NBC Thursday 'The Apprentice' tied for the #1 biggest increase

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From 8-9 p.m. ET, “Taylor Swift — Speak Now” averaged a 1.1/4 in adults 18-49 and 4.4 million viewers overall.  From its first half-hour to its second, “Taylor Swift — Speak Now” grew by 30 percent in adult 18-49 rating (to a 1.3 from a 1.0), by 67 percent in adults 18-34 (1.0 vs. 0.6) and by 80 percent in women 18-34 (0.9 vs. 0.5).


From 9-10 p.m. ET, the NBC News Special “NBC’s People of the Year” delivered a 1.1/3 in adults 18-49 and 4.4 million viewers overall.  From its first half-hour to its second, “NBC’s People of the Year” grew by 10 percent in adult 18-49 rating (to a 1.1 from a 1.0) and by 29 percent in adults 18-34 (0.9 vs. 0.7). 

At 10 p.m. ET, “The Apprentice” averaged a 0.9/3 in 18-49 and 3.4 million viewers overall.  Through the opening six weeks of this season, “The Apprentice” was adding an average 27 percent to its 18-49 rating when going from these next-day “live plus same day” ratings to the show’s “live plus seven day” figure.  On a percentage basis, “The Apprentice” is tied for the #1 biggest increase going from “live plus same day” to “live plus seven” among all unscripted shows on ABC, CBS, NBC, Fox or CW in 18-49.

Thursday Primetime Results (CBS carried NFL football in Cincinnati and CW carried the game in New York):

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

(source: NBC)