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[07/08/08 - 01:19 PM]
Paced by 'Talent,' NBC Ranks #2 in Adults 18-49 and Total Viewers for the Primetime Week of June 30-July 6
NBC spins the numbers for the week of June 30-July 6.

[via press release from NBC]

PACED BY 'TALENT,' NBC RANKS #2 IN ADULTS 18-49 AND TOTAL VIEWERS FOR THE PRIMETIME WEEK OF JUNE 30-JULY 6

'AMERICA'S GOT TALENT' IS THE #1 SHOW OF THE WEEK IN TOTAL VIEWERS

'TALENT' HAS NOW DELIVERED THE THREE MOST-WATCHED NON-SPORTS TELECASTS ON ANY NETWORK SINCE THE MAY 29 SEASON FINALE OF 'LOST'

'BABY BORROWERS' STAYS STRONG IN WEEK TWO, RETAINING 97 PERCENT OF THE 18-49 RATING OF ITS IMPRESSIVE DEBUT OF ONE WEEK EARLIER, WHILE GROWING 12 PERCENT IN ADULTS 18-34 AND 24 PERCENT IN TEENS

'CELEBRITY CIRCUS' TIES FOR #1 IN THE WEDNESDAY 10 P.M. HOUR IN ADULTS 18-49 AND WINS THE HOUR OUTRIGHT IN ADULTS, MEN AND WOMEN 18-34 AND MEN 18-49

ON THURSDAY, 'LAST COMIC STANDING' TIES FOR #1 IN ADULTS 18-49 AND WINS ITS SLOT OUTRIGHT IN ADULTS 25-54 AND KEY MALE DEMOS

ON FRIDAY, 'MACY'S 4TH OF JULY FIREWORKS SPECTACULAR' IS THE #1 SHOW OF THE NIGHT IN ADULTS 18-49

NBC WINS ITS THIRD CONSECUTIVE SUNDAY IN 18-49, PACED BY A STRONG 'DATELINE' AND THE U.S. OLYMPIC TRACK & FIELD AND SWIMMING TRIALS

BURBANK, Calif. � July 8, 2008 � Paced by "America's Got Talent," which was the most-watched show of the week, and a second strong performance from "The Baby Borrowers," NBC ranked #2 in primetime's key demographic of adults 18-49 as well as in overall viewership for the week of June 30-July 6, averaging a 1.7 rating, 6 share in adults 18-49 and 5.9 million viewers overall for the week, according to in-home viewing figures from Nielsen Media Research. NBC ranked #1 for the week in adults, men and women 25-54.

"America's Got Talent" was the #1 show of the week in total viewers. Among adults 18-49, "America's Got Talent" ranked #3 among all programs. In fact, "Talent" this week once again demonstrated its "big tent" appeal by ranking among the top 10 programs in every meaningful adult demographic measure, male and female � adults, men and women 18-34, 18-49 and 25-54. This appeal of "Talent" clearly spans all ages: the show ranked #3 among all primetime network programs in kids 2-11, #2 (tied) among teens 12-17 and #2 among adults over the age of 50. No other single program on television managed to rank in the top 10 in all these disparate demographic categories.

Also making a strong showing in the weekly rankings was the second telecast of "Baby Borrowers," which ranked #5 in adults 18-49, #4 in adults 18-34 and #2 (tied) among teens 12-17.

Primetime averages for the week of June 30-July 6 in adults 18-49 were Fox (1.9/7), NBC (1.7/6), ABC (1.5/5), CBS and Univision (1.4/5), CW (0.5/2) and Telemundo (0.4/1). In overall total viewers the weekly averages were CBS (6.3 million), NBC (5.9 million), Fox (5.4 million), ABC (4.6 million), Univision (3.3 million), CW (1.4 million) and Telemundo (1.0 million).

Through 41 weeks of the 2007-08 season, Fox leads in primetime's key demographic of adults 18-49, while the race for #2 remains extremely close, with only 0.2 of a rating point separating ABC, CBS and NBC. Season-to-date averages in adults 18-49 for the period September 24, 2007 through July 6, 2008 are Fox (4.0/11), ABC (2.9/8), CBS (2.8/8), NBC (2.7/7), Univision (1.5/4), CW (1.0/3) and Telemundo (0.4/1).

NBC is the only major network that has not seen its audience get significantly older this season versus last and it is now the "second-youngest" of the major broadcast networks. Through the first 41 weeks of the 2007-08 season, NBC is running within 0.4 years of its median age from the prior season (48.7 years this season vs. 48.3 years last season). In this same comparison, ABC's median age has increased by nearly two years (to 49.0 from 47.1), CBS's median age has increased to 53.2 years old from 52.4 and Fox's median age has increased by 1.4 years to 43.9 from 42.5 years old at this point last season.

NBC highlights for the week of June 30-July 6:

* On Tuesday, "America's Got Talent" increased versus the prior week, growing by 6 percent in 18-49 rating and 3 percent in total viewers. "Talent" averaged 12.0 million viewers overall for two hours, to rank #1 in total viewers for all four of its half-hours while attracting by far the biggest overall audience of the night for any program on any network.

* "America's Got Talent" surged by 24 percent in 18-49 rating and by 19 percent, or more than 2.0 million persons in total viewers, from its first half-hour to its fourth. For its second hour from 10-11 p.m., "Talent" ranked #1 in every key ratings category, and beat the ABC-CBS competition combined in adults 18-49, total viewers, adults 18-34 and other key measures. NBC was #1 on Tuesday night in adults 18-49 (tied), adults 25-54, total viewers and other key measures.

* In its three weeks on the air this summer, "America's Got Talent" has now delivered the three most-watched primetime programs in total viewers on any network since the May 29 season finale of "Lost" (excluding sports telecasts).

* On Wednesday, "The Baby Borrowers" finished just one-tenth of an 18-49 rating point off the pace set by its impressive debut of a week earlier, which had marked NBC's highest-rated summer series debut of 2008 in adults 18-49. Among younger viewers, "Baby Borrowers" grew solidly in its second week, increasing by 12 percent in adults 18-34 and by 24 percent in teens 12-17 versus its premiere.

* Also on Wednesday, "Celebrity Circus" tied for #1 in adults 18-49 and won its hour outright in men 18-49 and adults, men and women 18-34. This marks the fourth week in a row that "Circus" has ranked #1 or tied for #1 in the Wednesday 10-11 p.m. hour in primetime's key demographic of adults 18-49.

* On Thursday, "Last Comic Standing" tied for the time-period lead in adults 18-49 and won the slot outright in adults 25-54 and all key adult-male demographics. From its first half-hour to its fourth, "Last Comic" grew by 36 percent in 18-49 rating.

* Also on Thursday, "Fear Itself" tied for the time-period win in adults and men 18-49 and won the slot outright in adults and men 18-34 and teens 12-17. Among teens, "Fear" topped the first-run ABC-CBS competition combined.

* On Friday, "Macy's 4th of July Fireworks Spectacular" was the top-rated program of the night on network television in adults 18-49, winning its time period in that key demo as well as in adults 25-54, total viewers and other measures.

* With NBC Sports' coverage of the U.S. Olympic Track & Field and Swimming Trials and a strong performance by "Dateline," NBC ranked # 1 on Sunday night in adults 18-49, marking the network's third consecutive Sunday win and fourth win in the past six weeks.

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 June 30-July 6:

On Monday, June 30 from 8-9 p.m. ET, "American Gladiators" (1.8 rating, 6 share in adults 18-49, 4.8 million viewers overall) ranked #1 among the broadcast networks in men 18-34, men 18-49 (tied) and kids 2-11. Versus the prior week, "Gladiators" increased 6 percent in 18-49 rating (1.8 vs. 1.7). From its first half-hour to its second, "American Gladiators" increased by 18 percent in 18-49 rating (to a 2.0 from a 1.7) and by 13 percent in total viewers (to 5.1 million from 4.6 million).

Monday from 9-11 p.m. ET, "Nashville Star" averaged a 1.4/4 in 18-49 and 5.6 million viewers overall. From its first half-hour to its fourth "Nashville Star" grew by 18 percent in total viewers (to 6.0 million from 5.1 million), while gaining 7 percent in 18-49 rating (to a 1.5 from a 1.4).

On Tuesday, July 1 from 8-9 p.m. ET, "Celebrity Family Feud" (1.9/7 in 18-49, 6.9 million viewers overall) ranked #2 in the hour among adults 18-49 and other key measures. From its first to its second half-hour "Feud" increased by 9 percent in 18-49 rating (to a 2.0 from a 1.9) and by 11 percent in total viewers (to 7.2 million from 6.5 million).

Tuesday from 9-11 p.m. ET, "America's Got Talent" (3.3/10 in adults 18-49, 12.0 million viewers overall) increased versus the prior week by 6 percent in 18-49 rating (3.3/10 vs. 3.1/9) and by 3 percent in total viewers (12.0 million vs. 11.7 million). "Talent" ranked #1 in total viewers for all four of its half-hours and attracted by far the biggest overall audience of the night for any program on any network.

In its three weeks on the air so far this summer, "America's Got Talent" has now delivered the three most-watched primetime programs in total viewers on any network since the May 29 season finale of "Lost" (excluding sports telecasts).

From its first half-hour to its fourth, "America's Got Talent" surged by 24 percent in 18-49 rating (to a 3.6/11 from a 2.9/6) and by 19 percent or more than 2.0 million persons in total viewers (to 13.0 million from 11.0 million).

For its second hour from 10-11 p.m., "Talent" ranked #1 in every key ratings category, and beat the ABC-CBS competition combined in adults 18-49, total viewers, adults, men and women 18-34, men 18-49 and men 25-54.

NBC ranked #1 on Tuesday night in adults 18-49 (tied with Fox), adults 25-54, total viewers and other key measures. This marks NBC's first #1 finish in adults 18-49 in Tuesday primetime since January 8. In total viewers, this is NBC's second consecutive Tuesday win.

On Wednesday, July 2 from 9-10 p.m. ET, the second episode of "The Baby Borrowers" (2.8/8 in 18-49, 6.8 million viewers overall) retained 97 percent of its strong series premiere rating of the prior week, finishing just one-tenth of an 18-49 rating point off the pace set by that impressive debut. Among younger viewers, "Baby Borrowers" grew markedly versus its premiere telecast, increasing by 12 percent in adults 18-34 (to a 2.9 from a 2.6) and by 24 percent in teens 12-17 (to a 2.1 from a 1.7).

"The Baby Borrowers" at 9 p.m. built by 100 percent in 18-49 rating and by 59 percent in total viewers versus its lead-in from the previous hour � a 1.4/5 in 18-49 and 4.3 million viewers overall from 8-9 p.m. for an encore telecast of last week's "Baby Borrowers" debut. It ranked #2 in its competitive time period in adults 18-49 and #1 among men 18-34 (tied) and teens 12-17. Versus NBC's average in this time period last summer, "Baby Borrowers" was up 12 percent in 18-49 rating (2.8 vs. 2.5). From its first half-hour to its second, "Baby Borrowers" increased by 15 percent in 18-49 rating (to a 3.0/9 from a 2.6/8) and by 7 percent in total viewers (to 7.1 million from 6.6 million)

Wednesday from 10-11 p.m. ET, "Celebrity Circus" (1.9/6 in 18-49, 5.0 million viewers overall) tied for #1 in adults 18-49 and won the hour outright in men 18-49 and adults, men and women 18-34. This marks the fourth week in a row that "Celebrity Circus" has ranked #1 or tied for #1 in adults 18-49 in the Wednesday 10-11 p.m. hour.

On Thursday, July 3 from 8-10 p.m., ET, "Last Comic Standing" (1.7/7 in 18-49, 4.8 million viewers overall) tied for the time-period lead in adults 18-49 and won the slot outright in adults 25-54 and all key adult-male demographics. From its first half-hour to its fourth, "Last Comic" grew by 36 percent in 18-49 rating (to a 1.9 from a 1.4).

Thursday at 10 p.m. ET, "Fear Itself" (1.3/5 in 18-49, 4.5 million viewers overall) tied for #1 in the time period in adults and men 18-49 and won the slot outright in adults and men 18-34 and teens 12-17. Among teens 12-17, "Fear Itself" topped ABC and CBS combined (a 1.1 for "Fear" vs. a 0.8 combined for CBS's "Swingtown" and ABC's "Hopkins"). "Fear Itself" was up by 29 percent, or 1.0 million persons in total viewers versus NBC's regular-program average in this slot last summer (4.5 million vs. 3.5 million with first-run episodes of "Studio 60" and encores of "ER").

On Friday, July 4 from 8-9 p.m. ET, NBC Sports' coverage of the U.S. Olympics Swimming Trials averaged a 0.8/4 in 18-49 and 3.6 million viewers overall.

Friday from 9-10 p.m. ET, "Macy's 4th of July Fireworks Spectacular" (1.1/6 in 18-49, 5.4 million viewers overall) ranked #1 in its time period in adults 18-49, adults 25-54, total viewers and other key measures. It was the top-rated primetime program of the night on network television in the key demographic of adults 18-49. From its first half-hour to its second, the special soared by 44 percent in 18-49 rating (to a 1.3/7 from a 0.9/5) and by 45 percent or more than 2.0 million persons in total viewers (to 6.5 million from 4.4 million). From 10-11 p.m., "Dateline NBC" (0.9/4 in 18-49, 3.9 million viewers overall) tied for #1 in the time period in men 18-34 and men 18-49.

On Saturday, July 5 from 8-9 p.m. ET, NBC Sports' coverage of the U.S. Olympic Swimming Trials (1.0/4 in 18-49, 4.0 million viewers overall) ranked #2 in its time period in adults 18-49 and other key ratings measures. At 9 p.m., a rebroadcast of "Law & Order" averaged a 0.7/3 in 18-49 and 3.3 million viewers overall.

Saturday from 10-11 p.m. ET, an encore telecast of "Law & Order: Criminal Intent" (1.1/4 in 18-49, 4.7 million viewers overall) won the time period in adults 18-49, total viewers and other key measures. "Criminal Intent" built on its lead-in from the previous hour by 57 percent in 18-49 rating.

On Sunday, June 29 from 7-8 p.m. ET, NBC Sports' coverage of the U.S. Olympic Track & Field Trials (1.5/6 in adults 18-49, 5.2 million viewers overall) ranked #2 in the time period in adults 18-49 and #1 in adults 18-34 (tied), men 18-34 and men 18-49. From 8-9 p.m., NBC Sports' coverage of the U.S. Olympic Swimming Trials (2.0/6 in adults 18-49, 6.5 million viewers overall) ranked #2 in adults 18-49 and #1 in men 18-34 (tied), men 18-49 and men 25-54.

From its first half-hour to its fourth, the Olympic Trials coverage increased by 40 percent in 18-49 rating (to a 2.1/6 from a 1.5/5) and by 32 percent or 1.6 million persons in total viewers (to 6.7 million from 5.1 million).

Sunday from 9-11 p.m. ET, "Dateline NBC" (2.2/6 in 18-49, 7.4 million viewers overall) matched NBC's highest 18-49 rating in this time period since the February 17 telecast of "Knight Rider." "Dateline" ranked #1 in the time period in adults 18-49, total viewers and other key measures. From its first half-hour to its fourth, "Dateline" increased by 37 percent in 18-49 rating (to a 2.6/8 from a 1.9/5) and by 29 percent or more than 1.9 million persons in total viewers (to 8.7 million from 6.8 million).

From 10-11 p.m., the final hour of "Dateline" ranked #1 by all key ratings measures, matching the ABC-CBS competition combined in that hour in adults 18-49 (with a 2.5 rating vs. a 1.3 for CBS's "Numb3rs" encore and a 1.2 for ABC's "Desperate Housewives" rebroadcast)

NBC ranked #1 on Sunday night in adults 18-49, adults 25-54 and other key demographics. This marks NBC's third Sunday win in a row and fourth win in the past six weeks in primetime's key demographic of adults 18-49.





  [july 2008]  
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· AMERICAN GLADIATORS (NBC)
· AMERICA'S GOT TALENT (NBC)
· BABY BORROWERS, THE (NBC)
· CELEBRITY CIRCUS (NBC)
· CELEBRITY FAMILY FEUD (NBC)
· DATELINE NBC (NBC)
· DESPERATE HOUSEWIVES (ABC)
· ER (NBC)
· FEAR ITSELF (NBC)
· HOPKINS 24/7 (ABC)
· KNIGHT RIDER (NBC)
· LAST COMIC STANDING (NBC)
· LAW & ORDER (NBC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· LOST (ABC)
· NASHVILLE STAR (NBC)
· NUMB3RS (CBS)
· STUDIO 60 ON THE SUNSET STRIP (NBC)
· SWINGTOWN (CBS)









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