Led by strong performances from its unscripted series “The Biggest Loser: Couples” and “The Celebrity Apprentice,” NBC averaged a 1.5 rating, 5 share in adults 18-49 and 5.2 million viewers overall for the week of March 7-13, according to in-home viewing figures from Nielsen Media Research.
NBC’s primetime performance this week was paced by Tuesday’s edition of “The Biggest Loser: Couples,” which ranked #11 (tied) among all primetime programs this week in the key demographic of adults 18-49, and Sunday’s telecast of “The Celebrity Apprentice,” which matched its week-earlier premiere rating in adults 18-49 and ranked #14 (tied) among all programs this week in the key demo.
Primetime averages for the week of March 7-13 in adults 18-49 were Fox (3.4/10), CBS (2.1/6), NBC and ABC (1.5/5) and CW (0.4/1). In overall total viewers the weekly averages were Fox and CBS (9.8 million) ABC (5.4 million), NBC (5.2 million) and CW (1.1 million).
NBC highlights for the week of March 7-13:
* On Sunday, week two of “The Celebrity Apprentice” matched its week-earlier premiere rating in adults 18-49 and built on its premiere-week results by 3 percent in total viewers. Versus last season’s week-two results, “Celebrity Apprentice” this year was up 8 percent in adults 18-49 and 19 percent, or more than 1.3 million persons, in total viewers
* “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 adults 18-49, adults 18-34, adults 25-54 and other key demographics.
* “Celebrity Apprentice” was up 56 percent in adults 18-49 and 33 percent in total viewers versus NBC’s non-sports average in the 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 NBC” built from its first half-hour to its fourth by 36 percent in 18-49 rating and 15 percent in total viewers to rank #1 for its second hour from 10-11 p.m. ET in adults 18-49, adults 25-54 and other key demos.
* “The Biggest Loser: Couples” on Tuesday grew 21 percent in adults 18-49 and 15 percent in total viewers week to week to weigh in with its heftiest results in both measures in four weeks.
* “The Biggest Loser’ gained 31 percent in adults 18-49 and 27 percent or nearly 2.0 million persons in total viewers from its first half-hour to its fourth to rank #1 versus all broadcast and cable competition in its second hour in adults 18-49, adults 18-34, adults 25-54 and other key demographics.
On Monday, “Harry’s Law” was up week to week by 6 percent in adults 18-49 and 5 percent in total viewers to attract its biggest overall viewership and match its highest 18-49 rating in five weeks. “Harry’s Law” ranked #1 versus all broadcast and cable competition in its hour in total viewers. .
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 March 7-13:
On Monday, March 7 from 8-10 p.m. ET, “The Event” averaged a 1.4 rating, 4 share in adults 18-49 and 5.2 million viewers overall.
These results for “The Event” are likely to increase substantially when Nielsen releases “live plus seven day” results for the week of March 7-13. Through its run on NBC earlier this season, “The Event” added an average 38 percent to its 18-49 rating when going from the previously reported “live plus same day” rating to its “live plus seven day” results, the biggest percentage increase for any new series on ABC, CBS, NBC, Fox or CW and the #3 increase for all series, new and returning. In total viewers, “The Event” has added an average 29 percent or more than 2.0 million persons in going from “live plus same day” to “live plus seven day.”
Monday at 10 p.m. ET, “Harry’s Law” (1.8/5 in 18-49, 9.6 million viewers overall) attracted its biggest overall viewership in five weeks (since January 31) and matched its highest 18-49 rating since that same date. “Harry’s Law” ranked #1 versus all broadcast or cable competition in the hour in total viewers. The freshman drama was up 4 percent in overall viewership versus the prior week (9.588 million vs. 9.198 million), up versus two weeks ago (8.746 million) by 10 percent and up versus three weeks ago (8.511 million) by 13 percent.
From its first half-hour to its second, “Harry’s Law” increased by 6 percent in adults 18-49 (to a 1.9 rating from a 1.8) and by 5 percent in total viewers (9.829 million vs. 9.346 million) while encore dramas on ABC and CBS declined half-hour to half-hour in both categories.
Since its debut on January 17, “Harry’s Law” has earned NBC’s eight best 18-49 ratings in the time period since November 1, 2010 and attracted the network’s eight biggest overall audiences in the slot, excluding Olympics, in 16 months (since September 14, 2009). The March 7 “Harry’s Law” was up 20 percent in 18-49 rating (1.8 vs. 1.5) and up 93 percent in total viewers (9.829 million vs. 5.103 million) versus NBC’s non-sports average in this slot during the traditional 2009-10 season.
On Tuesday, March 8 from 8-10 p.m. ET, “The Biggest Loser: Couples”(2.9/9 in adults 18-49, 8.2 million viewers overall) grew week to week by 21 percent in adults 18-49 (to a 2.9 rating from a 2.4) and 15 percent of more than 1.0 million persons in total viewers (8.151 million vs. 7.063 million). These were the top results for “The Biggest Loser” in both adults 18-49 and total viewers in four weeks (since February 8). “Loser” ranked #2 among ABC, CBS, NBC, Fox and CW in adults 18-49 and other key demos and was #1 in women 25-54.
From its first half-hour to its fourth, “Biggest Loser” gained 31 percent in adults 18-49 (to a 3.4 rating from a 2.6), 30 percent in adults 25-54 (3.9 vs. 3.0) and 27 percent or nearly 2.0 million persons in total viewers (to 9.3 million from 7.3 million). “Biggest Loser” ranked #1 versus all broadcast and cable competition in its second hour from 9-10 p.m. ET in adults 18-49, adults 18-34, adults 25-54 and key adult-female demographics.
Tuesday at 10 p.m. ET, an encore telecast of “Parenthood” averaged a 1.2/3 in 18-49 and 3.1 million viewers overall. The “Parenthood” rebroadcast ranked #2 among ABC, CBS and NBC in adults 18-49 and #1 in adults 18-34, women 18-34 and women 18-49.
On Wednesday, March 9 from 8-9 p.m. ET, “Minute To Win It” averaged a 1.0/3 in adults 18-49 and 3.5 million viewers overall. From 9-10 p.m. an encore telecast of “Law & Order: SVU” averaged a 0.9/2 in 18-49 and 3.3 million viewers overall.
Wednesday from 10-11 p.m. ET, a second rebroadcast of “Law & Order: Special Victims Unit” (1.4/4 in adults 18-49, 5.3 million viewers overall) built on its encore results from the prior hour by 56 percent in 18-49 rating and 62 percent or 2.0 million persons in total viewers (5.3 million vs. 3.3 million). In competition with first-run dramas on ABC and CBS, the “SVU” rebroadcast ranked #2 among ABC, CBS and NBC in adults 18-34, adults 18-49 (tie), adults 25-54 and other key demos.
On Thursday, March 10, at 8 p.m. ET, an encore telecast of “Community” delivered a 1.0/3 in adults 18-49 and 2.7 million viewers overall against competition that included Fox’s “American Idol” and CBS’s “Big Bang Theory.” At 8:30 p.m., a rebroadcast of “Perfect Couples” averaged a 0.8/2 in 18-49 and 1.9 million viewers overall.
Thursday from 9-9:31 p.m. ET, a rebroadcast of “The Office” (1.4/4 in 18-49, 3.0 million viewers overall) built on its lead-in by 75 percent in 18-49 rating and 60 percent in total viewers. From 9:31-10 p.m., and encore telecast of “Parks and Recreation” delivered a 1.2/3 in 18-49 and 2.5 million viewers overall.
From 10-10:31 p.m. ET, an encore telecast of “30 Rock” averaged a 1.1/3 in adults 18-49 and 2.4 million viewers overall. From 10:31-11 p.m., a rebroadcast of “Outsourced” delivered a 0.9/3 in 18-49 and 2.3 million viewers overall.
On Friday, March 11 from 8-9 p.m. ET, a rebroadcast of “Who Do You Think You Are?” averaged a 0.9/3 in 18-49 and 3.8 million viewers overall.
Friday from 9-11 p.m. ET, “Dateline NBC” (1.7/5 in 18-49, 6.7 million viewers overall) ranked #2 among ABC, CBS, NBC, Fox and CW in adults 25-54 and total viewers. From its first half-hour to its fourth, “Dateline” grew by 36 percent in 18-49 rating (to a 1.9 from a 1.4) and 15 percent in total viewers (7.2 million vs. 6.3 million).
For its second hour from 10-11 p.m. ET, “Dateline NBC” ranked #1 in adults 18-49, adults 25-54 and other key demos.
On Saturday, March 12 at 8 p.m. ET, an encore telecast of “Harry’s Law” (0.7/3 in 18-49, 4.2 million viewers overall) ranked #2 among ABC, CBS, NBC and Fox in total viewers and key adult-female demographics.
At 9 p.m. ET, a rebroadcast of “Law & Order: Los Angeles” averaged a 0.7/2 in 18-49 and 3.8 million viewers overall. From its first half-hour to its second, “Law & Order: LA” grew by 17 percent in 18-49 rating (0.7 vs. 0.6) and by 11 percent in total viewers (4.0 million vs. 3.6 million).
Saturday from 10-11 p.m. ET, an encore telecast of “Law & Order: Special Victims Unit” (1.1/4 in 18-49, 4.9 million viewers overall) ranked #1 among ABC, CBS and NBC in adults 18-49 and other key categories. From its first half-hour to its second, “SVU” grew by 33 percent in 18-49 rating (to a 1.2 from a 0.9) and by 28 percent in total viewers (5.5 million vs. 4.3 million).
On Sunday, March 13 from 7-8 p.m. ET, “Dateline NBC” (1.1/4 in 18-49, 5.7 million viewers overall) reported its biggest overall audience for a Sunday edition since January 30. From its first half-hour to its second, “Dateline” increased by 9 percent in 18-49 rating (to a 1.2 from a 1.1).
Sunday from 8-9 p.m. ET, “America’s Next Great Restaurant” (1.4/4 in 18-49, 4.1 million viewers overall) grew from its first half-hour to its second in all key ratings categories, including 15 percent growth in adults 18-49 (to a 1.5 from a 1.3), a 19 percent increase in adults 25-54 (1.9 vs. 1.6) and a 30 percent increase in adults 18-34 (1.3 vs. 1.0). “America’s Next Great Restaurant” built on its lead-in from the previous hour by 27 percent in adults 18-49 and by 120 percent in adults 18-34(1.1 vs. 0.5).
Sunday from 9-11 p.m. ET, week two of “The Celebrity Apprentice” (2.8/8 in 18-49, 8.1 million viewers overall) matched its week-earlier premiere rating in adults 18-49 and built on its premiere-week results in total viewers by 3 percent (8.134 million versus 7.928 million). Versus its week-two results last season, “Celebrity Apprentice” was up by 8 percent in adults 18-49 (a 2.8 rating vs. a 2.6 on March 16, 2010) and up 19 percent or more than 1.3 million persons in total viewers (8.134 million vs. 6.813 million).
In the two-hour time period, “Celebrity Apprentice” tied for #1 among the broadcast networks in adults 18-49, was #1 outright in women 18-49 and women 18-34 and was #2 in adults 25-54, total viewers and other key measures.
“Celebrity Apprentice” generated solid growth throughout its two-hour telecast, increasing 24 percent in 18-49 rating from its first half-hour to its fourth (to a 3.1 from a 2.5) and also adding 24 percent or more than 1.7 million persons in total viewers (to 9.1 million from 7.4 million).
For its second hour from 10-11 p.m. ET, “Celebrity Apprentice” ranked #1 in adults 18-49, as well as in adults 18-34, adults 25-54 and other key measures.
“Celebrity Apprentice” built on its lead-in from the previous hour by 100 percent in both 18-49 rating and total viewers. “Celebrity Apprentice” was up 56 percent in 18-49 rating (2.8 vs. 1.8, “live plus same day”) and 33 percent in total viewers (8.134 million vs. 6.103 million) versus NBC’s non-sports average in this time period earlier this season prior to the “Apprentice” debut.
NBC’s Sunday primetime built steadily throughout the night, nearly tripling in 18-49 rating (to a 3.1/9 from a 1.1/4) and growing 64 percent in total viewers (to 9.113 million from 5.551 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 3.4/10, 4.5 million
CBS 2.1/6, 2.8 million
ABC 1.5/5, 2.0 million
NBC 1.5/5, 2.0 million
CW 0.4/1, 0.6 million
Each rating point equals 1.31 million viewers
ADULTS 25-54
Fox 3.9/10, 4.9 million
CBS 3.0/8, 3.7 million
ABC 2.0/5, 2.5 million
NBC 1.9/5, 2.4 million
CW 0.5/1, 0.6 million
Each rating point equals 1.24 million viewers
TOTAL VIEWERS
Fox 3.3/9, 9.8 million
CBS 3.3/9, 9.8 million
ABC 1.8/5, 5.4 million
NBC 1.8/5, 5.2 million
CW 0.4/1, 1.1 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, 3.2 million
ABC 2.4/7, 3.2 million
CW 1.0/3, 1.3 million
Each rating point equals 1.31 million viewers
ADULTS 25-54
CBS 4.0/10, 4.9 million
Fox 3.9/10, 4.9 million
ABC 3.0/8, 3.7 million
NBC 2.9/7, 3.6 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, 9.8 million
ABC 2.8//7, 8.3 million
NBC 2.5/6, 7.5 million
CW 0.7/2, 2.1 million
Each rating point equals 2.95 million viewers
(source: NBC)
