NBC’s Sunday, ‘The Celebrity Apprentice’ honors at #1


From 7-8 p.m., “Dateline NBC” averaged a 0.7/3 in 18-49 and 3.7 million viewers overall.  From its first half-hour to its second, “Dateline” grew by 14 percent in adults 18-49 (to a 0.8 from a 0.7).

At 8 p.m., an encore telecast of “Minute To Win It” (1.3/4 in 18-49, 4.5 million viewers overall) grew from half-hour to half-hour by 45 percent in adults 18-49 (to a 1.6 from a 1.1) and by 26 percent or 1.2 million persons in total viewers (6.0 million vs. 4.8 million).  The five 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” delivered a 2.6/7 in 18-49 and 6.6 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, last night’s “Celebrity Apprentice” increased its 18-49 rating by 36 percent (to a 3.0 from a 2.2) and its overall viewership by 27 percent or 1.6 million persons (to 7.6 million from 6.0 million).
For its second hour from 10-11 p.m., “The Celebrity Apprentice” finished #1 among the major networks in adults 18-49, adults 18-34, adults 25-54 (tie) and all key adult-male demos.

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

(source: NBC)