NBC: “Apprentice” wins 10 p.m. hour in 18-49


Sunday Results: From 9-11 p.m. ET, “All-Star Celebrity Apprentice” (1.8/5 in

18-49, 5.5 million viewers overall) maintained 100 percent of last

week’s 1.8 official-national rating in 18-49 and is up 6 percent

versus last week’s 1.7 in these preliminary fast-affiliate ratings.

In total viewers, “Apprentice” is up 8 percent week to week (5.457

million vs. 5.038 million).  Last night’s “All-Star Celebrity

Apprentice” out-rated ABC and CBS over the two-hour time period in

18-49 — topping CBS’s 9-11 p.m. combination of “The Good Wife” and

“The Mentalist” (1.8 vs. 1.6) by a 13 percent margin and ABC’s

two-hour block of “Revenge” and “Red Widow” in adults 18-49 by 29

percent (1.8 vs. 1.4).  “Apprentice” grew from its fist half-hour to

its fourth in 18-49 by 18 percent (to a 2.0 from a 1.7).  “All-Star

Celebrity Apprentice” built on NBC’s results in the prior hour from

8-9 p.m. ET by 29 percent in 18-49 rating (1.8 vs. 1.4).

*           “All-Star Celebrity Apprentice” ranked #1 for its second hour

from 10-11 p.m. among ABC, CBS and NBC, with a season-high 19 percent

margin (1.9 from 10-11 vs. a 1.6 for CBS’s “Mentalist”).  Prior

margins were 12 percent last week (1.9 vs. 1.7) and 13 percent two

weeks ago (1.7 vs. 1.5).  From 10-11, “Apprentice” was #1 or tied for

#1 among those networks in every key demographic.

*           In the 10:30 p.m. ET lead-in to local news, “All-Star Celebrity

Apprentice” generated a 13 percent margin of victory in the key news

demographic of adults 25-54 (with a 2.6 rating vs. a 2.3 for CBS’s

second-place “Mentalist”), up from a tie during the prior half-hour

(2.4 each).  “Apprentice” was #1 among ABC, CBS and NBC from 10:30-11

p.m. in every key demographic: adults, men and women 18-34, 18-49 and


*           From 7-9 p.m. ET, “Dateline NBC” (1.3/4 in 18-49, 5.5 million

viewers overall) reported NBC’s highest 18-49 and total-viewer results

in the time period in the seven weeks since the January 27 Pro Bowl.

From its first half-hour to its fourth, the “Dateline” grew by 36

percent in 18-49 rating (to a 1.5 from a 1.1) and by 32 percent or

nearly 1.6 million persons in total viewers (6.6 million vs. 5.0


NOTE: All national ratings are “live plus same day” from Nielsen Media

Research unless otherwise indicated.