NBC’s “Who Do You Think You Are?” ties for #1 in key demos

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At 8 p.m. ET, “Who Do You Think You Are?” (1.8/6 in 18-49, 7.2 million viewers overall) is up in its second week by 13 percent in 18-49 (1.8 vs. 1.6) and 4 percent in total viewers (7.153 million vs. 6.909 million), pending updates.  This is NBC’s highest 18-49 rating in the time period with non-sports programming since January 15, 2009.  “Who Do You Think You Are?” finished within a tenth of a rating point of first place for the hour in adults 18-49 and is currently tied for #1 among the major networks in adults, men and women 18-34. 
 
“Who Do You Think You Are?” improved on NBC’s average in this time period during the traditional 2008-09 season by 50% in 18-49 (1.8 vs. 1.2) and 60% in total viewers (7.153 million vs. 4.471 million).   


From 9-11 p.m. ET, “Dateline NBC” (1.7/5 in adults 18-49, 8.0 million viewers overall) matched the show’s highest Friday 18-49 rating since January 8.  “Dateline” is currently tied for #1 in the slot in women 18-49 and is #2 in adults 25-54 and total viewers.  “Dateline” improved on NBC’s average in this time period during the traditional 2008-09 season by 21% in 18-49 (1.7 vs. 1.4) and 61% in total viewers (8.049 million vs. 4.992 million). 

For its second hour from 10-11 p.m., “Dateline NBC” tied for #1 in adults 18-49 and adults 25-54 and was #1 outright in women 25-54.  “Dateline” out-rated ABC’s 20/20 in adults 18-49, adults 25-54 and total viewers.
 
For the 10:30 lead-in to local news, “Dateline NBC” was #1 in the key news demo of adults 25-54 (2.7 vs. 2.6 for CBS’s “Numb3rs”).  “Dateline” was also tied for #1 in the half-hour in adults 18-49.
NOTE: All national ratings and metered-market ratings are “live plus same day” from Nielsen Media Research unless otherwise indicated. 

Friday Results (some results may be inflated by local coverage of college basketball)

(source: information from NBC)