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Sunday Ratings: Celebrity Apprentice Returns Down, But Not Out

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March 2nd, 2009

Scoreboard CBS ABC FOX NBC Uni CW
Total Viewers (million) 13.781 10.956 8.692 6.645 3.299 1.537
Rating/Share: Adults 18-49 2.4/6 3.6/9 3.5/9 2.7/7 1.4/4 0.4/1
Rating/Share: Adults 18-34 1.2/3 2.8/8 3.1/9 2.0/6 1.6/5 0.4/1

The season premiere of Donald Trump's Celebrity Apprentice was down from it's premiere telecast last season (although that was a January Thursday night), but in line with similar declines this season. With Brothers & Sisters pulling double duty, ABC's otherwise standard Sunday line up was enough to nip Fox for the adults 18-49 demo win with a rating of 3.6. Fox with a NASCAR race overrun and a delayed animated line up took top honors for adults 18-34. CBS garnered more viewers, averaging 13.781 million, but finished a distant 4th or 5th in the adult demos.

The early hour on Sunday was a demo battle won by Fox's NASCAR race from Las Vegas but reasonably contested by ABC's America's Funniest Home Videos. 60 Minutes had the most viewers, but was well back in the demos.

Lucky for Fox, the NASCAR race overran into the 8pm hour and allowed it to sweep the first 30 minutes. The post-race fell sharply and allowed Extreme Makeover: Home Edition to win the demos for the second half hour. The Amazing Race was up from its premiere episode in the 18-49 demo.

The latest installment of the CBS movie Jesse Stone: Thin Ice, reigned over the viewership totals from 9-11, but finished fourth or worse among the adult demos. I'm not familiar with the movie series, but it certainly isn't youth viewer friendly. The 18-49 demo both hours was a battle between Celebrity Apprentice and Brothers & Sisters, while the Fox animated shows won the 18-34 demo from 9-10.

Because of the live NASCAR event on Fox, its fast affiliate ratings are approximate and subject to revision, see below for more information.

Full details:


Time Net Show Viewers Live+SD (000s) 18-49 Rating 18-49 Share 18-34 Rating 18-34 Share
7:00 CBS 60 Minutes 13,507 2.0 6 0.9 3
FOX NASCAR Sprint Cup: Las Vegas 10,479 3.8 11 2.6 9
ABC America's Funniest Home Videos 8,062 2.4 7 2.0 6
NBC Saturday Night Live (repeat) 3,397 1.1 3 1.0 3
UNI Hora Pico 2,549 1.2 3 1.3 4
CW Jericho (repeat) 907 0.3 1 0.3 1
7:30 CBS 60 Minutes 14,734 2.4 6 1.2 4
FOX NASCAR Sprint Cup: Las Vegas 10,559 3.9 11 2.7 8
ABC America's Funniest Home Videos 9,957 3.0 8 2.3 7
UNI Hora Pico 2,678 1.1 3 1.3 4
NBC Saturday Night Live (repeat) 2,636 1.0 3 0.9 3
CW Rain Man (movie) 1,178 0.4 1 0.3 1
8:00 FOX NASCAR Sprint Cup: Las Vegas 12,562 4.6 12 3.6 10
CBS Amazing Race 14 10,305 2.8 7 1.9 5
ABC Extreme Makeover: Home Edition 10,024 3.1 8 2.5 7
NBC Saturday Night Live (repeat) 5,625 1.9 5 1.6 5
UNI Nuestra Belleza Latina 3,445 1.5 4 1.7 5
CW Rain Man (movie) 1,508 0.4 1 0.4 1
8:30 ABC Extreme Makeover: Home Edition 11,901 3.9 10 3.0 8
CBS Amazing Race 14 11,196 3.2 8 2.2 6
FOX Post Race/Simpsons 6,713 3.0 7 2.9 8
NBC Saturday Night Live (repeat) 6,261 2.4 6 1.8 5
UNI Nuestra Belleza Latina 3,846 1.6 4 1.7 5
CW Rain Man (movie) 1,828 0.5 1 0.4 1
9:00 CBS Jesse Stone: Thin Ice (movie) 14,840 2.2 5 0.9 2
ABC Brothers & Sisters 12,084 4.1 9 3.3 9
NBC Celebrity Apprentice 8,243 3.4 8 2.4 6
FOX Simpsons/King of the Hill 6,316 3.1 7 3.5 9
UNI Nuestra Belleza Latina 4,093 1.8 4 2.0 5
CW Rain Man (movie) 1,871 0.5 1 0.4 1
9:30 CBS Jesse Stone: Thin Ice (movie) 15,174 2.2 5 0.8 2
ABC Brothers & Sisters 11,341 3.8 9 2.9 8
NBC Celebrity Apprentice 8,872 3.9 9 2.8 7
FOX King of the Hill/American Dad 5,525 2.7 6 3.1 8
UNI Nuestra Belleza Latina 4,310 1.9 4 2.2 6
CW Rain Man (movie) 1,929 0.5 1 0.5 1
10:00 CBS Jesse Stone: Thin Ice (movie) 15,198 2.1 5 0.8 2
ABC Brothers & Sisters 11,908 4.1 10 3.0 8
NBC Celebrity Apprentice 9,095 4.0 10 2.9 8
UNI Tras la Verdad 3,221 1.4 3 1.5 4
10:30 CBS Jesse Stone: Thin Ice (movie) 15,295 2.1 5 0.8 2
ABC Brothers & Sisters 12,369 4.4 11 3.2 9
NBC Celebrity Apprentice 9,028 4.0 10 2.8 8
UNI Tras la Verdad 2,251 0.9 2 1.0 3

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Shows are sorted by viewers in each time slot.

Nielsen TV Ratings: ©2009 The Nielsen Company. All Rights Reserved.

Definitions:

Fast Affiliate Ratings: These first national ratings, including demographics, are available at approximately 11 AM (ET) the day after telecast, and are released to subscribing customers daily. These data, from the National People Meter sample, are strictly time-period information, based on the normal broadcast network feed, and include all programming on the affiliated stations, sometimes including network programming, sometimes not. The figures may include stations that did not air the entire network feed, as well as local news breaks or cutaways for local coverage or other programming. Fast Affiliate ratings are not as useful for live programs and are likely to differ significantly from the final results, because the data reflect normal broadcast feed patterns. For example, with a World Series game, Fast Affiliate Ratings would include whatever aired from 8-11PM on affiliates in the Pacific Time Zone, following the live football game, but not game coverage that begins at 5PM PT. The same would be true of Presidential debates as well as live award shows and breaking news reports.

Rating: Estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent.

Share (of Audience): The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time. (See also, Rating, which represents tuning or viewing as a percent of the entire population being measured.)

Time Shifted Viewing – Program ratings for national sources are produced in three streams of data – Live, Live+Same Day (Live+SD) and Live+7 Day. Time shifted figures account for incremental viewing that takes place with DVRs which are currently in approximately 24.4% of all U.S. TV households. Live+Same Day (Live+SD) include viewing during the same broadcast day as the original telecast, with a cut-off of 3:00AM local time when meters transmit daily viewing to Nielsen for processing. Live+7 Day ratings include incremental viewing that takes place during the 7 days following a telecast.

For more information see Numbers 101.

 
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