NBC's CELEBRITY APPRENTICE Premiere Ranks #2 Among Big 4 in18-49

NBC's premiere of THE CELEBRITY APPRENTICE (1.3/4 in 18-49, 4.9 million viewers overall from 8-10 p.m. ET): Ranks #2 in the time period among the Big 4 networks in adults 18-49.

Facing exceptional competition, particularly for male viewers, from Rose Bowl coverage on ESPN (the prior "Apprentice" premiere and Sunday preview faced no major sports competition), ties for #1 among those nets in men 25-54 and ranks #2 or tied for #2 in adults, men and women 18-34 and men and women 18-49.

Finishes within 0.4 of a point of the finale of the prior cycle in 18-49 (1.3 vs. 1.7 from 8-10:01 p.m. on Monday, Feb. 16, 2015).

Maintains its 1.3 rating from its first half-hour to its fourth.

The regular-slot premiere of the prior cycle, which faced no major sports competition, averaged a 2.0 from 8-10 p.m. on Monday, Jan. 5, 2015 and 6.485 million in total viewers). Also a special Sunday preview two years ago averaged a 2.4 in 18-49 from 9-11 p.m. on Sunday, Jan. 4, 2015 and 6.811 million in total viewers.

Will add significant viewership via time-shifting and VOD - the prior cycle of "The Celebrity Apprentice" increased by +26% in 18-49 rating going from L+SD to L+7 (from a 1.89 rating to a 2.38) and 1.3 million viewers overall (from 6.3 million to 7.6 million)

A second Monday preview of "The Wall" (1.2/4 in 18-49, 4.5 million viewers overall from 10-11 p.m. ET): Retains 92% of its lead-in from the "Celebrity Apprentice" premiere in both adults 18-49 (1.2 vs. 1.3) and total viewers (4.538 million vs. 4.931 million).

Ties for #1 in the slot among ABC, CBS and NBC in adults 18-49.

Despite the 10 p.m. hour, maintains or increases its Nielsens from half-hour to half-hour in every key measure.

"The Wall" debuts in its regular Tuesday 8 p.m. time period tonight.

Upscale: The earlier preview of "The Wall" attracted a solid upscale audience, indexing at a 108 among adults 18-49 living in homes with $100K+ incomes (with 100 representing an average concentration of those upscale homes).

In Late-Night Metered Markets Monday Night: In Nielsen's 56 metered markets, household results were: "The Tonight Show Starring Jimmy Fallon," 1.7/4 with an encore telecast; "Late Show with Stephen Colbert," 1.6/4 with an encore; and ABC's "Jimmy Kimmel Live," 1.5/4.

In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show Starring Jimmy Fallon," 0.5/3 with an encore; "Late Show," 0.3/2 with an encore; and "Jimmy Kimmel Live," 0.5/2.

From 12:35-1:05 a.m. ET, ABC's "Nightline" averaged a 1.1/4 in metered-market households and a 0.3/2 in 18-49 in the Local People Meters.

From 12:35-1:35 a.m. ET, ratings were: "Late Night with Seth Meyers," 0.8/3 in metered-market households; CBS's "Late Late Show," 0.8/3 with an encore. In the 25 markets with Local People Meters, averages were: "Late Night," 0.3/2 in 18-49; "Late Late Show," 0.2/1 with an encore.

At 1:35 a.m., "Last Call with Carson Daly" averaged a 0.5/2 in metered-market households with an encore and a 0.2/2 in adults 18-49 in the 25 markets with local people meters.

NOTE: Primetime results are based on "fast affiliate time period" data from Nielsen Media Research. All ratings are "live plus same day" unless otherwise indicated.

Photo by: Art Streiber/NBC

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