Ratings are all about spin. "Once Upon a Time" is doing fine, holding steady at a high level, while other shows fluctuate around it.
The "Once Upon a Time" Fall Finale had a 3.1/7, with 9.05 million total viewers. Ratings were basically flat with the previous episode, 2x08. It improved among key groups, though. It managed the highest non-football numbers for the night.
At 8pm, the fall finale of ABC's ONCE UPON A TIME surged over its Adult 18-49 lead-in (+94%) to rank #1 against its non-sports competition and stand as Sunday's highest-rated scripted broadcast series. In addition, the ABC drama stood as the #1 TV program in its time period for the 2nd week in a row with key Women (W18-34/W18-49). ABC's Once Upon a Time scores substantial gains via time-shifted playback, spiking over its preliminary numbers by 3.1 million viewers and by 1.4 Adult 18-49 rating points (+42%) in the final L+7 Day ratings.
"Once" did better with men than usual. Increasing over the prior week, Once Upon a Time attracted its biggest audience since the beginning of November - since 11/4/12. In addition, the ABC drama was up week to week in Men 18-34 (+6%), Men 18-49 (+15%) and Kids 2-11 (+30%), while holding 100% of its National Adult 18-49 rating and up 3% over its week-ago Fast Affiliate young adult rating.