NBC Sunday; "The Celebrity Apprentice" carries strong into local news


From 7-8 p.m., “Dateline NBC” averaged a 1.1/4 in 18-49 and 4.1 million viewers overall.  From its first half-hour to its second, “Dateline” grew by 20 percent in adults 18-49 (to a 1.2 rating from a 1.0) and by 33 percent in adults 18-34 (0.8 vs. 0.6).

At 8 p.m., “Minute To Win It” (1.8/5 in 18-49, 5.6 million viewers overall) built on its lead-in by 64 percent in 18-49 and 36 percent in total viewers.  Last night’s “Minute To Win It” grew from half-hour to half-hour by 19 percent in both adults 18-49 (to a 1.9 from a 1.6) and total viewers (6.1 million vs. 5.1 million).  The seven regular-slot telecasts of “Minute To Win It” to date have all grown substantially from half-hour to half-hour, averaging an increase of 31 percent in 18-49 and 24 percent in total viewers.
From 9-11 p.m., “The Celebrity Apprentice” (3.0/8 in 18-49, 7.9 million viewers overall) scored its top 18-49 and total-viewer results in the six weeks since the show’s season debut on March 14 (3.2/8 in 18-49, 8.3 million viewers overall).  “The Celebrity Apprentice” is up 36 percent versus NBC’s non-sports average in the time period for the season prior to “Celebrity Apprentice” in adults 18-49 (3.0 vs. 2.2, “live plus same day”).  From its first half-hour to its fourth, this week’s “Celebrity Apprentice” increased its 18-49 rating by 26 percent (to a 3.4 from a 2.7) and its overall viewership by 16 percent or 1.2 million persons (to 8.6 million from 7.4 million).   
Week to week, “The Celebrity Apprentice” is up 20 percent in 18-49 (3.0 vs. 2.5) and 15 percent in total viewers (7.9 million vs. 6.8 million). 

In its second hour from 10-11 p.m., “The Celebrity Apprentice” is #1 among the major networks in every key demographic — adults, men and women 18-34, 18-49 and 25-54 — and is matching or beating the combined ABC-CBS rating in adults 18-34 and all key adult-male demos.  For the 10 p.m. hour, “Celebrity Apprentice” delivered a 38 percent margin of victory in adults 18-49 (3.3 vs. 2.4 for ABC’s second-place “Brothers & Sisters”).

In the 10:30 lead-in to local news, “The Celebrity Apprentice” was #1 in the key news demographic of adults 25-54 with a 32 margin of victory (4.1 vs. 3.1 for ABC’s second-place “Brothers & Sisters”).  “Celebrity Apprentice” was also #1 among the major networks in the 10:30 half-hour in all other key ratings categories — adults, men and women 18-34; adults, men and women 18-49; men and women 25-54 and total viewers.

NOTE: All national ratings are “live plus same day” from Nielsen Media Research unless otherwise indicated. 

(source: NBC)