So much for “The Apprentice” not needing the hook of celebrity contestants.
NBC’s once massively successful reality series got off to a disastrous start Thursday, posting a mere 1.5 adults 18-49 rating with 4.572 million viewers.
Down significantly from the average for the most recent “Celebrity Apprentice” installment, the show barely beat its few broadcast competitors–The CW’s low-rated “The Vampire Diaries” and “Nikita.”
As a sign of how poorly the series performed in its season premiere, a re-run of MTV’s “Jersey Shore” posted a higher adults 18-49 rating and was only about a million viewers shy of the total audience count.