'The Celebrity Apprentice' works well for NBC Sunday


From 9-11 p.m. ET, “The Celebrity Apprentice” (3.0/8 in 18-49, 8.5 million viewers overall) matched its season-high rating in adults 18-49 and is up versus the same night last year by 7 percent in 18-49 rating (3.0 vs. 2.8) and 18 percent or 1.3 million persons in total viewers (8.488 million vs. 7.217 million).  Heading into last night, “Celebrity Apprentice” this cycle was up 3 percent versus its year-ago 18-49 rating and up 11 percent in total viewers. 

Last night’s “Celebrity Apprentice” is up 67 percent versus NBC’s non-sports average in the time period this season prior to the “Apprentice” premiere in 18-49 rating (3.0 vs. 1.8).  Last night’s “Celebrity Apprentice” equaled NBC’s highest 18-49 rating in the time period, excluding sports and major award shows, since May 23, 2010.  In the two-hour time period, “Celebrity Apprentice” ranked #2 among ABC, CBS, NBC and Fox in adults 18-49, adults, men and women 25-54 and other key categories.   
“Celebrity Apprentice” delivered steady growth throughout its two-hour time period, increasing by 31 percent in 18-49 rating from its first half-hour to its fourth (to a 3.4 from a 2.6) and by 30 percent or 2.2 million persons in total viewers (to 9.5 million from 7.3 million).  “Celebrity Apprentice” built on its lead-in by 114 percent in 18-49 rating (3.0 vs. 1.4) and by 116 percent in total viewers (8.5 million vs. 3.9 million).   

For its second hour from 10-11 p.m. ET, “The Celebrity Apprentice” tied for #1 among ABC, CBS and NBC in adults 18-49 and adults 25-54. 

The 3.3 ties as the highest 10-11 p.m. ET rating of the week with entertainment programming in adults 18-49 on ABC, CBS or Fox (tied with CBS’s “ACM Awards,” excludes sports).

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated an 8 percent margin of victory in the key news demographic of adults 25-54 (with a 4.2 rating vs. a 3.9 for CBS’s second-place “ACM Awards”), reversing the order of the prior half-hour (4.2 for “ACM,” 3.9 for “Apprentice”).  “Celebrity Apprentice” also led the 10:30 half-hour in men 25-54 (tie), women 25-54, men 18-34 and adults, men and women 18-49.  The 4.2 rating makes this the highest 10:30 lead-in to local news in 25-54 for any entertainment telecast on ABC, CBS or NBC over the past week (excludes sports).
From 8-9 p.m. ET, “America’s Next Great Restaurant” (1.4/4 in 18-49, 3.9 million viewers overall) earned its highest 18-49 and total-viewer results in three weeks (since March 13).  “America’s Next Great Restaurant” improved week to week by 8 percent in 18-49 rating (1.4 vs. 1.3) and 7 percent in total viewers (3.921 million vs. 3.669 million). 

“America’s Next Great Restaurant”  generated half-hour to half-hour growth in every key ratings category, including gains of 23 percent in adults 18-49 (to a 1.6 rating from a 1.3), 30 percent in adults 18-34 (1.3 vs. 1.0) and 43 percent in men 18-34 (1.1 vs. 0.7).  “America’s Next Great Restaurant” built on its lead-in by 40 percent in adults 18-49.

From 7-8 p.m. ET, “Dateline NBC” (1.0/3 in 18-49, 5.2 million viewers overall) reported week to week gains of 67 percent in 18-49 rating (1.0 vs. 0.6) and 49 percent in total viewers (5.168 million vs. 3.460 million).  These are “Dateline’s” highest Sunday results in three weeks (since March 13).

(source: NBC)