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NBC's 'Baby
Borrowers' debut delivers


Reality series averages a 2.8 rating in 18-49s

Jun 26, 2008

“Baby Borrowers” became the third new reality series in two nights to post solid opening numbers, lifting NBC to second on Wednesday behind Fox.

“Borrowers” averaged a 2.8 adults 18-49 rating at 9 p.m., according to Nielsen overnights, building an impressive 75 percent on ever-weakening lead-in “Deal or No Deal.”

That came against strong competition from Fox’s “So You Think You Can Dance,” the night’s top-rated show, which averaged a 3.3 for its final hour at 9.

“Borrowers” put up NBC’s best rating in the timeslot since Jan. 2, before the return of Fox’s “American Idol,” which sapped the strength of most shows it aired against.

It marked the third show this week, including Tuesday’s “Wipeout” and “I Survived a Japanese Game Show” on ABC, to post strong-for-summer numbers.

Of course the real test will come in the following weeks, when we’ll see if “Borrowers” and the other shows can retain those numbers. In a promising sign for NBC, “Borrowers” increased from a 2.7 in its first half hour to a 3.0 in its second.

The show was dismissed by many TV critics for its concept, allowing teen couples to “parent” kids from infants to teens, as well as care for the elderly.

Meanwhile, Fox was first for the night among viewers 18-49 with a 3.0 average overnight rating and a 10 share. NBC was second at 2.1/7, ABC third at 1.7/5, Univision fourth at 1.6/5, CBS fifth at 1.5/5 and CW sixth at 0.7/2.
 
At 8 p.m. Fox was first with a 2.8 for the first hour of “So You Think You Can Dance,” while ABC and Univision tied for second at 1.7, ABC for “Wife Swap” and Univision for “Al Diablo con los Guapos.” NBC was fourth with a 1.6 for “Deal,” CBS fifth with a 1.4 for “The Price is Right” and CW sixth with a 0.4 for a repeat of “America’s Next Top Model.”
 
Fox was first again at 9 p.m. with a 3.3 for more “Dance,” followed by NBC with a 2.8 for “The Baby Borrowers.” Univision was third with a 1.8 for “Fuego en la Sangre,” CBS fourth with a 1.6 for a “Criminal Minds” rerun, ABC fifth with a 1.4 for “Supernanny” and CW sixth with a 1.0 for “Farmer Wants a Wife.”
 
NBC took the lead at 10 p.m. with a 2.0 for “Celebrity Circus,” with ABC second with a 1.8 for “Primetime.” CBS was third with a 1.7 for a repeat of “CSI: NY” and Univision fourth with a 1.4 for “Don Francisco Presenta.”
 
Fox also finished first for the night among households with a 5.0 average overnight rating and a 9 share, followed closely by CBS at 4.9/9. NBC was third at 4.2/7, ABC fourth at 3.6/6, Univision fifth at 2.1/4 and CW sixth at 1.2/2.



Toni Fitzgerald is a staff writer for Media Life.




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