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Article

Debut of 'Secret Millionaire' boosts ABC; latest 'Celebrity Apprentice' underwhelms

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Celebrity-Apprentice

Image Credit: Douglas Gorenstein/NBCABC took Sunday in adults 18-49 (2.7 rating/7 share) thanks to a strong premiere by Secret Millionaire, which not only won its time slot in viewers (12.6 million) but earned an impressive 3.3 rating/9 share in the demo, according to preliminary ratings. Desperate Housewives also had a good night, earning a 3.4/8 in the demo and 11.3 million viewers.

Millionaire outranked the other reality shows in the time slot — The Amazing Race, which earned a 2.7/7 and 9.7 million viewers, and the debut of America’s Next Great Restaurant (1.6/4, 4.5 million). In fact, the latter show did no favors for the return of NBC’s Apprentice: Celebrity Edition 4, which earned a 2.7/7, down 16% versus last season’s version that bowed on March 3. The two-hour premiere averaged 7.8 million viewers. NBC put a positive spin on the show’s performance by saying it ranked no. 1 in its second hour in nearly all key demographics.

CBS was the most-watched network for the night with 10.8 million viewers and came in second in 18-49 (2.4/6). Undercover Boss was its most popular show with 10.9 million.