'The Celebrity Apprentice' wins 10pm Sunday for NBC


From 9-11 p.m. ET, “The Celebrity Apprentice” (2.5/6 in 18-49, 7.4 million viewers overall) delivered steady growth throughout its two-hour time period, increasing by 27 percent in 18-49 rating from its first half-hour to its fourth (to a 2.8 from a 2.2) and by 32 percent or 2.1 million persons in total viewers (to 8.4 million from 6.3 million). 

“Celebrity Apprentice” ranked #2 among ABC, CBS, NBC and Fox in the two-hour time period in adults 18-49 and total viewers and was #1 in adults 25-54.  “The Celebrity Apprentice” built on its lead-in by 108 percent in 18-49 and 98 percent in total viewers.  “Celebrity Apprentice” was up by 39 percent versus NBC’s non-sports average in the time period earlier this season prior to the “Apprentice” debut in 18-49 rating (2.5 vs. 1.8). 

Versus the same night last year, “Celebrity Apprentice” matched its 18-49 rating (2.5) and was up 9 percent in total viewers (7.413 million vs. 6.822 million).  Heading into last night, “Celebrity Apprentice” this cycle was up 3 percent versus one year ago in 18-49 rating and up 14 percent in total viewers.  
For its second hour from 10-11 p.m. ET, “The Celebrity Apprentice” ranked #1 among ABC, CBS and NBC in adults 18-49 and all other key demos — adults, men and women 18-34; men and women 18-49; and adults, men and women 25-54 versus original drama competition from CBS’s “CSI: Miami” and ABC’s “Brothers & Sisters.”  With a 2.7 rating from 10-11 p.m. in 18-49, “Celebrity Apprentice” tied for the top-rated hour of the night among ABC, CBS, NBC and Fox.

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 3.6 rating vs. a 2.9 for CBS’s second-place “CSI: Miami”).  “Celebrity Apprentice” also 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.  The 3.6 rating ties as the highest 10:30 lead-in to local news in 25-54 for any telecast on ABC, CBS or NBC over the past week (tied with ABC’s “Castle”).
From 8-9 p.m. ET, “America’s Next Great Restaurant” averaged a 1.2/3 in 18-49 and 3.7 million viewers overall.  “America’s Next Great Restaurant” is up week to week in total viewers by 6 percent (3.739 million vs. 3.514 million).  “America’s Next Great Restaurant” built on its lead-in by 33 percent in adults 18-49.

From 7-8 p.m. ET, “Dateline NBC” delivered a 0.9/3 in 18-49 and 4.6 million viewers overall.  “Dateline” grew week to week in total viewers by 7 percent (4.625 million vs. 4.334 million). 

(source: NBC)