NBC’s "The 2010 Miss USA Pageant" strong w/ women 18-34


From 7-9 p.m., “The 2010 Miss USA Pageant” averaged a 1.4/4 in 18-49 and 5.3 million viewers overall. 

From its first half-hour to its fourth, “The Miss USA Pageant” increased its 18-49 rating by 70 percent (to a 1.7 rating from a 1.0) and 59 percent or nearly 2.5 million persons in total viewers (6.6 million vs. 4.2 million). 

Among women 18-34, “Miss USA” grew from its first half-hour to its fourth by 111 percent (1.9 vs. 0.9).  “Miss USA” matched its year-ago rating in adults 18-49 and grew year-to-year by 5 percent in total viewers (5.3 million vs. 5.0 million).
From 9-11 p.m., “The Celebrity Apprentice” delivered a 2.3/6 in 18-49 and 6.1 million viewers overall airing in a time period featuring competition from CBS’s “Survivor” finale and ABC’s season finales of “Desperate Housewives” and “Brothers & Sisters.”   

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

(source: NBC)