HD Ratings: Fairy Tale Start for Once Upon a Time

Thursday’s season-two premiere of Once Upon a Time easily won the 8.30 hour against two other HD dramas, Agent Anna and Bones.

It averaged 9.0% – 12.6% of the major demographics, compared to 11.0% – 15.7% for last season’s premiere, and was well ahead of the competition among household shoppers and TV2’s target audience, 18-39 year-olds.

It lost ground over the hour, when Agent Anna (6.0% – 9.9%) gave way to the more popular Miranda, while Bones’ viewership was steady throughout (4.7% – 8.8%).

Writing in today’s Dominion Post, critic Jane Bowron called the premiere “a brilliant start to a clever and charming series as the fairy tale world and the real combine.”

The series is clearly more popular with women than men. For instance, Thursday’s broadcast drew 12.7% of 18-49 females compared to 5.2% of men in this age group.

Also back last night was The Vampire Diaries, which averaged 2.1% – 4.7% to win the 10.30 hour with HHS and 18-39s.