“Once Upon a Time” Sees Series Highs with Adults 18-34 and Women 18-34

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via press release:

Opposite Big Sports Competition, ABC Hits a Sunday Season High in Adults 18-34


More than Tripling its Lead-in and Gaining Audience Throughout its Broadcast,

“Once Upon a Time” Finishes as Sunday’s No. 1 Non-Sports Show in Adults 18-49


“Once Upon a Time” Produces Series Highs with Adults 18-34 and Women 18-34


Growing Week to Week, ABC’s “Desperate Housewives” Tallies its

Strongest Results in 5 Weeks with Adults 18-34 and Women 18-34


ABC’s “Pan Am” Beats CBS’ “CSI: Miami” by a Wide Margin in Adults 18-34


Sunday Night (7:00-11:00 p.m.)

Facing strong sports-led competition on the evening from another high-rated “Sunday Night Football” contest (Baltimore Ravens-Pittsburgh Steelers) on NBC and Fox’s NFL-overrun (NY Giants-Patriots) fueled lineup, ABC achieved Sunday season highs for the 2nd week running with Adults 18-34 (2.0/5) and Women 18-34 (2.8/7).


“Once Upon a Time” (8:00-9:00 p.m.)

More than tripling its Adult 18-49 lead-in at 8:00 p.m. (+236% – 3.7/9 vs. 1.1/3) and gaining audience throughout its broadcast opposite “Sunday Night Football” and Fox’s NFL-overrun driven animated comedies (“The Simpsons”/”Allen Gregory”), “Once Upon a Time” made ABC the No. 1 non-sports net in its time period for the 3rd week in a row.  From 8:00-9:00 p.m., ABC self starter “Once Upon a Time” (3.7/9) beat out CBS’ “Amazing Race” by 42% (2.6/6) and Fox’s football-fueled comedies by an impressive 28% (2.9/7) among Adults 18-49.  The new drama series won its time slot outright over “Sunday Night Football” with key Women:  W18-34 (4.6/12) and W18-49 (5.0/12).


  • The new ABC drama stood as Sunday’s No. 1 non-sports program among Adults 18-49 (tied w/”The Simpsons”) and the highest-rated series 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 (11.4 million vs. 9.3 million) and by 48% in Adults 18-49 (3.7/9 vs. 2.5/6) from the year-ago night (“Home Edition”).


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


“Desperate Housewives” (9:00-10:00 p.m.)

During the 9 o’clock hour, ABC’s “Desperate Housewives” (2.8/6) finished No. 2 to “Sunday Night Football” among Adults 18-49, defeating competing drama “The Good Wife” by 33% (2.1/5) 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.


“Pan Am” (10:00-11:00 p.m.)

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 (1.4/4 vs. 1.1/3) and by 46% with Women 18-34 (1.9/5 vs. 1.3/3).

A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 43% currently, from 38% at the same point in 2010.  More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. The only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.


Source: The Nielsen Company (Fast Affiliate, Live + Same Day Ratings), 11/06/11.


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