ABC’s ‘Once Upon a Time’ Returns with Series Highs in Teens and Kids

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via press release:


ABC’s “America’s Funniest Home Videos” Hits Season Highs with Viewers

And Young Adults, Attracting its Biggest Overall Audience in Nearly 9 Months


TV’s No. 1 Freshman Drama in Adults 18-49, ABC’s “Once Upon a Time” Returns

After Being Preempted as Sunday’s No. 1 Non-Sports Show Across Key Women


Spiking Over its Last Airing, “Once Upon a Time” Hits Series Highs in Teens and Kids


Building Audience from its First Hour to its Second Hour, ABC’s “Hallmark Hall of Fame – Mitch Albom’s Have a Little Faith” Improves its Slot by 2.5 Million Viewers



“America’s Funniest Home Videos” (7:00-8:00 p.m.)

During the 7 o’clock hour opposite CBS’ huge 55-minute NFL overrun (Denver-San Diego), ABC’s “America’s Funniest Home Videos” was up over its most recent telecast two weeks ago, achieving season highs with viewers (7.6 million) and young adults (1.8/4).  In fact, the show drew its biggest audience in nearly 9 months and equaled its highest young adult performance since the beginning of May – since 3/6/11 and 5/1/11, respectively.


“Once Upon a Time” (8:00-9:00 p.m.)

Up against sports-fueled competition during the 8 o’clock hour from NBC’s “Sunday Night Football” game (Pittsburgh-Kansas City) on NBC and CBS’ NFL overrun-driven programming, ABC’s “Once Upon a Time” returned after being preempted the prior week for the “American Music Awards” with impressive results.  TV’s No. 1 new drama in Adults 18-49, “Once Upon a Time” jumped over its lead-in at 8:00 p.m. by 3.1 million viewers (10.7 million vs. 7.6 million)  and by 89% with young adults (3.4/8 vs. 1.8/4) and gained audience throughout its broadcast.  The wide-appealing ABC freshman series finished No. 2 in the hour to football with Adults 18-34, while ranking No. 1 across all key Women (W18-34/W18-49/W25-54) and as the No. 1 broadcast show with Teens 12-17 and Kids 2-11.


  • “Once Upon a Time” stood as Sunday’s No. 1 entertainment program across the Women demos and as the night’s top-rated non-sports broadcast show with Kids.


  • Spiking over its most recent telecast with Teens 12-17 (+18%) and Kids 2-11 (+31%), Disney-owned “Once Upon a Time” posted series-high numbers on both Nielsen measures.


“Hallmark Hall of Fame – Mitch Albom’s Have a Little Faith” (9:00-11:00 p.m.)

From 9:00-11:00 p.m., ABC’s “Hallmark Hall of Fame – Mitch Albom’s Have a Little Faith” gained viewers from its first hour to second hour (6.4 million to 6.6 million) and improved its 2-hour time period over the same night last year by 2.5 million viewers (6.5 million vs. 4.0 million = “Housewives” and “Brothers & Sisters” encores).

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), 11/27/11.

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