He may be dumber than you think: Exclusive research reveals "Celebrity Apprentice" viewers are the most Democratic in primetime TV.
He may have gotten President Obama's attention, but Donald Trump's presidential candidacy is presumed by most people to be a stunt designed to goose ratings for his television show, "Celebrity Apprentice" on NBC. But while Trump has gotten plenty of airtime by suggesting, wrongly, that the president was not born in the United States, Nielsen rating for "Celebrity Apprentice" are lower than they were a year ago -- and dropping fast. One reason Trump's audience is abandoning him may be that, according to demographic research of primetime television viewers provided exclusively to The Atlantic by National Media Inc., a firm that places political ads on television, the audience for "Celebrity Apprentice" is among the most liberal in primetime television (see graphic above). Rather than add viewers, Trump foolishly appears to be driving them away.
"I was surprised to find that the 'Celebrity Apprentice' was so liberal, because the audience for [another reality show] 'Survivor' is fairly Republican," said Will Feltus, the senior vice president for research at National Media, Inc. "It's a weird show because it's not a regular TV series. But based on MRI ratings, it is clearly a Democratic audience."