ABC’s ‘Once Upon a Time’ is Sunday’s #1 Non-Sports Show

via press release:

Opposite Fox’s high-rated NFL NFC Championship game (NY Giants-San Francisco 49ers) that went into overtime, ABC freshman drama Once Upon a Time surged over its lead-in (+79% in viewers/+167% in young adults) and gained viewers throughout its broadcast to beat out CBS’ Undercover Boss in both Total Viewers and Adults 18-49.  In fact, the ABC freshman drama substantially increased it winning advantage over the CBS unscripted series to 45% Adults 18-49, jumping from 10% the prior week.   Disney-owned Once Upon a Time qualified as Sunday’s #1 non-sports TV program with viewers and young adults.


  • Despite facing the big NFL Championship competition, Once Upon a Time increased its numbers week to week in Adults 18-34 (+4%) and Women 18-34 (+3%), scoring its 2nd best results in the last 2 months on both measures – since 11/13/11.   In addition, the show surged 12% over the prior week with Men 18-34 to earn its 2nd strongest performance since November – since 11/27/11.


  • Once Upon a Time produced sizeable year-over-year growth for ABC in the hour, improving by 33% in Total Viewers and by 68% in Adults 18-49 over original programming on the same night last year.


Registering as the #1 non-sports program in the 9 o’clock hour, ABC’s Desperate Housewives towered over its original drama competition in the time slot, beating NBC’s Prime Suspect by 3.2 million viewers and more than tripling its Adult 18-49 number (+225%).  In addition, Housewives stood as Sunday’s #2 non-sports program with Adults 18-49.


  • Desperate Housewives grew week to week in Adults 18-34 (+5%), Women 18-34 (+15%) and Women 18-49 (+3%).


During the 10 o’clock hour, ABC’s Pan Am dominated the season finale of NBC’s Prime Suspect by 86% among Adults 18-49.


  • Pan Am built week to week by 8% in Adults 18-49, equaling its highest-rated telecast since the beginning of December – since 12/4/11.


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