Thursday, March 19, 2015

War of 18-49 Update, Celebrity Apprentice (2014-15)

Let's take a look at the 2014-15 season (the seventh celebrity season) of Celebrity Apprentice on NBC.

Timeslot Lo Avg Hi y2y A18-49+ Label y2y Results
Monday 8:001.4 1.912.4 +19%114*solid +50%* detail

*- For this winter's War of 18-49 updates, the A18-49+ is based on a projected league average, calculated by applying the league average's current year-to-year trend (thru 3/1/15) to the final 2013-14 average. This should help make these numbers compare more fairly with seasons past.

Rating the Ratings: The big reality franchises have proven tough to kill, and Celebrity Apprentice became the latest and perhaps greatest example of this with its winter 2015 resurgence. This show really seemed done a couple years ago, and while I didn't discount the possibility of a resurgence since it's happened before, I figured just barely above league average was the absolute best case scenario. Instead, this show is likely headed for the best A18-49+ in the history of the celebrity edition, and it finished a whooping 19% ahead of raw numbers from two years ago. It is worth remembering that the last few editions were scheduled a couple months later and on Sunday, but that's not nearly enough to keep me from saying that this show got a whole lot stronger. And it posted these gaudy year-to-year numbers despite getting a bit derailed by some weird late scheduling, only hanging a 1.4 for an hour that got paired with a clip show and then a below-average 1.7 finale. The good news for NBC is that unlike the other overachieving piece of The Voice filler, they can actually renew this one. Grade: A.

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

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