Solid bow for 'Baby Borrowers'
NBC reality show a step behind Fox's 'Dance'
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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).
