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[04/14/09 - 12:20 PM]
'The Office' and Thursday Debuts of 'Southland' and 'Parks and Recreation' Boost NBC's Primetime Week of April 6-12
NBC spins the numbers for the week of April 6-12.

[via press release from NBC]

'THE OFFICE' AND THURSDAY DEBUTS OF 'SOUTHLAND' AND 'PARKS AND RECREATION' BOOST NBC'S PRIMETIME WEEK OF APRIL 6-12

THE PREMIERE OF 'SOUTHLAND' WINS THE THURSDAY 10 P.M. HOUR IN ADULTS 18-49, ADULTS 25-54, ADULTS 18-34 AND NEARLY ALL OTHER KEY DEMOGRAPHICS

'SOUTHLAND' IS THE FIRST LAUNCH OF A 10 P.M. NETWORK DRAMA TO BUILD HALF-HOUR TO HALF-HOUR IN 18-49 SINCE 'MEDIUM' IN 2005

THURSDAY'S 'PARKS AND RECREATION' DEBUT TOPS NBC'S SEASON AVERAGE FOR ITS SLOT BY 36 PERCENT IN ADULTS 18-49, AND WINS ITS TOUGH TIME PERIOD IN ADULTS, MEN AND WOMEN 18-34

'THE OFFICE' IS THE #1 SHOW ON ANY NETWORK THURSDAY NIGHT IN ADULTS 18-49

NBC TIES FOR #1 THURSDAY NIGHT IN 18-49 AND WINS OUTRIGHT IN 18-34, AS ALL FOUR THURSDAY COMEDIES RANK IN THE WEEK'S TOP 10 IN 18-34

ON TUESDAY, 'THE BIGGEST LOSER' ADDS 60 PERCENT IN 18-49 AND 44 PERCENT IN TOTAL VIEWERS FROM ITS FIRST HALF-HOUR TO ITS FOURTH, TO RANK #1 IN ITS FINAL HALF-HOUR IN ADULTS 18-49 AND OTHER KEY MEASURES

'LOSER' IS UP 11 PERCENT IN ADULTS 18-49 AND 16 PERCENT IN TOTAL VIEWERS VERSUS ITS YEAR-AGO CYCLE, AND IS THE BIGGEST 'LOSER' CYCLE IN TOTAL VIEWERS SINCE THE FIRST 'BIGGEST LOSER' IN 2004-05

TUESDAY'S 'LAW & ORDER: SVU' LOCKS UP A SLOT WIN IN KEY DEMOS, WITH A 22 PERCENT MARGIN OF VICTORY IN 18-49 AND A 52 PERCENT LEAD IN 18-34 VERSUS ITS CLOSEST COMPETITORS

UNIVERSAL CITY, Calif. � April 14, 2009 � Boosted by strong numbers on Thursday from "The Office" and the series debuts of "Southland" and "Parks and Recreation," NBC averaged a 2.1 rating, 6 share in adults 18-49 and 6.2 million viewers overall for the week of April 6-12, according to in-home viewing figures from Nielsen Media Research.

NBC's 9 p.m. Thursday telecast of "The Office" was the #7 program of the week in primetime's key demographic of adults 18-49. Among adults 18-34, all four of NBC's Thursday comedies ranked in the top 10. The regular 9 p.m. edition of "The Office" ranked #5 among all programs for the week in 18-34, an 8 p.m. original of "The Office" ranked #6 (tied with ABC's "Lost") and "30 Rock" and the debut of "Parks and Recreation" tied at #9.

Primetime averages for the week of April 6-12 in adults 18-49 were Fox (3.3/10), CBS (2.9/9), ABC (2.2/6), NBC (2.1/6), Univision (1.6/5), CW (0.7/2) and Telemundo (0.4/1). In overall total viewers the weekly averages were CBS (11.4 million), Fox (9.0 million), ABC (7.7 million), NBC (6.2 million), Univision (3.9 million), CW (1.7 million) and Telemundo (1.0 million).

Through the first 29 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 the "second youngest" of the major broadcast networks, with a median age of 47.2 years (versus 48.0 years at this point last season), 2.3 years "older" than Fox (44.9 years). By comparison, ABC's median age this season is 49.2 and CBS's median age is 53.8.

Season to date, NBC is running within 0.7 of a rating point of first place in primetime's key demographic of adults 18-49, versus a deficit of 1.4 points at this time last season.

NBC highlights for the week of April 6-12:

* On Sunday, "Celebrity Apprentice" won its two-hour time period in adults 18-49 and other key demographics. "Celebrity Apprentice" was up 30 percent in 18-49 rating versus NBC's non-sports average in the time period this season prior to "Apprentice's" debut

* "Celebrity Apprentice" generated significant growth from its first half-hour to its fourth, increasing 27 percent in adults 18-49 and 23 percent in total viewers. This steady growth propelled "Celebrity Apprentice" to a #1 ranking for its second hour from 10-11 p.m. in all key demographics.

* On Thursday, the series premiere of "Southland" won its hour in adults 18-49, and nearly all key demographics. "Southland" increased from half-hour to half-hour in both 18-49 rating and total viewers, and is the first launch of a 10 p.m. network drama to build in 18-49 rating from the 10 p.m. half-hour to the 10:30 half-hour in more than four years (since NBC's "Medium" on January 3, 2005).

* Also on Thursday, the series debut of "Parks and Recreation" won its highly competitive time period in adults, men and women 18-34. In adults 18-49, "Parks and Recreation" topped NBC's season-to-date average for this time period by 36 percent.

* Additionally on Thursday, two first-run episodes of "The Office," at 8 p.m. and 9 p.m., won their tough slots in adults 18-49 and other key demos. The 8 p.m. "Office" special delivered NBC's highest 18-49 rating of the season in this time period, winning the half-hour over such first-run programming as CBS's "Survivor," Fox's "Bones" and ABC's "In the Motherhood" in the key demo.

* NBC ranked #1 Thursday night in adults 18-49, tied with CBS, and ranked #1 outright in men 18-49 and adults, men and women 18-34.

* On Tuesday, "The Biggest Loser: Couples" gained 60 percent in 18-49 rating and 44 percent or 3.0 million persons in total viewers from its first half-hour to its fourth, surging to a first place finish in the 9:30-10 p.m. half-hour over such formidable competition as CBS's "The Mentalist," Fox's "Fringe" and ABC's "Dancing With the Stars" results show.

* "The Biggest Loser: Couples" is up 11 percent in adults 18-49 and 16 percent in total viewers versus its year-ago cycle. The current, seventh cycle of "The Biggest Loser" is the biggest "Loser" cycle in total viewers since "The Biggest Loser 1" in the 2004-05 season.

* Also on Tuesday, "Law & Order: SVU" won its slot in adults 18-49, adults 18-34, adults 25-54 and other key demos. In adults 18-49, the "SVU" margin of victory was 22 percent over CBS's "Without a Trace" and 106 percent over ABC's "Cupid." In adults 18-34, "SVU" topped "Trace" by 59 percent and beat "Cupid" by 108 percent. It is worth noting that an "SVU" original has not lost this hour to regular competition in adults 18-49 in more than four years.

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 April 6-12:

On Monday, April 6 from 8-9 p.m. ET, "Chuck" averaged a 2.1 rating, 6 share in adults 18-49 and 6.1 million viewers overall. From its first half-hour to its second, "Chuck" increased by 5 percent in adults 18-49 (to a 2.2 from a 2.1) and men 18-49 (to a 2.3 from a 2.2). Versus the prior week, "Chuck" gained 7 percent in total viewers (6.1 million vs. 5.7 million), while matching its week-ago 18-49 rating.

Monday from 9-10 p.m. ET, "Heroes" (2.6/6 in 18-49, 6.1 million viewers overall) built on its lead-in from the previous hour by 24 percent in adults 18-49 and by 56 percent in adults 18-34 (to a 2.5/7 from a 1.6/5), despite competition in the time period from CBS's NCAA Basketball Championship, as well as ABC's "Dancing With the Stars" and Fox's "24." It is worth noting that "Heroes" ratings have increased by an average 23 percent in adults 18-49 when going from "live plus same day" to "live plus seven day" measures through the season's first five months, one of the biggest increases for any major-network primetime series. In total viewers, "Heroes" has been adding an average 21 percent or 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" (2.2/5 in 18-49, 7.2 million viewers overall) ranked #2 in men 18-49 and men 25-54.

On Tuesday, April 7 from 8-10 p.m. ET, "The Biggest Loser: Couples" (3.2/8 in 18-49, 8.1 million viewers overall) exhibited dramatic growth from its first to its fourth half-hour, resulting in a first place finish in the 9:30-10 p.m. half-hour over such formidable competition as CBS's "The Mentalist," Fox's "Fringe" and ABC's "Dancing With the Stars" results show. From its first half-hour to its fourth, "Loser" gained 60 percent in 18-49 rating (to a 4.0/10 from a 2.5/7) and 44 percent or 3.0 million persons in total viewers (to 9.8 million from 6.8 million).

"The Biggest Loser: Couples" is up versus its year-ago cycle by 11 percent in 18-49 (4.0 vs. 3.6, "most current") and 16 percent in total viewers (10.1 million vs. 8.7 million), while the Tuesday edition of "Idol" is down 14 percent in 18-49 (10.1 vs. 11.7, "most current") and down 11 percent in total viewers (26.6 million vs. 29.8 million).

The current, seventh cycle of "The Biggest Loser" is the biggest "Loser" cycle in total viewers (10.2 million) since "The Biggest Loser 1" in the 2004-05 season.

Tuesday from 10-11 p.m. ET, "Law & Order: Special Victims Unit" (3.3/9 in 18-49, 9.3 million viewers overall) won its time period in adults 18-49, adults 18-34, adults 25-54 and other key demos. In adults 18-49, the "SVU" margin of victory was 22 percent over CBS's "Without a Trace" (3.4 vs. a 2.8) and 106 percent over ABC's "Cupid" (3.3 vs. 1.6). In adults 18-34, "SVU" topped "Trace" by 59 percent (2.7 vs. 1.7) and beat "Cupid" by 108 percent (2.7 vs. 1.3). It is worth noting that an "SVU" original has not lost this hour to regular competition in adults 18-49 in more than four years.

On Wednesday, April 8 from 8-9 p.m. ET, an encore telecast of "Law & Order" averaged a 1.1/4 in 18-49 and 5.4 million viewers overall.

Wednesday at 9 p.m. ET, "Life" (1.3/3 in 18-49, 4.6 million viewers overall) built on its lead-in by 18 percent in adults 18-49 and 50 percent in men 18-49, despite intense competition in the hour from Fox's "American Idol," ABC's "Lost" and CBS's "Criminal Minds."

Wednesday at 10 p.m., an encore telecast of "Law & Order" averaged a 1.2/3 in 18-49 and 4.6 million viewers overall.

On Thursday, April 9 at 8-9 p.m. ET, a special telecast of "The Office" (3.4/11 in 18-49, 7.3 million viewers overall) delivered NBC's highest 18-49 rating in this time period this season, ranking #1 in adults 18-49, adults 18-34 and other key demos in this highly competitive time period ahead of CBS's "Survivor," Fox's "Bones" and ABC's "In the Motherhood."

Thursday at 8:30 p.m. ET, the series debut of "Parks and Recreation" (3.0/9 in 18-49, 6.9 million viewers overall) won its highly competitive time period in adults, men and women 18-34. In adults 18-49, "Parks and Recreation" retained 88 percent of its lead-in from "The Office" special, and topped NBC's season-to-date average for this time period by 36 percent (3.0 vs. 2.2, "live plus same day").

Thursday from 9-9:31 p.m. ET, "The Office" (3.9/11 in 18-49, 8.0 million viewers overall) won its time period in adults 18-49, adults 18-34 and other key measures, topping CBS's "CSI," Fox's "Hell's Kitchen" and a rebroadcast of "Grey's Anatomy" on ABC. "The Office" at 9 p.m. was the #1 telecast of the night on any network in adults 18-49.

Thursday from 9:31-10:01 p.m. ET, "30 Rock" (3.1/9 in 18-49, 6.8 million viewers overall) won its competitive half-hour in adults, men and women 18-34 and finished within 2 shares of the slot lead in adults 18-49.

Thursday from 10:01-11 p.m. ET, the series debut of "Southland" (3.2/9 in adults 18-49, 9.9 million viewers overall) won the hour in adults 18-49, adults 18-34, adults 25-54 and nearly every key demographic, topping the series debut of CBS's "Harper's Island" and ABC's "Private Practice" encore. The "Southland" margin of victory was 23 percent in adults 18-49 (3.2 vs. 2.6 for "Harper's Island") and 56 percent in adults 18-34 (2.5 vs. 1.6 for "Harper's").

"Southland" increased from half-hour to half-hour by 6 percent in both 18-49 rating (to a 3.3/10 from a 3.1/9) and total viewers (to 10.1 million from 9.6 million), while the drama competition on CBS and ABC declined in both categories.

"Southland" is the first launch of a 10 p.m. network drama to build in 18-49 rating from the 10 p.m. half-hour to the 10:30 half-hour in more than four years (since NBC's "Medium" on January 3, 2005).

NBC tied for #1 Thursday night in adults 18-49, and ranked #1 outright in men 18-49 and adults, men and women 18-34.

On Friday, April 10 from 8-8:29 p.m. ET, "Howie Do It" averaged a 1.1/4 in 18-49 and 3.8 million viewers overall. From 8:29-9 p.m., a second episode of "Howie Do It" delivered a 1.1/4 in 18-49 and 3.7 million viewers overall

Friday from 9-10 p.m. ET, the third-season finale of "Friday Night Lights" (1.2/4 in 18-49, 4.1 million viewers overall) scored a week-to-week gain of 9 percent in 18-49 rating (1.2 vs. 1.1) and 15 percent growth in total viewers (4.1 million vs. 3.6 million). The "Lights" finale assembled the show's biggest overall viewership in six weeks (since February 27). It is worth noting that so far this season, "Friday Night Lights'" 18-49 rating has been increasing by an average of 22 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" (1.2/4 in 18-49, 4.8 million viewers overall) increased from its first half-hour to its second by 9 percent in 18-49 (to a 1.2 from a 1.1) and by 14 percent among women 18-49 (1.6 vs. 1.4).

On Saturday, April 11 from 9-10 p.m. ET, an encore telecast of the premiere episode of "Southland" (0.9/3 in 18-49, 3.6 million viewers overall) built by 80 percent in 18-49 and 26 percent in total viewers on its lead-in from the previous hour � a 0.5/2 in 18-49 and 2.8 million viewers overall from an encore telecast of "Law & Order: Criminal Intent" from 8-9 p.m.

Saturday at 10 p.m. ET, a rebroadcast of "Law & Order" (1.2/4 in 18-49, 5.2 million viewers overall) scored NBC's top results in the slot in both 18-49 and total viewers in three weeks. Versus the prior week, the Saturday "Law & Order" encore was up 20 percent in 18-49 (1.2/4 vs. 1.0/3) and 11 percent in total viewers (5.2 million vs. 4.7 million).

On Sunday, April 12 from 7-9 p.m. ET, "Dateline NBC" (1.6/5 in 18-49, 6.5 million viewers overall) increased from its first half-hour to it fourth by 100 percent in 18-49 rating (to a 2.2/6 from a 1.1/4) and by 48 percent or 2.6 million persons in total viewers (to 8.1 million from 5.5 million).

Sunday from 9-11 p.m. ET, "The Celebrity Apprentice" won its two-hour time period in adults 18-49 and other key demographics. "Celebrity Apprentice" (3.0/8 in 18-49, 8.1 million viewers overall) posted significant growth from its first half-hour to its fourth, increasing 27 percent in 18-49 (to a 3.3/9 from a 2.6/7) and 23 percent or more than 1.6 million persons in total viewers (to 8.8 million from 7.2 million). The other major networks all declined in both categories between the 9-9:30 half-hour and the 10:30-11 p.m. half-hour.

This steady growth propelled "Celebrity Apprentice" to a #1 ranking for its second hour from 10-11 p.m. in all key demographics. From 10-11 p.m. ET, "The Celebrity Apprentice" averaged a 3.4/9 in 18-49 and 8.8 million viewers overall.

"Celebrity Apprentice" was up 30 percent in 18-49 rating versus NBC's non-sports average in the time period this season prior to "Apprentice's" debut (3.0 vs. 2.3, "live plus same day").





  [april 2009]  
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· 24 (FOX)
· 30 ROCK (NBC)
· APPRENTICE, THE (NBC)
· BIGGEST LOSER, THE (NBC)
· BONES (FOX)
· CHUCK (NBC)
· CRIMINAL MINDS (CBS)
· CSI: CRIME SCENE INVESTIGATION (CBS)
· CUPID (ABC)
· DANCING WITH THE STARS (ABC)
· DATELINE NBC (NBC)
· FRIDAY NIGHT LIGHTS (DIRECTV)
· FRINGE (FOX)
· GREY'S ANATOMY (ABC)
· HARPER'S ISLAND (CBS)
· HELL'S KITCHEN (FOX)
· HEROES (NBC)
· HOWIE DO IT (NBC)
· IN THE MOTHERHOOD (ABC)
· LAW & ORDER (NBC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· LIFE (NBC)
· LOST (ABC)
· MEDIUM (CBS)
· MEDIUM (CBS)
· MENTALIST, THE (CBS)
· OFFICE, THE (NBC)
· PARKS & RECREATION (NBC)
· PRIVATE PRACTICE (ABC)
· SOUTHLAND (TNT)
· SURVIVOR (CBS)
· WITHOUT A TRACE (CBS)









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