'Celebrity Apprentice' TV Ratings Disappoint: What Went Wrong

We know by now that Arnold Schwarzenegger didn’t exactly terminate his “Celebrity Apprentice” competition last night in Nielsen’s primetime TV ratings, but why did the refurbished franchise fare as poorly as it did?

After all, the previous winter cycle premiere starring Donald Trump in January 2015 earned a solid 2.4 rating in the key 18-49 demographic and 6.8 million total viewers. Those were far more respectable than Monday’s 1.3 and 4.9 million viewers. So, what happened?

Well, for starters, two years have passed. In case you’ve been asleep this whole time, somehow Trump has gone from reality competition host to the frigging PRESIDENT OF THE UNITED STATES. That means those who regularly tuned in for the “You’re Fired” guy maybe weren’t as interested as the “Get to the chopper!” dude.

Plus, Trump’s still an executive producer on the show, which could have also turned off some viewers less enthused about Trump since his full-time shift into politics.

Also Read: Ratings: Arnold Schwarzenegger's 'Celebrity Apprentice' Debut Crushed by 'The Bachelor'

It’s also worth pointing out that the 2015 version actually premiered on a Sunday evening, when there was a greater potential audience and less competition. The next night’s regular Monday time slot premiere dipped to a 2.0 and had 6.5 million viewers overall.

So what was the big competition last night? Well, Fox aired a modestly rated “MasterChef Celebrity Showdown” special, which could have fragmented the reality audience a bit. Meanwhile, ABC’s 2017 season premiere of “The Bachelor” was broadcast’s biggest demo bully last night, pulling in a 2.1 and 6.6 million viewers.

Another challenge came from ESPN’s coverage of the Rose Bowl, which turned out to be an instant classic. USC’s tight college football victory over Penn State put up the most points scored in the bowl game’s storied history.

Also Read: 'Celebrity Apprentice': Just How 'Yuge' Were Those TV Ratings Anyway?

But wait, there’s more! That 2015 start to “The Bachelor” took place on January 4 and Jan. 5. Last night’s Jan. 2 kickoff to the new era suffered a bit by being closer to the New Year’s holiday.

Finally, the recent dropping of Hearst stations from DirecTV meant some NBC affiliates were not available to DirecTV subscribers.

OK, we’re fresh out of excuses for NBC. Maybe it just wasn’t very good. We’ll see how many viewers “Celebrity Apprentice” retains next Monday at 8 p.m. on NBC.

7 Super-Intense 'Celebrity Apprentice' Feuds (Photos)

Omarosa vs. Piers Morgan
The woman America loved to hate, “Apprentice” alum Omarosa Manigualt, went toe-to-toe with journalist/host Piers Morgan on the spin-off's first season. On one episode, Omarosa welcomes Morgan to the “war room” by spilling her wine on his head. But Morgan came out on top, winning the season.
Douglas Gorenstein/NBC
The late Joan Rivers vs. Annie Duke and Brande Roderick
Don’t mess with the Mother Hen. Ever. Melissa Rivers and her mother, Joan, were both contestants on Season 2. But in “Right Guard, Right Way Out,” Donald Trump fired Melissa over poker player Annie Duke and Playboy playmate Brande Roderick (“Baywatch"). Joan wasted no time slinging insults at the pair after the board meeting. “You are a piece of shit,” Joan says to Duke with a stern finger before calling Roderick a “stupid blonde” all in the same breath.
NBC
Dennis Rodman vs. Clint Black
NBA Hall of Famer Dennis Rodman went from “0 to 100” quickly during Season 2. Rodman had enough of Clint Black after the country singer-songwriter won a coin toss for team KOTU to take the second presentation slot. Rodman curses at Black and rips the microphone from him, slamming it on the floor. In the end, Rodman’s erratic behavior, drinking and sudden absences led to his firing.
NBC
Meat Loaf vs. Gary Busey
Actor Gary Busey was known for his antics during Season 4, and it infuriated the “I Would Do Anything for Love” singer. At one point, Meat Loaf believes the “Lethal Weapon” actor stole his art supplies. Cue tirade. “You do not want to fuck with me,” Meatloaf yells. And Sugar Ray frontman Mark McGrath keeps Meat Loaf from lunging at the actor.
NBC
NeNe Leakes vs. Star Jones
This verbal showdown happened between "Real Housewives" star Nene Leakes and former "The View" co-host Star Jones on Season 4. After Jones suggested Leakes as project manager for a task, the “Real Housewives of Atlanta” star called out the shadiness. “Who the fuck died and made you in charge of project managers?” Leakes asked. “Who are you? Who are you? I will take you down.”
NBC
Arsenio Hall vs. Aubrey O' Day
Arsenio Hall made former Danity Kane member Aubrey O’ Day cry on Season 5 when the talk show host couldn’t hold back his agitation with the singer's ego. “She won’t remember, because if it’s not her idea, she won’t remember it. I’m not saying anything that’s not true,” Hall asserted.

O’ Day tried to refute Hall’s claim, even stating she had lost respect for him. “Because I have to kiss your ass for you to admire me,” Hall said, much to the shock of Trump.
NBC
Gary Busey vs. Gary Busey

The Oscar-nominated actor was never short on words or phrases during his stint on Season 4 and the “All Star” edition. He even had his own definition of “fun”: finally understanding nothing. On one episode, Busey takes the time to explain who he really is. “I’m an angel in an Earth suit,” he said while pointing to himself. No argument here.
NBC

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Have a look at some outrageous tirades and laughable moments from Donald Trump’s NBC competition series

Omarosa vs. Piers Morgan
The woman America loved to hate, “Apprentice” alum Omarosa Manigualt, went toe-to-toe with journalist/host Piers Morgan on the spin-off's first season. On one episode, Omarosa welcomes Morgan to the “war room” by spilling her wine on his head. But Morgan came out on top, winning the season.

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