NBC checks in No.2 Sunday w/ 'Celebrity Apprentice'


From 9-11 p.m. ET, “The Celebrity Apprentice” (3.0/8 in 18-49, 8.5 million viewers overall) delivered season-high 18-49 and total-viewer results and is up versus the same night last year by 7 percent in 18-49 rating (3.0 vs. 2.8) and 16 percent or 1.2 million persons in total viewers (8.471 million vs. 7.307 million). 

Heading into last night, “Celebrity Apprentice” this cycle was matching its year-ago 18-49 rating and generating growth of 11 percent in total viewers.  “Celebrity Apprentice” was up 67 percent versus NBC’s non-sports average in the time period prior to the “Apprentice” premiere in 18-49 rating (3.0 vs. 1.8). 

Last night’s “Celebrity Apprentice” tied for #1 in its two-hour time period among ABC, CBS, NBC and Fox in adults 18-49 and was #1 outright in women 18-49 and women 25-54.  Last night’s “Celebrity Apprentice” scored NBC’s highest 18-49 rating in the time period, excluding sports and major award shows, since May 23, 2010. 
“Celebrity Apprentice” delivered steady growth throughout its two-hour time period, increasing by 40 percent in 18-49 rating from its first half-hour to its fourth (to a 3.5 from a 2.5) and by 36 percent or 2.6 million persons in total viewers (to 9.8 million from 7.2 million).  “Celebrity Apprentice” built on its lead-in by 131 percent in 18-49 (3.0 vs. 1.3) and 132 percent in total viewers (8.5 million vs. 3.7 million).   

For its second hour from 10-11 p.m. ET, “The Celebrity Apprentice” ranked #1 or tied for #1 among ABC, CBS and NBC in adults 18-49, as well as men and women 18-49; adults, men and women 18-34; adults 25-54 and women 25-54. 

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated a 22 percent margin of victory in the key news demographic of adults 25-54 (with a 4.4 rating vs. a 3.6 for CBS’s second-place “CSI: Miami”), up from a tie for the prior half-hour (4.1 rating each).  “Celebrity Apprentice” led the 10:30 half-hour in all other key demographics — adults, men and women 18-34; adults, men and women 18-49; and men and women 25-54.
From 8-9 p.m. ET, “America’s Next Great Restaurant” averaged a 1.3/4 in 18-49 and 3.7 million viewers overall, improving week to week by 8 percent in 18-49 rating (1.3 vs. 1.2).

 “America’s Next Great Restaurant”  generated half-hour to half-hour growth in most key ratings categories, including gains of 8 percent in adults 18-49 (to a 1.3 rating from a 1.2) and 15 percent in women 18-49 (1.5 vs. 1.3).  “America’s Next Great Restaurant” built on its lead-in by 117 percent in adults 18-49.

From 7-8 p.m. ET, “Dateline NBC” delivered a 0.6/2 in 18-49 and 3.6 million viewers overall.

(source: NBC)