“American Horror Story: Coven” is reaping the benefits from its huge marketing campaign to promote the third installment. The hotly-anticipated season premiere episode was aired on Wednesday, October 9. The season opener broke the record for the franchise, with 5.5 million total viewers, according to Hollywoodreporter.com. This marks an improvement of 44 percent over the previous series high set by “American Horror Story: Asylum” with 3.8 million.

"American Horror Story: Coven" poster

“American Horror Story: Coven” poster

The strong opening for the third installment set “Coven” apart from its predecessors as the most-watched episode in the franchise history. Series creator Ryan Murphy will be crossing his fingers till the live+7 data becomes available, the “Coven” premiere episode will likely rank as the most-watched program in FX history.

In the adults 18-49 demo, the “Coven” premiere delivered a 3.0 rating, up 39% from last year beating nearly all broadcast competition in primetime that night, except for ABC’s “Modern Family”. With the two encore runs to be combined later, the final tally will be pushed up to 7.78 million total viewers and 5.36 million adults 18-49 for the night.


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