"Celebrity Apprentice" and "Biggest Loser: Couples," Pace NBC's Week

Categories: Network TV Press Releases

Written By

May 12th, 2009

via NBC press release:

'CELEBRITY APPRENTICE,' 'Biggest Loser,' 'The Office' AND 'SVU' ARE AMONG THE STANDOUTS IN NBC'S PRIMETIME WEEK OF MAY 4-10 

THREE-HOUR 'CELEBRITY APPRENTICE' FINALE ATTRACTS NBC'S BIGGEST OVERALL AUDIENCE IN ITS SUNDAY TIME PERIOD SINCE THE NIGHT OF THE Super Bowl 

'CELEBRITY APPRENTICE' BUILDS 81 PERCENT IN 18-49 FROM ITS FIRST TO ITS FINAL HALF-HOUR, TO WIN THE FINAL HOUR OF PRIMETIME IN ADULTS 18-49, ADULTS 18-34, ADULTS 25-54, TOTAL VIEWERS AND OTHER KEY MEASURES 

ON TUESDAY, 'THE Biggest Loser' GAINS 52 PERCENT IN 18-49 AND 35 PERCENT IN TOTAL VIEWERS FROM ITS FIRST HALF-HOUR TO ITS FOURTH, TO WIN ITS FINAL HALF-HOUR IN ADULTS 18-49 AND OTHER KEY MEASURES 

'LOSER' IS UP 8 PERCENT IN ADULTS 18-49 AND 12 PERCENT IN TOTAL VIEWERS VERSUS ITS YEAR-AGO CYCLE, AND IS THE BIGGEST 'LOSER' CYCLE IN TOTAL VIEWERS SINCE THE FIRST 'Biggest Loser' IN 2004-05 

'LAW & ORDER: SVU' WINS ITS HOUR IN ALL KEY DEMOGRAPHICS – ADULTS, MEN AND WOMEN 18-34, 18-49 AND 25-54 – AND MATCHES THE ABC-CBS DRAMA COMPETITION COMBINED IN ADULTS 18-34 

ON THURSDAY 'PARKS AND RECREATION' BUILDS ON ITS LEAD-IN FOR THE FOURTH STRAIGHT WEEK, GAINING 24 PERCENT IN ADULTS 18-49 AND 50 PERCENT IN ADULTS 18-34 

'The Office' AND '30 ROCK' WIN THEIR TOUGH THURSDAY TIME PERIODS IN MEN 18-49 AND 18-34, TOPPING 'GREY'S ANATOMY' AND 'CSI' IN THOSE DEMOS 

'The Office' IS TV'S #1 SCRIPTED SERIES SEASON-TO-DATE IN THE VALUABLE ADULT 18-34 DEMO 

UNIVERSAL CITY, Calif. – May 12, 2009 – Strong ratings from the season finale of "Celebrity Apprentice" and the penultimate episode of "Biggest Loser: Couples," as well as more solid numbers from NBC's Thursday comedies and Tuesday's slot-winning "SVU" paced NBC's primetime ratings week of May 4-10. For the week NBC averaged a 2.0 rating, 6 share in adults 18-49 and 6.4 million viewers overall, according to in-home viewing figures from Nielsen Media Research. 

Primetime averages for the week of May 4-10 in adults 18-49 were Fox (3.2/10), CBS (2.7/8), ABC, (2.6/7), NBC (2.0/6), Univision (1.5/4), CW (0.8/2) and Telemundo (0.5/1). In overall total viewers the weekly averages were CBS (10.8 million), Fox (8.8 million), ABC (8.7 million), NBC (6.4 million), Univision (3.7 million), CW (1.9 million) and Telemundo (1.1 million). 

Through the first 33 weeks of the 2008-09 season, NBC is the only one of the major broadcast networks to decrease its median age versus the prior season. NBC is the "second youngest" of the major broadcast networks, with a median age of 47.4 years (versus 48.3 years at this point last season), 2.3 years "older" than Fox (45.0 years). By comparison, ABC's median age this season is 49.4 and CBS's median age is 53.9. 

Season to date, NBC is running within 0.8 of a rating point of first place in primetime's key demographic of adults 18-49, versus a deficit of 1.4 points at this time last season. 

NBC highlights for the week of May 4-10: 

* On Sunday, the three-hour finale of "The Celebrity Apprentice" delivered NBC's biggest overall viewership in the time period since February 1, the night of the Super Bowl

* "Celebrity Apprentice" grew substantially over the course of its three-hour telecast, building to a first-place finish in the climactic 10-11 p.m. hour in adults 18-49, adults 18-34, adults 25-54, total viewers and other key measures, topping the season finales of ABC's "Brothers & Sisters" and CBS's "The Unit" in the final hour of primetime. 

* In its concluding hour from 10-11 p.m. on Sunday, "The Celebrity Apprentice" averaged a 3.9/11 in adults 18-49 and 10.6 million viewers overall. This is an increase of 22 percent in 18-49 and 32 percent in total viewers versus the one prior Sunday "Apprentice" finale (a 3.2/8 in 18-49 and 8.0 million viewers from 10-11 p.m. on Sunday, April 22, 2007). 

* On Thursday, "Parks and Recreation" built on its "My Name is Earl" lead-in by 24 percent in adults 18-49 and 50 percent in adults 18-34, marking the fourth week in a row that "Parks" has built versus its 18-49 lead-in. This is NBC's biggest build in this slot following a first-run 8-8:30 episode of "Earl" in two years. 

* "Parks and Recreation" won its time period in adults and men 18-34, topping CBS's "Survivor," Fox's "Bones, ABC's "Ugly Betty" and CW's "Smallville" in those demos 

* Also on Thursday, "The Office" and "30 Rock" won their tough time periods in men 18-49 and 18-34, topping ABC's "Grey's Anatomy," CBS's "CSI" and Fox's "Hell's Kitchen" in those demographics. 

* Additionally on Thursday, "Southland" ranked #1 or tied for #1 among the broadcast networks in all key adult-male demos. From half-hour to half-hour, "Southland" built in all key ratings categories, gaining 11 percent in adults 18-49, 8 percent in total viewers and 21 percent in men 18-34. 

* On Wednesday, "Law & Order" apprehended its highest 18-49 rating and biggest total viewership since February 4. 

* On Tuesday, "The Biggest Loser: Couples" gained 52 percent in 18-49 rating and 35 percent or more than 2.8 million persons in total viewers from its first half-hour to its fourth, which propelled "Loser" to a first-place finish in adults 18-49 in the 9:30-10 p.m. half-hour over such competition as Fox's "Fringe," ABC's "Dancing with the Stars" results show and CBS's "The Mentalist." "Loser" gained 0.4 to 0.6 of an 18-49 rating point in each successive half-hour on Tuesday 

* "The Biggest Loser: Couples" is up 8 percent in adults 18-49 and 12 percent in total viewers versus its year-ago cycle. The current, seventh cycle of "The Biggest Loser" is the biggest "Loser" cycle in total viewers since "The Biggest Loser 1" in the 2004-05 season. 

* Also on Tuesday, "Law & Order: SVU" locked up a time-period win in all key demographics – adults, men and women 18-34, 18-49 and 25-54 – and matched the ABC-CBS drama competition combined in adults 18-34. 

* On Monday, a two-hour "Medium" grew from its first half-hour to its fourth by 33 percent in adults 18-49, by 38 percent in adults 25-54 and by 33 percent or nearly 2.0 million persons 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 May 4-10: 

On Monday, May 4 from 8-9 p.m. ET, "Deal or No Deal" averaged a 1.2 rating, 3 share in adults 18-49 and 4.4 million viewers overall. From its first half-hour to its second, "Deal" increased by 18 percent in adults 18-49 (to a 1.3 from a 1.1). 

Monday from 9-11 p.m. ET, "Medium" (2.2/6 in 18-49, 7.2 million viewers overall) increased from its first half-hour to its fourth by 33 percent in adults 18-49 (to a 2.4/7 from a 1.8/5), by 38 percent in adults 25-54 (to a 3.3/8 from a 2.4/5) and by 33 percent or nearly 2.0 million persons in total viewers (to 8.0 million from 6.1 million). 

On Tuesday, May 5 from 8-10 p.m. ET, "The Biggest Loser: Couples" (3.6/10 in 18-49, 9.1 million viewers overall) again exhibited dramatic growth from its first half-hour to its fourth, propelling "Loser" to a #1 finish in 18-49 in the 9:30-10 p.m. half-hour over such competition as Fox's "Fringe," ABC's "Dancing with the Stars" results show and CBS's "Mentalist." From its first half-hour to its fourth, "Loser" gained 52 percent in 18-49 rating (to a 4.4/11 from a 2.9/9) and 35 percent or more than 2.8 million persons in total viewers (to 10.6 million from 7.8 million). "Loser" increased 0.4 to 0.6 of an 18-49 rating point in each successive half-hour. For its full two-hour time period, "Biggest Loser" ranked #2 in adults 18-49 and other key measures, behind only "Idol"-boosted Fox. 

"The Biggest Loser: Couples" is up versus its year-ago cycle by 8 percent in 18-49 (4.0 vs. 3.7, "most current") and 12 percent in total viewers (10.1 million vs. 9.0 million), while the Tuesday edition of "Idol" is down 12 percent in 18-49 rating (to 9.9 from 11.3, "most current") and down 9 percent in total viewers (to 26.3 million from 29.0 million). 

The current, seventh cycle of "The Biggest Loser" is the biggest "Loser" cycle in total viewers (10.1 million) since "The Biggest Loser 1" in the 2004-05 season. 

Tuesday from 10-11 p.m. ET, "Law & Order: Special Victims Unit" (3.7/10 in 18-49, 9.8 million viewers overall) won its time period in all key demographics – adults, men and women 18-34, 18-49 and 25-54 – and matched the ABC-CBS drama competition combined in adults 18-34. In adults 18-49, the "SVU" margin of victory was 42 percent (3.7 vs. a 2.6 for CBS's "Without a Trace" in second place). 

From its first half-hour to its second, "SVU" increased by 11 percent in 18-49 rating (to a 3.9/11 from a 3.5/9) and by 9 percent in total viewers (to 10.3 million from 9.4 million), while the rival dramas on ABC and CBS declined from half-hour to half-hour in both categories. 

NBC ranked #2 on Tuesday night in adults 18-49, adults 18-34 and other key demographics, behind only "Idol"-boosted Fox. 

On Wednesday May 6 from 8-9 p.m. ET, "Law & Order: Criminal Intent" (1.3/4 in 18-49, 5.7 million viewers overall) generated NBC's highest 18-49 rating in this time period since March 11 and its biggest overall viewership in the hour since February 25. 

Wednesday from 10-11 p.m. ET, "Law & Order" (2.3/6 in 18-49, 8.1 million viewers overall) apprehended its highest 18-49 and total-viewer scores since February 4. "Law & Order" ranked #2 in the time period in adults 18-49, total viewers and all other key categories, having built by 109 percent in 18-49 rating and 80 percent or 3.6 million persons on its lead-in from the previous hour – a 1.1/3 in 18-49 and 4.5 million viewers overall for a rebroadcast of "Law & Order: SVU" from 9-10 p.m. From half-hour to half-hour, "Law & Order" increased 9 percent in adults 18-49 (to a 2.4/7 from a 2.2/6). 

On Thursday, May 7 at 8 p.m. ET, "My Name is Earl" averaged a 1.7/6 in 18-49 and 4.5 million viewers overall. 

Thursday at 8:30 p.m. ET, "Parks and Recreation" (2.1/6 in 18-49, 4.7 million viewers overall) built on its "Earl" lead-in by 24 percent in adults 18-49 and by 50 percent in adults 18-34 (2.4 vs. 1.6). This is the fourth week in a row that "Parks" has built versus its 18-49 lead-in. 

This marks NBC's biggest build following an original 8-8:30 episode of "Earl" in two years (since "The Office" on April 12, 2007 increased 37 percent). Prior to the debut of "Parks & Recreation," NBC this season had averaged a 12 percent fall-off in 18-49 versus original "Earl" lead-ins with regular programming in this time period 

"Parks & Recreation" ranked #1 in its time slot in adults 18-34 and men 18-34, topping CBS's "Survivor," Fox's "Bones," ABC's "Ugly Betty" and CW's "Smallville" in those demos. 

Thursday from 9-9:31 p.m. ET, "The Office" (3.9/11 in 18-49, 7.8 million viewers overall) won its highly competitive time period in men 18-49 and 18-34, topping ABC's "Grey's Anatomy," CBS's "CSI" and Fox's "Hell's Kitchen" in those demographics. In adults 18-49, "The Office" ranked #2 in its time period, topping "CSI" head-to-head for the fifth straight week. 

Season-to-date, "The Office" is the #11-ranked primetime program in adults 18-49, despite airing in head-to-head competition with the #1 show on the CBS schedule ("CSI") and one of the two top shows on the ABC schedule ("Grey's Anatomy"). Among adults 18-34, "The Office" is primetime television's #3 show and #1 scripted series (averaging a 5.6/15 season-to-date in that demo), behind only the Tuesday and Wednesday editions of "American Idol." 

Thursday from 9:31-10:01 p.m. ET, "30 Rock" (2.9/8 in 18-49, 6.1 million viewers overall) ranked #1 in the time period in men 18-49 and men 18-34 versus the concluding half-hours of "Grey's Anatomy," "CSI" and "Hell's Kitchen." 

Thursday 10:01-11 p.m. ET, "Southland" (2.0/6 in 18-49, 6.6 million viewers overall) ranked #1 in the time slot in men 18-34, topping ABC's Michael J. Fox: An Incurable Optimist" and CBS's special encore "CSI" encore. "Southland" tied for #1 among men 18-49 and men 25-54. 

From half-hour to half-hour, "Southland" increased in every key ratings category, gaining 11 percent in adults 18-49 (to a 2.1 from a 1.9), 8 percent in adults 25-54 (to a 2.6 from a 2.4) and 8 percent in total viewers (to 6.9 million from 6.3 million). Among men 18-34, "Southland" jumped 21 percent from half-hour to half-hour (1.7 vs. 1.4). 

On Friday, May 8 from 8-8:29 p.m. ET, an encore telecast of "Howie Do It" averaged a 0.8/3 in 18-49 and 2.7 million viewers overall. From 8:29-9 p.m., a second rebroadcast of "Howie Do It" delivered a 0.8/3 in 18-49 and 2.3 million viewers overall. 

Friday from 9-11 p.m. ET, "Dateline NBC" (1.4/5 in 18-49, 5.2 million viewers overall) ranked #2 in its time period in adults 18-49, adults 25-54 and other key measures. From its first half-hour to its fourth, "Dateline" increased by 64 percent in 18-49 rating (to a 1.8/6 from a 1.1/4) and 48 percent or more than 2.0 million persons in total viewers (to 6.2 million from 4.2 million). 

On Saturday, May 9 from 8-9 p.m. ET, a rebroadcast of "Law & Order: SVU" averaged a 0.7/3 in 18-49 and 3.5 million viewers overall. From its first half-hour to its second, "SVU" increased by 33 percent in adults18-49 (to a 0.8 from a 0.6) and by 43 percent in women 18-49 (to 1.0 from 0.7). From 9-10 p.m., an encore "Southland" averaged a 0.6/2 in 18-49 and 3.8 million viewers overall. From its first half-hour to its second, "Southland" increased its 18-49 rating by 17 percent (to a 0.7 from a 0.6) and its overall viewership by 10 percent. 

Saturday at 10 p.m. ET, a rebroadcast of "Law & Order" (1.0/3 in 18-49, 5.2 million viewers overall) built from half-hour to half-hour by 38 percent in adults 18-49 (to a 1.1 from a 0.8). 

On Sunday, May 10 from 7-8 p.m. ET, "Dateline NBC" averaged a 1.0/4 and 4.2 million viewers overall. From its first half-hour to its second, "Dateline" increased in 18-49 rating by 11 percent (to a 1.0/4 from a 0.9/4) and in overall viewership by 16 percent (to 4.6 million from 3.9 million). 

Sunday from 8-11 p.m. ET, the season finale of "The Celebrity Apprentice" attracted NBC's biggest overall viewership in this time period since February 1, the night of the Super Bowl. "The Celebrity Apprentice" (3.1/9 in 18-49, 8.8 million viewers overall from 8-11 p.m.) grew substantially over the course of its three-hour telecast, building to a first-place finish in the climactic 10-11 p.m. hour in adults 18-49, adults 18-34, adults 25-54, total viewers and other key measures, topping the season finales of ABC's "Brothers & Sisters" and CBS's "The Unit" in the final hour of primetime. From its first half-hour to its sixth, "Celebrity Apprentice" grew by 81 percent in 18-49 rating (to a 3.8/10 from a 2.1/6) and by 61 percent or more than 3.9 million persons in total viewers (to 10.4 million from 6.5 million). 

In its final hour from 10-11 p.m., "Celebrity Apprentice" averaged a 3.9/11 in 18-49 and 10.6 million viewers overall. Versus the average of the one prior "Apprentice" Sunday finale (a 3.2/8 in 18-49 and 8.0 million viewers from 10-11 p.m. on Sunday, April 22, 2007), this was up 22 percent in 18-49 rating and up 32 percent in total viewers. 

WEEKLY AVERAGES 
Average rating, share and audience in each category 

ADULTS 18-49 

Fox 3.2/10, 4.2 million 
CBS 2.7/8, 3.5 million 
ABC 2.6/7, 3.5 million 
NBC 2.0/6, 2.7 million 
UNI 1.5/4, 2.0 million 
CW 0.8/2, 1.1 million 
TEL 0.5/1, 0.7 million 

Each rating point equals 1.32 million viewers 

ADULTS 25-54 

Fox 3.8/10, 4.7 million 
CBS 3.6/10, 4.5 million 
ABC 3.2/8, 3.9 million 
NBC 2.5/7, 3.1 million 
UNI 1.4/4, 1.8 million 
CW 0.8/2, 1.0 million 
TEL 0.5/1, 0.6 million 

Each rating point equals 1.24 million viewers 

TOTAL VIEWERS 

CBS 3.7/10, 10.8 million 
Fox 3.0/8, 8.8 million 
ABC3.09/8, 8.7 million 
NBC 2.2/6, 6.4 million 
UNI 1.3/4, 3.7 million 
CW 0.7/2, 1.9 million 
TEL 0.4/1, 1.1 million 

Each rating point equals 2.90 million viewers 

2008-09 SEASON-TO-DATE AVERAGES 
Average rating and audience in each category 

ADULTS 18-49 

Fox 3.6/10, 4.7 million 
CBS 3.1/8, 4.2 million 
ABC 2.9/8, 3.8 million 
NBC 2.8/8, 3.7 million 
UNI 1.6/4, 2.1 million 
CW 0.9/2, 1.2 million 
TEL 0.5/1, 0.7 million 

Each rating point equals 1.32 million viewers 

ADULTS 25-54 

CBS 4.1/10, 5.1 million 
Fox 4.1/10, 5.1 million 
ABC 3.4/8, 4.2 million 
NBC 3.2/8, 4.0 million 
UNI 1.5/4, 1.9 million 
CW 0.8/2, 1.0 million 
TEL 0.5/1, 0.6 million 

Each rating point equals 1.24 million viewers 

TOTAL VIEWERS 

CBS 4.0/10, 11.7 million 
Fox 3.3/8, 9.7 million 
ABC 3.1/8, 8.9 million 
NBC 2.7/7, 7.9 million 
UNI 1.4/3, 3.9 million 
CW 0.7/2, 2.0 million 
TEL 0.4/1, 1.2 million 

Each rating point equals 2.90 million viewers

 
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