Friday, 'Dateline' viewers loyal to NBC


At 8 p.m. ET, an encore telecast of “Who Do You Think You Are?” averaged a 0.9/3 in 18-49 and 4.3 million viewers overall.  Week to week, “Who Do You Think You Are?” grew by 15 percent in total viewers (to 4.326 million persons from 3.750 million). 

From 9-11 p.m. ET, “Dateline NBC” (1.4/5 in 18-49, 7.0 million viewers overall) tied for #2 among ABC, CBS, NBC, Fox and CW in adults 18-49 and was #1 for its two-hour time period in total viewers, adults 25-54 and other key categories. 

Week to week, “Dateline” was up 5 percent in total viewers (to 7.034 million persons from 6.716 million).  From its first half-hour to its fourth, “Dateline NBC” grew by 25 percent in 18-49 rating (to a 1.5 from a 1.2), 28 percent in adults 25-54 (2.3 vs. 1.8) and 29 percent or 1.7 million persons in total viewers (7.7 million vs. 6.0 million).

In the 10:30 lead-in to local news, “Dateline NBC” reported a 35 percent margin of victory in the key news demo of adults 25-54 (with a 2.3 rating vs. a 1.7 for ABC’s second-place “20/20”).  “Dateline” also led the 10:30 half-hour in total viewers, adults 18-49 (tie) and other key categories.

NBC is #1 for the night in total viewers, adults 25-54, women 25-54 and women 18-49 (pending updates).

(source: NBC)