NBC Friday; ‘Who Do You Think You Are?’ and ‘Dateline’ winners

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At 8 p.m. ET, “Who Do You Think You Are?” (1.4/6 in 18-49, 5.9 million viewers overall) won the time period in adults 18-49, marking the first time any regular competitor in this slot has beaten an original episode of “Ghost Whisperer” in 18-49 since November 17, 2006. 


From its first half-hour to its second, “Who Do You Think You Are?” increased its adult 18-49 rating by 8 percent (to a 1.4 from a 1.3), its adults 18-34 rating by 13 percent (0.9 vs. 0.8) and its women 18-34 rating by 30 percent (1.3 vs. 1.0).  “Who Do You Think You Are?” improved on NBC’s average in this time period during the traditional 2008-09 season by 17 percent in 18-49 (1.4 vs. 1.2) and 32 percent in total viewers (5.898 million vs. 4.471 million).   
 
From 9-11 p.m. ET, “Dateline NBC” reported a 1.5/5 in adults 18-49 and 6.6 million viewers overall.  “Dateline NBC” improved on the network’s average in this time period during the traditional 2008-09 season by 33% in total viewers (6.624 million vs. 4.992 million).
 
From its first half-hour to its fourth, “Dateline” increased by 31 percent in adults 18-49 (to a 1.7 from a 1.3).  For its second hour from 10-11 p.m., “Dateline” tied for #1 among the major networks in adults 18-34, 18-49 and 25-54 and was #1 outright in all key adult-male demos.  From 10-11 p.m., “Dateline” out-rated ABC’s “20/20” head-to-head in every key ratings category — adults, men and women 18-34, 18-49 and 25-54, as well as total viewers.

In nightlong averages, NBC ranked #1 in adults 18-49, marking the sixth time in eight weeks NBC has finished #1 or tied for #1 on Friday night in 18-49.

NOTE: All national ratings and metered-market ratings are “live plus same day” from Nielsen Media Research unless otherwise indicated. 

(source: information from NBC)