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[03/18/08 - 01:59 PM]
NBC Ranks #2 in Adults 18-49 for the Primetme Week of March 10-16
NBC spins the numbers for the week of March 10-16.

[via press release from NBC]

NBC RANKS #2 IN ADULTS 18-49 FOR THE PRIMETME WEEK OF MARCH 10-16

'MEDIUM' WINS ITS MONDAY SLOT IN ADULTS 18-49, 25-54 AND OTHER KEY DEMOS, WHILE CONJURING ITS BIGGEST OVERALL VIEWERSHIP IN SEVEN WEEKS

TUESDAY'S ENCORE 'LAW & ORDER: SVU,' THE 'MOST WATCHED' REBROADCAST OF THE SERIES IN 15 MONTHS, TOPS FIRST-RUN COMPETITION ON ABC AND CBS

'THE BIGGEST LOSER' IS TUESDAY'S TOP-RATED ALTERNATIVE TO 'AMERICAN IDOL' IN ADULTS 18-49 AND OTHER KEY MEASURES

'LAW & ORDER' ON WEDNESDAY LOCKS UP A SLOT WIN IN ADULTS 18-49, TOTAL VIEWERS AND OTHER MEASURES, WITH ITS 'MOST WATCHED' EPISODE SINCE ITS SEASON DEBUT ON JANUARY 2

NBC FINISHES #1 OR TIED FOR #1 IN THE 10 P.M. HOUR ON SIX OF SEVEN NIGHTS IN 18-49

BURBANK, Calif. � March 18, 2008 � NBC ranked #2 in primetime's key demographic of adults 18-49 for the second consecutive week, bolstered by key slot wins from scripted dramas "Medium," "Law & Order" and "SVU," and solid second-place finishes on Tuesday and Wednesday nights in competition with "American Idol." NBC averaged a 2.2 rating, 6 share in adults 18-49 and 7.5 million viewers overall for the week of March 10-16, according to in-home viewing figures from Nielsen Media Research.

NBC finished #1 or tied for #1 in the 10 p.m. ET hour in adults 18-49 on six of seven nights, with Monday's "Medium," Tuesday's "Law & Order: SVU" encore, Wednesday's "Law & Order," Thursday's "Lipstick Jungle" (tie), Friday's "Dateline NBC" and Saturday's "Law & Order" encore. In adults 25-54, NBC won the 10:30 lead-in to local news on five of seven nights last week (Monday, Tuesday, Wednesday, Friday and Saturday).

Through 25 weeks of the 2007-08 season, Fox is leading in primetime's key demographic of adults 18-49, with the race for #2 extraordinarily tight. Season-to-date averages in adults 18-49 for the period September 24, 2007 through March 16, 2008 are Fox (4.4/12), ABC (3.1/8), NBC and CBS (3.0/8), Univision (1.5/4), CW (1.0/3) and Telemundo (0.4/1).

Through the first 25 weeks of the 2007-08 season, NBC is the only network to have grown younger in primetime, and NBC is now the "second-youngest" of the major broadcast networks. NBC's median age has moved to 47.5 years this season from 47.8 years at this point last season. In this same comparison, ABC's median age has increased by 2.1 years (to 48.8 from 46.7), CBS's median age has increased by 1.2 years to 52.9 years old from 51.7 and Fox's median age has increased by 1.0 year to 43.7 from 42.7 years old at this point last season.

Primetime averages for the week of March 10-16 in adults 18-49 were Fox (4.1/12), NBC (2.2/6), ABC and CBS (2.1/6), Univision (1.5/4), CW (1.0/3) and Telemundo (0.4/1). In overall total viewers the weekly averages were Fox (11.3 million), CBS (7.6 million), NBC (7.5 million), ABC (6.1 million), Univision (3.4 million), CW (2.4 million) and Telemundo (0.9 million).

NBC highlights for the week of March 10-16:

* On Monday, "Medium" won its slot in adults 18-49, adults 25-54 and key adult-female demographics, while conjuring up its biggest overall viewership in seven weeks.

* On Tuesday, a two-hour "The Biggest Loser" was once again the top-rated alternative to Fox's "American Idol" in adults 18-49 and other key measures. "Biggest Loser" finished more than a full 18-49 rating point ahead of all other non-"Idol" competition in the time period.

* Despite a full two hours of head-to-head competition with "Idol," "Biggest Loser" gained 31 percent in 18-49 rating from its first half-hour to its fourth and 23 percent, or more than 1.6 million persons, in total viewers

* Also on Tuesday, an encore telecast of "Law & Order: SVU" won its slot in adults 18-49, total viewers and most other key measures, topping first-run competition on ABC and CBS. In total viewers, this was the "most watched" "SVU" rebroadcast in more than 15 months.

* NBC ranked #2 on Tuesday in adults 18-49 and total viewers, behind only "Idol"-fueled Fox. NBC has finished #2 in 18-49 on all nine Tuesdays so far this season in which Fox has run "American Idol," and has ranked #1 or #2 for the last 15 Tuesdays in a row.

* On Wednesday, "Law & Order" ranked #1 in its time period in adults 18-49, total viewers and all other key measures. In adults 18-49, "Law & Order" captured the hour with a 74 percent margin over CBS's "CSI: NY" encore, while more than doubling the 18-49 delivery of ABC's first-run "Men in Trees." In total viewers, this was the "most watched" episode of the show since its season debut on January 2.

* NBC ranked #2 on Wednesday in adults 18-49 and total viewers for the fifth week in a row.

* On Thursday, "The Celebrity Apprentice" continues to pace well ahead of the most recent cycle in the "Apprentice" franchise, with Thursday's episode, the 11th of the current cycle, topping the 11th episode of "Apprentice 6" by 39 percent in 18-49 rating. Season-to-date, the increase for "Celebrity Apprentice" over "Apprentice 6" is 21 percent in adults 18-49.

* Also on Thursday, "Lipstick Jungle" tied for #1 in adults 18-49 and won its hour outright in the key adult-female demographics of women 18-49 and women 18-34.

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 March 10-16:

On Monday, March 10, from 8-9 p.m. ET, "My Dad Is Better Than Your Dad" (2.1 rating, 6 share in adults 18-49, 6.8 million viewers overall) ranked #1 among the broadcast networks in men 18-34, teens 12-17 and kids 2-11. From its first to its second half-hour, "My Dad" increased by 15 percent in both 18-49 rating (to a 2.3 from a 2.0) and total viewers (to 7.3 million from 6.3 million).

Monday from 9-10 p.m. ET, "Deal or No Deal" (3.0/8 in 18-49, 11.8 million viewers overall) built on its lead-in from the previous hour by 43 percent in 18-49 rating and by 73 percent, or more than 5.0 million persons, in total viewers. "Deal" ranked #2 in adults 18-49 and #1 in total viewers and adults 18-34 (tied).

Monday at 10 p.m. ET, "Medium" (2.9/8 in 18-49, 9.3 million viewers overall) won its time period in adults 18-49 and 25-54 and women 18-49 and 25-54. In total viewers, "Medium" conjured up its biggest overall audience in seven weeks (since January 21).

Tuesday, March 11 from 8-10 p.m. ET, "The Biggest Loser 5" (3.0/8 share in adults 18-49, 7.7 million viewers overall) was once again the top-rated alternative to Fox's "American Idol"-led lineup in adults 18-49 and most other key ratings categories. "Biggest Loser" finished more than a full 18-49 rating point ahead of all other non-"Idol" competition in the time period.

Despite a full two hours of head-to-head competition with "Idol," "Biggest Loser" gained 31 percent in 18-49 rating from its first half-hour to its fourth (to a 3.4 from a 2.6) and 23 percent, or more than 1.6 million persons, in total viewers (to 8.5 million from 6.9 million).

To date, "The Biggest Loser 5" is running 13 percent ahead of "Biggest Loser 4" in 18-49 rating (3.6 vs. 3.2, "most current" averages through 11 episodes of both cycles). In total viewers, "Biggest Loser 5" is running 18 percent ahead of "Biggest Loser 4" (8.7 million vs. 7.4 million).

Tuesday at 10 p.m., an encore telecast of "Law & Order; Special Victims Unit" (3.0/8 in 18-49, 9.5 million viewers overall) won the hour in adults 18-49, total viewers and most other key measures versus first-run competition from CBS's "Jericho" and ABC's "Primetime: What Would You Do?" In total viewers, this was the "most watched" "SVU" rebroadcast in more than 15 months (since December 5, 2006).

NBC ranked #2 on Tuesday night in adults 18-49, total viewers and other key measures, behind only "Idol"-fueled Fox. NBC has finished #2 in 18-49 on all nine Tuesdays so far this season in which Fox has run "American Idol," and has ranked #1 or #2 for the last 15 Tuesdays in a row.

On Wednesday, March 12 from 8-9 p.m. ET, "Deal or No Deal" (2.5/7 in 18-49, 10.2 million viewers overall) generated its top 18-49 and total viewer results in four weeks. "Deal" ranked #2 in adults 18-49, total viewers and other key measures, topping first-run unscripted competition from CBS's "Big Brother," ABC's "Wife Swap" and CW's "America's Next Top Model." At 9 p.m., "Law & Order: Criminal Intent" averaged a 2.0/5 in 18-49 and 7.9 million viewers overall.

Wednesday from 10-11 p.m. ET, "Law & Order" (3.3/9 in 18-49, 11.7 million viewers overall) ranked #1 in the time period in adults 18-49, total viewers and all other key measures. In adults 18-49, "Law & Order" captured the hour by a 74 percent margin over CBS's "CSI: NY" encore (3.3/9 vs. a 1.9/5) and more than doubled the 18-49 delivery of ABC's first-run "Men in Trees" (3.3/8 vs. 1.7/5).

"Law & Order" apprehended its biggest overall viewership since January 2, the night of the series season debut, and matched its highest 18-49 rating in eight weeks (since January 16).

NBC ranked #2 on Wednesday night in adults 18-49 and total viewers for the fifth Wednesday in a row.

On Thursday, March 13 at 8 p.m. ET, an encore telecast of "My Name is Earl" averaged a 1.5/5 in 18-49 and 4.1 million viewers overall. At 8:30 p.m., a second encore "My Name is Earl" (1.8/5 in 18-49, 4.5 million viewers overall) built on its lead-in from the previous half-hour by 20 percent in 18-49 rating.

Thursday from 9-10:01 p.m. ET, "The Celebrity Apprentice" (3.2/8 in adults 18-49, 8.2 million viewers overall) ranked #2 in adults 18-49, 25-54 and other key demos, trailing only ABC's "Lost." "Celebrity Apprentice" built by 78 percent in 18-49 rating and 82 percent in total viewers versus its lead-in from the previous half-hour.

"Celebrity Apprentice" continues to pace solidly ahead of the most recent cycle in the "Apprentice" franchise, with Thursday's episode, the 11th of the current cycle, topping the 11th episode of "Apprentice 6" by 39 percent in 18-49 rating (3.2 vs. a 2.3 on Sunday, April 1, 2007 at 10 p.m.). Season-to-date, the increase for "Celebrity Apprentice" over "Apprentice 6" is 21 percent in adults 18-49 in "live plus same day" averages.

"Celebrity Apprentice" grew by 13 percent in 18-49 rating and by 10 percent in total viewers from its first half-hour to its second (to a 3.4/9 and 8.6 million viewers overall from a 3.0/8 and 7.8 million viewers overall).

Thursday from 10:01-11 p.m. ET, "Lipstick Jungle" (2.3/7 in 18-49, 5.4 million viewers overall) tied for #1 in its time period in adults 18-49 and won the hour outright among women 18-49 and 18-34.

On Friday, March 14 from 8-9 p.m. ET, "Amne$ia" (1.3/5 in adults 18-49, 4.4 million viewers overall) ranked #2 in adults 18-49 (tied), adults 25-54, total viewers and other key measures.

Friday from 9-11 p.m. ET, "Dateline NBC" averaged a 1.8/5 in 18-49 and 6.5 million viewers overall. In its second hour, from 10-11 p.m., "Dateline" ranked #1 in adults 18-49, adults 25-54, total viewers and other key ratings measures. From its first to its fourth half-hour, "Dateline" increased by 36 percent in 18-49 rating (to a 1.9/6 from a 1.4/5) and by 23 percent, or nearly 1.3 million persons in total viewers (to 7.0 million from 5.7 million).

On Saturday, March 15, at 8 p.m. ET, an encore telecast of "Law & Order: Criminal Intent" averaged a 0.9/3 in 18-49 and 4.4 million viewers overall. At 9 p.m., a rebroadcast of "Law & Order: SVU" delivered a 1.1/4 in 18-49 and 5.0 million viewers overall.

Saturday at 10 p.m., an encore telecast of "Law & Order" (1.6/5 in 18-49, 6.2 million viewers overall) won the time period in adults 18-49 and other key measures.

On Sunday, March 16 from 7-9 p.m. ET, "Dateline NBC" averaged a 1.9/6 in 18-49 and 8.1 million viewers overall. From its first half-hour to its fourth, "Dateline" increased by 79 percent in 18-49 rating (to a 2.5 from a 1.4) and by 56 percent, or more than 3.5 million persons in total viewers (to 10.0 million from 6.4 million). In total viewers, this was NBC's largest viewership in the time period in 10 weeks (since January 6).

At 9 p.m., an encore telecast of "Law & Order" delivered a 2.0/5 in 18-49 and 7.1 million viewers overall. "Law & Order" was up 18 percent in this time period in 18-49 versus the prior week (2.0 vs. 1.7).

At 10 p.m. ET, an encore telecast of "Law & Order: SVU" (2.2/6 in 18-49, 7.9 million viewers overall) ranked #2 in adults 18-49 and #1 in total viewers, men 18-49 and men 25-54 against first-run competition on ABC and CBS.





  [march 2008]  
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· AMERICAN IDOL (FOX)
· AMERICA'S NEXT TOP MODEL (CW)
· AMNE$IA (NBC)
· APPRENTICE, THE (NBC)
· BIGGEST LOSER, THE (NBC)
· CSI: NEW YORK (CBS)
· DATELINE NBC (NBC)
· DEAL OR NO DEAL (NBC)
· JERICHO (CBS)
· LAW & ORDER (NBC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· LIPSTICK JUNGLE (NBC)
· LOST (ABC)
· MEDIUM (CBS)
· MEN IN TREES (ABC)
· MY DAD IS BETTER THAN YOUR DAD (NBC)
· MY NAME IS EARL (NBC)
· PRIMETIME (ABC)
· WIFE SWAP (ABC)









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