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ONCE UPON A TIME: Ratings Magic

Given the audience that greeted in premiere on ABC last night, it looks like people are in the mood for a bit of fairy tale magic with Once Upon a Time.
According to Deadline, the premiere episode scored a 3.9 ratings/10 share among adults 18-49, and an audience of 12.8 million viewers. And this was against some pretty fierce competition in the form of Fox's World Series game and NBC's NFL football. The real gauge is going to be how much a drop-off there is between week one and week two when the show do the talking for itself without a massive summer's worth of promotion behind it. It certainly deserves to succeed.
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