Paced by strong ratings from its Thursday comedy lineup opposite NCAA basketball, NBC averaged a 1.9 rating, 6 share in adults 18-49 and 6.1 million viewers overall for the week of March 8-14, according to in-home viewing figures from Nielsen Media Research.
NBC’s primetime performance this week was led by “The Office,” which ranked #10 among all primetime programs in the key demographic of adults 18-49 and ranked #5 among scripted entertainment programs. In adults 18-34, “The Office” tied as the #1 scripted entertainment program on television this week (with Fox’s “Family Guy”), and among all programs, it tied for #3, behind only the Tuesday and Wednesday editions of “American Idol.”
“The Office’s” Thursday schedule companion, “30 Rock,” ranked #10 among all scripted entertainment programs this week in adults 18-49 (and #19 among all programs, including sports telecasts). In adults 18-34, “30 Rock” ranked #5 among all scripted entertainment programs, tied with “The Simpsons” (#10 among all programs). In fact, NBC’s entire Thursday lineup – “Community,” “Parks and Recreation,” “The Office,” “30 Rock” and “The Marriage Ref” – ranked among the top 25 programs of the week in adults 18-34, despite formidable competition that night for younger viewers from NCAA basketball.
Primetime averages for the week of March 15-21 in adults 18-49 were CBS and Fox (3.2/10), NBC (1.9/6), ABC (1.6/5) and CW (0.8/3). In overall total viewers the weekly averages were CBS (10.8 million), Fox (9.2 million), NBC (6.1 million), ABC (5.4 million) and CW (1.8 million).
Season to date, NBC ranks #3 among the major networks in adults 18-49, adults 25-54 and total viewers, and is #2 in adults 18-34.
NBC highlights for the week of March 15-21:
*On Sunday, “The Celebrity Apprentice” grew by 21 percent in 18-49 rating and by 22 percent or 1.4 million persons in total viewers from its first half-hour to its fourth, despite tough first-run competition that included CBS’s “Amazing Race” and “Undercover Boss,” ABC’s “Desperate Housewives” and Fox’s “Family Guy.”
* “The Celebrity Apprentice” was up 18 percent in 18-49 rating versus NBC’s non-sports average in its two-hour time period this season prior to “Celebrity Apprentice.”
* On Friday, “Who Do You Think You Are?” matched its highest 18-49 rating and attracted its biggest total viewership to date, having increased in overall viewership with each telecast since its March 5 premiere. “Who Do You Think You Are?” ranked #1 among the major networks in its hour in women 18-49 and women 25-54 and was the #1 non-sports program in all other key ratings measures, opposite NCAA basketball on CBS.
* “Who Do You Think You Are?” improved on NBC’s average in this time period during the traditional 2008-09 season by 42 percent in 18-49 rating and by 59 percent in total viewers.
* On Thursday, “The Marriage Ref” grew week-to-week by 12 percent in adults 18-49 and by 26 percent or 1.6 million persons in total viewers. “The Marriage Ref” retained 97 percent of its 18-49 lead-in, up from last week’s 90 percent retention and 69 percent two weeks ago.
* Also on Thursday, “30 Rock” scored its highest 18-49 rating since December 10 and its biggest overall viewership since October 22. “30 Rock” ranked #1 among the major networks in all key adult-female demos and was the #1 non-sports program in all other key measures, opposite NCAA basketball on CBS.
* Additionally on Thursday, “The Office” was the #1 non-sports telecast of the night in adults 18-49. In its time period, “The Office” ranked #1 among the major networks in adults 18-34 and all key adult-female demos and was the #1 non-sports program in all other key ratings categories.
* On Wednesday, “Law and Order: SVU” won its time period in adults 18-49, adults 25-54, adults 18-34, total viewers and all other key ratings measures. This marks the third consecutive week that “SVU” has ranked #1 or tied for #1 in the Wednesday 10 p.m. hour.
* “Law and Order: SVU” on Wednesday was up 33 percent in 18-49 rating and 37 percent or more than 2.6 million persons in total viewers versus NBC’s average in the slot during the traditional 2008-09 season.
* On Tuesday, “The Biggest Loser” gained 43 percent in 18-49 rating and 29 percent in total viewers from its first half-hour to its fourth, despite tough competition that included “American Idol,” “NCIS” and “Lost.”
* Also on Tuesday, “Parenthood” finished within one share of the time-period lead in adults 18-49 and ranked #1 among the major networks in adults, men and women 18-34. “Parenthood” maintained its 18-49 rating from its first half-hour to its second, while drama competition on CBS and ABC declined, and “Parenthood” was the only major-network program in the hour to increase from half-hour to half-hour in total viewers.
* On Monday, “Law and Order” locked up increases of 20 percent in adults 18-49 and 33 percent in total viewers versus the prior Monday.
Ratings reflect “live plus same day” data unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”
Additional NBC highlights for the week of March 15-21:
On Monday, March 15 from 8-9 p.m. ET, “Chuck” averaged a 1.9 rating, 6 share in adults 18-49 and 5.9 million viewers overall in a time slot that included competition from Fox’s “House,” CBS’s comedies and ABC’s “20/20” special on “The Bachelor.” “Chuck” ranked #2 among the major networks in the hour in men 18-34. It is worth noting that so far this season, “Chuck” has added an average 21 percent to its 18-49 rating and more than 1.1 million total viewers when going from its “live plus same day” to its “live plus seven day” results.
Monday at 9 p.m. ET, “Trauma” averaged a 1.5/4 in 18-49 and 5.2 million viewers overall in a time period that included competition from CBS’s comedy encores, ABC’s “20/20” special on “The Bachelor” and Fox’s “24.” Versus the prior week, “Trauma” was up 7 percent in adults 18-49 (1.5 vs. 1.4) and 10 percent in total viewers (5.2 million vs. 4.8 million).
Monday from 10-11 p.m. ET, “Law and Order” (1.8/5 in adults 18-49, 7.0 million viewers overall) increased week-to-week by 20 percent in adults 18-49 (1.8/5 vs. 1.5/4) and by 33 percent in total viewers (7.0 million vs. 5.2 million). “Law and Order” has added an average 27 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results
On Tuesday, March 16 from 8-10 p.m. ET, “The Biggest Loser: Couples” (2.8/8 in adults 18-49, 7.3 million viewers overall) increased from its first half-hour to its fourth by 43 percent in adults 18-49 (to a 3.3 from a 2.3) and by 29 percent or 1.9 million persons in total viewers (to 8.4 million from 6.5 million). In a highly competitive time period that included Fox’s “American Idol,” CBS’s “NCIS” and “NCIS: LA” and ABC’s “Lost,” “The Biggest Loser” ranked #2 among women 18-34, behind only Fox’s “American Idol.”
Tuesday from 10-11 p.m. ET, “Parenthood” (2.3/7 in 18-49, 5.8 million viewers overall) finished within one share of the time-period lead in adults 18-49 and ranked #1 among the major networks in adults, men and women 18-34, topping CBS’s “The Good Wife” and ABC’s “FlashForward” recap show.
“Parenthood” maintained its 18-49 rating from its first half-hour to its second, while the drama competition on CBS and ABC declined half-hour to half-hour, and “Parenthood” was the only major-network program in the hour to increase from half-hour to half-hour in total viewers.
On Wednesday, March 10 from 8-9 p.m. ET, “Mercy” averaged a 1.4/5 in adults 18-49 and 5.5 million viewers overall. From its first half-hour to its second, “Mercy” increased by 6 percent in women 18-49 (1.9 vs. 1.8) and 9 percent in women 25-54 (2.5 vs. 2.3).
Wednesday at 9 p.m. ET, an encore telecast of “Law and Order: Special Victims Unit” (1.2/4 in 18-49, 5.1 million viewers overall) grew from its first half-hour to its second by 27 percent in 18-49 rating (to a 1.4 from a 1.1) and by 20 percent in total viewers (to 5.5 million from 4.6 million). ). “Law and Order: SVU” has added an average 23 percent to its 18-49 rating and more than 1.3 million total viewers when going from its “live plus same day” to its “live plus seven day” results
Wednesday from 10-11 p.m. ET, “Law and Order: Special Victims Unit” (2.8/9 in 18-49, 9.7 million viewers overall) won its time period in adults 18-49, adults 25-54, adults 18-34, total viewers and all other key ratings measures. Airing opposite ABC’s “Ugly Betty” and CBS’s “CSI: NY” encore, “SVU” topped the ABC-CBS competition combined in adults 18-49, adults 18-34 and other key measures. From its first half-hour to its second, “SVU” increased in all key ratings categories, with growth in adults 18-49 of 11 percent (to a 3.0 from a 2.7).
This marks the third consecutive week that “SVU” has ranked #1 or tied for #1 in the Wednesday 10 p.m. ET hour.
“Law and Order: SVU” apprehended its highest 18-49 rating and biggest overall viewership since January 6. “SVU” was up 33 percent in 18-49 rating versus NBC’s average in this time period for the traditional 2008-09 season (2.8 vs. 2.1). In total viewers, “SVU” was up 37 percent or more than 2.6 million persons versus NBC’s average in the slot for the 2008-09 regular season (9.7 million vs. 7.0 million).
On Thursday, March 18, from 8-8:30 p.m. ET, “Community” (2.0/7 in 18-49, 5.1 million viewers overall) was up versus the prior week by 5 percent in adults 18-49 (2.0 vs. 1.9) and 10 percent in total viewers (5.1 million vs. 4.6 million). “Community” ranked #2 among the major networks, and #1 in non-sports programming, among adults 18-49, adults 18-34 and all key adult-male demos. “Community” ranked #1 overall in women 18-34, topping CBS’s NCAA basketball as well as all other major network entertainment programming in that demo. It is worth noting that so far this season, “Community” has added 24 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results.
From 8:30-9 p.m. ET, “Parks and Recreation” (2.0/6 in 18-49, 4.6 million viewers overall) ranked #2, and #1 non-sports, among the major networks in adults 18-49, adults 18-34 and other key demos. “Parks and Recreation” ranked #1 in women 18-34, topping all other major network programming including CBS’s NCAA basketball. “Parks” retained 100 percent of its 18-49 lead-in and has now retained 95 percent or more of it is lead-in with 18 or 19 original telecasts this season. “Parks and Recreation” has added 19 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results.
Thursday from 9-9:30 p.m. ET, “The Office” (3.6/11 in adults 18-49, 7.7 million viewers overall) was the #1 non-sports telecast of the night in adults 18-49. “The Office” ranked #1 among the major networks in adults 18-34 and all key adult-female demos. “The Office” was the #1 non-sports program in the half-hour in all other key ratings categories. “The Office” is a heavily time-shifted show, adding an average 28 percent to its 18-49 rating so far this season when going from its “live plus same day” to its “live plus seven day” results. In total viewers, “The Office” adds more than 1.9 million viewers to its previously reported “live plus same day” results when “live plus seven day” ratings are released
Thursday from 9:30-10 p.m. ET, “30 Rock” (3.0/9 in 18-49, 6.8 million viewers overall) scored its highest 18-49 rating since December 10 and its biggest overall viewership since October 22. Week-to-week, “30 Rock” was up 3 percent in 18-49 (3.0 vs. 2.9) and 18 percent or more than 1.0 million persons in total viewers (6.8 million vs. 5.8 million). “30 Rock” is a heavily time-shifted program, so far this season adding an average 25 percent to its 18-49 rating when going from its “live plus same day” to its “live plus seven day” results. In total viewers, “30 Rock” adds more than 1.3 million viewers to its previously reported “live plus same day” results when “live plus seven day” ratings are released.
“30 Rock” ranked #1 among the major networks in the time period in all key adult-female demos and was the #1 non-sports program in all other key measures.
Thursday at 10 p.m. ET, “The Marriage Ref” (2.9/9 in 18-49, 7.6 million viewers overall) grew week-to-week by 12 percent in adults 18-49 (2.9 vs. 2.6) and by 26 percent or 1.6 million persons in total viewers (7.6 million vs. 6.0 million). “The Marriage Ref” ranked #1 among the major networks in all key adult-female demos and was the #1 non-ports program on the major networks in all other key measures
“The Marriage Ref” retained 97 percent of its 18-49 lead-in, up from last week’s 90 percent retention and from 69 percent two weeks ago when the “Marriage Ref” premiere followed a 4.9 rating for the second half-hour of a special episode of “The Office.”
On Friday, March 19 from 8-9 p.m. ET, “Who Do You Think You Are?” (1.7/6 in adults 18-49, 7.1 million viewers overall) matched its highest 18-49 rating and attracted its biggest total viewership to date, having increased in overall viewership with each telecast since its March 5 premiere.
“Who Do You Think You Are?” matched NBC’s highest 18-49 rating in this time period with non-sports programming since January 15, 2009 and improved on NBC’s average in the time slot during the traditional 2008-09 season by 42 percent in adults 18-49 (1.7 vs. 1.2) and 59 percent in total viewers (7.1 million vs. 4.4 million).
“Who Do You Think You Are?” ranked #1 among the major networks in women 18-49 and women 25-54 and was the #1 non-sports program in the hour in all other key ratings measures, opposite NCAA basketball on CBS.
Friday from 9-11 p.m. ET, “Dateline NBC” (1.4/5 in 18-49, 6.5 million viewers overall) ranked #2 among the major networks in total viewers. “Dateline” out-delivered ABC’s two hours of “20/20” in adults 18-34, 18-49, 25-54, total viewers and most other key ratings categories, while improving on NBC’s average in this time period during the traditional 2008-09 season by 31 percent in total viewers (6.5 million vs. 5.0 million).
On Saturday, March 20, from 8-9 p.m. ET, an encore telecast of “Parenthood” averaged a 0.5/2 in 18-49 and 2.2 million viewers overall. At 9 p.m., a rebroadcast of “Law and Order” (0.7/2 in 18-49, 4.2 million viewers overall) increased from its first half-hour to its second by 33 percent in adults18-49 (to a 0.8 from a 0.6).
Saturday from 10-11 p.m. ET, an encore telecast of “Law and Order: Special Victims Unit” (1.1/4 in 18-49, 5.2 million viewers overall) finished #2 among the major networks in the hour in all key ratings measures. From its first half-hour to its second, “SVU” increased its 18-49 rating by 20 percent (to a 1.2 from a 1.0) and its overall viewership by 17 percent (5.6 million vs. 4.8 million).
On Sunday, March 21, from 7-7:41 p.m. ET, NBC aired overrun coverage of golf’s Transitions Championship, which averaged a 0.5/2 in adults 18-49 and 3.6 million viewers overall. An encore telecast of “Minute To Win It,” joined in progress at 7:41 p.m., aired as sustaining programming and is not included in the nightly or weekly averages.
Sunday from 8-9 p.m. ET, “Minute To Win It” (1.8/5 in 18-49, 5.1 million viewers overall) grew from its first half-hour to its second by 25 percent in adults 18-49 (to a 2.0 from a 1.6) and by 26 percent or more than 1.1 million persons in total viewers (to 5.7 million from 4.5 million).
Sunday from 9-11 p.m. ET, “The Celebrity Apprentice” (2.6/7 in 18-49, 6.8 million viewers overall) was up 18 percent in 18-49 rating versus NBC’s non-sports average in this time period this season prior to “Celebrity Apprentice” (2.6 vs. 2.2, “live plus same day”), and delivered an 8 percent increase in total viewers (6.8 million vs. 6.3 million).
From its first half-hour to its fourth, “Celebrity Apprentice” increased by 21 percent in 18-49 rating (to a 2.9/8 from a 2.4/6) and by 22 percent or 1.4 million persons in total viewers (to 7.7 million from 6.3 million).
For its second hour from 10-11 p.m. ET, “Celebrity Apprentice” ranked #2 in adults 18-34, 18-49, 25-54, total viewers and most other key ratings categories.
NBC’s Sunday primetime audience built steadily throughout the night against tough competition on the other broadcast networks, more than quintupling in 18-49 rating (to a 2.9/8 from a 0.5/2) and more than doubling in total viewers (to 7.7 million from 3.5 million) from the first to the final half-hour of primetime.
WEEKLY AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
CBS 3.2/10, 4.2 million
Fox 3.2/10, 4.2 million
NBC 1.9/6, 2.5 million
ABC 1.6/5, 2.1 million
CW 0.8/3, 1.1 million
Each rating point equals 1.32 million viewers
ADULTS 25-54
CBS 3.9/11, 4.9 million
Fox 3.7/10, 4.6 million
NBC 2.3/6, 2.9 million
ABC 2.0/5, 2.5 million
CW 0.7/2, 0.9 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
CBS 3.7/10, 10.8 million
Fox 3.2/8, 9.2 million
NBC 2.1/6, 6.1 million
ABC 1.8/5, 5.4 million
CW 0.6/2, 1.8 million
Each rating point equals 2.92 million viewers
2009-10 SEASON AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
Fox 3.7/10, 4.9 million
CBS 3.3/9, 4.3 million
NBC 2.9/8, 3.8 million
ABC 2.7/7, 3.5 million
CW 0.9/2, 1.2 million
Each rating point equals 1.32 million viewers
ADULTS 25-54
CBS 4.2/10, 5.2 million
Fox 4.1/10, 5.1 million
NBC 3.4/8, 4.2 million
ABC 3.2/8, 4.0 million
CW 0.8/2, 1.1 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
CBS 4.1/11, 12.1 million
Fox 3.5/9, 10.1 million
NBC 3.1/8, 8.9 million
ABC 2.9/7, 8.5 million
CW 0.7/2, 2.0 million
Each rating point equals 2.92 million viewers
(source: information from NBC)
