'The Celebrity Apprentice' solid hit for NBC Sunday


From 9-11 p.m. ET, “The Celebrity Apprentice” (2.8/7 in 18-49, 8.0 million viewers overall) matched NBC’s highest 18-49 rating in the time period, excluding sports and major award shows, since May 23, 2010. 

Versus the same night last year, “Celebrity Apprentice” is up 8 percent in 18-49 rating (2.8 vs. 2.6 on March 21, 2010) and up 18 percent or 1.2 million persons in total viewers (8.042 million vs. 6.813 million). 

Last night’s “Celebrity Apprentice” finished #2 in its two-hour time period among ABC, CBS, NBC and Fox in adults 18-49 and was #1 in women 18-49 and women 25-54.  “Celebrity Apprentice” was up 56 percent versus NBC’s non-sports average in the time period prior to the “Apprentice” premiere in 18-49 rating (2.8 vs. 1.8).
“Celebrity Apprentice” delivered steady growth throughout its two-hour time period, increasing by 50 percent in 18-49 rating from its first half-hour to its fourth (to a 3.3 from a 2.2) and by 39 percent or 2.6 million persons in total viewers (to 9.3 million from 6.7 million).  “Celebrity Apprentice” built on its lead-in by 133 percent in 18-49 (2.8 vs. 1.2) and 105 percent in total viewers (8.0 million vs. 3.9 million). 
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 men and women 18-49; adults, men and women 18-34; adults 25-54 and women 25-54. 

The 3.2 rating for “Celebrity Apprentice” from 10-11 p.m. ET makes it the highest-rated hour on ABC, CBS, NBC or Fox in primetime Sunday night. 

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated a 24 percent margin of victory in the key news demographic of adults 25-54 (with a 4.2 rating vs. a 3.4 for CBS’s second-place “CSI: Miami”).  “Celebrity Apprentice” led the 10:30 half-hour in all other key demographics — adults, men and women 18-34; adults, men and women 18-49; and men and women 25-54.
From 8-9 p.m. ET, “America’s Next Great Restaurant” averaged a 1.2/4 in 18-49 and 3.9 million viewers overall.  “America’s Next Great Restaurant” generated half-hour to half-hour growth in all key ratings categories, including gains of 8 percent in adults 18-49 (to a 1.3 rating from a 1.2) and 25 percent in women 18-49 (1.5 vs. 1.2).  “America’s Next Great Restaurant” built on its lead-in by 33 percent in adults 18-49 and 100 percent in adults 18-34 (1.0 vs. 0.5).

From 7-8 p.m. ET, “Dateline NBC” delivered a 0.9/3 in 18-49 and 5.3 million viewers overall.

(source: NBC)