NBC reality show a step behind Fox's 'Dance'
Broadcast TV’s already-crowded midweek reality field welcomed another promising newbie on Wednesday, as NBC’s controversial “The Baby Borrowers” opened to solid numbers.Opposite nonscripted skeins on ABC, Fox and CW, “Baby Borrowers” (2.9 rating/8 share in adults 18-49, 7.9 million viewers overall) delivered NBC’s best ratings in the Wednesday 9 o’clock hour in nearly six months, according to Nielsen. It placed second to Fox’s “So You Think You Can Dance” (3.1/10, 8.29m) and spanked its child-rearing competish, ABC’s “Supernanny” (1.4/4, 4.10m), which delivered one of its lowest firstrun scores to date. In a sked change announced Thursday, “Baby Borrowers,” a social experiment based on a hit British show in which five young couples set up a home and must learn to become parents overnight, will stay at 9 o’clock on Wednesdays instead of its originally announced 8 o’clock slot. Beginning next week, the previous week’s episode will serve as its lead-in. Following “Baby,” NBC narrowly won the 10 o’clock hour in demos for a third straight week with “Celebrity Circus” (2.0/6 in 18-49, 5.58m). It edged out the season preem of ABC’s “Primetime: Crime” (1.9/5, 6.60m), though the newsmag prevailed in adults 25-54 (2.4/7). At CW, the season finale of “Farmer Wants a Wife” (1.0/3 in 18-49, 2.48m) matched or set series highs in various categories despite the tough 9 o’clock reality competish. It more than doubled its weak lead-in from an “America’s Next Top Model” repeat (0.4/2, 1.10m).
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