From 9-11 p.m. ET, "All-Star Celebrity Apprentice" (1.8/5 in 18-49, 5.5 million viewers overall) maintained 100 percent of last week's 1.8 official-national rating in 18-49 and is up 6 percent versus last week's 1.7 in these preliminary fast-affiliate ratings. In total viewers, "Apprentice" is up 8 percent week to week (5.457 million vs. 5.038 million). Last night's "All-Star Celebrity Apprentice" out-rated ABC and CBS over the two-hour time period in 18-49 -- topping CBS's 9-11 p.m. combination of "The Good Wife" and "The Mentalist" (1.8 vs. 1.6) by a 13 percent margin and ABC's two-hour block of "Revenge" and "Red Widow" in adults 18-49 by 29 percent (1.8 vs. 1.4). "Apprentice" grew from its fist half-hour to its fourth in 18-49 by 18 percent (to a 2.0 from a 1.7). "All-Star Celebrity Apprentice" Built on NBC's results in the prior hour from 8-9 p.m. ET by 29 percent in 18-49 rating (1.8 vs. 1.4).
* "All-Star Celebrity Apprentice" ranked #1 for its second hour from 10-11 p.m. among ABC,
CBS and NBC, with a season-high 19 percent margin (1.9 from 10-11 vs. a 1.6 for CBS's "Mentalist"). Prior margins were 12 percent last week (1.9 vs. 1.7) and 13 percent two weeks ago (1.7 vs. 1.5). From 10-11, "Apprentice" was #1 or tied for #1 among those networks in every key demographic.
* In the 10:30 p.m. ET lead-in to local news, "All-Star Celebrity Apprentice" generated a 13 percent margin of victory in the key news demographic of adults 25-54 (with a 2.6 rating vs. a 2.3 for CBS's second-place "Mentalist"), up from a tie during the prior half-hour (2.4 each). "Apprentice" was #1 among ABC,
CBS and
NBC from 10:30-11 p.m. in every key demographic: adults, men and women 18-34, 18-49 and 25-54.
* From 7-9 p.m. ET, "Dateline NBC" (1.3/4 in 18-49, 5.5 million viewers overall) reported NBC's highest 18-49 and total-viewer results in the time period in the seven weeks since the January 27 Pro Bowl. From its first half-hour to its fourth, the "Dateline" grew by 36 percent in 18-49 rating (to a 1.5 from a 1.1) and by 32 percent or nearly 1.6 million persons in total viewers (6.6 million vs. 5.0 million).
NOTE: All national ratings are "live plus same day" from Nielsen Media Research unless otherwise indicated.
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