Ratings Review: ONCE UPON A TIME (Season Four - Fall 2014)

The fall season started out so strong for ONCE UPON A TIME. The FROZEN story line reinvigorated the ratings and viewers appeared to be enjoying the addition. But, slowly, the ratings began to revert back to 2013.

On once, during the fall, did the A18-49 ratings increase from the previous week, and only once more did it remain flat. Week after week, ONCE UPON A TIME was shedding viewers, losing about half its audience from the season premiere to the fall finale.

The Live+7 ratings tell the same story. A strong start, followed by slow erosion. It is still a viable series, but the FROZEN story line did not have the lasting effect the producers, or network, wanted.

For the fall, ONCE UPON A TIME averaged 7.49 million viewers and a 2.5 rating in Adults 18-49. The L7 ratings averaged 10.0 million viewers and a 3.7 demo rating.

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

Date	Viewers*	A18-49	L+3	L+7
09/28/14	10.20	3.4	12.30 (4.6)	(4.5)
10/05/14	9.24	3.3	(4.2)	(4.4)
10/12/14	7.92	2.7		10.94 (4.0)
10/19/14	8.07	2.7		10.87 (3.9)
10/26/14	6.87	2.4		(3.5)
11/02/14	7.54	2.6		10.58 (3.9)
11/09/14	7.42	2.5		10.81 (3.9)
11/16/14	6.80	2.4	2hr	9.69 (3.6)
11/23/14	peempted
11/30/14	6.43	2.1		9.12 (3.2)
12/07/14	6.20	2.0		9.18 (3.2)
12/14/14	5.69	1.7		8.45 (2.9)

* - in millions