/// Happily Ever After: ABC Goes Long with ‘Once Upon a Time’

November 4, 2011  |  Media Week

After airing just two episodes of Once upon a Time , ABC is putting in a back-nine order for the fairytale drama. Holding down the fort in the Sunday 8 p.m. time slot, Once Upon a Time premiered Oct. 23 as the highest-rated new drama of the season, notching a 4.0 among adults 18-49. The series opener also delivered an impressive 12.9 million total viewers against Game 4 of the World Series and Sunday Night Football . Once stayed strong in its second airing, delivering 11.7 million viewers and a 3.9 rating in the demo. ABC also gave a full-season order to the Tim Allen comedy Last Man Standing , which bowed to 13.2 million viewers and a 3.6 rating on Oct. 11. When seven days of DVR playback are factored in, the premiere jumped 15 percent to 15.2 million viewers and grew 22 percent in the demo, finishing with a 4.4. Through four episodes, Last Man Standing is averaging 10.7 million viewers and a 3.1 in the demo, per Nielsen live-plus-same-day ratings data. Once and Last Man join Suburgatory and Revenge as the new ABC series to receive full-season pickups. Still on the bubble is the Sunday night period piece Pan Am , which has faltered in the 10 p.m. time slot. ABC this week threw out a lifeline to the show, ordering five new scripts. Pan Am took flight on Sept. 25, drawing 11.1 million viewers and a 3.1 rating.

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Happily Ever After: ABC Goes Long with ‘Once Upon a Time’


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