Once Upon A Time Series Premiere Quarter Hour Breakdown

ONCE UPON A TIME

8:00-8:15
- 12.575 million viewers
- 7.3/11 HH
- 3.9/10 A18-49

8:15-8:30
- 12.849 million viewers
- 7.5/11 HH
- 4.0/10 A18-49

8:30-8:45
- 12.962 million viewers
- 7.5/11 HH
- 4.1/10 A18-49

8:45-9:00
- 13.352 million viewers
- 7.7/11 HH
- 4.1/10 A18-49

We'll see what happens next week (with presumably a stronger football game and with Fox's comedies instead of baseball... so that might be a wash, competition-wise), but this was as strong a start as I think ABC could have hoped for (and, has been written up elsewhere, the strongest drama debut of the season so far). I retain my qualms and questions about the show and its internal logic, but as I said at script and screener stage... this is the kind of show that at its best is something I can fall head over heels for... so my fingers are crossed.