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[04/01/08 - 10:29 AM]
'Celebrity Apprentice' Finale Paces NBC's Week of March 24-30
NBC spins the numbers for the week of March 24-30.

[via press release from NBC]

'CELEBRITY APPRENTICE' FINALE PACES NBC'S WEEK OF MARCH 24-30

'CELEBRITY APPRENTICE' FINALE PACES NBC'S WEEK OF MARCH 24-30

THURSDAY'S 'CELEBRITY APPRENTICE' IS THE #1 SHOW OF THE NIGHT IN ADULTS 18-49 AND TOTAL VIEWERS, PACING NBC TO A THURSDAY NIGHT WIN IN 18-49, TOTAL VIEWERS AND OTHER KEY MEASURES

THIS WEEK'S 'CELEBRITY APPRENTICE' IS THE TOP-SCORING FINALE IN THE 'APPRENTICE' FRANCHISE SINCE THE FINAL 'APPRENTICE 4' IN DECEMBER 2005, UP 41 PERCENT IN 18-49 AND 51 PERCENT IN TOTAL VIEWERS VERSUS THE MOST RECENT 'APPRENTICE' FINALE IN APRIL 2007

FRIDAY'S TWO-HOUR EDITION OF 'DATELINE NBC' REPORTS NBC'S TOP 18-49 RATING IN THE TIME PERIOD SINCE DECEMBER 2006 AND BIGGEST OVERALL AUDIENCE SINCE OCTOBER 2006

'THE BIGGEST LOSER' ON TUESDAY HANGS TOUGH AGAINST COMPETITION FROM 'IDOL' AND 'DANCING WITH THE STARS,' GAINING 67 PERCENT IN 18-49 AND 47 PERCENT IN TOTAL VIEWERS OVER ITS TWO-HOUR TELECAST

'LAW & ORDER' ENCORE ON WEDNESDAY LOCKS UP A TIME-PERIOD WIN IN 18-49 AND TOTAL VIEWERS

BURBANK, Calif. � April 1, 2008 � Paced by the two-hour finale of "The Celebrity Apprentice," NBC averaged a 2.3 rating, 6 share in adults 18-49 and 7.7 million viewers overall for the week of March 24-30, according to in-home viewing figures from Nielsen Media Research.

Thursday's "Celebrity Apprentice" was the top-scoring finale in the "Apprentice" franchise since the conclusion of "Apprentice 4" in December 2005. Versus the most recent "Apprentice" finale last April, Thursday's "Celebrity Apprentice" was up 41 percent in 18-49 rating and 51 percent in total viewers.

On Thursday, March 27, "Celebrity Apprentice" built powerfully half-hour to half-hour, propelling NBC to a Thursday night win in adults 18-49, total viewers and other key measures. "The Celebrity Apprentice" ranked #7 (tied) among all programs for the week in primetime's key demographic of adults 18-49, and was NBC's top-rated program of the week by most key measures, including adults 18-49 and total viewers.

Through 27 weeks of the 2007-08 season, Fox leads 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 30, 2008 are Fox (4.3/11), 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 27 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 47.8 years this season from 48.0 years at this point last season. In this same comparison, ABC's median age has increased by 2.1 years (to 48.9 from 46.8), CBS's median age has increased to 52.7 years old from 51.8 and Fox's median age has increased by 1.2 years to 43.8 from 42.6 years old at this point last season.

Primetime averages for the week of March 24-30 in adults 18-49 were Fox (3.7/10), CBS (3.1/9), ABC (2.6/7), NBC (2.3/6), Univision (1.6/4), CW (0.9/2) and Telemundo (0.4/1). In overall total viewers the weekly averages were Fox (9.9 million), CBS (9.5 million), ABC (8.8 million), NBC (7.7 million), Univision (3.9 million), CW (2.3 million) and Telemundo (1.0 million).

NBC highlights for the week of March 24-30:

* On Monday, "Medium" was up 30 percent in 18-49 versus NBC's pre-"Medium" season average in the time period, despite first-run competition from the return of CBS's "CSI: Miami" in original episodes and week two of ABC's "The Bachelor."

* Also on Monday, "Deal or No Deal" surged by 54 percent in adults 18-49 and by 42 percent or more than 3.5 million persons in total viewers from its first to its second half-hour.

* On Tuesday, despite extraordinary competition from 90 minutes of "American Idol" and a two-hour block of "Dancing With the Stars" programming, "The Biggest Loser" gained an impressive 67 percent in 18-49 rating and 47 percent in total viewers from its first to its final half-hour. Through 13 telecasts, "Biggest Loser 5" is running well ahead of the ratings performance of "Biggest Loser 4," despite the current cycle facing competition from "American Idol" that the previous cycle of "Loser" did not face.

* On Wednesday, an encore telecast of "Law & Order" won its hour in adults 18-49, total viewers and most key ratings measures, topping CBS's "CSI: NY" rebroadcast and ABC's first-run "Men in Trees."

* NBC won Thursday night in adults 18-49, total viewers and other key measures, paced by the two-hour finale of "The Celebrity Apprentice," which was the #1 show on television Thursday night in 18-49, total viewers and other key measures.

* "The Celebrity Apprentice" finale was the top-scoring finale in "The Apprentice" franchise in both adults 18-49 and total viewers since the conclusion of "The Apprentice 4" in December 2005. "The Celebrity Apprentice" finale was up 41 percent in 18-49 rating and 51 percent in total viewers versus the most recent finale in "The Apprentice" franchise in April 2007.

* Throughout its run, "The Celebrity Apprentice" consistently outpaced the prior cycle in "The Apprentice" franchise and it concluded its run with overall gains of 24 percent in 18-49 rating and 27 percent in total viewers versus the prior cycle (based on "live plus same day" averages).

* Also on Thursday, "Deal or No Deal" was the #1 non-sports choice in its time period in adults 18-49, trailing only NCAA basketball on CBS in that demo, and the #1 program in the hour outright in adults 25-54 and total viewers.

* On Friday, a two-hour "Dateline NBC" reported NBC's top 18-49 rating in the time period in nearly 16 months and the biggest total viewership in the slot in 17 months. "Dateline," which featured Matt Lauer's interview with members of two families who were involved in a strange case of mistaken identity involving a survivor of a deadly car crash, increased by 78 percent in 18-49 rating and 64 percent or more than 5.0 million persons in total viewers from its first to its fourth half-hour.

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 24-30:

On Monday, March 24, from 9-10 p.m. ET, "Deal or No Deal" (3.1 rating, 7 share in 18-49, 10.1 million viewers overall) built by 158 percent in 18-49 rating and by 142 percent in total viewers versus its lead-in from the previous hour, a 1.2/3 in 18-49 and 4.2 million viewers overall for "My Dad is Better Than Your Dad" from 8-9 p.m.

"Deal" surged from its first to its second half-hour, gaining 54 percent in 18-49 rating (to a 3.7/9 from a 2.4/6) and 42 percent, or more than 3.5 million persons, in total viewers (to 11.9 million from 8.4 million).

Monday at 10 p.m. ET, "Medium" (3.0/8 in 18-49, 8.9 million viewers overall) ranked #2 in adults 18-49, total viewers and most other key measures.

Despite fresh competition in the hour from the return of CBS's "CSI: Miami" in first-run episodes and the second week of ABC's "The Bachelor," "Medium" was only off 3 percent, or one-tenth of an 18-49 rating point versus its season average (3.0 vs. 3.1) and was up 30 percent in 18-49 versus NBC's season average in the time period prior to "Medium's" January 7 debut (3.0 vs. 2.3, "live plus same day").

On Tuesday, March 25, "The Biggest Loser 5" (3.1/8 share in adults 18-49, 7.8 million viewers overall) ranked #2 in adults 18-49 from 8-10 p.m. ET, behind only Fox's "American Idol"-led lineup for the two-hour time period, despite facing a two-hour block of "Dancing With the Stars" programming (consisting of an 8-9 p.m. recap show and a 9 p.m. results show).

In the 9-10 p.m. hour, "Biggest Loser" finished within 0.3 of an 18-49 rating point of the "Dancing" results show, after solidly outperforming the "Dancing" recap show in the 8 p.m. hour (2.6 vs. 2.1). "The Biggest Loser" topped the "Dancing" results show head-to-head in the 9 p.m. hour in adults, men and women 18-34.

Despite competition from both "Idol" and "Dancing," "Biggest Loser" gained 67 percent in 18-49 rating from its first half-hour to its fourth (to a 4.0/10 from a 2.4/7) and 47 percent or more than 3.1 million persons in total viewers (to 9.9 million from 6.7 million).

To date, "The Biggest Loser 5" is running 10 percent ahead of "Biggest Loser 4" in 18-49 rating (3.4 vs. 3.1, "live plus same day" averages through 13 episodes of each). In total viewers, "Biggest Loser 5" is running 11 percent ahead of "Biggest Loser 4" (8.3 million vs. 7.4 million), even though "Biggest Loser 5" is facing competition from "American Idol" that "Biggest Loser 4" did not face.

Tuesday at 10 p.m., ET an encore telecast of "Law & Order: Special Victims Unit" (2.6/7 in 18-49, 8.6 million viewers overall) ranked #2 in adults 18-49, total viewers and other key measures.

On Wednesday, March 26 from 8-9 p.m. ET, an encore telecast of "Law & Order: Criminal Intent" averaged a 1.6/4 in 18-49 and 6.8 million viewers overall. This was up 14 percent in 18-49 rating and 25 percent in total viewers versus the prior week's encore telecast in this time period. At 9 p.m., a second rebroadcast of "Law & Order: Criminal Intent" averaged a 1.6/4 in 18-49 and 6.1 million viewers overall.

Wednesday from 10-11 p.m. ET, an encore telecast of "Law & Order" (2.4/7 in 18-49, 8.1 million viewers overall) won the hour in adults 18-49, total viewers and most other key ratings categories versus CBS's "CSI: NY" rebroadcast and ABC's first-run "Men in Trees." In adults 18-49, "Law & Order" locked up the win with a 33 percent margin over CBS's "CSI: NY" encore (2.4 vs. 1.8) and a 71 percent advantage over ABC's first-run "Men in Trees" (2.4 vs. 1.4).

Thursday, March 27, from 8-9 p.m. ET, "Deal or No Deal" (3.0/9 in 18-49, 11.4 million viewers overall) was the hour's #1 non-sports choice in adults 18-49, trailing only NCAA basketball on CBS in that demo, and the #1 program in the hour outright in adults 25-54 and total viewers. From its first half-hour to its second, "Deal" increased by 35 percent in 18-49 rating (to a 3.5/10 from a 2.6/8) and by 28 percent or 2.8 million persons in total viewers (to 12.8 million from 10.0 million). "Deal" delivered NBC's highest 18-49 and total viewer results in this time period in six weeks (since February 14).

Thursday from 9-11 p.m. ET, the live finale of "The Celebrity Apprentice" (4.5/2 in adults 18-49, 12.1 million viewers overall) scored NBC's highest 18-49 rating in this slot in six months (since September 27, 2007, during premiere week) and delivered NBC's biggest overall viewership in the time period for a non-sports telecast in 16 months (since November 23, 2006).

This was the top-scoring finale in "The Apprentice" franchise in both adults 18-49 and total viewers since the conclusion of "The Apprentice 4" on December 15, 2005. "The Celebrity Apprentice" finale was up 41 percent in 18-49 rating and 51 percent in total viewers versus the most recent finale in the "Apprentice" franchise (a 3.2/8 in 18-49 and 8.0 million viewers overall for the finale of "The Apprentice 6" on Sunday, April 22, 2007).

Throughout its run, "The Celebrity Apprentice" consistently outpaced the prior cycle in "The Apprentice" franchise and it concluded its run with overall gains of 24 percent in 18-49 rating (3.6 vs. 2.9) and 27 percent in total viewers (9.1 million vs. 7.2 million) versus the prior cycle (based on "live plus same day" averages).

"The Celebrity Apprentice" built steadily from half-hour to half-hour, increasing by 31 percent in 18-49 rating (to a 5.1/14 from a 3.9/10) and by 20 percent or nearly 2.2 million persons in total viewers (to 13.2 million from 11.0 million) from its first to its final half-hour.

NBC won Thursday night in adults 18-49, total viewers and other key measures.

On Friday, March 28 from 8-9 p.m., ET, "Amne$ia" averaged a 1.3/5 in 18-49 and 4.9 million viewers overall. "Amne$ia" delivered the hour's #1 non-sports rating in women 18-49 and women 25-54.

Friday from 9-11 p.m. ET, "Dateline NBC," (3.2/10 in adults 18-49, 10.6 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 was the top-scoring edition of "Dateline" on any night of the week since Monday, June 18, 2007.

"Dateline NBC" ranked #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.

From its first to its fourth half-hour, "Dateline NBC" increased by 78 percent in 18-49 rating (to a 4.1/12 from a 2.3/7) and by 64 percent, or more than 5.0 million persons in total viewers (to 13.0 million from 8.0 million).

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

On Saturday, March 29, at 9 p.m. ET, an encore telecast of "Law & Order: SVU" (1.3/4 in 18-49, 5.7 million viewers overall) built by 86 percent in 18-49 versus its lead-in from the previous hour -- a 0.7/2 in 18-49 and 3.4 million viewers overall from 8-9 p.m. for an encore telecast of "Law & Order: Criminal Intent." "SVU" delivered NBC's top 18-49 rating in this slot in three weeks (since March 8) and biggest overall viewership in six weeks (since February 16).

Saturday at 10 p.m. ET, an encore telecast of "Law & Order" (1.7/5 in 18-49, 6.7 million viewers overall) locked up NBC's top 18-49 rating in this slot in three weeks (since March 8) and largest overall viewership in seven weeks (since February 9). "Law & Order" built on its lead-in from the previous hour by 31 percent in 18-49 rating and by 18 percent, or more than 1.0 million persons in total viewers.

On Sunday, March 30 from 8-9 p.m. ET, "Dateline NBC" (1.7/4 in 18-49, 6.7 million viewers overall) built by 183 percent in 18-49 rating and by 102 percent in total viewers versus its lead-in from the previous hour -- a 0.6/2 in adults 18-49 and 3.3 million viewers overall for a special telecast of the MSNBC program "Countdown With Keith Olbermann" from 7-8 p.m.

At 9 p.m., an encore telecast of "Law & Order" delivered a 1.5/4 in 18-49 and 6.2 million viewers overall. From half-hour to half-hour, "Law & Order" increased its 18-49 rating by 21 percent (to a 1.7/4 from a 1.4/3).

At 10 p.m. ET, an encore telecast of "Law & Order: SVU" (2.0/5 in 18-49, 7.0 million viewers overall) built on its lead-in from the previous hour by 33 percent in 18-49 rating.





  [april 2008]  
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· 20/20 (ABC)
· AMERICAN IDOL (FOX)
· AMNE$IA (NBC)
· APPRENTICE, THE (NBC)
· BACHELOR, THE (ABC)
· BIGGEST LOSER, THE (NBC)
· CSI: MIAMI (CBS)
· CSI: NEW YORK (CBS)
· DANCING WITH THE STARS (ABC)
· DATELINE NBC (NBC)
· DEAL OR NO DEAL (NBC)
· LAW & ORDER (NBC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· MEDIUM (CBS)
· MEN IN TREES (ABC)
· MY DAD IS BETTER THAN YOUR DAD (NBC)











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