'Celebrity Apprentice' saved NBC Sunday


From 9-11 p.m. ET, “The Celebrity Apprentice” (2.9/7 in 18-49, 8.1 million viewers overall) generated increases versus its results for the same night last year, up 12 percent in 18-49 rating (2.9 vs. 2.6 on April 11, 2010) and up 20 percent or 1.4 million persons in total viewers (8.093 million vs. 6.726 million). 

Heading into last night, “Celebrity Apprentice” this cycle was matching its year-ago 18-49 rating and was up 12 percent in total viewers.  Last night’s “Celebrity Apprentice” is up 61 percent versus NBC’s non-sports average in the time period this season prior to the “Apprentice” premiere in 18-49 rating (2.9 vs. 1.8).  In the two-hour time period, “Celebrity Apprentice” ranked #2 among ABC, CBS, NBC and Fox in adults 18-49 and was #1 in adults 25-54 (tie), women 25-54 and women 18-49.   
“Celebrity Apprentice” dominated demographically among ABC, CBS and NBC for its second hour from 10-11 p.m. ET and its final half-hour from 10:30-11 p.m., ranking #1 in every key demographic — adults, men and women 18-34, 18-49 and 25-54. 

“Celebrity Apprentice” delivered steady growth throughout its two-hour time period, increasing by 42 percent in 18-49 rating from its first half-hour to its fourth (to a 3.4 from a 2.4) and by 36 percent or more than 2.4 million persons in total viewers (to 9.3 million from 6.8 million). 

“Celebrity Apprentice” built on its lead-in by 142 percent in 18-49 rating (2.9 vs. 1.2) and by 133 percent in total viewers (8.1 million vs. 3.5 million).   
The 3.2 rating for the second hour of “Celebrity Apprentice” is the highest 10-11 p.m. ET rating of the week with entertainment programming in adults 18-49 on ABC, CBS or Fox.

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated a 40 percent margin of victory in the key news demographic of adults 25-54 (with a 4.2 rating vs. a 3.0 for CBS’s second-place “CSI: Miami”). 

“Celebrity Apprentice” also led the 10:30 half-hour in all other key demographics.  The 4.2 rating ties as the highest 10:30 lead-in to local news in 25-54 for any entertainment telecast on ABC, CBS or NBC over the past week (tied with CBS’s “The Mentalist,” excludes sports).
From 8-9 p.m. ET, “America’s Next Great Restaurant” averaged a 1.2/3 in 18-49 and 3.5 million viewers overall.  “America’s Next Great Restaurant”  generated half-hour to half-hour growth in every key ratings category, including gains of 18 percent in adults 18-49 (to a 1.3 rating from a 1.1), 22 percent in adults 18-34 (1.1 vs. 0.9) and 27 percent in women 18-34 (1.4 vs. 1.1).  “America’s Next Great Restaurant” built on its lead-in by 33 percent in adults 18-49.

From 7-8 p.m. ET, “Dateline NBC” delivered a 0.9/3 in 18-49 and 4.3 million viewers overall.  “Dateline” grew from half-hour to half-hour by 13 percent in adults 18-49 (to a 0.9 rating from a 0.8), 9 percent in adults 25-54 (1.2 vs. 1.1) and 14 percent in women 25-54 (1.6 vs. 1.4).

On the Other Networks:

CBS’s 7-7:12 p.m. Masters Golf overrun is down 24% versus last year’s comparable overrun in metered-market households (9.8/18 this year vs. 12.9/24 last year).  With the rest of CBS’s lineup running about 12 minutes late in the East, rough estimates of their averages are: “60 Minutes” at about 7:12, apprx. 2.1/6; “Amazing Race” at about 8:12, apprx. 3.0/8; “Undercover Boss” at about 9:12, apprx. 3.2/8; and “CSI: Miami” at about 10:12, apprx. 2.4/6.

Fox (2.1/6) is #2 for the night behind CBS’s 2.6, , led by “Family Guy” (a first-place 3.3/9 at 9 p.m.), the #1 show of the night.  Numbers were more sluggish earlier in the evening for “The Simpsons” (a second-place 2.3/7 at 8), which is currently at a series low for a regular original.
ABC’s “Secret Millionaire” (a second-place 2.3/7 at 8 p.m.) hit its lowest rating to date on a spring evening of warm weather in the East where all the networks looked soft in the 8 p.m. hour.  From 9-11 p.m., a two-hour “Brothers & Sisters” (a fourth-place 1.8/5) managed 75% of the 2.4 ABC got in the block last week with “Desperate Housewives” and a special “Body of Proof.” 
For the Week:
Estimates are more approximate than usual for Fox, which had live racing on Saturday, and CBS, which had a golf overrun on Sunday.  Current estimates for the week in adult 18-49 rating are: CBS, 2.7; Fox, 2.6; ABC, 1.9; NBC, 1.5; CW, 0.6.  Total-viewer estimates are: CBS, 11.1-11.2 million; Fox, 7.8-7.9 million; ABC, 7.6 million; NBC, 5.0 million; CW, 1.4 million. 

(source: NBC)