Ratings Review: ONCE UPON A TIME

ONCE UPON A TIME was the sleeper it of the 2011-12 season. It was written off as a non-performer and many of us, including me, thought it would not last through Christmas. Why would we think a dramatic telling of fairy tales would work?

The premiere of nearly 13 million viewers and a 4.0 demo rating took us all off guard, especially when you consider SUNDAY NIGHT FOOTBALL is its competition. Now, it did settle in to numbers that are about 30% off the premiere, but it was consistent, especially in the demo.

Come 2012-13, OUAT  could very well grow its audience. Shows like this, that catch us off guard, could have a strong word of mouth from fans and generate in to a larger base.

Sundays, 8:00pm (ABC)

Date       Viewers(M)    A18-49  
---------------------------------------------
10.23.11     12.93        4.0 (Series Premiere)
10.30.11     11.74        3.9
11.06.11     11.45        3.8
11.13.11     11.36        3.8
11.20.11     Preempted by AMAs
11.27.11     10.69        3.4
12.04.11      9.66        3.2
12.11.11      8.92        2.9
12.18.11      4.42        1.2 (R)
12.25.11     Preempted by Movie
01.01.12      3.29        0.8 (7pm R)
01.01.12      4.12        1.1 (8pm R)
01.01.12      3.93        1.1 (9pm R)
01.01.12      3.80        1.2 (10pm R)
01.08.12     10.35        3.7
01.15.12      9.83        3.3
01.22.12      9.33        3.2
01.29.12     10.91        3.5
02.05.12     Preempted for AFV
02.12.12      8.65        3.0
02.19.12      9.84        3.1
02.26.12     Preempted by Oscars Red Carpet
03.04.12     10.67        3.4
03.11.12      9.29        2.9
03.18.12      8.69        2.9
03.25.12      8.82        2.9
04.01.12      8.36        2.8
04.08.12      3.76        1.0 (R)
04.15.12      4.14        1.1 (R)
04.22.12      9.08        3.0
04.29.12      9.20        3.0
05.06.12      8.95        3.0
05.13.12      9.66        3.3 (Season Finale)