ABC's 'Once Upon a Time' Returns Exactly Even with its December Finale in Adults 18-49

By: Mar. 06, 2017
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Leading off the night in the 7 o'clock hour, ABC's "America's Funniest Home Videos" grew 11% over its most recent airing two weeks ago in Adults 18-49 (1.0/4 vs. 0.9/4).

Facing stiff competition on its return from 8:00-9:00 p.m. against NBC's season premiere of "Little Big Shots," an original of CBS' "NCIS: LA" and FOX with the debut of "Making History" at 8:30 p.m., ABC's "Once Upon a Time" came back exactly even among Adults 18-49(0.9/3) on its first telecast in 3 months (since 12/4/16) and was up 17% in Adults 18-34 from its December finale. Strong Gains in TV Playback: On average this season, "Once Upon a Time" builds over its Live + Same Day Adult 18-49 rating by +36% in Live + 3 Day and by +55% in Live +7 Day.

From 9:00-11:00 p.m. opposite NBC's drama premieres ("Chicago Justice"/"Shades of Blue"), ABC's series debut of "Time After Time" nearly tied CBS' established dramas in the 2-hour time slot with Adults 18-49 (0.6/2 vs. 0.7/3 for "Madam Secretary"/"Elementary") and took a 33% lead over CBS with Adults 18-34.

A note about DVR penetration: DVR penetration in the Nielsen sample is currently at 49% 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.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings, 3/5/17.
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