The demo skew will remain unclear until the fast nationals hit, but based on the overnights, ABC at least has a reason to slightly smile–the premiere of “Once Upon a Time” attracted eyeballs.
ABC’s new drama opened to an 8.4 metered market rating, which reflects a bigger household audience than “flagship” leadout “Desperate Housewives.” Between the possibility that the audience skew was not ideally young and the probability that viewership will fade in the coming weeks, champagne glasses are not yet warranted, but neither are cancellation papers.
(Update: At a reported 3.9 adults 18-49 rating, the numbers look more than okay–they suggest the best drama debut of the season. We’ll see how the show holds up going forward)
“Housewives” followed with a 6.7, while “Pan Am” held at a low 4.7.
— Up against the World Series, Sunday Night Football, meanwhile, posted what was clearly its lowest number of the season.
Interest was already going to be low due to the Colts’ lack of a prior win and lack of Peyton Manning (and thus lack of a high-profile) and the rival sports competition. And as the Saints mounted their blowout, viewers escaped in droves–by 10:30, the overnight number was down to a mere 6.7.
For the entire8:30-11 timeslot, the show averaged a soft 8.4.