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TV Ratings Thursday: Apprentice Goes Low; Vampire Diaries, Nikita Fall

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September 17th, 2010

Scoreboard CBS ABC Uni NBC CW FOX
rating/Share: Adults 18-49 2.2/7 1.8/6 1.7/5 1.4/4 1.3/4 0.7/2
Rating/Share: Adults 18-34 1.3/4 1.6/5 1.9/6 1.1/4 1.4/5 0.5/2
Total Viewers (million) 7.943 5.751 3.915 4.285 3.201 2.446


The premiere of The Apprentice and The Donald went low, scoring just a 1.5 adults 18-49 rating the lowest rated Apprentice ever. It was 53% below the premiere of Celebrity Apprentice on 3/14/10, 44% below the Thursday premiere of The Jay Leno Show, and below the final Thursday average for The Jay Leno Show.

Will NBC affiliates soon be longing for The Jay Leno Show 10pm Thursdays?

The second week of the CW's Vampire Diaries and Nikita both saw declines among the CW target women 18-34 (as well as adults 18-49). Vampire Diaries 2.4 women 18-34 rating was down 14% (and a 1.4 adults 18-49 rating was down 13%) from its premiere, and Nikita's 1.5 women 18-34 rating was down 21% (and a 1.2 adults 18-49 rating was down 14%).

And while I usually don't make observations on repeats, I'm sure CBS is pleased with the results for its Big Bang Theory repeat "marathon".

Late night ratings are below the primetime ratings table.

Overnight ratings for Thursday, September 16, 2010

Time Net Show 18-49 Rating 18-49 Share Viewers Live+SD (Millions)
8:00 CBS Big Bang Theory (repeat) 2.0 7 7.412
ABC Wipeout (repeat) 1.8 7 6.261
CW Vampire Diaries 1.4 5 2.992
NBC The Office (repeat) 1.1 4 3.558
FOX Fringe (repeat) 0.7 2 2.387
8:30 CBS Big Bang Theory (repeat) 2.4 8 8.218
ABC Wipeout (repeat) 2.1 7 6.724
CW Vampire Diaries 1.4 5 3.094
NBC The Office (repeat) 1.3 4 3.475
FOX Fringe (repeat) 0.7 2 2.312
9:00 CBS Big Bang Theory (repeat) 2.6 8 8.362
ABC Grey's Anatomy (repeat) 1.6 5 4.939
NBC The Apprentice (premiere) 1.4 4 4.565
CW Nikita 1.2 4 3.324
FOX Fringe (repeat) 0.7 2 2.508
9:30 CBS Big Bang Theory (repeat) 2.6 7 8.269
ABC Grey's Anatomy (repeat) 1.6 4 4.943
NBC The Apprentice (premiere) 1.5 4 4.547
CW Nikita 1.3 4 3.396
FOX Fringe (repeat) 0.7 2 2.577
10:00 ABC Grey's Anatomy (repeat) 1.8 5 5.614
CBS The Mentalist (repeat) 1.7 5 7.451
NBC The Apprentice (premiere) 1.5 5 4.631
10:30 ABC Grey's Anatomy (repeat) 2.0 6 6.027
CBS The Mentalist (repeat) 1.7 5 7.943
NBC The Apprentice (premiere) 1.6 5 4.936

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via NBC press note:

In Late-Night Metered Markets:

  • The Tonight Show with Jay Leno" (2.7/7 in metered-market households) out-delivered CBS's "Late Show with David Letterman" (2.5/6 with an encore) and ABC's combination of "Nightline (3.0/7) and "Jimmy Kimmel Live" (1.5/5) in Nielsen's 56 metered markets.
  • In the 25 markets with Local People Meters, adult 18-49 results were: “The Tonight Show with Jay Leno,” 0.9/4; "Late Show," 0.7/3 with an encore; "Nightline," 1.0/4; and "Jimmy Kimmel Live," 0.6/4.
  • At 12:35 a.m., "Late Night with Jimmy Fallon" (1.3/5 in metered-market households) tied CBS's "Late Late Show with Craig Ferguson" (1.3/5). In the 25 markets with Local People Meters, "Late Night" (0.5/3 in 18-49) topped "Late Late Show" (0.3/2).
  • At 1:35 a.m., Last Call with Carson Daly" averaged a 0.7/3 in metered-market households with an encore and a 0.3/3 in adults 18-49 in the 25 markets with local people meters.

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Nielsen TV Ratings: ©2010 The Nielsen Company. All Rights Reserved.

NOTE: All national ratings are "live plus same day" from Nielsen Media Research unless otherwise indicated.

You can see TV ratings from other recent Overnight ratings reports here.

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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