An April 25 Newsmax article crowed:
Billionaire developer Donald Trump is not only among the frontrunners for the GOP presidential nomination – his NBC show “The Celebrity Apprentice” is now blowing away the competition in the ratings.
“Celebrity Apprentice” is now tied as the Number 1 primetime show in the coveted 18-49 demographic, beating ABC and CBS combined, according to ratings released this week.
It ranked first for the week among all 10-11 p.m. programs in the same category and increased its number of viewers by 12 percent.
Notice how Newsmax carefully focuses on a single demographic. Meanwhile, if you consider total ratings, Trump is not doing so well. From TPM:
Trump's April 17 episode drew 7.6 million viewers, down from 8.2 million the previous week and 9.7 million viewers on April 3, right as his birther junket was getting into full swing. But the show's ratings have always been inconsistent -- its first season drew around 20 million viewers a night on average but by 2010, the 10th season of The Apprentice suffered dismal ratings, bringing in about 4 million viewers on average and prompting murmurs it might be canceled. Producers reportedly even filmed multiple endings with different winners for their last episode because their shrinking viewership wasn't enough to merit a live finale.
The numbers have since picked up, but its volatile following makes it difficult to assess the impact of Trump's presidential ambitions on the show's success.
Needless to say, Newsmax doesn't mention the overall trend of declining ratings.