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[01/08/08 - 10:21 AM]
NBC Is #1 in Primetime in 18-49 for the Third Week in a Row, as 'American Gladiators' Grabs the Highest 18-49 Rating of Any Debuting New Show This Season
NBC spins the numbers for the week of December 31-January 6.

[via press release from NBC]

NBC IS #1 IN PRIMETIME IN 18-49 FOR THE THIRD WEEK IN A ROW, AS 'AMERICAN GLADIATORS' GRABS THE HIGHEST 18-49 RATING OF ANY DEBUTING NEW SHOW THIS SEASON

NBC IS #1 IN PRIMETIME IN 18-49 FOR THE THIRD WEEK IN A ROW, AS 'AMERICAN GLADIATORS' GRABS THE HIGHEST 18-49 RATING OF ANY DEBUTING NEW SHOW THIS SEASON

NBC ALSO WINS THE WEEK IN ADULTS 18-34, ADULTS 25-54, TOTAL VIEWERS AND OTHER KEY DEMOS

'AMERICAN GLADIATORS' DELIVERS NBC'S HIGHEST NON-SPORTS 18-49 RATING IN THE SUNDAY 9-11 SLOT IN NEARLY THREE YEARS

NBC'S SATURDAY JAGUARS-STEELERS NFL WILDCARD GAME IS THE #1 TELECAST OF THE WEEK, SCORING THE HIGHEST NIGHTLONG NUMBERS FOR ANY NETWORK ON ANY NIGHT SINCE LAST MAY'S 'AMERICAN IDOL' FINALE

'BIGGEST LOSER 5' PREMIERES ON TUESDAY WITH THE HEFTIEST RATINGS EVER FOR A 'LOSER' DEBUT

'CELEBRITY APPRENTICE' PREMIERES AS LAST THURSDAY'S TOP-RATED SHOW IN ADULTS 18-49, WINNING ITS SLOT IN 18-49, 25-54 AND OTHER KEY DEMOS

THE 18TH-SEASON PREMIERE OF 'LAW & ORDER' ON WEDNESDAY LOCKS UP NBC'S HIGHEST DEMO RATING IN ITS SLOT SINCE PREMIERE WEEK AND BIGGEST NON-OLYMPIC TOTAL VIEWERSHIP SINCE APRIL 2005

NBC MATCHES ITS HIGHEST 18-49 AVERAGE IN A NON-OLYMPIC WEEK IN NEARLY THREE YEARS; WINS THREE WEEKS IN A ROW FOR THE FIRST TIME SINCE SEPTEMBER 2004

BURBANK, Calif. � January 8, 2008 � Paced by the strong debuts of "American Gladiator," "Celebrity Apprentice," "The Biggest Loser" and "Law & Order," and fortified by a potent NFL Wild Card game on Saturday, NBC's primetime lineup won its third consecutive week in adults 18-49, averaging a 4.2 rating, 11 share in adults 18-49 and 11.7 million viewers overall for the week of December 31-January 6, according to in-home viewing figures from Nielsen Media Research. This marks the first time NBC has won three consecutive weeks in adults 18-49 since September 2004.

In addition to its weekly win in primetime's key demographic of adults 18-49, NBC also ranked #1 for the week in adults 18-34 and adults 25-54, women 18-34, 18-49 and 25-54 and men 18-49 and 25-54.

NBC's 1.0 margin of victory this week in adults 18-49 is the biggest for any network since Fox's 1.4-point win the week of May 21-27, 2007 (the week of the "American Idol" finale). It's NBC's biggest margin of victory in adults 18-49 in a non-Olympic week since May 3-9, 2004 (1.8 points, the week of the "Friends" finale). NBC's 4.2 rating for the week in adults 18-49 matches NBC's highest average in a non-Olympic week since January 10-16, 2005 (Golden Globes).

With an average 11.7 million total viewers for the week, NBC also achieved its highest non-Olympic weekly average in total viewers since January 10-16, 2005. NBC's 33 percent margin of victory in total viewers over second-place CBS is NBC's biggest total-viewer margin in a non-Olympic week since October 18-24, 1999 (World Series).

NBC Sports' coverage of the Jacksonville Jaguars-Pittsburgh Steelers NFL Wild Card playoff game on Saturday night was the #1 telecast of the week in adults 18-49, adults 18-34, adults 25-54, total viewers and other key measures. It propelled NBC to the highest primetime rating for any network on any night since the finale of "American Idol" last may. This is the third week in a row that an NFL telecast has scored the week's #1 primetime rating in adults 18-49 and total viewers.

Sunday's two-hour preview of "American Gladiators" ranked #4 among all programs this week in adults 18-49. It ranked #2 among all programs in adults 18-34, trailing only NBC's Saturday NFL telecast (program rankings exclude football pre- and post-game telecasts of less than 10 minutes duration)

Through the first 15 weeks of the 2007-08 season, NBC's median age has grown 1.0 year younger, moving to 46.2 years this season from 47.2 years at this point last season. In this same comparison, ABC's median age has increased by 2.2 years (to 49.1 from 46.9) and CBS's median age has increased to 52.6 years from 52.1 at this point last season. Fox's median age has declined slightly from 44.8 years to 44.6 years, reflecting in part fewer hours of baseball on Fox's primetime schedule this season versus last.

Through 15 weeks of the 2007-08 season, the primetime ratings race in adults 18-49 remains extraordinarily close, with only two-tenths of a rating point separating the top four broadcast networks. Season-to-date averages in adults 18-49 for the period September 24, 2007 through January 6, 2008 are ABC (3.4/9), NBC and CBS (3.3/9), Fox (3.2/8), Univision (1.5/4), CW (1.1/3) and Telemundo (0.4/1).

Primetime averages for the week of December 31-January 6 in adults 18-49 were NBC (4.2/11), Fox (3.2/9), ABC (2.7/7), CBS (2.3/6), Univision (1.3/4), CW (0.7/2) and Telemundo (0.5/1). In overall total viewers the weekly averages were NBC (11.7 million), CBS (8.8 million), Fox (8.7 million), ABC (8.4 million), Univision (3.1 million), CW (1.9 million) and Telemundo (1.2 million).

NBC highlights for the week of December 31-January 6:

* On Sunday, "American Gladiators" debuted with the highest 18-49 rating for any new-show premiere on any network this season, and NBC's top 18-49 rating for a new-show debut since "Heroes" in September 2005.

* "American Gladiators" scored NBC's highest non-sports 18-49 rating in its Sunday time period in nearly three years (since the January 16, 2005 telecast of the Golden Globe Awards). In total viewers, it was NBC's top non-sports program in the slot since the Emmy Awards on August 27, 2006.

* On Tuesday, the two-hour debut of "The Biggest Loser 5" weighed in with the heftiest ratings ever for a "Biggest Loser" premiere, up 42 percent in adults 18-49 and 33 percent in total viewers versus the most recent cycle's premiere in September. .

* "The Biggest Loser," which gained 67 percent in 18-49 rating and 50 percent in total viewers from its first to its fourth half-hour, was the #1 non-sports choice among adults 18-49 and total viewers and ranked #1 outright in key adult-female demos versus Rose Bowl and Sugar Bowl college football telecasts.

* Also on Tuesday, "Law & Order: SVU" ranked #2 in adults 18-49, trailing only the Sugar Bowl telecast, and #1 in total viewers and all key adult-female demographics � women 18-34, 18-49 and 25-54.

* On Wednesday, the two-hour 18th-season premiere of "Law & Order" locked up NBC's highest 18-49 rating in the time period since premiere week and the network's highest overall viewership in the slot, excluding Olympics, since April 13, 2005. "Law & Order" delivered the series' highest 18-49 rating and total viewer results since May 2006.

* On Thursday, "The Celebrity Apprentice" debuted as the #1 show of the night in adults 18-49, winning its time period in adults 18-49, adults 25-54, women 18-49 and women 25-54.

* The new "Celebrity Apprentice" series launched on Thursday with the highest 18-49 rating for a premiere in the "Apprentice" franchise since the debut of "The Apprentice 4" on September 22, 2005. In total viewers, "Celebrity Apprentice" attracted the biggest overall audience for an "Apprentice" premiere since "The Apprentice 3" debuted on January 20, 2005.

* On Friday, "1 vs 100" swept its time period, ranking #1 in adults, men and women 18-34, 18-49 and 25-54, as well as in total viewers. "1 vs 100" was the #1 show on any network Friday night in total viewers and tied Fox's 9 p.m. "House" encore as Friday's top show in 18-49.

* NBC won Friday night in adults 18-49 and total viewers. This marks the network's second Friday win in 18-49 in three weeks.

* On Saturday, NBC Sports coverage of the Jacksonville Jaguars-Pittsburgh Steelers NFL Wild Card game scored the highest nightlong adult 18-49 rating and total viewer tally for any network on any night since the "American Idol" finale last May. NBC dominated the night, topping the other broadcast networks combined in adults 18-49, total viewers and other key measures.

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 December 31-January 6:

On Monday, Dec. 31, from 8-10 p.m. ET, an encore telecast of the special "Saturday Night Live in the '90s: Pop Culture Nation" (1.4 rating, 5 share in adults 18-49, 4.0 million viewers overall) ranked #2 in adults 18-49. From its first half-hour to its fourth, the special increased by 36 percent in 18-49 rating (to a 1.5/5 from a 1.1/4). At 10 p.m. an encore telecast of "Law & Order: SVU' averaged a 0.8/3 in 18-49 and 3.6 million viewers overall.

Tuesday, Jan. 1 from 8-10 p.m. ET, the premiere of "The Biggest Loser 5" (4.4/10 in adults 18-49, 10.5 million viewers overall) surged by 42 percent in 18-49 rating and by 33 percent in total viewers versus the premiere telecast of the most recent cycle (a 3.1/9 in 18-49 and 7.8 million viewers overall from 8-10 p.m. on Tuesday, Sept. 11, 2007). "The Biggest Loser" was the #1 non-sports program in its time period in adults 18-49 and total viewers and ranked #1 outright in all key adult-female demographics, opposite the Rose Bowl and Sugar Bowl telecasts on ABC and Fox.

Excluding finales, this is the top-rated "Biggest Loser" telecast in adults 18-49 since the penultimate telecast of the first "Biggest Loser" cycle on January 11, 2005.

From its first half-hour to its fourth, "Biggest Loser" gained 67 percent in 18-49 rating (to a 5.5/13 from a 3.3/8) and its overall viewership increased by more than 4.2 million persons, or 50 percent (to 12.8 million from 8.5 million).

From 10-11 p.m. ET, "Law & Order: Special Victims Unit" (4.2/11 in 18-49, 12.4 million viewers overall) ranked #2 in adults 18-49, trailing only Fox's Sugar Bowl telecast, and #1 in total viewers and all key adult-female demographics � women 18-34, 18-49 and 25-54.

On Wednesday, Jan. 2 from 8-9 p.m. ET, "Deal or No Deal" (3.5/9 in 18-49, 12.3 million viewers overall) was the #1 non-sports telecast in adults 18-49 and was #1 outright in total viewers. From its first to its second half-hour, "Deal" increased by 26 percent in 18-49 rating (to a 3.9/10 from a 3.1/9) and by 18 percent, or more than 2.0 million persons, in total viewers (to 13.3 million from 11.3 million).

Wednesday from 9-11 p.m. ET, the 18th-season premiere of "Law & Order" (3.8/9 in 18-49, 13.5 million viewers overall) locked up NBC's highest 18-49 rating in the time period since premiere week (September 26, 2007) and the network's highest overall viewership in the slot, excluding Olympics, since April 13, 2005. The drama ranked #2 in the time period in adults 18-49 (tie) and adults 25-54 and #1 in total viewers.

"Law & Order" delivered the series' highest 18-49 rating and total viewer results since May 17, 2006.

NBC ranked #2 on Wednesday in adults 18-49 (tied with ABC) and #1 in total viewers.

On Thursday, Jan. 3 from 8-9 p.m. ET, "Deal or No Deal" (3.7/10 in 18-49, 13.4 million viewers overall) was the hour's #1 non-sports choice in adults 18-49 and other key demographics and ranked #1 outright in adults 25-54 and total viewers.

Thursday from 9-10:01 p.m. ET, the debut of "The Celebrity Apprentice" (4.5/11 in adults 18-49, 11.1 million viewers overall) won its time period in adults 18-49, adults 25-54, women 18-49 and women 25-54. "Celebrity Apprentice" delivered the #1 rating of the night in adults 18-49.

Versus NBC's 3.3 rating in this time period on the same night last season, "Celebrity Apprentice" is up 36 percent. In total viewers, "Celebrity Apprentice" improved the time period by 68 percent versus the same night last year (11.1 million vs. 6.6 million). "Celebrity Apprentice" scored NBC's top 18-49 rating in the time period since October 18.

From half-hour to half-hour, "The Celebrity Apprentice" grew by 9 percent in 18-49 rating (to a 4.7/12 from a 4.3/11) and by 6 percent in total viewers (to 11.4 million from 10.7 million).

The new series launched with the highest 18-49 rating for a premiere in the "Apprentice" franchise since the debut of "The Apprentice 4" on September 22, 2005. In total viewers, last week's "Celebrity Apprentice" attracted the biggest overall audience for an "Apprentice" premiere since "The Apprentice 3" debuted on January 20, 2005.

Thursday from 10:01-11 p.m. ET, "ER" (3.6/10 in 18-49, 9.4 million viewers overall) was the #1 non-sports choice in the time period in adults 18-49 and most other key demos and ranked #1 outright among women 18-49 and women 25-54.

On Friday, Jan. 4 from 8-9 p.m. ET, "1 vs 100" (2.3/7 in adults 18-49, 8.4 million viewers overall) ranked #1 in the time period in adults, men and women 18-34, 18-49 and 25-54, plus total viewers. "1 vs 100" scored NBC's top adult 18-49 rating in this time period in five weeks and improved on NBC's season average 2.0 rating in the hour by 15 percent. From its first half-hour to its second, "1 vs 100" increased its 18-49 rating by 30 percent (to a 2.6/8 from a 2.0/6) and its overall viewership by 1.3 million persons or 17 percent (to 9.1 million from 7.8 million).

"1 vs 100" tied with Fox's 9 p.m. "House" encore for the #1 rating of the night on any network in 18-49 and was the #1 show of the night outright in total viewers.

At 9 p.m. ET, "Friday Night Lights" (1.8/5 in 18-49, 5.5 million viewers overall) ranked #2 in the time period in adults 18-49 (tied) and tied for #1 among men 25-54.

At 10 p.m. ET, "Las Vegas" (2.0/6 in 18-49, 7.1 million viewers) ranked #2 in adults 18-49 and #1 in adults 25-54 (tied) and men 18-49 and 25-54.

NBC ranked #1 Friday night in adults 18-49 and total viewers, marking the network's second Friday 18-49 win in three weeks.

On Saturday, Jan. 5, NBC Sports coverage of the Jacksonville Jaguars-Pittsburgh Steelers NFL Wild Card playoff game dominated the night, delivering the highest nightlong adult 18-49 and total viewer primetime averages for any network on any night since the "American Idol" finale on Wednesday, May 23, 2007. For its full duration, the game averaged a 9.8/27 in adults 18-49, 25.7 million viewers overall and a 15.0/25 household rating and share from 8:14-11:43 p.m. ET. The pre-kickoff telecast from 8:05-8:14 p.m. averaged an 8.7/27 in adults 18-49, 23.9 million viewers overall and a 13.8/24 household rating and share

For the full primetime night (Saturday from 8-11 p.m.), NBC beat the other broadcast networks combined in adults 18-49 (averaging a 9.4/26), total viewers (24.8 million) and other key measures.

On Sunday, Jan. 6 from 7-9 p.m. ET, a special edition of "Deal or No Deal" (3.0/7 in 18-49, 10.4 million viewers overall) scored NBC's top non-sports results in this time period in both 18-49 and total viewers in the past year (since January 5, 2007). From its first half-hour to its fourth, "Deal" increased by 150 percent in 18-49 rating (to a 4.0/9 from a 1.6/4) and by 93 percent, or more than 6.3 million persons, in total viewers (to 13.2 million from 6.8 million).

Sunday from 9-11 p.m. ET, the debut of "American Gladiators" (5.9/14 share in adults 18-49, 12.1 million viewers overall) scored NBC's highest non-sports 18-49 rating in this time period in nearly three years (since the January 16, 2005 telecast of the Golden Globe Awards). In total viewers, it was NBC's top non-sports program in the slot since the Emmy Awards on August 27, 2006.

"American Gladiators" delivered the highest 18-49 rating for any premiering NBC show since the September 25, 2005 debut of "Heroes" (also a 5.9). It was NBC's highest-rated debut for an unscripted series since the original premiere of "The Apprentice" on January 8, 2004.

"American Gladiators" ranked #1 in its highly competitive two-hour time period in adults 18-49, adults 18-34 and all key-adult male demographics. In its second hour, from 10-11 p.m. ET, "Gladiators" beat the ABC-CBS original competition combined in adults 18-49 (6.0 for "Gladiators" vs. a 5.8 combined for ABC's debut of "Cashmere Mafia" and CBS' original "Cold Case"). In adults 18-34, "American Gladiators" topped the ABC-CBS competition combined by an 83 percent margin (a 6.6 for "Gladiators" vs. a 3.6 for "Cashmere Mafia" and "Cold Case" combined.)

NBC's 4.4 rating in adults 18-49 for the night matches the network's best Sunday non-sports performance since January 16, 2005 (Golden Globes) and NBC's total viewer average (11.2 million) is the network's best, excluding sports, since August 27, 2006 (Emmy Awards).





  [january 2008]  
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· 1 VS. 100 (GSN)
· AMERICAN GLADIATORS (NBC)
· AMERICAN IDOL (FOX)
· APPRENTICE, THE (NBC)
· BIGGEST LOSER, THE (NBC)
· CASHMERE MAFIA (ABC)
· COLD CASE (CBS)
· DEAL OR NO DEAL (NBC)
· ER (NBC)
· FRIDAY NIGHT LIGHTS (DIRECTV)
· FRIENDS (NBC)
· HEROES (NBC)
· HOUSE (FOX)
· LAS VEGAS (NBC)
· LAW & ORDER (NBC)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)









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