NBC’s "The Celebrity Apprentice" Blagojevich fired; finished #1


Rod Blagojevich got the ax and this is what the Donald said: “…governor, I have great respect for you. I have great respect for your tenacity, for the fact that you just don’t give up. But, Rod. You’re fired.”

From 7-8 p.m., “Dateline NBC” averaged a 0.9/3 in 18-49 and 4.1 million viewers overall.  From its first half-hour to its second, “Dateline” grew by 25 percent in adults 18-49 (1.0 vs. 0.8) and 50 percent in women 18-49 (0.9 vs. 0.6).

At 8 p.m., “Minute To Win It” (1.8/5 in 18-49, 5.4 million viewers overall) grew from half-hour to half-hour by 33 percent in adults 18-49 (to a 2.0 from a 1.5) and by 26 percent or 1.2 million persons in total viewers (6.0 million vs. 4.8 million).  The four regular-slot telecasts of “Minute To Win It” to date have all grown substantially from half-hour to half-hour, averaging an increase of 29 percent in 18-49.  In the time period last night, “Minute To Win It” currently ranks #2 among the major networks in men 18-34 (tie), men 18-49 (tie) and men 25-54.

From 9-11 p.m., “The Celebrity Apprentice” (2.8/8 in 18-49, 7.1 million viewers overall) ranked #2 among the major networks in adults 18-49,  total viewers and most other key categories and was #1 among adults 18-34 (tie) and women 18-34.  “Celebrity Apprentice” tied its top 18-49 rating in three weeks. 

“The Celebrity Apprentice” is up 27 percent versus NBC’s non-sports average in the time period for the season prior to “Celebrity Apprentice” in adults 18-49 (2.8 vs. 2.2, “live plus same day”) and is up 14% in total viewers (7.1 million vs. 6.3 million).  From its first half-hour to its fourth, last night’s “Celebrity Apprentice” increased its 18-49 rating by 24 percent (to a 3.1 from a 2.5) and its overall viewership by 22 percent or 1.4 million persons (to 7.9 million from 6.5 million). 

For its second hour from 10-11 p.m., “The Celebrity Apprentice” finished #1 among the major networks in every key demographic — adults, men and women 18-34, 18-49 and 25-54 — and topped the combined ABC-CBS competition in adults 18-34, men 18-34 and men 18-49.
NOTE: All national ratings are “live plus same day” from Nielsen Media Research unless otherwise indicated. 

(source: information from NBC)