Season-finale 'Celebrity Apprentice' solid second

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For its second hour from 10-11 p.m., “The Celebrity Apprentice” ranked #1.


From 9-11 p.m., the finale of “The Celebrity Apprentice” (2.9/7 in 18-49, 8.4 million viewers overall) grew versus the show’s prior-week results by 16 percent in 18-49 rating (with a 2.9 vs. a 2.5) and 22 percent or 1.5 million persons in total viewers (8.350 million vs. 6.833 million). 

“The Celebrity Apprentice” is also up 61 percent versus NBC’s non-sports average in the time period for the season prior to “Celebrity Apprentice” in 18-49 rating (with a 2.9 vs. a 1.8, “live plus same day”) and up 37 percent in total viewers (8.350 million vs. 6.103 million). 

“The Celebrity Apprentice” built on its lead-in in the 8-9 p.m. hour by 142 percent in 18-49 rating and 101 percent in total viewers.  In the time period, “Celebrity Apprentice” is #1 among the major networks in adults 25-54 and #2 among total viewers versus such competition as ABC’s “Billboard Music Awards,” CBS’s “Jesse Stone” movie and Fox’s “Family Guy.”    

From its first half-hour to its fourth, “Celebrity Apprentice” increased its 18-49 rating by 29 percent (to a 3.1 from a 2.4) and its overall viewership by 26 percent or more than 1.8 million persons (9.0 million vs. 7.1 million). 

“Celebrity Apprentice” improved its position relative to the “Billboard Music Awards” with each successive half-hour, starting with a deficit behind the awards telecast of 1.2 rating points at 9 p.m., then narrowing that deficit to 0.4 of a point at 9:30, moving 0.3 of a point ahead at 10 and then stretching that advantage to 0.6 of a point at 10:30.
 
For its second hour from 10-11 p.m., “The Celebrity Apprentice” ranked #1 among ABC, CBS and NBC in adults, men and women 18-49 and adults, men and women 25-54, taking that 10 p.m. hour over ABC’s “Billboard Music Awards” and CBS’s “Jesse Stone” movie. 

In the 10:30 lead-in to local news, “The Celebrity Apprentice” generated a 39 percent margin of victory in the key news demo of adults 25-54 (with a 3.9 rating vs. a 2.8 for ABC’s second-place “Billboard Music Awards”). 
 
From 7-8 p.m. ET, “Dateline NBC” (1.3/4 in 18-49, 5.0 million viewers overall) reported its highest 18-49 rating for a Sunday edition in 11 weeks (since March 6).  “Dateline” grew week to week by 30 percent in 18-49 rating (to a 1.3 from a 1.0) and 25 percent or 1.0 million persons in total viewers (5.021 million vs. 4.019 million). 

From 8-9 p.m. ET, “Minute To Win It” (1.2/3 in 18-49, 4.2 million viewers overall) grew versus last week’s results by 33 percent in 18-49 rating (to a 1.2 from a 0.9) and 21 percent in total viewers (4.157 million vs. 3.426 million). 

This week’s “Minute To Win It” increased from its first half-hour to its second in all key ratings categories, including gains of 40 percent in 18-49 rating (to a 1.4 from a 1.0) and 22 percent in total viewers (4.6 million vs. 3.8 million).

  (source: NBC)