'2011 Miss USA Pageant' on NBC shows the glitter


From 9-11 p.m. ET, “Miss USA 2011” (2.2/6 in 18-49, 7.2 million viewers overall) matched its highest 18-49 rating in six years (since 2005) and delivered its biggest overall audience in four years (since 2007).

“Miss USA 2011” jumped 57% versus its year-ago 18-49 rating (1.4 from 7-9 p.m. on Sunday, May 16, 2010) and is up 37 percent in total viewers (7.246 million vs. 5.276 million).
“Miss USA 2011” is the #1 show of the night in 18-49, total viewers and other key categories (excluding NBC’s U.S. Open golf overrun).  From its first half-hour to its fourth, “Miss USA” increased its 18-49 rating by 50 percent (to a 2.4 from a 1.8) and its overall audience by 34 percent or 2.1 million persons (8.3 million vs. 6.2 million).  For its second hour from 10-11 p.m. ET, “Miss USA” out-rated the ABC-CBS competition in combined in all key ratings categories.

In the 10:30 lead-in to local news, “Miss USA    2011” scored a 180 percent margin of victory in the key news demo of adults 25-54 (with a 2.8 rating vs. a 1.0 for ABC’s second-place “Body of Proof” encore).  “Miss USA” beat the ABC-CBS competition combined in the half-hour in all key ratings categories.

NBC’s 7-7:47 overrun coverage of golf’s U.S. Open averaged a 5.1 rating, 12 share in metered-market households.  Fast-affiliate ratings for the live coverage, which are subject to significant revision, currently show the U.S. Open coverage dominating the 7-7:30 half-hour, ranking #1 among ABC, CBS, NBC and Fox in all key ratings categories.  At 7:47 p.m. ET in the Eastern U.S., NBC joined an encore telecast of “Minute To Win It” in progress. 

From 8-9 p.m. ET, a rebroadcast “Minute To Win It” (1.1/4 in 18-49, 4.6 million viewers overall) clocked the show’s highest 18-49 rating in this time period since May 22 and hit a season high for the slot in total viewers.  “Minute To Win It” ranked #2 in the hour among ABC, CBS, NBC and Fox in adults 18-49 and is #1 in adults 25-54 and men 25-54.  Week to week, the “Minute” encore in this time period grew by 38 percent in 18-49 rating (to a 1.1 from a 0.8) and by 41 percent or 1.4 million persons in total viewers (4.648 million vs. 3.285 million).

NBC was #1 for the night among ABC, CBS, NBC and Fox in adults 18-49, total viewers and most other key ratings categories.  It’s NBC’s first share of the nightlong Sunday lead since a tie for #1 on May 1.  These are NBC’s first outright Sunday wins in 18-49 and total viewers since January 2.

(source: NBC)