May 09, 2011 9:38am PT by Philiana Ng
NBC's Three-Hour 'Celebrity Apprentice' Down 23%
A supersized edition of Donald Trump’s competition series Celebrity Apprentice spanned three hours, going head-to-head against the rest of primetime on Sunday.
But, NBC’s three-hour telecast — which saw Star Jones and LaToya Jackson fired and NeNe Leakes quitting -- didn’t fare so well: Celebrity Apprentice (7 million total viewers, 2.4 rating in the adults 18-49 demographic) was the lowest-rated spring telecast for the franchise, dipping 23 percent. Dateline (3.9 million, 0.8) served as a weak lead-in, down 33 percent. The Peacock placed fourth for the night in the key demo.
CBS won the night with 60 Minutes (13.8 million, 2.3) surging 43 percent, thanks to President Obama’s only televised interview about Osama bin Laden’s death. The two-hour finale of The Amazing Race (8.6 million, 2.5) was the lowest-rated in franchise history. CSI: Miami (9.7 million, 2.0), however, ended its season with a double-digit uptick, but still was one of the series’ lowest-rated episodes.
ABC’s block was flat or down, with the exception of aging family drama Brothers & Sisters (7.2 million, 2.0), which saw impressive boosts of 25 percent in 18-49 and 26 percent in viewers for its Season 5 finale. America’s Funniest Home Videos (6.4 million, 1.7) and Extreme Makeover: Home Edition (8 million, 2.1) were both down, while Desperate Housewives (9.7 million, 2.8) remained steady.
Fox ranked No. 1 among adults 18-34 and No. 2 in the key demo with its animation block: American Dad (3.3 million, 1.5), The Simpsons (5.5 million, 2.5) and The Cleveland Show (4.8 million, 2.2) were all down slightly, while Bob’s Burgers (4.2 million, 2.0) and Family Guy (6.5 million, 3.2) ticked up. ABC and Fox tied for second on the night.