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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%
* - in millions

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