ABC's ONCE UPON A TIME Hits Series High in Adults 18 - 34
By: Caryn Robbins Nov. 07, 2011
Facing strong sports-led competition on the evening from another high-rated Sunday Night Football contest (Baltimore Ravens-Pittsburgh Steelers) and Fox's NFL-overrun (NY Giants-Patriots) fueled lineup, ABC achieved Sunday season highs in Adults 18-34 and Women 18-34.
More than tripling its Adult 18-49 lead-in at 8pm (+236%) and gaining audience throughout its broadcast opposite Sunday Night Football and Fox' NFL-overrun driven animated comedies (Simpsons/Allen Gregory), Once Upon a Time made ABC the #1 non-sports net in its time period for the 3rd week in a row. From 8-9pm, ABC self starter Once Upon a Time beat out CBS' Amazing Race by 42% and Fox's football-fueled comedies by an impressive 28% among Adults 18-49. The new drama series won its time slot outright over Sunday Night Football with key Women (W18-34/W18-49).
The new ABC drama stood as Sunday's #1 non-sports program among Adults 18-49 and the highest-rated show 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 and by 48% in Adults 18-49 from the year-ago night.
ABC's Once Upon a Time marked series highs with Adults 18-34 and Women 18-34, growing by 6% and 12% week to week, respectively. The broad-appealing ABC Studios drama was also up week to week with Kids 2-11 (+13%).
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