
After announcing on Monday that he won’t run for U.S. president, Donald Trump returned to NBC’s Celebrity Apprentice for the season finale last night. It drew a 2.9 rating in 18-49, up 16% from last week but down 15% from last spring to rank as the lowest-rated spring Apprentice finale ever. Still, Celebrity Apprentice was the second-highest-rated program of the night in 18-49, tied with the 2011 Billboard Music Awards on ABC, which returned from a five-year hiatus up 7% vs. its last telecast in 2006 and helped ABC win the night in 18-49. Topping the demo ratings leader board last night was Fox’s Family Guy, whose season finale was down 6% from last week and 3% from last season’s finale. The finale of American Dad (1.6) was down 11% from last week, Bob’s Burgers finished its freshman season with a 2.1, down a tenth from last week, and veteran The Simpsons (2.5) was even with last week and last year’s finale. On CBS, the latest Jesse Stone movie, Innocents Lost, drew a typically for star Tom Selleck’s large but older crowd: a paltry 1.3 rating in 18-49 but a sizable audience of 13.3 million viewers.
TV Editor Nellie Andreeva - tip her here.


As I stated earlier,
The show would have benefited from both Rich & Matlin winning…each has a worthy, child-oriented charity, and both are “classy”, likable people. At the halfway point, I just assumed that Trump would name them both the winners. He made that “doing something different” comment, and it appeared a done deal. Then woosh, Rich was the winner, and the show was over. I’m guessing that Matlin also made that assumption, from the look on her face. She presented a great final case for herself, and most likely won the final challenge. (Notice, Trump avoided relaying what the 7Up hacks decided themselves.)
It was badly staged, and confusing, from the number of comments that I’ve read at various sources.
Also, as noted by a poster elsewhere, Rich made a MAJOR marketing mistake, not even “noticed” by the 7Up reps. 7Up is the Uncola. In the 70s/80s, Coke advertised as “The Real Thing”. To then utilize “Keeping It Real”, for a RETRO 70s/80s 7Up marketing slogan? Well, it’s a major misstep. Also, explain to me the “zebra” 80s motif, please. I don’t remember it, at all. Maybe a late-80s “thing”??? (Most decades are represented by the styles/icons of the latter half of the decade, as a rule.) Of course, disco only represents a fraction of the 70s, as well. DID love the fact that Matlin’s team got the 7Up 70s icon, Geoffrey Holder, for their spot. (And, damn, BOTH of the team’s “commercials” sucked.)
I was likewise stumped at Trump’s last minute claim at the end of the show that he was going to do “something different” this year. It sounded like he was laying the groundwork for two winners — or at least announcing some sort of sizable donation to Marlee’s charity — but no. It was just John Rich as winner. WTF? He was expected to win, but the whole show seemed aimed at culminating in some sort of win-win for both finalists. It even seemed like there was some sort of delay for the confetti like everyone was waiting for Trump to announce something else. Very clumsily handled at the end.
Jesse Stone was pretty good last night. I look forward to more of them even if it does draw a low number in the 18-49. It still had 13.3 million viewers which is nothing to sneeze at.
Selleck movie terrible as Selleck is NO writer, as evidenced by the almost Saturday night live parody of Mamet-like dialogue.
Selleck ego now such that not only thinks of himself as an “actor” but writer as well. Pace made snails nervous.
OUTTAKE:
Selleck: ” SO?”
Devane: “So.”
Selleck: “So!”
Devane: “So you are drinking again?”
Selleck: “So I am drinking again?”
Devane: “So?”
Selleck: “SO I am drinking again.
Devane: “SO!”
Selleck: “SO, I have it under control.”
Devane: “So you say.”
Selleck: “So I say.”
Devane: “But you are drinking alone.”
Selleck: “But I live alone.”
Devane: “So.”
Selleck: “So!”
RIVETING DRAMA!!!!!!!!!!!!!!!!!!