Ratings Review: ONCE UPON A TIME (Second Season)

The regular TV season is always September through May. For ONCE UPON A TIME, it felt like TWO seasons as the ratings completely changed after the new year.

As you see on the chart, OUAT never once drew an A18-49 rating below a 2.7 before the holiday hiatus, and only once below a 3.0 rating. That includes nine episodes. Once the calendar flipped to 2013, only one time, out of 13 original episodes, did the ratings reach a 3.0 or better, for a new episode. The demo ratings dropped from about a 3.3 in the fall, to a 2.2 in the spring.

The question for 2013 will be "Is ONCE UPON A TIME a damaged series?" ABC hopes it is not as it has ordered a spin-off series, ONCE UPON A TIME: WONDERLAND, to air on Thursday nights.

What do you think. Can OUAT return to its former glory and draw large audiences, espcially in the A18-49 demographic?

ONCE UPON A TIME (Sundays at 8 p.m., on ABC)

Date	Viewers*	A18-49	+/-
9/30/12	11.360	3.9
10/7/12	9.840	3.4	-13%
10/14/12	9.450	3.0	-4%
10/21/12	9.890	3.3	5%
10/28/12	9.850	3.4	0%
11/4/12	10.150	3.5	3%
11/11/12	8.750	2.7	-14%
11/18/12	Preempted
11/25/12	8.820	3.1
12/2/12	9.100	3.1	3%
12/9/12	Preempted
12/16/12	Preempted
12/23/12	Preempted
12/30/12	Preempted
1/6/13	9.100	3.1
1/13/13	8.240	2.8	-9%
1/20/13	7.680	2.4	-7%
1/27/13	3.58	0.9	-53%	R
2/3/13	Preempted
2/10/13	7.08	2.2
2/17/13	7.61	2.4	7%
2/24/13	Preempted
3/3/13	7.39	2.2
3/10/13	7.64	2.3	3%
3/17/13	7.45	2.3	-2%
3/24/13	7.38	2.2	-1%
3/31/13	2.47	0.6	-67%	R
4/7/13	2.96	0.6	20%	R
4/14/13	5.17	1.4	75%	S
4/21/13	7.37	2.1	43%
4/28/13	7.16	2.0	-3%
5/5/13	7.50	2.2	5%
5/12/13	7.33	2.3	-2%