NBC’s "The Celebrity Apprentice" Sunday #1 in key demos


From 7-7:06 p.m., NBC carried overrun golf coverage of The Players Championship.

From 7:06-8 p.m., “Dateline NBC” averaged approximately a 0.9/4 in 18-49 and 3.6 million viewers overall.

At 8 p.m., “Minute To Win It” averaged a 1.6/5 in 18-49 and 5.1 million viewers overall.  “Minute To Win It” built on its lead-in by 78 percent in 18-49.  Last night’s “Minute To Win It” grew from half-hour to half-hour by 29 percent in adults 18-49 (to a 1.8 from a 1.4) and by 24 percent in total viewers (5.6 million vs. 4.5 million). 

The nine regular-slot telecasts of “Minute To Win It” to date have all grown substantially from half-hour to half-hour, averaging an increase of 25 percent in 18-49 and 22 percent in total viewers.

From 9-11 p.m., “The Celebrity Apprentice” (2.9/8 in 18-49, 7.3 million viewers overall) is up week to week by 12 percent in adults 18-49 (2.9 vs. 2.6).  “The Celebrity Apprentice” is up 32 percent versus NBC’s non-sports average in the time period for the season prior to “Celebrity Apprentice” in adults 18-49 (2.9 vs. 2.2, “live plus same day”).  From its first half-hour to its fourth, this week’s “Celebrity Apprentice” increased its 18-49 rating by 23 percent (to a 3.2 from a 2.6) and its overall viewership by 16 percent or nearly 1.1 million persons (7.9 million vs. 6.8 million).   

In its second hour from 10-11 p.m., “The Celebrity Apprentice” is #1 among the major networks in adults 18-49, adults 18-34, adults 25-54, women 18-49 (tie) and all key adult-male categories.

The 3.1 rating for “The Celebrity Apprentice” in its second hour from 10-11 p.m. hour is the second-highest 10 p.m. adult 18-49 result for any major network on any night of the May 3-9 week, behind only the 3.3 of CBS’s “The Mentalist” on Thursday night.

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

(source: NBC)