More than doubling its Adult 18-49 lead-in at 8pm (+160%) and gaining audience throughout its premiere against the World Series and Sunday Night Football, ABC’s series debut of Once Upon a Time opened with an average audience of 12.8 million viewers and a 3.9 rating, 10 share among Adults 18-49, standing as Sunday’s #1 non-sports program.
- ABC’s Once Upon a Time opened as the season’s #1 drama debut in Adults 18-49. In fact, ABC claims the season’s Top 2 drama debuts with Once Upon a Time and Revenge, respectively.
- Once Upon a Time drew ABC’s biggest audience in the time period with regular programming in over 3-1/2 years and its top Adult 18-49 number in nearly 3 years – since 3/30/08 and 11/2/08, respectively.
- In Total Viewers and Adults 18-49, Once Upon a Time stands as Sunday’s biggest non-NFL-driven drama debut in 5 years – since ABC’s Brothers & Sisters on 9/24/06.