We know who’s the boss at 9pm Sunday. In its season premiere, Donald Trump’s Celebrity Apprentice took a ratings beating from CBS’s Undercover Boss in the hour. Free of Boss, Trump won the 10pm hour. Fox’s premiere of Sons Of Tucson was orphaned in the ratings, and NBC’s Minute to Win It was unimpressive, but cheap!

After Sundays packed with special events this year, last night went low for almost everybody. Will there be cries of “It was Daylight Savings Time!”? Cute theory; unproven cause and effect. Whether it was DST or the Witching Hour, when a 2.8 average rating wins a broadcast Sunday night it’s not a time for celebration.

America seems to like their bosses undercover instead of with big hair, as the season premiere of Celebrity Apprentice was down 18% vs. its 2009 season premiere to a 3.2 adults 18-49 rating, with its 9pm hour suffering the most. The season premiere of the game show Minute To Win It scored a 1.9 rating. Although ABC’s America’s Funniest Home Videos beat it at 7pm, it out rated Extreme Makeover: Home Edition at 8pm. For a reality show on NBC that’s a win. Edit: The original paragraph incorrectly identified ABC reality as beating MTWI both hours.

Fox’s Sons of Tucson had a nice premiere slot after a new Family Guy, but not many stuck around to watch. It’s 2.1 rating suggests that Sons will likely be homeless. Otherwise it was an up and down night for Fox. The Simpsons 2.3 rating was down 10% from its last original episode (2/21) to a 2.3 rating, but Family Guy was up 6% from its last original (2/14) to a 3.5 rating.

For CBS, The Amazing Race was up 15% vs. last week to a 3.0 adults 18-49 rating. And while it still won its hour, Undercover Boss took a hit from the Donald, falling 25% from its last original (2/28) to a 3.8 rating. Cold Case, on its way to the boneyard, was up 4% from its last original (2/28) to a 2.5 rating.

Desperate Housewives fans can break out their bingo cards again today, as Wisteria Lane hit another series low for a new episode with a 3.6 adults 18-49 rating, down 3% from its last original episode (2/28). Brothers and Sisters held up better, holding even vs. its last original episode (2/28) with a 2.5 rating. Extreme Makeover: Home Edition fell 8% from its last original episode (2/21) to a 2.3 rating.

Time Net Show 18-49 Rating 18-49 Share Viewers Live+SD (million)
7:00 CBS 60 Minutes 1.8 6 11.026
ABC America’s Funniest Home Videos 1.7 6 6.945
NBC Minute To Win It (premiere) 1.3 4 4.182
FOX Til Death 0.7 3 1.967
7:30 ABC America’s Funniest Home Videos 2.0 6 7.987
CBS 60 Minutes 1.8 6 12.432
NBC Minute To Win It (premiere) 1.7 5 4.958
FOX Til Death 0.8 3 2.016
8:00 CBS Amazing Race 2.8 8 10.140
FOX The Simpsons 2.6 8 5.233
ABC Extreme Makeover: Home Edition 2.1 6 7.909
NBC Minute To Win It 2.1 6 6.604
8:30 CBS Amazing Race 3.1 9 10.315
NBC Minute To Win It 2.6 7 7.799
ABC Extreme Makeover: Home Edition 2.5 7 9.364
FOX The Simpsons (repeat) 2.5 7 5.363
9:00 CBS Undercover Boss 3.6 9 12.581
ABC Desperate Housewives 3.5 9 11.718
FOX Family Guy 3.5 9 6.720
NBC Celebrity Apprentice (premiere) 2.7 7 7.677
9:30 CBS Undercover Boss 4.1 10 13.995
ABC Desperate Housewives 3.7 9 11.916
NBC Celebrity Apprentice (premiere) 2.8 7 7.192
FOX Sons of Tucson (premiere) 2.1 5 4.514
10:00 NBC Celebrity Apprentice (premiere) 3.6 9 9.073
ABC Brothers & Sisters 2.6 7 8.949
CBS Cold Case 2.5 6 10.213
10:30 NBC Celebrity Apprentice (premiere) 3.6 10 9.084
CBS Cold Case 2.5 7 10.108
ABC Brothers & Sisters 2.4 7 8.367

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


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 and Numbers 102.

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