ABC's ONCE UPON A TIME Doubles Its Sunday Night Lead-In

Opposite a big SUNDAY NIGHT FOOTBALL game on NBC and an NFL overrun-boosted CBS, ABC outdrew its non-sports competition on FOX Sunday night by 24% in Total Viewers (3.6 million vs. 2.9 million).

"Once Upon a Time" (8:00-9:00 p.m. - 3.9 million and 1.2/4 in AD18-49): Doubling its lead-in at 8:00 p.m. (+100% over a "Once Upon a Time" recap special) against the start of SNF and CBS' NFL-ignited "60 Minutes," ABC's "Once Upon a Time" premiere held even with its May finale (on 5/15/16) among Adults 18-49 (1.2/4) and jumped 43% with Teens 12-17 to deliver its highest rating since its December winter finale - since 12/6/15. TV Playback: Last season, "Once Upon a Time" spiked +50% among Adults 18-49 from L+SD to L+3 (to a 2.1 rating) and by +64% in L+7 (to a 2.3 rating).

"Secrets & Lies" (9:00-10:00 p.m. - 4.1 million and 1.0/3 in AD18-49): At 9:00 p.m. in Total Viewers (4.1 million) and Adults 18-49 (1.0/3), "Secrets & Lies" opened with ABC's scripted numbers in the time period since November - since 11/15/15. "Secrets and Lies" built on its "Once Upon a Time" lead-in by 5% in Total Viewers (4.1 million vs. 3.9 million).

"Quantico" (10:00-11:00 p.m. - 3.6 million and 1.0/3 in AD18-49): At 10:00 p.m., ABC's "Quantico" premiere held even with its May finale in Adults 18-49 (1.0/3), which matched the show's top rating since April - since 4/10/16. TV Playback: Last season, "Quantico" saw its Live + SD rating jump +100% in Adults 18-49 (+1.3 rating) after 7 days of TV playback, making the ABC drama the No. 1 broadcast gainer of the 2015-16 season (tie).

A note about DVR penetration: DVR penetration in the Nielsen sample is currently at 49% in U.S. TV Homes. More viewers are watching shows on their own timetables, which are increasingly not reflected in the overnight Live + Same Day numbers. As a result, the Live + 7 Day ratings are the most accurate measure to gauge the size of the TV audience.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings, 9/25/16.

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