Snapshot with fast nationals: Week 2 of new series: ABC’s Marvel’s Inhumans (0.7 in 18-49, down -22%; 2.8 million); Returning series premiere: ABC’s Once Upon a Time (0.7, -46%, 3.3 million)
Maybe anticipating a ratings drop, the witches from Once Upon a Time put a spell on Nielsen that caused the lengthy fast nationals delay today. But the Friday numbers are finally in, and the fairytale drama opened its reset seventh season with a 0.7 adults 18-49 rating and 3.3 million total viewers (Live+same day) in the series’ new Friday 8 PM slot. That tied a demo L+SD series low for Once Upon a Time posted last spring in the series’ long-time Sunday 8 PM home. The season premiere of Once also down from its Season 6 opener (-46% in 18-49) and was below its Season 6 finale and season average. Once aired on Sunday, where viewership levels are higher, for six seasons, before relocating to Fridays this fall.
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With a lead-in vs being a self-starter at 8 PM last week for its two-hour series premiere, Marvel’s Inhumans (0.7, 2.8 million) was down -22% in the demo in Week 2. (Inhumans’ L+3 lift for the premiere was +44% in the demo, an OK result but below the typical percentage gains for fellow Marvel drama Agents Of S.H.I.E.L.D.)
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It was the case of slow and steady wins the race for CBS, whose Friday drama lineup held up well in Week 2. MacGyver (0.8, 6.4 million) and Hawaii Five-0 (1.0, 8.4 million) were both flat in the demo, while Blue Bloods (1.0, 9.3 million), whose fans are still reeling from THAT bombshell exit in the season premiere, ticked down a tenth but as usual was Friday’s most watched program. CBS won each hour of primetime in both 18-49 and total viewers.
Fox’s Hell’s Kitchen (0.9, 2.7 million) matched its fast national last week, which was subsequently adjusted up. A little good news for The Exorcist (0.5, 1.5 million). It was still at a series low in the demo but not a new series low as the horror drama was steady week-to-week to tie the low mark for the Season 2 opener last Friday.
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