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[03/03/09 - 12:39 PM]
'Celebrity Apprentice,' 'Biggest Loser,' 'Heroes' and 'Er' Pace NBC's Primetime Week of FeB. 23-March 1
NBC spins the numbers for the week of February 23-March 1.

[via press release from NBC]

'CELEBRITY APPRENTICE,' 'BIGGEST LOSER,' 'HEROES' AND 'ER' PACE NBC'S PRIMETIME WEEK OF FEB. 23-MARCH 1

ON SUNDAY, THE SEASON PREMIERE OF 'CELEBRITY APPRENTICE' SCORES NBC'S HIGHEST 18-49 RATING WITH REGULAR ENTERTAINMENT PROGRAMMING IN ITS TIME PERIOD IN MORE THAN TWO YEARS

'CELEBRITY APPRENTICE' TIES FOR #8 FOR THE WEEK IN ADULTS 18-49

ON TUESDAY, A ONE-HOUR 'BIGGEST LOSER' SCORES THAT SERIES' TOP 18-49 AND TOTAL-VIEWER RESULTS IN THE 8 P.M. HOUR SINCE ITS JANUARY 6 PREMIERE, UP 28 PERCENT IN 18-49 AND 32 PERCENT IN TOTAL VIEWERS VERSUS A TWO-HOUR 'LOSER' ON THE SAME NIGHT LAST YEAR

ON WEDNESDAY, A ONE-HOUR 'BIGGEST LOSER' WEIGHS IN WITH NBC'S HEFTIEST 18-49 RATING IN THAT SLOT IN MORE THAN A YEAR, EXCLUDING OLYMPICS

ON THURSDAY, 'ER' SEWS UP ITS TOP RESULTS IN 18-49 AND TOTAL VIEWERS SINCE DECEMBER 11, WINNING ITS SLOT IN ADULTS 18-49, ADULTS 18-34, ADULTS 25-54 AND OTHER KEY DEMOS

'FRIDAY NIGHT LIGHTS' SCORES ITS TOP RATINGS SINCE ITS NBC SEASON PREMIERE SIX WEEKS AGO, UP 15 PERCENT IN 18-49 VERSUS THE PRIOR WEEK AND UP 36 PERCENT VERSUS TWO WEEKS AGO

UNIVERSAL CITY, Calif. � March 3, 2009 � Paced by strong numbers from Sunday's season debut of "The Celebrity Apprentice," as well as robust results from two one-hour editions of "The Biggest Loser: Couples" and the scripted dramas "Heroes" and "ER," NBC averaged a 2.2 rating, 6 share in adults 18-49 and 6.2 million viewers overall for the week of February 16-22, according to in-home viewing figures from Nielsen Media Research.

Primetime averages for the week of February 23-March 1 in adults 18-49 were Fox (4.1/11), CBS and ABC (2.5/7), NBC (2.2/6), Univision (1.5/4), Telemundo and CW (0.5/1). In overall total viewers the weekly averages were Fox (11.2 million), CBS (11.0 million), ABC (7.4 million), NBC (6.2 million), Univision (3.8 million), CW (1.4 million) and Telemundo (1.2 million).

Through the first 23 weeks of the 2008-09 season, NBC is now the "second youngest" of the major broadcast networks, with a median age of 47.0 years, 2.0 years "older" than Fox (45.0 years). By comparison, ABC's median age is 48.9 and CBS's median age is 53.8. Season to date, NBC is running within 0.4 of a rating point of first place in primetime's key demographic of adults 18-49.

NBC highlights for the week of February 23-March 1:

* On Sunday, the season premiere of "The Celebrity Apprentice" scored NBC's highest 18-49 rating in its time period with regular entertainment programming in more than two years. "Celebrity Apprentice" was up 70 percent in 18-49 rating versus NBC's non-sports average in this time period this season

* In its season debut, "The Celebrity Apprentice" landed among the top 10 programs of the week in primetime's key demographic of adults 18-49, ranking #8 (tied) in that demo.

* On Monday, "Heroes" won its highly competitive time slot in men 18-34, and built on its lead-in from the previous hour by 48 percent in adults 18-49 and 83 percent in adults 18-34.

* Also on Monday, "Medium" won its time period in adults 25-54 and ranked #2 in adults 18-49 and total viewers.

* On Tuesday, an abbreviated one-hour edition of "The Biggest Loser: Couples" scored that show's highest 18-49 rating and biggest overall viewership in the Tuesday 8-9 p.m. hour since its January 6 premiere.

* Despite airing in a one-hour version at 8 p.m, Tuesday's "Biggest Loser" increased versus the two-hour edition on the same night last year by 28 percent in 18-49 rating and 32 percent or 2.4 million persons in total viewers. The one-hour "Loser" also posted gains versus the prior week's two-hour telecast.

* On Wednesday, a special one-hour edition of "The Biggest Loser: Couples" weighed in with NBC's heftiest 18-49 rating in the time period in more than a year, excluding Olympics. "Loser" ranked #2 in its Wednesday hour, behind only "American Idol," in every key ratings category � adults, men and women 18-34, 18-49 and 25-54, as well as total viewers.

* On Thursday, "ER" sewed up its top results in 18-49 and total viewers since December 11, winning its hour in adults 18-49, adults 18-34, adults 25-54 and all key adult-female demographics.

* On Friday, "Friday Night Lights" scored its top 18-49 and total-viewer results since its NBC season premiere six weeks ago. "Lights" was up 15 percent in 18-49 versus the prior week and up 36 percent versus two weeks ago

* On Saturday, an encore "Law & Order" scored that series' highest 18-49 rating and total-viewer result so far this season for a Saturday rebroadcast.

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 February 23-March 1:

On Monday, Feb. 23 from 8-9 p.m. ET, "Chuck" averaged a 2.3 rating, 6 share in adults 18-49 and 6.6 million viewers overall. From its first half-hour to its second, "Chuck" increased 4 percent in men 18-49 (to a 2.5 from a 2.4) and 7 percent in men 25-54 (to a 2.9 from a 2.7) in a tough time period that included competition from Fox's "House" and ABC's "The Bachelor."

Monday from 9-10 p.m. ET, "Heroes" (3.4/9 in 18-49, 7.1 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 48 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" (2.6/7 in 18-49, 8.4 million viewers overall) ranked #2 in adults 18-49, total viewers and other measures and #1 in adults 25-54. Versus NBC's "live plus same day" averages in the time period prior to its February 2 debut, "Medium" this week was up 13 percent in adults 18-49 (2.6 vs. 2.3) and 45 percent or 2.6 million persons in total viewers (8.4 million vs. 5.8 million).

On Tuesday, Feb. 24 from 8-9 p.m. ET, an abbreviated one-hour edition of "The Biggest Loser: Couples" (3.7/10 in 18-49, 9.9 million viewers overall) weighed in with that show's highest 18-49 rating and largest total-viewer tally in the Tuesday 8-9 p.m. hour since its January 6 premiere. "Biggest Loser" finished within 0.2 of a rating point of the time-period lead in adults 18-49 and won the hour among women 18-49 and women 18-34, topping CBS's "NCIS," ABC's "Homeland Security" and Fox's "Bones" encore in those demos. From its first half-hour to its second, "Biggest Loser" gained 14 percent in 18-49 rating (to a 4.0/11 from a 3.5/10) and 9 percent in total viewers (to 10.3 million from 9.4 million).

Despite airing on this night in an abbreviated one-hour version, this week's "Loser" was up versus the two-hour edition on the same night last year by 28 percent in 18-49 rating (3.7 vs. 2.9) and 32 percent or 2.4 million persons in total viewers (9.9 million vs. 7.5 million). "Loser" was also up versus its two-hour telecast of the previous week, gaining 3 percent in 18-49 rating (3.7/10 vs. 3.6/9) and 11 percent in total viewers (9.9 million vs. 8.9 million).

Tuesday from 9-10:37 p.m. ET, NBC carried news coverage of President Obama's address to Congress, the Republican response and analysis. This coverage was sustaining and is not included in the nightly or weekly averages. From 10:37-11 p.m. ET, an encore episode of "The Office" averaged a 1.5/4 in 18-49 and 4.2 million viewers overall.

On Wednesday, Feb. 25 from 8-9 p.m. ET, a special Wednesday edition of "The Biggest Loser: Couples" (3.3/9 in 18-49, 8.6 million viewers overall) delivered NBC's heftiest 18-49 rating in this time period, excluding Olympics, in more than a year (since January 23, 2008). In total viewers, "Loser" assembled NBC's beefiest audience in the slot since December 3, 2008 ("Christmas in Rockefeller Center"). This Wednesday's "Biggest Loser" improved on NBC's 18-49 season average for the 8-9 p.m. time period by 83 percent (3.3 vs. 1.8).

"The Biggest Loser" on Wednesday ranked #2 in the hour, behind only "American Idol," in every key ratings category � adults, men and women 18-34, 18-49 and 25-54, as well as total viewers.

Despite airing on a Wednesday night for the first time since October, and despite going head-to-head with "American Idol," the special Wednesday "Loser" finished within 11 percent of the strong 3.7 18-49 rating it delivered the prior night, which was achieved with no "Idol" competition in the time period. Versus its most recent Wednesday telecast (a 2.7/7 in 18-49 and 6.6 million viewers on October 8, 2008), which did not face "Idol" competition, this week's Wednesday "Loser" was up 22 percent in 18-49 and 32 percent in total viewers.

Wednesday from 9-10 p.m. ET, "Life" (1.6/4 in 18-49, 4.9 million viewers overall) was up 23 percent in 18-49 rating versus its last episode to air opposite a second hour of "American Idol," as well as original episodes of "Criminal Minds" and "Lost" (a 1.6 this week vs. a 1.3 on February 11). And despite this competition, "Life" increased in 18-49 rating for the second straight week.

Wednesday at 10 p.m. ET, an encore "Law & Order" (1.7/5 in 18-49, 5.8 million viewers overall) built on its lead-in from the previous hour by 6 percent in 18-49 rating and 18 percent in total viewers, while the first-run programming on the competing networks declined versus the results in the preceding hour. The "Law & Order" encore ranked #2 in adults 18-49, tied with a first-run episode of ABC's "Life on Mars." In total viewers, the "Law & Order" encore was #2 in the hour, topping the viewership for "Life on Mars" despite the considerable lead-in advantage the ABC drama received from "Lost."

On Thursday, Feb. 26 from 8-8:31 p.m. ET, the animated special "Secrets of the Furious 5" averaged a 1.4/4 in 18-49 and 4.0 million viewers overall. From 8:31-9 p.m., "Kath & Kim" (1.5/4 in 18-49, 3.4 million viewers overall) built on its lead-in from the previous half-hour by 7 percent in 18-49 rating opposite unusual competition from a Thursday edition of "America Idol." Among adults 18-34, "Kath & Kim" built on its lead-in by 23 percent (to a 1.6 from a 1.3).

Thursday from 9-9:31 p.m. ET, an encore telecast of "The Office" (2.4/6 in 18-49, 5.3 million viewers overall) built on its lead-in from the previous half-hour by 60 percent in 18-49 rating and by 56 percent in total viewers. Through the season's first 19 weeks, "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" (2.9/7 in 18-49, 6.4 million viewers overall) increased 21 percent in 18-49 rating and 18 percent in total viewers versus the other time this season that an original episode of "Rock" followed an encore "Office" (January 8, when "30 Rock" delivered a 2.4/5 in 18-49 and 5.4 million viewers overall). "30 Rock," which won its competitive slot in men 18-34, built on its lead-in from the "Office" encore by 21 percent in 18-49 rating and 20 percent in total viewers.

"30 Rock" ranked #7 among all primetime programs this week in adults 18-34, averaging a 3.4/10 in that demographic

Thursday from 10:01-11 p.m. ET, "ER" (3.4/9 in 18-49, 8.7 million viewers overall) sewed up its highest 18-49 rating and total-viewer results since December 11. "ER" won its hour in most key measures, including adults 18-49, adults 18-34, adults 25-54 and all key adult-female demographics. Versus the prior week, "ER" gained 26 percent in 18-49 rating (3.4 vs. 2.7) and 16 percent or 1.2 million persons in total viewers (8.7 million vs. 7.5 million).

NBC's primetime schedule built steadily and dramatically throughout Thursday night, increasing from the first to the final half-hour of prime by 149 percent in 18-49 rating (to a 3.4/11 from a 1.4/4) and by 123 percent or more than 4.9 million persons in total viewers (to 8.9 million from 4.0 million). By the 10:30-11 p.m. lead-in to local news, NBC had established an advantage over its nearest network competitor of 31 percent in adults 18-49 (3.4 for "ER" vs. a 2.6 for CBS's "Eleventh Hour") and 11 percent in adults 25-54 (3.4 for "ER" vs. 2.6 for "Eleventh Hour").

On Friday, Feb. 27 from 8-8:29 p.m. ET, an encore telecast of "Howie Do It" (1.3/5 in 18-49, 4.5 million viewers overall) earned that show's highest 18-49 rating and total-viewer result in the time period in three weeks, up 18 percent in 18-49 and 9 percent in total viewers versus the prior week (1.1/3 in 18-49 and 4.1 million viewers overall). From 8:29-9 p.m., a second encore telecast of "Howie Do It" (1.3/4 in 18-49, 4.0 million viewers overall) retained 100 percent of its 18-49 lead-in to also earn the show's highest 18-49 and total-viewer results in this slot in three weeks.

Friday from 9-10 p.m. ET, "Friday Night Lights" scored its highest 18-49 rating and total-viewer tally since its NBC season premiere six weeks ago. "Friday Night Lights" (1.5/5 in 18-49, 4.2 million viewers overall) was up 15 percent in 18-49 versus the prior week (1.5/5 vs. 1.3/4) and up 36 percent versus two weeks ago (1.5/5 vs. 1.1/3).

"Friday Night Lights" finished within one share of the time-period lead in adults 18-49 in a competitive time period that included first-run competition from CBS's "Flashpoint," ABC's "Supernanny" and Fox's "Dollhouse." 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" (1.5/5 in 18-49, 5.8 million viewers overall) attracted its biggest overall audience in this time period in four weeks (since January 30). "Dateline" finished within one share of the slot lead in adults 18-49.

On Saturday, Feb. 28 at 9 p.m. ET, an encore telecast of "Law & Order: Special Victims Unit" (1.2/4 in 18-49, 5.0 million viewers overall) built by 71 percent in 18-49 rating and 46 percent in total viewers on its lead-in from the previous hour � a 0.7/3 in 18-49 and 3.4 million viewers overall for an encore "Law & Order: Criminal Intent" from 8-9 p.m.

Saturday at 10 p.m. ET, an encore telecast of "Law & Order" (1.5/5 in 18-49, 6.0 million viewers overall) scored the show's highest 18-49 rating and total-viewer result so far this season for a Saturday rebroadcast. "Law & Order" finished within a tenth of a rating point of the time-period lead in adults 18-49 and ranked #1 or tied for #1 in all key adult-male demos. "Law & Order" built on its lead-in from the previous hour by 25 percent in 18-49 and 19 percent in total viewers.

On Sunday, March 1 from 7-8 p.m. ET, the special "Saturday Night Live: The Best of Tracy Morgan" averaged a 1.0/3 in 18-49 and 2.9 million viewers overall.

Sunday from 8- 9 p.m. ET, the special "Saturday Night Live: The Best of Will Ferrell" (2.2/5 in 18-49, 5.9 million viewers overall) built on its lead-in from the previous hour by 120 percent in 18-49 and 105 percent in total viewers to match NBC's highest 18-49 rating in the time period since the Super Bowl four weeks earlier.

Sunday from 9-11 p.m. ET, the season premiere of "The Celebrity Apprentice" scored NBC's highest 18-49 rating in this time period with regular entertainment programming in more than two years (since January 7, 2007). "The Celebrity Apprentice" (3.9/9 in 18-49, 8.8 million viewers overall) jumped 70 percent in 18-49 rating versus NBC's non-sports average in this time period this season (3.9 vs. 2.3, "live plus same day") and delivered a 16 percent increase in total viewers (8.8 million vs. 7.6 million).

"The Celebrity Apprentice" finished within one share of the time period lead in adults 18-49 and won the slot in all key adult-male demos � men 18-34, 18-49 and 25-54. "Celebrity Apprentice" built on its lead-in from the previous hour by 77 percent in 18-49 rating and 48 percent in total viewers. From its first half-hour to its fourth, "Celebrity Apprentice" increased by 18 percent in 18-49 rating (to a 4.0/10 from a 3.4/8) and by 10 percent in total viewers (to 9.1 million from 8.3 million).





  [march 2009]  
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M
T
W
T
F
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· 30 ROCK (NBC)
· AMERICAN IDOL (FOX)
· APPRENTICE, THE (NBC)
· BACHELOR, THE (ABC)
· BIGGEST LOSER, THE (NBC)
· BONES (FOX)
· CHUCK (NBC)
· CRIMINAL MINDS (CBS)
· DATELINE NBC (NBC)
· DOLLHOUSE (FOX)
· ELEVENTH HOUR (CBS)
· ER (NBC)
· FLASHPOINT (ION)
· FRIDAY NIGHT LIGHTS (DIRECTV)
· HEROES (NBC)
· HOMELAND SECURITY USA (ABC)
· HOUSE (FOX)
· HOWIE DO IT (NBC)
· KATH & KIM (NBC)
· LAW & ORDER (NBC)
· LAW & ORDER: CRIMINAL INTENT (USA)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· LIFE (NBC)
· LIFE ON MARS (ABC)
· LOST (ABC)
· MEDIUM (CBS)
· NCIS (CBS)
· OFFICE, THE (NBC)
· SUPERNANNY (ABC)





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