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[03/29/11 - 10:47 AM]
"The Office," "The Celebrity Apprentice" & "The Biggest Loser: Couples" Power NBC for the Week of March 21-27
NBC spins the numbers for the week of March 21-27.

[via press release from NBC]

NBC RESULTS FOR THE PRIMETIME WEEK OF MARCH 21-27

UNIVERSAL CITY, Calif. - March 29, 2011 - With its primetime performance led this week by "The Office," "The Celebrity Apprentice" and "The Biggest Loser: Couples," NBC averaged a 1.7 rating, 5 share in adults 18-49 and 5.8 million viewers overall for the week of March 21-27, according to in-home viewing figures from Nielsen Media Research.

Pacing NBC's primetime this week was "The Office," which returned from three weeks of encore telecasts with an original episode that ranked #9 (tied) among all primetime programs in the key demographic of adults 18-49. Among adults 18-34, "The Office" ranked #3 among all programs, trailing only the Wednesday and Thursday editions of Fox's "American Idol." NBC's unscripted series "The Biggest Loser" and "The Celebrity Apprentice" also ranked in the top 20 this week in adults 18-49, tied at #18.

Primetime averages for the week of March 21-27 in adults 18-49 were Fox (3.1/9), CBS (2.8/8), ABC (2.1/6), NBC (1.7/5) and CW (0.4/1). In overall total viewers the weekly averages were CBS (10.1 million), Fox (8.9 million) ABC (7.9 million), NBC (5.8 million) and CW (1.1 million).

NBC highlights for the week of March 21-27:

* With its fourth telecast of the current cycle on Sunday, "The Celebrity Apprentice" hit new season highs in adults 18-49, total viewers and other key measures. "Celebrity Apprentice" has increased in total viewers with each telecast so far this cycle.

* "The Celebrity Apprentice" was up versus its telecast on the same night last year by 7 percent in adults 18-49 and 17 percent or more than 1.2 million persons in total viewers. "Celebrity Apprentice" was up 67 percent in adults 18-49 and 41 percent in total viewers versus NBC's non-sports average in the two-hour Sunday slot prior to the "Apprentice" debut.

* "The Celebrity Apprentice" grew dramatically in all key measures from its first half-hour to its fourth to rank #1 for its second hour from 10-11 p.m. ET in adults 18-49, adults 18-34, adults 25-54 and most other key demographics. The 3.4 rating for "Celebrity Apprentice" in adults 18-49 from 10-11 p.m. ET makes it the highest-rated 10-11 p.m. hour of the week with entertainment programming on ABC, CBS or NBC.

* On Friday, "Dateline NBC" was up week-to-week by 29 percent in adults 18-49 and 16 percent in total viewers to report its biggest overall viewership since February 4 and match its highest 18-49 rating since that same date. "Dateline" was the #1 non-sports telecast in its two-hour slot among ABC, CBS, NBC, Fox and CW in adults 18-49, adults 25-54 and total viewers and was #1 outright in key adult-female demos.

* Versus CBS's primetime NCAA basketball coverage, "Dateline NBC" was the #1 non-sports telecast of the night on ABC, NBC, Fox and CW in adults 18-49 and total viewers.

* Also on Friday, "Who Do You Think You Are?" ranked #1 in its hour in total viewers, outperforming all broadcast and cable competition in overall viewership. "Who Do You Think You Are?" unearthed its biggest overall audience since February 11 and matched its highest 18-49 rating since that same date.

* On Thursday, "The Office" returned from three weeks of encore telecasts to finish within 0.2 of a rating point of ABC's "Grey's Anatomy" in the race for #1 in adults 18-49 in its half-hour. "The Office" won the slot in adults 18-34. Versus the last original "Office" telecast, the March 24 episode of "The Office" was up 6 percent in adults 18-49 and 16 percent in total viewers.

* Also on Thursday, "Parks and Recreation" surged versus the prior week by 33 percent in adults 18-49 and 26 percent or nearly 1.1 million persons in total viewers. "Parks" recorded its highest 18-49 rating since February 10 and attracted its biggest overall viewership in nearly two months

* Additionally on Thursday, "Community" enrolled its biggest overall audience in nearly two months (since January 27), while "Perfect Couples" grew week to week by 33 percent in adults 18-49 and 18 percent in total viewers to deliver its best scores in both measures since January 27.

* On Wednesday, "Law & Order: Special Victims Unit" ranked #1 in its time period versus all broadcast and cable competition in adults, men and women 18-49; adults, men and women 25-54; and total viewers.

* "SVU" apprehended its highest 18-49 rating since February 9 and locked up its biggest overall audience since January 5.

* Also on Wednesday, "Minute To Win It" grew versus the prior week by 33 percent in adults18-49 and 26 percent in total viewers. In a tough time period opposite Fox's "American Idol," CBS's "Survivor," ABC's "The Middle" and CW's "America's Next Top Model," "Minute" clocked its top 18-49 and total-viewer result in this time period since February 9.

* On Tuesday, "The Biggest Loser: Couples" weighed in with its heftiest 18-49 and total-viewer results in six weeks. Week to week, "Biggest Loser" was up 11 percent in adults 18-49 and 5 percent in total viewers.

* "Biggest Loser' gained 35 percent in adults 18-49, 32 percent in adults 25-54 and 23 percent in total viewers from its first half-hour to its fourth. With this burly growth, "Loser" won the 9-10 p.m. ET hour in adults 18-49 and other key demos. Overall in its two-hour time period, "Biggest Loser" ranked #2 in adults 18-49 and was #1 in adults 18-34, women 18-34 and women 18-49.

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 21-27

On Monday, March 21 from 8-9 p.m. ET, "Chuck" averaged a 1.5 rating, 4 share in adults 18-49 and 4.2 million viewers overall. Through the first 24 weeks of the season, "Chuck" added an average 26 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure.

Monday from 9-10 p.m. ET, "The Event" averaged a 1.2 rating, 3 share in adults 18-49 and 4.1 million viewers overall. These results for "The Event" are likely to increase substantially when Nielsen releases "live plus seven day" results for the week of March 21-27. Through its run on NBC earlier this season, "The Event" added an average 38 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" results, the biggest percentage increase for any new series on ABC, CBS, NBC, Fox or CW and the #3 increase for all series, new and returning. In total viewers, "The Event" has added an average 29 percent or more than 2.0 million persons in going from "live plus same day" to "live plus seven day."

Monday at 10 p.m. ET, "Harry's Law" averaged a 1.6/5 in 18-49 and 8.4 million viewers overall. "Harry's Law" grew from its first half-hour to its second by 6 percent in adults 18-49 (to a 1.7 rating from a 1.6) and 5 percent in total viewers (to 8.6 million from 8.2 million) while competing dramas on ABC and CBS declined half-hour to half-hour in both categories.

It's worth noting that in its run so far this season, "Harry's Law" has added an average 25 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure.

Since its debut on January 17, "Harry's Law" has earned NBC's 10 biggest overall audiences in the slot, excluding Olympics, in 18 months (since September 14, 2009). The March 21 "Harry's Law" was up 7 percent in 18-49 rating (1.6 vs. 1.5) and up 65 percent in total viewers (8.427 million vs. 5.103 million) versus NBC's non-sports average in this slot during the traditional 2009-10 season.

On Tuesday, March 22 from 8-10 p.m. ET, "The Biggest Loser: Couples"(3.0/9 in adults 18-49, 8.3 million viewers overall) tipped the scales with its heftiest 18-49 and total-viewer results in six weeks (since February 8). Week to week, "Biggest Loser" was up 11 percent in adults 18-49 (to a 3.9 rating from a 2.7) and 5 percent in total viewers (8.427 million vs. 7.998 million).

In its two-hour time period, "The Biggest Loser" ranked #2 in adults 18-49 and was #1 in adults 18-34, women 18-34 and women 18-49.

From its first half-hour to its fourth, "The Biggest Loser" gained 35 percent in adults 18-49 (to a 3.5 rating from a 2.6), 32 percent in adults 25-54 (4.1 vs. 3.1) and 23 percent or more than 1.7 million persons in total viewers (9.3 million vs. 7.6 million). With this burly growth, "Biggest Loser" won the 9-10 p.m. ET hour in adults18-49, adults 18-34 and all key adult-female demos.

Tuesday at 10 p.m. ET, an encore telecast of "Parenthood" averaged a 1.0/3 in adults 18-49 and 2.9 million viewers overall.

On Wednesday, March 23 from 8-9 p.m. ET, "Minute To Win It" (1.2/4 in adults 18-49, 4.2 million viewers overall) increased versus the prior week by 33 percent in 18-49 rating (1.2 vs. 0.9) and 26 percent in total viewers (4.2 million vs. 3.3 million). In a highly competitive time period opposite Fox's "American Idol," CBS's "Survivor," ABC's "The Middle" and CW's "America's Next Top Model," "Minute" clocked its top 18-49 and total-viewer result in this time period since February 9.

From 9-10 p.m., an encore telecast of "Law & Order: SVU" averaged a 1.1/3 in 18-49 and 4.0 million viewers overall. Week to week, the 9 p.m. "SVU" rebroadcast grew 22 percent in 18-49 rating (1.1 vs. 0.9) and 23 percent in total viewers (4.0 million vs. 3.2 million). This was NBC's top 18-49 rating in the time period since February 23 and biggest overall audience in the hour since February 9.

Wednesday from 10-11 p.m. ET, "Law & Order: Special Victims Unit" (2.6/7 in adults 18-49, 8.8 million viewers overall) ranked #1 versus all broadcast and cable competition in adults, men and women 18-49; adults, men and women 25-54; and total viewers.

"Law & Order: SVU" apprehended its highest 18-49 rating since February 9 and its biggest overall viewership since January 5. "SVU" built on its encore results from the prior hour by 136 percent in 18-49 rating and 122 percent or more than 4.8 million persons in total viewers.

From its first half-hour to its second, "SVU" grew by 8 percent in adults 18-49 (to a 2.7 rating from a 2.5) and by 7 percent in total viewers (9.141 million vs. 8.534 million) while competing first-run dramas on ABC and CBS declined half-hour to half-hour in both measures.

Through the first 24 weeks of the season, "Law & Order: Special Victims Unit" added an average 29 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure. In total viewers, "SVU" has added an average 20 percent or more than 1.7 million persons in going from "live plus same day" to "live plus seven day."

On Thursday, March 24, at 8 p.m. ET, "Community" (1.8/6 in adults 18-49, 4.5 million viewers overall) matched its highest 18-49 scores since February 3 and enrolled its biggest overall audience in nearly two months (since January 27). In a highly competitive time period that included Fox's "American Idol," CBS's NCAA basketball coverage and ABC's "Wipeout," "Community" grew week to week by 6 percent in 18-49 rating (1.8 vs. 1.7) and 7 percent in total viewers (4.463 million vs. 4.152 million). Through the first 24 weeks of the season, "Community" added an average 26 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure.

At 8:30 p.m., "Perfect Couples" (1.6/5 in 18-49, 3.4 million viewers overall) increased week to week by 33 percent in 18-49 rating (1.6 vs. 1.2) and by 18 percent in total viewers (3.402 million vs. 2.882 million). These mark the top 18-49 and total-viewer results for "Couples" since January 27. "Perfect Couples" retained 89 percent of its 18-49 lead-in from "Community," its best retention since its Thursday premiere on January 20.

Thursday from 9-9:31 p.m. ET, "The Office" (3.4/10 in 18-49, 7.1 million viewers overall) returned from three weeks of encore telecasts to finish within 0.2 of a rating point of ABC's "Grey's Anatomy" in the race for #1 in adults 18-49 in the half-hour. "The Office" ranked #1 in the slot among the broadcast networks in adults 18-34. Versus the last original "Office" telecast on February 24, the March 24 episode was up 6 percent in adults 18-49 (to a 3.4 rating from a 3.2) and up 16 percent in total viewers (7.1 million vs. 6.1 million).

These results for "The Office" are likely to increase substantially when Nielsen issues "live plus seven day" results for the week of March 21-27. Through the first 24 weeks of the season, "The Office" added an average 32 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure. In total viewers, The Office" on average gains 27 percent or 2.0 million viewers (to 9.3 million from 7.3 million).

From 9:31-10 p.m. ET, "Parks and Recreation" (2.4/7 in 18-49, 5.2 million viewers overall) increased versus the prior week by 33 percent in 18-49 rating (2.4 vs. a 1.8 following an "Office" encore) and 26 percent or nearly 1.1 million persons in total viewers (5.2 million vs. 4.1 million). "Parks" recorded its highest 18-49 rating since February 10 and attracted its biggest overall viewership in nearly two months (since January 27). "Parks" ranked #2 in the time period among ABC, CBS, NBC, Fox and CW in adults 18-49 and other key demos.

Thursday from 10-10:31 p.m. ET, "30 Rock"(1.9/5 in adults 18-49, 4.4 million viewers overall) was up week-to-week by 12 percent in 18-49 rating (1.9 vs. 1.7). Through the first 24 weeks of the season, "30 Rock" added an average 31 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure, making it the #3 biggest gainer on a percentage basis among half-hour comedies, behind only "Modern Family" and "The Office."

From 10:31-11 p.m., "Outsourced" (1.5/4 in 18-49, 3.6 million viewers overall) attracted its biggest overall audience since February 10 and matched its highest 18-49 rating since that same date. In the challenging 10:30 p.m. half-hour, "Outsourced" retained 79 percent of its 18-49 lead-in from "30 Rock." Through the first 24 weeks of the season, "Outsourced" added an average 28 percent to its 18-49 rating when going from the previously reported "live plus same day" rating to its "live plus seven day" figure. On a percentage basis, "Outsourced" is the #1 biggest gainer going from "live plus same day" to "live plus seven" among all first-year half-hour comedies on ABC, CBS, NBC, Fox or CW.

On Friday, March 25 from 8-9 p.m. ET, "Who Do You Think You Are?" (1.3/5 in 18-49, 6.6 million viewers overall) ranked #1 in the hour versus all broadcast and cable competition in total viewers and among women 25-54. "Who Do You Think You Are?" unearthed its biggest overall audience since February 11 and matched its highest 18-49 rating since that same date.

Friday from 9-11 p.m. ET, "Dateline NBC" (1.8/6 in 18-49, 8.2 million viewers overall) attracted its biggest overall viewership since February 4 and matched its highest 18-49 rating since that same date. In its two-hour time period, "Dateline" was the #1 non-sports telecast among ABC, CBS, NBC, Fox and CW in adults 18-49, adults 25-54 and total viewers and ranked #1 outright among those networks in women 18-49 and women 25-54. "Dateline" was the #1 non-sports telecast of the night on ABC, NBC, Fox or CW in adults 18-49 and total viewers.

Week to week, the Friday "Dateline" reported increases of 29 percent in adults 18-49 (to a 1.8 rating from a 1.4) and 16 percent or more than 1.1 million persons in total viewers (to 8.150 million from 7.044 million).

On Saturday, March 26 at 8 p.m. ET, an encore telecast of "Harry's Law" delivered a 0.5/2 in 18-49 and 4.0 million viewers overall. At 9 p.m., a rebroadcast of "Law & Order: LA" averaged a 0.6/2 in 18-49 and 3.9 million viewers overall, growing from its first half-hour to its second by 20 percent in 18-49 rating (to a 0.6 from a 0.5) and 10 percent in total viewers (4.112 million vs. 3.751 million).

Saturday from 10-11 p.m. ET, an encore telecast of "Law & Order: Special Victims Unit" (1.1/4 in 18-49, 5.2 million viewers overall) grew from its first half-hour to its second by 33 percent in 18-49 rating (to a 1.2 from a 0.9) and by 23 percent or 1.1 million persons in total viewers (5.8 million vs. 4.7 million).

On Sunday, March 27 from 7-8 p.m. ET, "Dateline NBC" delivered a 0.6/2 in 18-49 and 3.5 million viewers overall.

Sunday from 8-9 p.m. ET, "America's Next Great Restaurant" (1.3/4 in 18-49, 3.7 million viewers overall) increased week to week by 8 percent in 18-49 rating (1.3 vs. 1.2). "Restaurant" grew from its first half-hour to its second in virtually all key ratings categories, including gains of 8 percent in adults 18-49 (to a 1.3 rating from a 1.2) and 13 percent in women 25-54 (1.8 vs. 1.6). "America's Next Great Restaurant" built on its lead-in from the previous hour by 117 percent in adults 18-49.

Sunday from 9-11 p.m. ET, "The Celebrity Apprentice" (3.0/8 in 18-49, 8.6 million viewers overall) hit new season highs in adults 18-49, total viewers and other key measures. "Celebrity Apprentice" was up versus the same night last year by 7 percent in 18-49 rating (3.0 vs. 2.8) and up 17 percent or more than 1.2 million persons in total viewers (8.580 million vs. 7.307 million). Week-to-week, "Celebrity Apprentice" was up 7 percent in 18-49 rating (3.0 vs. 2.8) and 5 percent in total viewers (8.580 million vs. 8.169 million).

In the two-hour time period, "Celebrity Apprentice" finished within a tenth of a rating point of the time-period lead in adults 18-49 and ranked #1 outright in women 18-49 and women 25-54.

"Celebrity Apprentice" generated steady growth throughout its two-hour telecast, growing 40 percent in 18-49 rating from its first half-hour to its fourth (to a 3.5 from a 2.5) and adding 36 percent or 2.6 million persons in total viewers (to 9.9 million from 7.3 million).

For its second hour from 10-11 p.m. ET, "Celebrity Apprentice" ranked #1 in adults 18-49, adults 18-34, adults 25-54 and most other key demos. The 3.4 rating for "Celebrity Apprentice" in adults 18-49 from 10-11 p.m. ET makes it the highest-rated 10-11 p.m. ET hour of the week with entertainment programming on ABC, CBS or NBC.

"Celebrity Apprentice" was up 67 percent in 18-49 rating (3.0 vs. 1.8, "live plus same day") and 41 percent in total viewers (8.580 million vs. 6.103 million) versus NBC's non-sports average in this time period earlier this season prior to the "Apprentice" debut.

NBC's Sunday primetime built steadily throughout the night, quintupling in 18-49 rating (to a 3.5/10 from a 0.7/2) and increasing 165 percent in total viewers (to 9.884 million from 3.730 million) from the first to the final half-hour of primetime.





  [march 2011]  
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· 30 ROCK (NBC)
· AMERICAN IDOL (FOX)
· AMERICA'S NEXT GREAT RESTAURANT (NBC)
· AMERICA'S NEXT TOP MODEL (CW)
· APPRENTICE, THE (NBC)
· BIGGEST LOSER, THE (NBC)
· CHUCK (NBC)
· COMMUNITY (YAHOO)
· DATELINE NBC (NBC)
· EVENT, THE (NBC)
· GREY'S ANATOMY (ABC)
· HARRY'S LAW (NBC)
· LAW & ORDER: LOS ANGELES (NBC)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· MIDDLE, THE (ABC)
· MINUTE TO WIN IT (GSN)
· MODERN FAMILY (ABC)
· OFFICE, THE (NBC)
· OUTSOURCED (NBC)
· PARENTHOOD (NBC)
· PARKS & RECREATION (NBC)
· PERFECT COUPLES (NBC)
· SURVIVOR (CBS)
· WHO DO YOU THINK YOU ARE? (TLC)
· WIPEOUT (ABC)











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