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[03/31/08 - 09:23 AM]
'Dateline NBC' Reports a 16-Month Time-Period High
NBC spins the numbers for Friday, March 28.

[via press release from NBC]

'DATELINE NBC' REPORTS A 16-MONTH TIME-PERIOD HIGH

'DATELINE NBC' REPORTS A 16-MONTH TIME-PERIOD HIGH

FRIDAY'S EDITION GENERATES NBC'S STRONGEST 18-49 RATING IN THE TIME PERIOD SINCE DECEMBER 2006 AND BIGGEST OVERALL AUDIENCE SINCE OCTOBER 2006

WITH MATT LAUER'S INTERVIEW OF THE VAN RYN AND CERAK FAMILIES, INVOLVED IN A STRANGE CASE OF MISTAKEN IDENTITY, 'DATELINE' BUILDS BY 78 PERCENT FROM ITS FIRST TO ITS FOURTH HALF-HOUR

BURBANK, Calif. � March 29, 2008 � "Dateline NBC" has reported NBC's highest adult 18-49 rating in the Friday 9-11 p.m. ET hour in nearly 16 months and biggest overall audience in that time period in 17 months, according to "fast affiliate-based" "live plus same day" viewing figures from Nielsen Media Research.

The March 28 edition of "Dateline NBC," (3.2 rating, 10 share in adults 18-49, 10.5 million viewers overall) delivered the network's highest 18-49 rating in this time period since December 1, 2006 and biggest overall audience in the slot since October 20, 2006. This is the top-scoring edition of "Dateline" on any night of the week since Monday, June 18, 2007. The March 28 "Dateline" featured Matt Lauer's interview of the Van Ryn and Cerak families, who were involved in a strange case of mistaken identity involving a survivor of a deadly car crash in Indiana.

"Dateline NBC" is currently #1 in the time period ahead of ABC's "20/20" and CBS's coverage of the NCAA College Basketball Tournament in adults 18-49, total viewers, adults 25-54 and all key adult-female demographics (pending updates).

From its first to its fourth half-hour, "Dateline NBC" increased its 18-49 rating by 78 percent (to a 4.1/12 from a 2.3/7) and its overall viewership by 65 percent or 5.1 million persons (to 13.0 million from 7.9 million).

From 8-9 p.m. ET last night, NBC's "Amne$ia" averaged a 1.3/5 in 18-49 and 5.0 million viewers overall. "Amne$ia" delivered the hour's #1 non-sports rating in adults 25-54 (tie), women 25-54 and women 18-49, pending updates.

For the night, NBC delivered its highest Friday averages (2.6/8 in 18-49, 8.7 million viewers overall) since February 16, 2007.

Preliminary 18-49 averages for Friday night are: CBS, 3.1/10; NBC 2.6/8; ABC, 1.7/5; Fox, 1.3/4; CW, 1.2/4. In overall total viewers, March 28 preliminary results are: CBS, 8.8 million; NBC, 8.7 million; ABC, 5.4 million; Fox, 5.0 million; CW, 4.1 million. Fast affiliate-based results are subject to revision, especially in the case of live events, such as CBS's coverage of the NCAA Basketball Tournament. Official nationals for Friday night are due from Nielsen Monday afternoon.

Note that all national ratings are "live plus same day" unless otherwise indicated.





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· 20/20 (ABC)
· AMNE$IA (NBC)
· DATELINE NBC (NBC)





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