'Celebrity Apprentice' No. 2 Sunday at NBC


From 8-11 p.m. ET, a special extended edition of “The Celebrity Apprentice” (2.4/7 in 18-49, 7.0 million viewers overall) generated steady growth throughout its three-hour time period, increasing by 61 percent in 18-49 rating from its first half-hour to its sixth (to a 2.9 from a 1.8) and by 48 percent or 2.7 million persons in total viewers (to 8.3 million from 5.6 million) in a time period that included competition from ABC’s “Desperate Housewives,” Fox’s “The Simpsons” and “Family Guy” and CBS’s “CSI: Miami” and the finale of “Amazing Race.”  “The Celebrity Apprentice” built on its lead-in in the 7-8 p.m. hour by 200 percent in 18-49 and 81 percent in total viewers.   

For its third hour from 10-11 p.m. ET, “The Celebrity Apprentice” tied for the #1 hour of the night on ABC, CBS, NBC or Fox in adults 18-49 (2.8 rating from 10-11 p.m., tying “Desperate Housewives'” 2.8 from 9-10 p.m.).  For the 10 p.m. hour, “Celebrity Apprentice” ranked #1 among ABC, CBS and NBC in adults 18-49 and all other key demographics — adults, men and women 18-34; men and women 18-49; and adults, men and women 25-54 — versus CBS’s “CSI: Miami” and ABC’s “Brothers & Sisters.”

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated a 29 percent margin of victory in the key news demographic of adults 25-54 (with a 3.6 rating vs. a 2.8 for CBS’s second-place “CSI: Miami”).  “Celebrity Apprentice” also led the 10:30 half-hour in all other key demographics.

While the added third hour of “Celebrity Apprentice” from 8-9 p.m. ET impacted the show’s full-duration rating, that extra hour saw “Apprentice” score NBC’s highest Sunday 8-9 p.m. results in 18-49 and total viewers since January 16, the night of the Golden Globe Awards.

From 7-8 p.m. ET, “Dateline NBC” delivered a 0.8/3 in 18-49 and 3.9 million viewers overall.  From its first half-hour to its second, “Dateline” grew 29 percent in 18-49 rating (to a 0.9 from a 0.7) and 8 percent in total viewers (4.025 million vs. 3.716 million). 

(source: NBC)