ABC's ONCE UPON A TIME Builds for 3rd Week in Key Demo to Tie for Season High

Facing NFL-driven competition from SUNDAY NIGHT FOOTBALL on NBC (Cardinals-Seahawks) and CBS with a huge NFL-overrun (Patriots-NY Giants), ABC beat Fox's Sunday prime by 2.1 million viewers (4.8 million vs. 2.7 million) and 17% in Adults 18-49 (1.4/4 vs. 1.2/3).

The Net grew for the 2nd-consecutive Sunday in Total Viewers (+4%) and Adults 18-49 (+17%), matching a season high on the night with young adults.

"Once Upon a Time" (8:00-10:00 p.m. - 4.8 million and 1.6/4 in AD18-49): Building on its Adult 18-49 lead-in at 8:00 p.m. against SNF and CBS' NFL-inflated programming, ABC's "Once Upon a Time" paced 23% ahead of its FOX competition in the 2-hour slot (1.6/4 vs. 1.3/3).

"Once Upon a Time" held steady week to week, increasing over its week-ago Fast Affiliate Adult 18-49 rating (1.6/4 vs. 1.5/4), which adjusted up 1-tenth in the Nationals. In addition, the ABC drama was up for the 3rd-straight week with Women 18-34 (+6%) to match a season high and spiked 18% week to week with Teens 12-17.

"Quantico" (10:00-11:00 p.m. - 4.2 million and 1.3/4 in AD18-49): During the 10:00 p.m. hour, ABC's "Quantico" defeated its CBS drama competition in the time slot with Adults 18-49 (+18% - 1.3/4 vs. 1.1/3 for "The Good Wife"). The new ABC freshman series held even week to week in Adults 18-49 while gaining for the 2nd week in a row with Adults 25-54 (+7%) and Women 18-49 (+6%).

Live + 3 Day for Last Week's Telecast (11/8/15): "Quantico" more than doubled its L+SD Adult 18-49 rating for the 2nd week in a row (+115%) after just 3 days of TV playback. The new ABC drama now holds the season's Top 4 biggest L+3 percentage lifts on the major networks among young adults. "Quantico" grew to a 2.8 rating in Adults 18-49, increasing its week to week growth in the L+3 numbers to 2-tenths of a rating point (2.8 vs. 2.6) versus a 1-tenth gain in L+SD, and emerged as Sunday's No. 1 broadcast series (catching an NFL-boosted CBS' "60 Minutes").

A note about DVR penetration: DVR penetration in the Nielsen sample is currently at 48% in U.S. TV Homes. More viewers are watching shows on their own timetables, which are increasingly not reflected in the overnight Live + Same Day numbers. As a result, the Live + 7 Day ratings are the most accurate measure to gauge the size of the TV audience.

Projections Rationale: Lifts vs. L+SD are based on 2015-16 season averages for originals (excluding the premiere).
Returning shows: Profile based on same show (either premiere or averages for originals).
New Series: Based on similar series.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings, 11/15/15.

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