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[03/10/09 - 12:19 PM]
'The Office,' '30 Rock' and 'Biggest Loser' Lead NBC's Primetime Week of March 2-8
NBC spins the numbers for the week of March 2-8.

[via press release from NBC]

'THE OFFICE,' '30 ROCK' AND 'BIGGEST LOSER' LEAD NBC'S PRIMETIME WEEK OF MARCH 2-8

ON TUESDAY, 'BIGGEST LOSER' IS HANGING TOUGH AGAINST 'IDOL,' DELIVERING THE BIGGEST AUDIENCES EVER FOR A 'LOSER' CYCLE THROUGH NINE WEEKS

ON THURSDAY, 'ER' WINS ITS SLOT IN ALL KEY DEMOS � ADULTS, MEN AND WOMEN 18-34, 18-49 AND 25-54 � POSTING A WEEK-TO-WEEK GAIN IN 18-49 FOR THE THIRD CONSECUTIVE WEEK

ALSO ON THURSDAY, 'THE OFFICE' AND '30 ROCK' WIN THEIR TOUGH SLOTS IN ADULTS 18-34 AND OTHER KEY DEMOS

'THE CELEBRITY APPRENTICE' ON SUNDAY JUMPS 39 PERCENT IN 18-49 VERSUS NBC'S PREVIOUS AVERAGE IN THE TIME PERIOD WITH ENTERTAINMENT PROGRAMMING

UNIVERSAL CITY, Calif. � March 10, 2009 � Led by strong ratings performances from "The Office," "30 Rock," "ER," "The Biggest Loser," "Heroes" and "The Celebrity Apprentice," NBC averaged a 2.2 rating, 6 share in adults 18-49 and 6.0 million viewers overall for the week of March 2-8, according to in-home viewing figures from Nielsen Media Research.

Primetime averages for the week of March 2-8 in adults 18-49 were Fox (4.1/11), CBS (2.8/8), ABC (2.7/7), NBC (2.2/6), Univision (1.5/4), CW (0.7/2) and Telemundo (0.5/1). In overall total viewers the weekly averages were CBS and Fox and (11.2 million), ABC (8.0 million), NBC (6.0 million), Univision (3.7 million), CW (1.8 million) and Telemundo (1.1 million).

Through the first 24 weeks of the 2008-09 season, NBC is the only one of the major broadcast networks to decrease its median age versus the prior season. NBC is now the "second youngest" of the major broadcast networks, with a median age of 47.0 years (versus 47.3 years at this point last season), only 2.1 years "older" than Fox (44.9 years). By comparison, ABC's median age this season is 48.9 and CBS's median age is 53.9.

Season to date, NBC is running within 0.5 of a rating point of first place in primetime's key demographic of adults 18-49.

NBC highlights for the week of March 2-8:

* On Sunday, "The Celebrity Apprentice" jumped 39 percent in 18-49 rating versus NBC's non-sports average in the time period this season prior to last week's "Apprentice" debut. "Celebrity Apprentice" finished within 2 shares of the time period lead in adults 18-49, despite increased competition this week from first-run episodes of "Desperate Housewives" on ABC, "Family Guy" on Fox and CBS's dramas.

* "The Celebrity Apprentice" grew by 33 percent in 18-49 rating and 19 percent or 1.4 million persons in total viewers from its first half-hour to its fourth. By its final half-hour Sunday from 10:30-11 p.m., "The Celebrity Apprentice" moved into first place in adults 18-49 and all key adult-male demos.

* NBC's Sunday primetime built dramatically throughout the night against tough all first-run competition on the other broadcast networks, tripling in 18-49 rating and surging by 152 percent, or more than 5.1 million persons, in total viewers from the first to the final half-hour of primetime.

* On Monday, "Heroes" won its highly competitive time slot in men 18-34, and built on its lead-in from the previous hour by 38 percent in adults 18-49 and 83 percent in adults 18-34.

* On Tuesday, "The Biggest Loser: Couples" ranked #2 in its time period in adults 18-49, adults 18-34, adults 25-54 and virtually all other key demographics, behind only a two-hour edition of "American Idol, pacing NBC to a solid #2 finish for the night in 18-49 and most other key demos, behind only "Idol"-boosted Fox.

* "The Biggest Loser: Couples" is generating the show's biggest-ever audiences through nine weeks of a cycle in both adults 18-49 and total viewers.

* "The Biggest Loser: Couples" is up 14 percent in adults 18-49 and 20 percent in total viewers versus the same weeks last year, while the Tuesday edition of "American Idol," with which it competes, is down 15 percent in 18-49 and 11 percent in total viewers (27.8 million vs. 30.7 million).

* On Wednesday, "Knight Rider" surged to its highest 18-49 rating and total-viewer result since January 28, accelerating 13 percent in 18-49 rating versus the prior week and 31 percent versus the week before that. "Knight Rider" ranked #2 in its time period in adults 18-49, total viewers and other key measures, behind only "American Idol."

* On Thursday, "ER" won its time period in all key demographics � adults, men and women 18-49, 18-34 and 25-54. "ER" posted a week-to-week gain in 18-49 rating for the third consecutive week and sewed up a 21 percent gain in 18-49 rating versus its first quarter 2009 average for original episodes.

* Also on Thursday, "The Office" ranked #1 in adults, men and women 18-34 and men 18-49 and finished within 2 shares of the time-period lead in adults 18-49.

* Additionally on Thursday, "30 Rock" won its tough slot in adults and men 18-34, and was up 9 percent in 18-49 rating versus its first quarter 2009 average for telecasts following original episodes of "The Office." This week, "30 Rock's" 82 percent retention of its 18-49 lead-in from "The Office" was well ahead of its 76 percent average retention following "Office" originals.

* On Saturday, an encore telecast of the prior Sunday's season premiere of "The Celebrity Apprentice" earned NBC's highest 18-49 rating in this time period, excluding sports, since December 13. From its first half-hour to its fourth, the "Celebrity Apprentice" encore built by 33 percent in 18-49 rating.

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 2-8:

On Monday, March 2 from 8-9 p.m. ET, "Chuck" (2.4 rating, 6 share in adults 18-49, 6.7 million viewers overall) earned its highest 18-49 rating in three weeks, up 4 percent versus the prior week despite all original competition from ABC's "Bachelor" finale, Fox's "24" and CBS's comedies. Despite the tough competition, "Chuck," from its first half-hour to its second, increased 9 percent in adults 18-49 (to a 2.5 from a 2.3), 13 percent in men 18-49 (to a 2.7 from a 2.4), 11 percent in men 25-54 (to a 3.0 from a 2.7) and 18 percent in men 18-34 (to a 2.0 from a 1.7).

Monday from 9-10 p.m. ET, "Heroes" (3.3/7 in 18-49, 7.2 million viewers overall) ranked #1 among the broadcast networks in its highly competitive hour in men 18-34. "Heroes" built on its lead-in from the previous hour by 38 percent in adults 18-49 and by 83 percent in adults 18-34 (3.3 vs. 1.8). It is worth noting that "Heroes" ratings through the season's first four months have been increasing by an average 22 percent in adults 18-49 when going from "live plus same day" to "live plus seven day" measures. In total viewers, "Heroes" has been adding an average 1.7 million viewers to its previously reported "live plus same day" numbers when "live plus seven day" viewing is counted.

Monday from 10-11 p.m. ET, "Medium" averaged a 2.4/6 in 18-49 and 7.3 million viewers overall on a night that featured special competition in the time period from ABC's "The Bachelor: After the Final Rose." From its first half-hour to its second, "Medium" increased by 7 percent in adults 25-54 (to a 3.1 from a 2.9) and by 8 percent among women 25-54 (to a 3.9 from a 3.6).

On Tuesday, March 3 from 8-10 p.m. ET, "The Biggest Loser: Couples" (3.5/9 in 18-49, 9.0 million viewers overall) ranked #2 in its time period in adults 18-49, adults 18-34, adults 25-54 and virtually all key demographics, behind only a two-hour edition of "American Idol."

"The Biggest Loser: Couples" matched its 18-49 rating for the same night last year and was up 4 percent in total viewers (9.0 million vs. 8.6 million) even though the year-ago Loser" faced only one hour of "Idol" competition versus two hours of "Idol" last Tuesday. From its first half-hour to its fourth, "Loser" gained 29 percent in 18-49 rating (to a 4.0/10 from a 3.1/9) and 23 percent in total viewers (to 10.0 million from 8.1 million).

"The Biggest Loser: Couples," the seventh "Loser" cycle, is generating the show's biggest-ever audiences through nine weeks of a cycle in both adults 18-49 (5.4 million) and total viewers (10.5 million).

"The Biggest Loser: Couples" is up versus its year-ago cycle by 14 percent in 18-49 (4.1 vs. 3.6, "most current") and 20 percent in total viewers (10.5 million vs. 8.7 million) versus the same weeks last year, while the Tuesday edition of "Idol" is down 15 percent in 18-49 (10.5 vs. 12.3, "most current") and down 11 percent in total viewers (27.4 million vs. 30.7 million).

Tuesday from 10-11 p.m. ET, an encore telecast of "Law & Order: Special Victims Unit" (2.4/6 in 18-49, 7.0 million viewers overall) ranked #2 in adults 18-49 and other key demos versus unusual competition from ABC's "Bachelor: After the Final Rose" special telecast.

NBC ranked #2 on Tuesday night in adults 18-49, 18-34, 25-54 and most other key demographics, behind only "Idol"-boosted Fox.

On Wednesday, March 4 from 8-9 p.m. ET, "Knight Rider" (1.7/5 in 18-49, 5.7 million viewers overall) surged to its highest 18-49 rating and total-viewer result since January 28, accelerating 13 percent in 18-49 rating versus the prior week (1.7 vs. 1.5) and 31 percent versus the week before that (1.7 vs. 1.3). "Knight Rider" ranked #2 in its time period in adults 18-49, adults 18-34, total viewers and other key measures, behind only "American Idol."

Wednesday from 9-10 p.m. ET, an encore telecast of "Life" averaged a 1.2/3 in 18-49 and 4.2 million viewers overall. Wednesday at 10 p.m., an encore "Law & Order" (1.6/4 in 18-49, 5.6 million viewers overall) built on its lead-in from the previous hour by 33 percent in both 18-49 rating and total viewers.

On Thursday, March 5 from 8-8:30 p.m. ET, "My Name is Earl" averaged a 2.2/4 in 18-49 and 5.5 million viewers overall in a tough time period that included first-run competition from Fox's "American Idol," CBS's "Survivor" and ABC's "Ugly Betty." From 8:30-9 p.m., "Kath & Kim" (1.8/5 in 18-49, 4.1 million viewers overall) was up 20 percent in 18-49 rating and 21 percent in total viewers versus the prior week (a 1.5/4 in 18-49 and 3.4 million viewers overall on February 26 following a "Kung Fu Panda" animated special).

Thursday from 9-9:31 p.m. ET, "The Office" (4.5/11 in 18-49, 8.5 million viewers overall) finished within 2 shares of the time-period lead in adults 18-49 and ranked #1 in adults, men and women 18-34 and men 18-49 ahead of CBS's "CSI," Fox's "Kitchen Nightmares" and ABC's "Grey's Anatomy" encore. "The Office" built on its lead-in from the previous half-hour by 150 percent in 18-49 rating and by 109 percent or more than 4.4 million persons in total viewers.

Season-to-date, "The Office" is the #10-ranked primetime program in adults 18-49 (tied), despite airing in head-to-head competition with the #1 show on the CBS schedule ("CSI") and one of the two top shows on the ABC schedule ("Grey's Anatomy"). Among adults 18-34, "The Office" is primetime television's #4 show, behind only "Grey's Anatomy" and the Tuesday and Wednesday editions of "American Idol."

This season, "The Office" has been adding an average 20 percent to its 18-49 rating when going from "live plus same day" to "live plus seven day" results. In total viewers, "The Office" has been adding an average 1.5 million viewers to its previously reported "live plus same day" numbers when "live plus seven day" viewing is counted. Counting all time shifting, "The Office" is the most time-shifted program on the major networks, gaining 53 percent in 18-49 when going from "live only" to "live plus seven."

Thursday from 9:31-10:01 p.m. ET, "30 Rock" (3.7/9 in 18-49, 7.3 million viewers overall) ranked #1 in its tough time period in adults and men 18-34. In adults 18-49, "30 Rock" was up 9 percent in 18-49 rating versus its first quarter 2009 average for telecasts following original episodes of "The Office" (3.7 vs. 3.4). This week, "30 Rock" retained 82 percent of its 18-49 lead-in from "The Office," well ahead of its 76 percent average retention this quarter following "Office" originals. Versus last week's telecast, which followed an encore "Office," "30 Rock" this week was up 28 percent in 18-49 (3.7 vs. 2.9) and 14 percent in total viewers (7.3 million vs. 6.4 million).

Thursday from 10:01-11 p.m. ET, "ER" (3.4/9 in 18-49, 8.7 million viewers overall) ranked #1 in all key demographics � adults, men and women 18-49, 18-34 and 25-54. "ER" posted a week-to-week gain in 18-49 rating for the third consecutive week, matching its highest 18-49 rating since December 11. "ER" was up 21 percent in 18-49 rating versus its first quarter 2009 average for original episodes (3.4 vs. 2.8).

On Friday, March 6 from 8-8:29 p.m. ET, "Howie Do It" averaged a 1.1/4 in 18-49 and 4.0 million viewers overall. From 8:29-9:00 p.m., an encore telecast of "Howie Do It" (1.2/4 in 18-49, 4.0 million viewers overall) built on its lead-in from the first-run episode by 9 percent in 18-49 rating.

Friday from 9-10 p.m. ET, "Friday Night Lights" averaged a 1.2/4 in 18-49 and 3.7 million viewers overall. It is worth noting that, so far this season "Friday Night Lights" 18-49 rating has been increasing by an average of 21 percent when going from "live plus same day" to "live plus seven day" results. The current third season of "Friday Night Lights" has previously run on DirecTV.

Friday at 10 p.m. ET, "Dateline NBC" averaged a 1.2/4 in 18-49 and 4.8 million viewers overall. From its first half-hour to its second, "Dateline" increased by 8 percent in adults 18-49 (to a 1.3/4 from a 1.2/4), by 13 percent in adults 25-54 (to a 1.8/5 from a 1.6/4) and by 13 percent in total viewers (to 5.2 million from 4.6 million).

On Saturday, March 7 from 8-10 p.m. ET, an encore telecast of the prior Sunday's season premiere of "The Celebrity Apprentice" (1.1/4 in 18-49, 3.4 million viewers overall) earned NBC's highest 18-49 rating in this time period, excluding sports, since December 13. From its first half-hour to its fourth, the "Celebrity Apprentice" encore built by 33 percent in 18-49 rating (to a 1.2/4 from a 0.9/3).

Saturday at 10 p.m. ET, an encore telecast of "Law & Order" (1.3/4 in 18-49, 5.2 million viewers overall) increased 17 percent in 18-49 rating from its first half-hour to its second (to a 1.4/5 from a 1.2/4).

On Sunday, March 8 from 7-8 p.m. ET, the special "Saturday Night Live Just Game Show Parodies" averaged a 1.3/4 in 18-49 and 3.4 million viewers overall. This was up versus the prior week's special in this time period by 30 percent in 18-49 (1.3 vs. 1.0) and 16 percent in total viewers (3.4 million vs. 2.9 million).

Sunday from 8-9 p.m. ET, the special "Saturday Night Live Just Commercials" (2.2/6 in 18-49, 6.1 million viewers overall) built on its lead-in from the previous hour by 69 percent in 18-49 and 80 percent in total viewers.

Sunday from 9-11 p.m. ET, "The Celebrity Apprentice" (3.2/8 in 18-49, 7.7 million viewers overall) jumped 39 percent in 18-49 rating versus NBC's non-sports average in the time period this season prior to last week's "Apprentice" debut (3.2 vs. 2.3, "live plus same day"). "Celebrity Apprentice" finished within 2 shares of the time-period lead in adults 18-49, despite increased competition this week from first-run episodes of "Desperate Housewives" on ABC, "Family Guy" on Fox and CBS's dramas.

From its first half-hour to its fourth, "Celebrity Apprentice" increased by 33 percent in 18-49 rating (to a 3.6/9 from a 2.7/7) and by 19 percent or 1.4 million persons in total viewers (to 8.5 million from 7.1 million). By its final half-hour from 10:30-11 p.m., "The Celebrity Apprentice" moved into first place in adults 18-49 and all key adult-male demos.

NBC's Sunday primetime built steadily throughout the night against tough all first-run competition on the other broadcast networks, increasing by 200 percent in 18-49 rating (to a 3.6/9 from a 1.2/4) and by 152 percent, or more than 5.1 million persons, in total viewers (to 8.5 million from 3.4 million) from the first to the final half-hour of primetime.





  [march 2009]  
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· 24 (FOX)
· 30 ROCK (NBC)
· AMERICAN IDOL (FOX)
· APPRENTICE, THE (NBC)
· BACHELOR, THE (ABC)
· BACHELOR, THE (ABC)
· BIGGEST LOSER, THE (NBC)
· CHUCK (NBC)
· CSI: CRIME SCENE INVESTIGATION (CBS)
· DATELINE NBC (NBC)
· DESPERATE HOUSEWIVES (ABC)
· ER (NBC)
· FAMILY GUY (FOX)
· FRIDAY NIGHT LIGHTS (DIRECTV)
· GREY'S ANATOMY (ABC)
· HELL'S KITCHEN (FOX)
· HEROES (NBC)
· HOWIE DO IT (NBC)
· KATH & KIM (NBC)
· KNIGHT RIDER (NBC)
· LAW & ORDER (NBC)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· LIFE (NBC)
· MEDIUM (CBS)
· MY NAME IS EARL (NBC)
· OFFICE, THE (NBC)
· SURVIVOR (CBS)
· UGLY BETTY (ABC)











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