NBC’s Sunday "The Celebrity Apprentice" #1 among adults 18-49


From 7-8 p.m., “Dateline NBC” averaged a 1.1/4 in 18-49 and 5.2 million viewers overall.  From its first half-hour to its second, “Dateline” grew by 30 percent in adults 18-49 (to a 1.3 rating from a 1.0) and by 14 percent in total viewers (5.5 million vs. 4.8 million).  Week to week, “Dateline” is up 28 percent or 1.1 million persons in total viewers (5.2 million vs. 4.1 million).

At 8 p.m., “Minute To Win It” (1.9/6 in 18-49, 5.6 million viewers overall) built on its lead-in by 73 percent in 18-49.  Last night’s “Minute To Win It” grew from half-hour to half-hour by 18 percent in adults 18-49 (to a 2.0 from a 1.7) and by 10 percent in total viewers (5.9 million vs. 5.4 million).  The eight 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 22 percent in total viewers.

From 9-11 p.m., “The Celebrity Apprentice” averaged a 2.6/7 in 18-49 and 7.0 million viewers overall.  “The Celebrity Apprentice” is up 18 percent versus NBC’s non-sports average in the time period for the season prior to “Celebrity Apprentice” in adults 18-49 (2.6 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 16 percent (to a 2.9 from a 2.5).   
In its second hour from 10-11 p.m., “The Celebrity Apprentice” is #1 among the major networks in adults 18-49, adults 18-34 (tie), adults 25-54 and all key adult-male categories.
NOTE: All national ratings are “live plus same day” from Nielsen Media Research unless otherwise indicated. 

(source: NBC)