling its Adult 18-49 lead-in at 8pm (+236%) and gaining audience throughout its broadcast opposite Sunday Night Football and Fox’ NFL-overrun driven animated comedies (Simpsons/Allen Gregory), Once Upon a Time made ABC the #1 non-sports net in its time period for the 3rd week in a row.  From 8-9pm, ABC self starter Once Upon a Time beat out CBS’ Amazing Race by 42% and Fox’s football-fueled comedies by an impressive 28% among Adults 18-49.  The new drama series won its time slot outright over Sunday Night Football with key Women (W18-34/W18-49). 

The new ABC drama stood as Sunday’s #1 non-sports program among Adults 18-49 and the highest-rated show overall with Women 18-34 and Women 18-49.

Once Upon a Time generated substantial year-over-year gains for ABC in the hour, improving its slot by more than 2.0 million viewers and by 48% in Adults 18-49 from the year-ago night. 

ABC’s Once Upon a Time marked series highs with Adults 18-34 and Women 18-34, growing by 6% and 12% week to week, respectively.  The broad-appealing ABC Studios drama was also up week to week with Kids 2-11 (+13%).

During the 9 o’clock hour, ABC’s Desperate Housewives finished #2 to Sunday Night Football among Adults 18-49, defeating competing drama The Good Wife by 33% and leading CBS in the hour for the 7th week running.  Growing week to week with Adults 18-34 and Women 18-34 (3rd straight telecast of growth), ABC’s Desperate Housewives posted its highest ratings in 5 weeks on both counts – since 10/2/11. 

During the 10 o’clock hour, ABC’s Pan Am outdelivered its drama competition by wide margins among key demos, leading CBS’ CSI: Miami by 27% with Adults 18-34 and by 46% with Women 18-34.

(source: ABC)