'The Apprentice' mild disappointment in third for NBC


At 8 p.m. ET, the second season premiere of “Community” (2.2/7 in 18-49, 5.0 million viewers overall) is up 10 percent versus its season finale in May and up 16 percent versus its first 8 p.m. telecast last season (1.9 on October 8, “Community” debuted on September 17, 2009 in the 9:30 time period with a 3.8).  Despite intense time-period competition, including the first Thursday original for CBS’s “Big Bang Theory,” “Community” scored NBC’s highest non-sports 18-49 rating in this time period since March 4.  In the half-hour, “Community” is #2 among the major networks in men 18-49 (tie) and men 18-34.

At 8:30 ET, the fifth season debut of “30 Rock” (2.6/8 in 18-49, 5.9 million viewers overall) built by 18 percent on its lead-in from “Community” to score NBC’s highest non-sports results in 18-49 and total-viewers in this time period since December 17, 2009.  For the 2009-10 season, NBC on average was flat in this slot versus original lead-ins from “Community.”   In the time period Thursday night, “30 Rock” is #2 in adults 18-49 among the major networks in adults 18-34 and #1 among men 18-34.
The 2.6 rating for “30 Rock” is NBC’s best result for a regularly-scheduled telecast in the half-hour since April 9, 2009.

“30 Rock’s 2.6 rating is within 0.4 of a point of the show’s year-ago season debut (3.0/8 at 9:30 on October 15, 2009), which benefited from a 4.1 lead-in rating from “The Office.”
At 9 p.m. ET, the seventh season premiere of “The Office” (4.4/12 in 18-49, 8.5 million viewers overall) grew by 7 percent versus its year-ago season premiere (4.1/12 on September 17, 2009), which ran against encore competition from ABC’s “Grey’s Anatomy” and CBS’s “CSI,” while this year’s season debut faced originals of those competing series.  This is the top “Office” in 18-49 and total viewers since the March 4 episode featuring the birth of Jim and Pam’s baby.

Versus its averages in the May sweep,  the “Office” debut is up 26 percent in 18-49 rating (4.4 vs. 3.5) and 25 percent or 1.7 million persons in total viewers (8.5 million vs. 6.8 million).

In the time period, “The Office” is #2 in adults 18-49 and #1 in adults 18-34 and all key adult-male demos.

At 9:30 ET, the series debut of “Outsourced” (3.6/10 in 18-49, 7.5 million viewers overall) dialed in NBC’s highest non-sports results in this time period, excluding hour-long episodes of “The Office,” since September 17, 2009 in 18-49 and since December 17, 2009 in total viewers.  “Outscourced” retained 82 percent of its 18-49 lead-in from “The Office.” 

In the time period, “Outsourced” ranks #2 among the major networks in adults 18-49.  “Outsourced” is also #1 in men 18-34 and 18-49 in a highly competitive time period ahead of the concluding half-hours of ABC’s “Grey’s Anatomy,” CBS’s “CSI” and Fox’s “Fringe.”
At 10 p.m. ET, “The Apprentice” averaged a 1.4/4 in 18-49 and 3.8 million viewers overall.  From its first half-hour to its second, “The Apprentice” maintained its 18-49 rating and grew 8 percent in total viewers while competing programming on ABC and CBS experienced declines in both categories.


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

(source: NBC)