NBC's 'The Celebrity Apprentice' placed well Sunday


From 9-11 p.m. ET, the debut of “The Celebrity Apprentice” (2.7/7 in 18-49, 7.9 million viewers overall) delivered steady growth throughout its two-hour time period, increasing by 29 percent in 18-49 rating from its first half-hour to its fourth (to a 3.1 from a 2.4) and by 23 percent or nearly 1.7 million persons in total viewers (to 8.8 million from 7.2 million). 

For its second hour from 10-11 p.m., “The Celebrity Apprentice” ranked #1 among ABC, CBS and NBC in nearly all key demographics — adults, men and women 18-49; adults, men and women 18-34; adults 25-54 and women 25-54.

“Celebrity Apprentice” built on its lead-in by 69 percent in 18-49 and 73 percent in total viewers.  “The Celebrity Apprentice” was up by 50 percent versus NBC’s non-sports average in the time period so far this season in 18-49 rating (2.7 vs. 1.8). 

The year-ago “Celebrity Apprentice” premiere averaged a  3.2 rating in 18-49 and 8.273 million viewers overall from 9-11 p.m. on Sunday, March 14, 2010.  The prior debut in the franchise was for “The Apprentice” on Thursday, Sept. 16, 2010 from 9-11 p.m. ET and it averaged a 1.5 in 18-49 and 4.572 million viewers overall. 

From 8-9 p.m. ET, the premiere of “America’s Next Great Restaurant” (1.6/4 in 18-49, 4.6 million viewers overall) generated half-hour to half-hour growth in all key ratings categories, including by 6 percent in adults 18-49 (to a 1.7 rating from a 1.6), 11 percent in adults 25-54 (2.1 vs. 1.9) and 18 percent in adults 18-34 (1.3 vs. 1.1).  Versus NBC’s non-sports average in the time period so far this season, “America’s Next Great Restaurant” is up 7 percent in 18-49 rating (1.6 vs. 1.5).

From 7-8 p.m. ET, “Dateline NBC” (1.4/4 in 18-49, 5.3 million viewers overall) reported its highest 18-49 rating for a Sunday edition since January 10, 2010 and its biggest overall audience for a Sunday telecast since January 30 of this year.  From its first half-hour to its second, “Dateline” grew by 25 percent in 18-49 rating (to a 1.5 from a 1.2).

(source: NBC)