Eleventh 'Apprentice' episode sets numerous series ratings records
By Reality TV World staff, 03/31/2004
Showing no signs of a ratings "hiccup" from the previous week's recap episode, last week's eleventh The Apprentice episode set new series ratings records and scored NBC's highest regular-program rating in the time period since September 2001.
According to final ratings figures from Nielsen Media Research, the Thursday, March 25 episode of NBC's The Apprentice drew 22.8 million overall viewers and a 10.8 rating, 27 share in the Adults 18-49 demographic. The performance was the series' highest ratings ever in total viewers, Adults 18-49, and numerous other key ratings measures, including Adults, Men and Women 25-54 and 18-49.
Apprentice also scored NBC's highest Adults 18-49 rating in the time period with regular programming since September 27, 2001 and matched the highest rating for any show on any network in the hour in more than a year (since ABC's Michael Jackson special on February 6, 2003).
The Apprentice, the undisputed #1 new show of the 2003-2004 television season, soared 71% above NBC's Adults 18-49 average for the time period before Apprentice joined the schedule (with a 10.8 rating vs. a 6.3). The unscripted series trumped all competition, even beating CBS' NCAA basketball programming in all key adult male demographics.
Paced by The Apprentice, NBC swept all six of the night's half-hours in adults 18-49 and has now won 11 of the last 12 Thursdays in that crucial demographic.