“Who Do You Think You Are?” grows; NBC Friday ranked #1 in adults 18-49

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At 8 p.m. ET, “Who Do You Think You Are?” (1.3/5 in 18-49, 6.3 million viewers overall) won the time period in adults 18-49, adults 25-54, total viewers and other key ratings categories.  “Who Do You Think You Are?” improved on NBC’s average in this time period during the traditional 2008-09 season by 42 percent in total viewers (6.346 million vs. 4.471 million).  “Who Do You Think You Are?” generated its biggest overall audience since March 19.


From 9-11 p.m. ET, “Dateline NBC” (1.5/5 in adults 18-49, 7.1 million viewers overall) reported the #1 results of the night in adults 18-49 and total viewers.  In the time period, “Dateline NBC” ranked #1 or tied for #1 among the major networks in every key ratings categories.  “Dateline NBC” improved on the network’s average in this time period during the traditional 2008-09 season by 42% in total viewers (7.082 million vs. 4.992 million).  From its first half-hour to its fourth, “Dateline” increased by 38 percent in adults 18-49 (to a 1.8 from a 1.3).

In the 10:30 lead-in to local news, “Dateline NBC” was #1 in the key news demo of adults 25-54, delivering a 56 percent margin of victory (2.5 vs. 1.6 vs. CBS’s second-place “Miami Medical”).  “Dateline NBC” was also #1 for the 10:30 half-hour in all other key ratings categories. 

In nightlong averages, NBC ranked #1 in adults 18-49 and total viewers, marking the sixth time in eight weeks NBC has finished #1 or tied for #1 on Friday night, excluding sports, in 18-49.  This week, NBC was #1 or tied for #1 in 18-49 and total viewers for six of six half-hours.

In Late-Night Metered Markets Friday night:
“The Tonight Show with Jay Leno” (3.2/8 in metered-market households) topped CBS’s “Late Show with David Letterman” (2.2/5) and ABC’s combination of “Nightline (2.5/6) and “Jimmy Kimmel Live” (1.2/3 with an encore telecast) in Nielsen’s 56 metered markets. 

In the 25 markets with Local People Meters, “The Tonight Show with Jay Leno” (1.0/4) ranked #1 among the major networks in the time period over “Late Show” (0.6/2), “Nightline” (0.9/4) and “Jimmy Kimmel Live” (0.5/2 with an encore telecast).

At 12:35 a.m., “Late Night with Jimmy Fallon” (1.6/5 in metered-market households with an encore telecast) beat CBS’s first-run “Late Late Show with Craig Ferguson” (1.3/4).  In the 25 markets with local People Meters, “Late Night” (0.7/4 in 18-49 with an encore telecast) topped the first-run “Late Late Show” (0.3/2).

At 1:35 a.m., “Last Call with Carson Daly” averaged a 1.0/4 with an encore telecast in metered-market households and a 0.4/3 in adults 18-49 in the 25 markets with local people meters.

(source: NBC)