NBC's CELEBRITY APPRENTICE IS #1 in 2nd Hour in Key Demos

From 9-11 p.m. ET, "All-Star Celebrity Apprentice" (1.5/4 in 18-49, 5.0 million viewers overall) is currently rating within a tenth of a point of last week's 1.6 in adults 18-49, and in total viewers, "Apprentice" has retained 99.8% of last week's viewership (4.987 million vs. 4.995 million) and is up 2 percent versus last week's 4.905 million in these preliminary fast-affiliate results. "All-Star Celebrity Apprentice" Built on NBC's rating in the prior 8-9 p.m. hour by 36 percent in adults 18-49 (with a 1.5 rating vs. a 1.1 from 8-9) and by 28 percent in total viewers (5.0 million vs. 3.9 million).

"All-Star Celebrity Apprentice" won its second hour from 10-11 p.m. among ABC, CBS and NBC in 18-49 and was #1 or tied for #1 for the 10 p.m. hour among those nets in every key demographic.-- adults, men and women 18-34, 18-49 and 25-54.

In the 10:30 p.m. ET lead-in to local news, "All-Star Celebrity Apprentice" delivered a 5 percent margin of victory among ABC, CBS and NBC in the key news demographic of adults 25-54 (with a 2.2 rating vs. a 2.1 for CBS's "Mentalist") and was also #1 among those networks at 10:30 in every other key demo.

From 7-9 p.m. ET, an Encore telecast of "The Voice" (0.8/3 in 18-49, 3.3 million viewers overall) grew from its first half-hour to its fourth by 83 percent in 18-49 rating (to a 1.1 from a 0.6) and by 55 percent or 1.4 million persons in total viewers (4.0 million vs. 2.6 million).

NOTE: All national ratings are "live plus same day" from Nielsen Media Research unless otherwise indicated.

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