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[07/15/08 - 12:25 PM]
'Talent' and 'Baby Borrowers' Lead NBC's Primetime Week of July 7-13
NBC spins the numbers for the week of July 7-13.

[via press release from NBC]

'TALENT' AND 'BABY BORROWERS' LEAD NBC'S PRIMETIME WEEK OF JULY 7-13

'TALENT' AND 'BABY BORROWERS' LEAD NBC'S PRIMETIME WEEK OF JULY 7-13

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

'AMERICA'S GOT TALENT' SCORES ITS HIGHEST 18-49 RATING AND BIGGEST TOTAL VIEWERSHIP SINCE ITS JUNE 17 SEASON PREMIERE

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

'BABY BORROWERS' GROWS WEEK-TO-WEEK IN 18-49 AND TOTAL VIEWERS, MATCHING THE 18-49 SCORE OF ITS IMPRESSIVE DEBUT

'CELEBRITY CIRCUS' RANKS #1 IN THE WEDNESDAY 10 P.M. HOUR IN ADULTS 18-49, MARKING THE FIFTH WEEK IN A ROW THAT IT HAS FINISHED #1 OR TIED FOR #1 IN THE SLOT IN PRIMETIME'S KEY DEMOGRAPHIC

ON THURSDAY, 'LAST COMIC STANDING' GROWS 24 PERCENT IN 18-49 WEEK-TO-WEEK, WINNING THE FINAL HOUR OF THURSDAY PRIME IN ADULTS 18-49 AND OTHER KEY MEASURES

BURBANK, Calif. � July 15, 2008 � Paced by "America's Got Talent" which was the most-watched show of the week, and the third installment of "The Baby Borrowers," NBC averaged a 1.7 rating, 5 share in adults 18-49 and 5.5 million viewers overall for the week of July 7-13, according to in-home viewing figures from Nielsen Media Research.

"America's Got Talent" was the #1 show of the week in total viewers, attracting its biggest viewership since the show's season premiere on June 17. Among adults 18-49, "America's Got Talent" ranked #4 among all programs. In fact, "Talent" this week ranked 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 � as well as among teens 12-17 and kids 2-11. Also making another strong showing in the weekly rankings was "The Baby Borrowers," which ranked among the top 10 shows of the week in numerous key demographics including adults 18-49, adults 18-34 and teens.

Primetime averages for the week of July 7-13 in adults 18-49 were Fox (2.1/7), ABC (1.8/6), NBC (1.7/5), CBS (1.6/5), Univision (1.4/5), CW (0.6/2) and Telemundo (0.5/1). In overall total viewers the weekly averages were CBS (6.9 million), Fox (5.8 million), NBC and ABC (5.5 million), Univision (3.3 million), CW (1.5 million) and Telemundo (1.1 million).

Through 42 weeks of the 2007-08 season, Fox leads in primetime's key demographic of adults 18-49, while the race for #2 remains 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 13, 2008 are Fox (3.9/11), ABC and CBS (2.8/8), NBC (2.6/7), 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 42 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 July 7-13:

* On Monday, "American Gladiators" posted its second consecutive week of growth in adults 18-49, gaining 6 percent versus the prior week. In total viewers, the week-to-week growth was 10 percent. "Gladiators" ranked #2 in its slot in 18-49 and #1 in all key male demographics � men 18-34, 18-49 and 25-54 - as well as in teens 12-17 and kids 2-11.

* Also on Monday, "Nashville Star" was up 14 percent in 18-49 rating versus its performance one week earlier

* On Tuesday, the summer's first one-hour edition of "America's Got Talent" scored the show's highest 18-49 rating and biggest overall viewership since "Talent's" season premiere on June 17, and its highest numbers of the summer to date in the 9-10 p.m. hour.

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

* Also on Tuesday, "Celebrity Family Feud" gained 11 percent in 18-49 and 9 percent in total viewers versus the prior week to rank #2 in the time slot in adults 18-49, adults 25-54 and other key measures.

* On Wednesday, the third episode of "The Baby Borrowers" grew week-to-week in both 18-49 rating and total viewers. This week's telecast matched the 18-49 rating of its impressive debut on June 25

* Also on Wednesday, "Celebrity Circus" ranked #1 in its time period in adults 18-49 and adults, men and women 18-34. This marks the fifth 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" was up 24 percent in 18-49 rating versus the prior week, matching the show's highest 18-49 rating since its season premiere on May 22.

* "Last Comic Standing" grew by 26 percent in 18-49 rating and 15 percent in total viewers from its first half-hour to its fourth. In its second hour from 10-11 p.m., "Last Comic" ranked #1 in adults 18-49, 18-34, 25-54 and other key measures, topping the first-run series "Swingtown" on CBS and "Hopkins" on ABC.

* On Sunday, "Miss Universe 2008" increased by 50 percent in 18-49 and 48 percent or 2.6 million persons in total viewers from its first half-hour to its fourth. In its second hour from 10-11 p.m., "Miss Universe" was #1 in all key ratings categories, topping the ABC-CBS competition combined among all viewers under the age of 35 � adults, men and women 18-34, teens and kids.

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 July 7-13:

On Monday, July 7 from 8-9 p.m. ET, "American Gladiators" (1.9 rating, 6 share in adults 18-49, 5.3 million viewers overall) ranked #2 in adults 18-49 and #1 in all key adult-male demographics, as well as in teens 12-17 and kids 2-11. From its first half-hour to its second, "Gladiators" grew by 38 percent in 18-49 rating (to a 2.2/7 from a 1.6/5) and by 22 percent or 1.0 million persons in total viewers (to 5.8 million from 4.8 million).

"American Gladiators" posted its second consecutive week of ratings growth in adults 18-49, increasing 6 percent in the demo versus the prior week (19. vs. 1.6). In total viewers, "Gladiators" gained 10 percent versus its June 30 telecast (to 5.5 million from 4.8 million).

Monday from 9-10 p.m. ET, "Nashville Star" (1.6/4 in 18-49, 5.4 million viewers overall) was up 14 percent in 18-49 rating versus its performance a week earlier (with a 1.6 vs. a 1.4 for a two-hour telecast from 9-11 p.m. and also a 1.4 in the comparable 9-10 p.m. time period). From its first half-hour to its second, "Nashville Star" grew by 7 percent in 18-49 rating (to a 1.6 from a 1.5) and by 9 percent in total viewers (to 5.7 million from 5.2 million).

Monday from 10-11 p.m., "Dateline NBC" (1.8/5, 6.0 million viewers overall) increased viewers from its first half-hour to its second by 12 percent in 18-49 rating (to a 1.9 from a 1.7) and by 11 percent in total viewers (to 6.4 million from 5.7 million).

On Tuesday, July 8 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, adults 25-54 and other key measures. Versus the prior week, "Feud" was up 11 percent in 18-49 rating (2.1/6 vs. 1.9/5) and 9 percent in total viewers (7.5 million vs. 6.9 million).

Tuesday from 9-10 p.m. ET, the first one-hour edition of the current cycle of "America's Got Talent" (3.4/9 in adults 18-49, 12.7 million viewers overall) delivered its highest 18-49 rating of the summer to date and its biggest total viewership since its season premiere on June 17. For the 9-10 p.m. hour, "Talent" scored its highest 18-49 rating and attracted its biggest overall viewership of the summer to date (all previous editions of "Talent" this summer, including the top-rated June 17 season premiere, had been two-hour telecasts from 9-11 p.m.)

Versus its comparable performance of the prior week in the 9-10 p.m. hour, "Talent" increased by 13 percent in 18-49 rating (3.4 vs. 3.0) and grew by 12 percent or more than 1.3 million persons in total viewers (12.7 million vs. 11.4 million). Versus the previous week's full-duration 9-11 p.m. averages, this week's one-hour "Talent" gained 3 percent in 18-49 rating (3.4 vs. 3.3) and 6 percent in total viewers (12. 7 million vs. 12.0 million).

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

"Talent" ranked #2 in the hour in adults 18-49, behind only the season finale of Fox's "Hell's Kitchen," and #1 in total viewers. From its first half-hour to its second, "America's Got Talent" grew by 13 percent in 18-49 rating (to a 3.6/10 from a 3.2/9) and by 10 percent or 1.2 million persons in total viewers (to 13.3 million from 12.1 million).

At 10 p.m. ET, an encore telecast of "Law & Order; Special Victims Unit" (2.1/6 in 18-49, 7.1 million viewers overall) ranked #2 in adults 18-49 and #1 in total viewers and the key female demographics of women 18-34, 18-49 and 25-54.

NBC ranked #2 on Tuesday night in adults 18-49 and #1 in total viewers, NBC's third consecutive Tuesday win by that measure.

On Wednesday, July 9 from 9-10:01 p.m. ET, the third episode of "The Baby Borrowers" (2.9/8 in 18-49, 6.9 million viewers overall) increased 4 percent in 18-49 rating versus the prior week, matching the pace set by the show's impressive June 25 debut. "Baby Borrowers" also gained week-to-week in total viewers (6.9 million vs. 6.8 million).

"The Baby Borrowers" ranked #2 in its competitive time period in adults 18-49 and most other key measures. Versus NBC's average in this time period last summer, "Baby Borrowers" was up 16 percent in 18-49 rating (2.9 vs. 2.5).

"Baby Borrowers" built by 71 percent in 18-49 rating on its lead-in from the previous hour � a 1.7/6 in 18-49 and 4.5 million viewers overall for an 8-9 p.m. encore of the previous week's" Baby Borrowers." The encore "Borrowers" was up 21 in 18-49 rating versus the prior week's rebroadcast in the time period (1.7/6 vs. 1.4/5). It ranked #2 from 8-9 p.m. ET in adults 18-49 and most key categories.

Wednesday from 10-11 p.m. ET, "Celebrity Circus" (1.9/6 in 18-49, 5.1 million viewers overall) ranked #1 in adults 18-49 and adults, men and women 18-34. This marks the fifth 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 9-11 p.m., ET, "Last Comic Standing" (2.1/7 in 18-49, 5.1 million viewers overall) matched its highest 18-49 rating since the show's season premiere on May 22. Versus the prior week, "Last Comic" was up 24 percent in 18-49 rating (2.1 vs. a 1.7 on July 3 from 8-10 p.m.).

From its first half-hour to its fourth, "Last Comic" increased by 26 percent in 18-49 rating (to a 2.4/7 from a 1.9/6) and by 15 percent in total viewers (to 5.5 million from 4.8 million). In its final hour from 10-11 p.m., "Last Comic Standing" ranked #1 in adults 18-49, adults 18-34, adults 25-54 and most other key demographic measures, topping first-run programming on CBS ("Swingtown") and ABC ("Hopkins"). "Last Comic" delivered the highest 18-49 rating in this hour for any broadcast network in four weeks.

On Thursday from 8-9 p.m. ET, an encore telecast of "Last Comic Standing" averaged a 1.2/4 in 18-49 and 3.5 million viewers overall.

On Friday, July 11 from 8-8:30 p.m. ET, an encore telecast of "Most Outrageous Moments" averaged a 1.0/5 in 18-49 and 4.5 million viewers overall. From 8:30-9 p.m., another encore edition of "Most Outrageous Moments" delivered a 1.4/6 in 18-49 and 5.2 million viewers overall. "Most Outrageous Moments" tied for #1 in adults 18-49 for the full hour, and ranked #1 outright from 8:30-9 p.m. "Most Outrageous Moments" matched NBC's highest 18-49 rating in the hour in seven weeks (since May 23). The 8:30 p.m. telecast attracted NBC's biggest overall audience in that half-hour in 12 weeks (since April 18).

Friday from 9-11p.m. ET, "Dateline NBC" averaged a 1.4/5 in 18-49 and 6.1 million viewers overall. For its first hour from 9-10 p.m., "Dateline" tied for #1 in adults 18-49 and 25-54 and ranked #1 outright among women 25-54.

On Saturday, July 12 from 8-8:30 p.m. ET, an encore telecast of "My Name is Earl" averaged a 0.5/2 in 18-49 and 1.7 million viewers overall. From 8:30-9 p.m., a second "My Name is Earl" rebroadcast delivered a 0.6/3 in 18-49 and 2.0 million viewers overall. 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, 4.8 million viewers overall) ranked #2 in adults 18-49 and tied for #1 among adults, men and women 18-34. "Criminal Intent" built on its lead-in from the previous hour by 57 percent in 18-49 rating.

On Sunday, July 13 from 7-8 p.m. ET, the special "The American Dream with Jim Cramer" averaged a 0.4/1 in 18-49 and 1.7 million viewers overall.

From 8-9 p.m. ET, an encore telecast of "America's Got Talent" (1.2/4 in 18-49, 4.4 million viewers overall) increased by 21 percent in total viewers from its first half-hour to its second (to 4.8 million from 4.0 million).

Sunday from 9-11 p.m. ET, "Miss Universe 2008" (2.0/6 in 18-49, 6.7 million viewers overall) won the time period in total viewers, adults 25-54, women 18-49 and women 25-54.

From its first half-hour to its fourth, "Miss Universe" increased by 50 percent in 18-49 rating (to a 2.4/7 from a 1.6/5) and by 48 percent or 2.6 million persons in total viewers (to 8.0 million from 5.4 million). For its second hour from 10-11 p.m., "Miss Universe" was #1 in all key ratings categories, topping the ABC-CBS competition combined among all viewers under the age of 35 � adults, men and women 18-34, teens and kids.





  [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)
· HELL'S KITCHEN (FOX)
· HOPKINS 24/7 (ABC)
· LAST COMIC STANDING (NBC)
· LAW & ORDER (NBC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· LOST (ABC)
· MOST OUTRAGEOUS MOMENTS (NBC)
· MY NAME IS EARL (NBC)
· NASHVILLE STAR (NBC)
· SWINGTOWN (CBS)





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