NBC PRIMETIME RESULTS FOR THE WEEK OF MARCH 8-14

'THE CELEBRITY APPRENTICE' ON SUNDAY JUMPS 45 PERCENT IN 18-49 AND 32 PERCENT IN TOTAL VIEWERS ABOVE NBC'S NON-SPORTS SEASON AVERAGE IN THE TIME PERIOD

'CELEBRITY APPRENTICE' GROWS DRAMATICALLY OVER ITS TWO-HOUR TELECAST, WINNING ITS SECOND HOUR IN ALL KEY DEMOGRAPHICS - ADULTS, MEN AND WOMEN 18-34, 18-49 AND 25-54

ALSO ON SUNDAY, 'MINUTE TO WIN IT' SURGES 41 PERCENT IN ADULTS 18-49 VERSUS NBC'S NON-SPORTS SEASON AVERAGE IN THE SLOT

ON THURSDAY, 'THE OFFICE' TIES A FIRST-RUN 'GREY'S ANATOMY' IN ADULTS 18-49, MARKING THE SECOND TIME IN TWO WEEKS THAT 'THE OFFICE' HAS TOPPED OR MATCHED AN ORIGINAL 'GREY'S' IN THE DEMO

'LAW AND ORDER: SVU' ON WEDNESDAY TIES 'CSI: NY' FOR #1 IN ADULTS 18-49 AND RANKS #1 OUTRIGHT IN ADULTS, MEN AND WOMEN 18-34

ON FRIDAY, 'WHO DO YOU THINK YOU ARE?' GROWS IN WEEK TWO

UNIVERSAL CITY, Calif. - March 16, 2010 - Buoyed by the potent Sunday debut of "The Celebrity Apprentice" and strong ratings from "The Office," "Biggest Loser," "30 Rock" and "SVU," NBC averaged a 2.1 rating, 6 share in adults 18-49 and 6.3 million viewers overall for the week of March 8-14, according to in-home viewing figures from Nielsen Media Research.

The season premiere of "The Celebrity Apprentice" and the series premiere of "Minute To Win It" helped energize NBC's Sunday primetime this week, posting increases of 45 and 41 percent respectively in adults 18-49 versus NBC's non-sports season averages in their time periods.

NBC's primetime performance this week was paced by "The Office," which, despite its tough Thursday competition, ranked #11 among all primetime programs this week in the key demographic of adults 18-49 (tied with CBS's "NCIS" and ABC's "Modern Family"). Among adults 18-34, "The Office" tied for #5 among all programs this week and tied for #2 among scripted programs.

Primetime averages for the week of March 8-14 in adults 18-49 were Fox (3.4/10), CBS (2.8/8), NBC and ABC (2.1/6) and CW (0.8/2). In overall total viewers the weekly averages were CBS (11.3 million), Fox (9.4 million), ABC (6.5 million), NBC (6.3 million) and CW (1.8 million).

Season to date, NBC ranks #3 among the major networks in adults 18-49, adults 25-54 and total viewers, and is #2 in adults 18-34.

NBC highlights for the week of March 8-14:

* On Sunday, the season premiere of "The Celebrity Apprentice" jumped 45 percent in 18-49 rating versus NBC's non-sports average in its two-hour time period this season, while delivering a 32 percent increase in total viewers.

* "The Celebrity Apprentice" grew by 32 percent in 18-49 rating from its first half-hour to its fourth. For its second hour from 10-11 p.m. ET, "Celebrity Apprentice" ranked #1 in all key demographics - adults, men and women 18-34, 18-49 and 25-54 - topping the first-run competition on ABC and CBS by a 50 percent margin in adults 18-49.

* Also on Sunday, the regular time period premiere of "Minute To Win It" surged 41 percent in adults 18-49 versus NBC's non-sports average in its time period this season. "Minute To Win It" grew by 23 percent in 18-49 rating and by 18 percent or 1.2 million persons in total viewers from its first half-hour to its second, and topped ABC's "Extreme Makeover: Home Edition" in adults 18-49 and other key demos in head-to-head competition for the hour.

* On Friday, "Who Do You Think You Are?" grew in week two by 6 percent in 18-49 rating, to match NBC's highest 18-49 rating in this hour, excluding sports, in more than a year. "Who Do You Think You Are?" finished within a tenth of a rating point of the time-period lead in adults 18-49 and ranked #1 among the major networks in adults 18-34.

* "Who Do You Think You Are?" improved on NBC's average in this time period during the traditional 2008-09 season by 42 percent in 18-49 rating and by 56 percent in total viewers.

* NBC tied for #1 for the night in adults 18-49 with CBS, marking the fifth week in a row NBC has claimed at least a share of the Friday 18-49 lead.

* On Thursday, "The Office" tied for #1 in its tough time period in adults 18-49, matching ABC's first-run "Grey's Anatomy" from 9-9:30 p.m. and topping CBS's "CSI" and Fox's "Kitchen Nightmares." "The Office" also won its highly competitive slot in adults 18-34 and all key adult-male demos - men 18-34, 18-49 and 25-54.

* Also on Thursday, "30 Rock" matched its highest 18-49 rating since December 10 and "Parks and Recreation" built on its lead-in by 11 percent in adults 18-49 despite airing opposite the concluding half-hour of a special Thursday "American Idol."

* Additionally on Thursday, "The Marriage Ref" retained 90 percent of its 18-49 lead-in, while in its regular-slot debut one week earlier, "Marriage Ref" had retained 69 percent of its 18-49 lead-in from a special one-hour episode of "The Office." In its time period, "The Marriage Ref" finished within 2 shares of the time-period lead in adults 18-49, ranked #2 among the major networks in adults 18-34, men 18-49 and men 25-54 and was #1 in men 18-34.

* On Wednesday, "Law and Order: SVU" tied CBS's "CSI: NY" for #1 in the slot in adults, men and women 18-49 and ranked #1 outright in adults, men and women 18-34. This marks the second week in a row in which "SVU" has tied "CSI: NY" in the 10-11 p.m. hour, and makes "SVU" the first slot regular to match an original "CSI: NY" in the demo in more than two years.

* "Law and Order: SVU" on Wednesday was up 24 percent in 18-49 rating and 21 percent or 1.5 million persons in total viewers versus NBC's average in its time period during the traditional 2008-09 season.

* On Tuesday, "The Biggest Loser" gained 33 percent in 18-49 rating and 32 percent in total viewers from its first half-hour to its fourth, despite tough competition from the likes of "American Idol" and "Lost." By its final half-hour, "Biggest Loser" ranked #2 in adults 18-49 and #1 in women 18-49 and women 25-54.

* Also on Tuesday, "Parenthood" finished within 0.2 of a rating point of the time-period lead in adults 18-49 and ranked #1 among the major networks in adults, men and women 18-34.

* On Monday, "Chuck" was up 10 percent in both adults 18-49 and total viewers versus the same night last year.

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 8-14:

On Monday, March 8 from 8-9 p.m. ET, "Chuck" averaged a 2.3 rating, 6 share in adults 18-49 and 6.4 million viewers overall in a time slot that included competition from Fox's "House," CBS's comedies and ABC's "The Bachelor: Jason and Molly's Wedding." From its first half-hour to its second, "Chuck" increased by 9 percent in adults 18-49 (to a 2.4 rating from a 2.2) and by 13 percent in men 18-49 (to a 2.6 from a 2.3).

Versus the same night last year, "Chuck" was up 10 percent in adults 18-49 (2.3 vs. 2.1) and also 10 percent in total viewers (6.4 million vs. 5.8 million).

Monday at 9 p.m. ET, "Trauma" averaged a 1.4/3 in 18-49 and 4.8 million viewers overall in a time period that included competition from CBS's "Two and a Half Men" and "Big Bang Theory," ABC's "The Bachelor: Jason and Molly's Wedding" and Fox's "24."

Monday from 10-11 p.m. ET, "Law and Order" averaged a 1.5/4 in adults 18-49 and 5.2 million viewers overall. From its first half-hour to its second, "Law and Order" increased by 14 percent in adults 18-49 (to a 1.6/5 from a 1.4/4), 17 percent in adults 25-54 (2.1/6 vs. 1.8/5) and 7 percent in total viewers (5.4 million vs. 5.0 million).

On Tuesday, March 9 from 8-10 p.m. ET, "The Biggest Loser: Couples" (3.0/8 in adults 18-49, 7.9 million viewers overall) ranked #2 in its highly competitive time period among women 18-34 and women 18-49, behind only Fox's "American Idol"-boosted lineup.

From its first half-hour to its fourth, "Loser" gained 33 percent in adults 18-49 (to a 3.6/10 from a 2.7/8) and 32 percent in total viewers (to 9.3 million from 7.0 million). By its final half-hour from 9:30-10 p.m. ET, "Biggest Loser" ranked #2 in adults 18-49 and #1 in women 18-49 and women 25-54.

Tuesday from 10-11 p.m. ET, "Parenthood" (2.6/8 in 18-49, 6.1 million viewers overall) finished within 0.2 of a rating point of the time-period lead in adults 18-49 and ranked #1 among the major networks in adults, men and women 18-34.

On Wednesday, March 10 from 8-9 p.m. ET, "Mercy" (1.5/5 in adults 18-49, 6.3 million viewers overall) was up 5 percent in total viewers versus the prior week (6.3 million vs. 6.0 million).

Wednesday at 9 p.m. ET, an encore telecast of "Law and Order: Special Victims Unit" averaged a 1.4/4 in 18-49 and 5.4 million viewers overall. From its first half-hour to its second, the "SVU" rebroadcast increased by 25 percent in 18-49 rating (to a 1.5 from a 1.2).

Wednesday from 10-11 p.m. ET, "Law and Order: Special Victims Unit" (2.6/8 in 18-49, 8.5 million viewers overall) tied "CSI: NY" for #1 in the time period in adults, men and women 18-49 and ranked #1 outright in adults, men and women 18-34. "Law and Order: SVU" also tied "CSI: NY" in adults 18-49 the prior week from 10-11 p.m., which made "SVU" the first slot regular to match an original "CSI: NY" in the demo in more than two years (since February 6, 2008, "Law and Order").

"Law and Order: SVU" was up 24 percent in 18-49 rating versus NBC's average in this time period for the traditional 2008-09 season (2.6 vs. 2.1). In total viewers, "SVU" was up 21 percent or 1.5 million persons versus NBC's average in the slot for the 2008-09 regular season (8.5 million vs. 7.0 million).

From its first half-hour to its second, "SVU" increased by 8 percent in 18-49 rating (2.7 vs. 2.5) and by 5 percent in total viewers (8.8 million vs. 8.3 million), while competing dramas on ABC and CBS declined half-hour to half-hour in both categories.

On Thursday, March 11, from 8-8:30 p.m., "Community" (1.9/6 in 18-49, 4.6 million viewers overall) ranked #2 among the major networks behind only a special Thursday "American Idol" in adults 18-34 (tie) and men 18-34.

From 8:30-9 p.m. ET, "Parks and Recreation" (2.1/6 in 18-49, 4.6 million viewers overall) built on its lead-in by 11 percent in adults 18-49, despite airing opposite the concluding half-hour of a special Thursday "American Idol." "Parks" ranked #2 in its slot in adults 18-34 (tied) and men 18-34, behind only "American Idol."

Thursday from 9-9:31 p.m. ET, "The Office" (3.8/11 in adults 18-49, 7.4 million viewers overall) tied for #1 in its time period in adults 18-49, matching ABC's first-run "Grey's Anatomy" from 9-9:30 p.m. and topping CBS's "CSI" and Fox's "Kitchen Nightmares." One week ago, "The Office" won the time period outright, marking the first time the comedy matched or beat an original "Grey's Anatomy" head-to-head in adults 18-49. "The Office" also won its highly competitive slot in adults 18-34 and all key adult-male demos - men 18-34, 18-49 and 25-54.

Thursday from 9:31-10 p.m. ET, "30 Rock" (2.9/8 in 18-49, 5.8 million viewers overall) matched its top 18-49 rating since December 10. In its highly competitive time period, opposite the concluding half-hours of "Grey's Anatomy," "CSI" and "Kitchen Nightmares," "30 Rock" ranked #1 among the major networks in men 18-34 and #2 in adults 18-34, women 18-34, men 18-49 (tied) and men 25-54.

Thursday at 10 p.m. ET, "The Marriage Ref" (2.6/8 in 18-49, 6.0 million viewers overall) retained 90 percent of its 18-49 lead-in. In its regular-slot debut one week earlier, "Marriage Ref" had retained 69 percent of its 18-49 lead-in from the second half-hour of a special one-hour episode of "The Office."

In its time period, "The Marriage Ref" finished within 2 shares of the time-period lead in adults 18-49, ranked #2 among the major networks in adults 18-34, men 18-49 and men 25-54 and was #1 in men 18-34.

On Friday, March 12 from 8-9 p.m. ET, "Who Do You Think You Are?" (1.7/6 in adults 18-49, 7.0 million viewers overall) grew in its second week by 6 percent in adults 18-49 (1.8 vs. 1.6) and by 1 percent in total viewers (7.0 million vs. 6.9 million), matching NBC's highest 18-49 rating in this time period, excluding sports, since January 15, 2009. "Who Do You Think You Are?" finished within a tenth of a rating point of the time-period lead in adults 18-49 and ranked #1 among the major networks in adults 18-34 and other measures. From its first half-hour to its second, "Who Do You Think You Are?" increased by 13 percent in 18-49 rating (1.8 vs. 1.6) and by 9 percent in total viewers (to 7.3 million from 6.6 million).

"Who Do You Think You Are?" improved on NBC's average in this time period during the traditional 2008-09 season by 42 percent in 18-49 rating (1.7 vs. 1.2) and by 56 percent in total viewers (7.0 million vs. 4.5 million).

Friday from 9-11 p.m. ET, "Dateline NBC" (1.6/5 in 18-49, 7.9 million viewers overall) tied for #1 in its time period in women 18-49 and was #2 among the major networks in adults 25-54 and total viewers. For its second hour from 10-11 p.m., "Dateline" tied for #1 in adults 18-49 and was #1 outright in adults 25-54. "Dateline" topped ABC's "20/20" in adults 18-49, adults 25-54 and total viewers.

"Dateline" improved on NBC's average in this time period during the traditional 2008-09 season by 14 percent in 18-49 rating (1.6 vs. 1.4) and by 58 percent in total viewers (7.9 million vs. 5.0 million).

NBC tied for #1 for the night in adults 18-49 with CBS, marking the fifth week in a row NBC has claimed at least a share of the Friday 18-49 lead.

On Saturday, March 13, from 8-9 p.m. ET, an encore telecast of "Parenthood" (0.8/3 in 18-49, 2.8 million viewers overall) ranked #2 among the major networks in the hour in adults 18-49, adults 18-34 and all key adult-female demos, ahead of ABC's "Desperate Housewives" encore and CBS's basketball overrun and "CSI" rebroadcast. "Parenthood" matched NBC's top non-sports 18-49 rating in this time period since December 12.

Saturday from 9-10 p.m. ET, a rebroadcast of "Law and Order" (0.9/3 in 18-49, 3.8 million viewers overall) ranked #2 among the major networks in the time period in men 18-34 and men 18-49.

Saturday from 10-11 p.m. ET, an encore telecast of "Law and Order: Special Victims Unit" (1.2/4 in 18-49, 4.9 million viewers overall) finished #2 among the major networks in the hour in all key ratings measures. From its first half-hour to its second, "SVU" increased its 18-49 rating by 18 percent (to a 1.3 from a 1.1) and its women 18-49 rating by 25 percent (1.5 vs. 1.2).

On Sunday, March 14, from 7-8 p.m. ET, a special preview of "Minute To Win It" (1.5/5 in 18-49, 4.7 million viewers overall) grew from its first to its second half-hour by 31 percent in adults 18-49 (to a 1.7 from a 1.3) and by 19 percent in total viewers (to 5.1 million from 4.3 million). Among the major networks, "Minute To Win It" finished within one share of the time-period lead in adults 18-49 and within 0.2 of a rating point of first place in adults 18-34.

Sunday at 8 p.m. ET, the regular time period premiere of "Minute To Win It" (2.4/7 in 18-49, 7.5 million viewers overall) surged 41 percent in adults 18-49 versus NBC's non-sports average in this time period this season (2.4 vs. 1.7, "live plus same day"). Versus its lead-in from a preview telecast in the preceding hour, "Minute To Win It" grew by 60 percent in 18-49 and 60 percent or 2.8 million persons in total viewers.

In head-to-head competition, "Minute To Win It" topped ABC's "Extreme Makeover: Home Edition" in adults 18-49, adults 18-34 and all key adult-male demos.

From its first half-hour to its second, "Minute To Win It" increased by 23 percent in 18-49 rating (to a 2.7/7 from a 2.2/6) and by 18 percent or 1.2 million persons in total viewers (to 8.1 million from 6.9 million).

Sunday from 9-11 p.m. ET, the season premiere of "The Celebrity Apprentice" (3.2/8 in 18-49, 8.3 million viewers overall) jumped 45 percent in 18-49 rating versus NBC's non-sports average in this time period this season (3.2 vs. 2.2, "live plus same day") and delivered a 32 percent increase in total viewers (8.3 million vs. 6.3 million).

From its first half-hour to its fourth, "Celebrity Apprentice" increased by 32 percent in 18-49 rating (to a 3.7/10 from a 2.8/7) and by 17 percent or 1.3 million persons in total viewers (to 9.1 million from 7.8 million).

For its second hour from 10-11 p.m. ET, "Celebrity Apprentice" ranked #1 in all key demographics - adults, men and women 18-34, 18-49 and 25-54. In adults 18-49, "Celebrity Apprentice" won the 10 p.m. hour by a 50 percent margin (3.6 vs. a 2.4 for both ABC and CBS).

NBC's Sunday primetime built steadily throughout the night against tough, nearly all first-run competition on the other broadcast networks, almost tripling in 18-49 rating (to a 3.7/10 from a 1.3/4) and more than doubling in total viewers (to 9.1 million from 4.3 million) from the first to the final half-hour of primetime.