Tuesday, August 14, 2012

War of 18-49 Update, Celebrity Apprentice (Spring 2012)


Let's take a look at the Spring 2012 season (the fifth celebrity season overall) of Celebrity Apprentice on NBC.

TimeslotLo AvgHi y2yA18-49+ LabelResults
Sunday 9:001.8 2.022.6 -28%86marginal detail

Rating the Ratings: As highlighted on several other occasions, one of the recurring themes for NBC in 2011-12 was sharp downturns out of their once-reliable tentpoles. And Celebrity Apprentice was yet another example of that. Following a couple steadily upper-2's seasons, the 2012 edition just barely broke a 2.0 average and went below a 2.0 on six different occasions. The premiere's 2.6 demo looked fairly solid, but week two dropped to a 1.8 against the Academy Awards, and the show never really recovered. NBC promises the show will be scaled back to just one hour in 2013, but we'll have to see if the fall schedule holds up well enough to allow that. Grade: D-.

Here's the now updated War of 18-49 post for The Apprentice.

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