NBC's 'The Celebrity Apprentice' ranked No. 2 Sunday


From 9-11 p.m. ET, “The Celebrity Apprentice” (2.7/7 in 18-49, 8.0 million viewers overall) grew versus its week-two result of one year ago by 4 percent in 18-49 rating (2.7 vs. 2.6 on March 21, 2010) and by 17 percent in total viewers (7.987 million vs. 6.813 million). 

Last night’s “Celebrity Apprentice” delivered steady growth throughout its two-hour time period, increasing by 24 percent in 18-49 rating from its first half-hour to its fourth (to a 3.1 from a 2.5) and by 24 percent or nearly 1.8 million persons in total viewers (to 9.0 million from 7.2 million). 

“Celebrity Apprentice” ranked #2 among ABC, CBS, NBC and Fox in the two-hour time period in adults 18-49 (tie), adults 25-54 and total viewers and was #1 in women 18-49.  “The Celebrity Apprentice” built on its lead-in by 93 percent in 18-49 and 91 percent in total viewers.  “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).   

For its second hour from 10-11 p.m. ET, “The Celebrity Apprentice” ranked #1 among ABC, CBS and NBC in adults 18-49, as well as adults 18-34, adults 25-54, men 18-34 and all key adult-female demographics versus CBS’s “CSI: Miami” and ABC’s “Brothers & Sisters.” 

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated a 5 percent margin of victory in the key news demographic of adults 25-54 (with a 3.9 rating vs. a 3.7 for CBS’s second-place “CSI: Miami”), after tying for first in the prior half-hour.  “Celebrity Apprentice” also led the 10:30 half-hour in adults, men and women 18-34; adults, men (tie) and women 18-49; and women 25-54.
From 8-9 p.m. ET, “America’s Next Great Restaurant” (1.4/4 in 18-49, 4.2 million viewers overall) generated half-hour to half-hour growth in all key ratings categories, including by 15 percent in adults 18-49 (to a 1.5 rating from a 1.3), 20 percent in adults 18-34 (1.2 vs. 1.0) and 27 percent in women 18-34 (1.4 vs. 1.1).  “America’s Next Great Restaurant” built on its lead-in by 27 percent in adults 18-49 and by 120 percent in adults 18-34 (1.1 vs. 0.5).

From 7-8 p.m. ET, “Dateline NBC” (1.1/4 in 18-49, 5.6 million viewers overall) reported its biggest overall audience for a Sunday telecast since January 30.  From its first half-hour to its second, “Dateline” grew by 20 percent in 18-49 rating (to a 1.2 from a 1.0).

(source: NBC)