Paced by Sunday’s season debut of “The Celebrity Apprentice,” NBC averaged a 1.6 rating, 5 share in adults 18-49 and 5.5 million viewers overall for the week of February 28-March 6, according to in-home viewing figures from Nielsen Media Research.
Primetime averages for the week of February 28-March 6 in adults 18-49 were Fox (4.0/12), CBS (2.3/7), ABC (2.0/6), NBC (1.6/5) and CW (0.7/2). In overall total viewers the weekly averages were Fox (11.6 million), CBS (10.0 million), ABC (6.6 million), NBC (5.5 million) and CW (1.6 million).
The 28-night Nielsen February sweep concluded on Wednesday, March 2. The February 2011 sweep averages in adults 18-49 were: Fox (5.8/16), CBS (2.6/7), ABC (2.3/7), NBC (1.5/4) and CW (0.8/2). In total viewers, the 28-night February sweep averages were Fox (16.2 million), CBS (11.1 million), ABC (7.6 million), NBC (5.4 million) and CW (1.9 million).
NBC highlights for the week of February 28-March 6:
* On Sunday, the season premiere of “The Celebrity Apprentice” grew solidly in all key measures from its first half-hour to its fourth to rank #1 for its second hour from 10-11 p.m. ET in all key demographics, including adults 18-49, adults 18-34 and adults 25-54, versus CBS’s “CSI: Miami” and ABC’s “Brothers & Sisters.”
* “Celebrity Apprentice” was up 56 percent in 18-49 rating and 30 percent in total viewers versus NBC’s non-sports average in its two-hour Sunday slot so far this season
* Also on Sunday, the debut of “America’s Next Great Restaurant” generated half-hour to half-hour growth in all key ratings categories, including adults 18-49, 18-34 and 25-54.
* On Friday, “Dateline” ranked #1 among ABC, CBS, NBC, Fox and CW in adults 18-49, adults 18-34, adults 25-54 and other key demos, pacing NBC to a primetime win for the night in adults 18-49.
* Week-to-week, the Friday edition of. “Dateline” was up 29 percent in 18-49 rating and 17 percent in total viewers, to report its highest 18-49 and total-viewer results in four weeks.
* On Tuesday, “The Biggest Loser: Couples” gained 50 percent in adults 18-49 and adults 25-54 and 35 percent or more than 2.1 million persons in total viewers from its first half-hour to its fourth in a time period that included competition from Fox’s “American Idol,” CBS’s “NCIS” and “NCIS: LA” and ABC’s “No Ordinary Family” and “V.”
On Monday, “Harry’s Law” was up week-to-week by 6 percent in adults 18-49 and 5 percent in total viewers to score its highest 18-49 rating in four weeks and attract its biggest overall viewership in three weeks.
Ratings reflect “live plus same day” data unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”
Additional NBC highlights for the week of February 28-March 6:
On Monday, Feb. 28 from 8-9 p.m. ET, “Chuck” averaged a 1.7 rating, 5 share in adults 18-49 and 5.4 million viewers overall. Monday at 9 p.m. ET, “The Cape” averaged a 1.2/3 in 18-49 and 4.1 million viewers overall.
Monday at 10 p.m. ET, “Harry’s Law” (1.8/5 in 18-49, 9.2 million viewers overall) grew week-to-week by 6 percent in 18-49 rating (1.8 vs. 1.7) and 5 percent in total viewers (9.198 million vs. 8.746 million). This was the top 18-49 ratings performance for “Harry’s Law” in four weeks (since January 31) and biggest overall viewership for the show in three weeks (since February 7).
Since its debut on January 17, “Harry’s Law” has earned NBC’s seven best 18-49 ratings in the time period since November 1, 2010 and attracted the network’s seven biggest overall audiences in the slot, excluding Olympics, in 17 months (since September 14, 2009). The February 28 “Harry’s Law” was up 20 percent in 18-49 rating (1.8 vs. 1.5) and up 80 percent in total viewers (9.198 million vs. 5.103 million) versus NBC’s non-sports average in this slot during the traditional 2009-10 season.
On Tuesday, March 1 from 8-10 p.m. ET, “The Biggest Loser: Couples” averaged a 2.4/7 in adults 18-49 and 7.1 million viewers overall in a time period that included competition from Fox’s 90-minute “American Idol,” as well as CBS’s “NCIS” and “NCIS: LA” and ABC’s “No Ordinary Family” and “V.”
From its first half-hour to its fourth, “Biggest Loser” gained 50 percent in adults 18-49 (to a 3.0 rating from a 2.0), 50 percent in adults 25-54 (3.6 vs. 2.4) and 35 percent or more than 2.1 million persons in total viewers (to 8.3 million from 6.2 million).
Tuesday at 10 p.m. ET, “Parenthood” averaged a 1.9/6 in 18-49 and 5.0 million viewers overall in a time period that included competition from CBS’s “The Good Wife” and ABC’s special “20/20” interview with Charlie Sheen.
On Wednesday, March 2 from 8-9 p.m. ET, a rebroadcast of “Minute To Win It” averaged a 0.9/3 in adults 18-49 and 3.3 million viewers overall.
From 9-10 p.m. ET, an original “Minute To Win It” averaged a 1.0/5 and 3.5 million viewers overall. From its first half-hour to its second, “Minute To Win It” increased by 50 percent in 18-49 rating (to a 1.2 from a 0.8) and 49 percent in total viewers (4.2 million vs. 2.8 million).
Wednesday from 10-11 p.m. ET, a rebroadcast of “Law & Order: Special Victims Unit” averaged a 1.6/5 in adults 18-49 and 5.4 million viewers overall. From its first half-hour to its second, the “SVU” encore increased by 13 percent in 18-49 rating (to a 1.7 from a 1.5) and 12 percent in total viewers (5.7 million vs. 6.1 million) while competing first-run dramas on ABC and CBS declined half-hour to half-hour in both categories.
On Thursday, March 3, encore telecasts of “The Office” generated scores of 1.1/4 in 18-49 and 2.9 million viewers overall at 8 p.m. ET, 1.3/4 in 18-49 and 2.9 million viewers overall at 8:30 p.m., 1.5/4 in 18-49 and 3.1 million viewers overall at 9 p.m., 1.5/4 in 18-49 and 3.1 million viewers overall at 9:30 p.m., 1.4/4 in 18-49 and 3.0 million viewers overall at 10 p.m. and 1.2/4 in 18-49 and 2.7 million viewers overall at 10:30 p.m.
On Friday, March 4 from 8-9 p.m. ET, “Who Do You Think You Are?” averaged a 1.2/4 in 18-49 and 6.1 million viewers overall. In its hour, “Who Do You Think You Are?” ranked #2 among ABC, CBS, NBC, Fox and CW in adults 18-49, adults 25-54 and total viewers and tied for #1 among women 18-49.
Friday from 9-11 p.m. ET, “Dateline NBC” (1.8/6 in 18-49, 6.8 million viewers overall) ranked #1 among ABC, CBS, NBC, Fox and CW in adults 18-49, adults 18-34, adults 25-54 and all key female demographics. From its first half-hour to its fourth, “Dateline” grew by 47 percent in 18-49 rating (to a 2.2 from a 1.5) and 19 percent or more than 1.1 million persons in total viewers (7.3 million vs. 6.1 million).
Week-to-week, the Friday edition of “Dateline” generated gains of 29 percent in 18-49 rating (1.8 vs. 1.4) and 17 percent in total viewers (6.769 million vs. 5.765 million), to report its highest 18-49 and total-viewer results in four weeks.
NBC ranked #1 among ABC, CBS, NBC, Fox and CW Friday night in adults 18-49, marking the third time in five weeks that NBC has finished #1 or tied for #1 in 18-49 on a Friday night.
On Saturday, March 5 at 8 p.m. ET, an encore telecast of “Harry’s Law” (0.8/3 in 18-49, 5.1 million viewers overall) delivered NBC’s highest 18-49 rating in this time period, excluding sports, since December 11 and biggest overall audience in the slot, excluding sports, in three years. In the time period, “Harry’s Law” ranked #2 in total viewers.
For the third week in a row, “Harry’s Law” increased its Saturday audience week-to-week in adults 18-49 and total viewers.
At 9 p.m. ET, a rebroadcast of “Law & Order: Los Angeles” (0.9/3 in 18-49, 5.7 million viewers overall) was up week-to-week by 80 percent in 18-49 rating (0.9 vs. 0.5) and 60 percent or 2.1 million persons (5.696 million vs. 3.597 million). “Law & Order: LA” this week tracked down its highest 18-49 rating for a Saturday encore since October 2 and hit a Saturday season high in total viewers.
Saturday from 10-11 p.m. ET, an encore telecast of “Law & Order: Special Victims Unit” (1.3/4 in 18-49, 6.2 million viewers overall) ranked #1 in its time period in adults 18-49, total viewers and other key categories. Week-to-week, the Saturday “SVU” rebroadcast was up 63 percent in 18-49 rating (1.3 vs. 0.8) and 39 percent or 1.7 million persons in total viewers (6.228 million vs. 4.494 million).
“SVU” captured its highest 18-49 rating for a Saturday encore since October 16 and its biggest overall audience on a Saturday since November 7, 2009.
On Sunday, March 8 from 7-9 p.m. ET, “Dateline NBC” (1.4/4 in 18-49, 5.3 million viewers overall) reported its highest 18-49 rating for a Sunday edition since January 10, 2010 and its biggest overall audience for a Sunday telecast since January 30 of this year. From its first half-hour to its second, “Dateline” increased by 25 percent in 18-49 rating (to a 1.5 from a 1.2).
Sunday from 8-9 p.m. ET, the premiere of “America’s Next Great Restaurant” (1.6/4 in 18-49, 4.6 million viewers overall) built from its first half-hour to its second in all key ratings categories, including 6 percent growth in adults 18-49 (to a 1.7 from a 1.6), an 11 percent increase in adults 25-54 (2.1 vs. 1.9) and an 18 percent increase in adults 18-34 (1.3 vs. 1.1). “America’s Next Great Restaurant” was up 7 percent in 18-49 rating versus NBC’s non-sports average in this time period so far this season (1.6 vs. 1.5).
Sunday from 9-11 p.m. ET, the season debut of “The Celebrity Apprentice” (2.8/7 in 18-49, 7.9 million viewers overall) generated significant growth throughout its two-hour telecast, increasing 28 percent in 18-49 rating from its first half-hour to its fourth (to a 3.2 from a 2.5) and adding 23 percent or nearly 1.7 million persons in total viewers (to 8.9 million from 7.2 million).
For its second hour from 10-11 p.m. ET, “Celebrity Apprentice” ranked #1 among the broadcast networks in all key demographics – adults, men and women 18-49, adults, men and women 18-34 and adults, men (tie) and women 25-54 – versus CBS’s “CSI: Miami” and ABC’s “Brothers & Sisters.” “Celebrity Apprentice” led the 10-11 p.m. hour in the key demographic of adults 18-49 by a 30 percent margin (with a 3.0 rating vs. a 2.3 for CBS’s “CSI: Miami” in second place).
“Celebrity Apprentice” built on its lead-in from the previous hour by 75 percent in 18-49 rating and 73 percent in total viewers. “Celebrity Apprentice” was up 56 percent in 18-49 rating (2.8 vs. 1.8, “live plus same day”) and 30 percent in total viewers (7.928 million vs. 6.103 million) versus NBC’s non-sports average in this time period this season.
NBC’s Sunday primetime built steadily throughout the night against tough, nearly all first-run competition on the other broadcast networks, increasing by 167 percent in 18-49 rating (to a 3.2/9 from a 1.2/4) and 65 percent in total viewers (to 8.878 million from 5.393 million) from the first to the final half-hour of primetime.
WEEKLY AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
Fox 4.0/12, 5.3 million
CBS 2.3/7, 3.0 million
ABC 2.0/6, 2.6 million
NBC 1.6/5, 2.1 million
CW 0.7/2, 0.9 million
Each rating point equals 1.31 million viewers
ADULTS 25-54
Fox 4.7/12, 5.9 million
CBS 3.2/8, 3.9 million
ABC 2.4/6, 3.0 million
NBC 2.0/5, 2.5 million
CW 0.7/2, 0.8 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
Fox 3.9/10, 11.6 million
CBS 3.4/9, 10.0 million
ABC 2.2/6, 6.6 million
NBC 1.9/5, 5.5 million
CW 0.5/1, 1.6 million
Each rating point equals 2.95 million viewers
2010-11 SEASON AVERAGES
Average rating, share and audience in each category
ADULTS 18-49
Fox 3.5/10, 4.6 million
CBS 3.0/8, 4.0 million
NBC 2.5/7, 3.3 million
ABC 2.5/7, 3.3 million
CW 1.0/3, 1.3 million
Each rating point equals 1.31 million viewers
ADULTS 25-54
CBS 4.0/10, 5.0 million
Fox 3.9/10, 4.9 million
ABC 3.0/8, 3.8 million
NBC 2.9/7, 3.7 million
CW 0.9/2, 1.1 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
CBS 4.1/10, 12.0 million
Fox 3.3/8, 9.7 million
ABC 2.8//7, 8.4 million
NBC 2.6/7, 7.5 million
CW 0.7/2, 2.2 million
Each rating point equals 2.95 million viewers
(source: NBC)
