By Roger Stone "Apprentice Finale Ratings Down" scream the headlines of the snotty liberal elitist rags who hate Donald J. Trump because he called their precious Obama out over a birth certificate there is still public question about. One might be left with the misimpression that the show is a ratings disaster. Of course comparing last years audience to this year's is a meaningless measure, a shoddy manipulation of the stats. A TV show is rated for number of viewers against the other show on in the same time slot at the same time. Trump's Celebrity Apprentice jumped 16% in one week moving past the highly rated Billboard Music Awards to dominate the hour. This is why NBC paid Trump $60 million for another season. Eat it, Trump haters!
  • From 9-11 p.m., the finale of "The Celebrity Apprentice" (2.9/7 in 18-49, 8.4 million viewers overall) grew versus the show's prior-week results by 16 percent in 18-49 rating (with a 2.9 vs. a 2.5) and 22 percent or 1.5 million persons in total viewers (8.350 million vs. 6.833 million).
  • "The Celebrity Apprentice" was also up 61 percent versus NBC's non-sports average in the time period for the season prior to "Celebrity Apprentice" in 18-49 rating (with a 2.9 vs. a 1.8, "live plus same day") and up 37 percent in total viewers (8.350 million vs. 6.103 million).
  • "The Celebrity Apprentice" built on its lead-in in the 8-9 p.m. hour by 142 percent in 18-49 rating and 101 percent in total viewers.
  • In the time period, "Celebrity Apprentice" was #1 among the major networks in adults 25-54 and #2 among total viewers versus such competition as ABC's "Billboard Music Awards," CBS's "Jesse Stone" movie and Fox's "Family Guy."
  • From its first half-hour to its fourth, "Celebrity Apprentice" increased its 18-49 rating by 29 percent (to a 3.1 from a 2.4) and its overall viewership by 26 percent or more than 1.8 million persons (9.0 million vs. 7.1 million).
  • "Celebrity Apprentice" improved its position relative to the "Billboard Music Awards" with each successive half-hour, starting with a deficit behind the awards telecast of 1.2 rating points at 9 p.m., then narrowing that deficit to 0.4 of a point at 9:30, moving 0.3 of a point ahead at 10 and then stretching that advantage to 0.6 of a point at 10:30.
  • For its second hour from 10-11 p.m., "The Celebrity Apprentice" ranked #1 among ABC, CBS and NBC in adults, men and women 18-49 and adults, men and women 25-54, taking that 10 p.m. hour over ABC's "Billboard Music Awards" and CBS's "Jesse Stone" movie.