‘The Voice’ opens big for NBC

Reuters

Posted at Apr 28 2011 03:52 PM | Updated as of Apr 28 2011 11:52 PM

LOS ANGELES – After months of sagging ratings, NBC has something to sing about with "The Voice."

The network's new "American Idol" rival -- featuring Christina Aguilera, Cee Lo Green, Blake Shelton and Adam Levine as musician coaches -- clobbered Fox's supersized "Glee" for a rare evening of dominance.

"The Voice" drew a 5.1 rating in the coveted adults 18-49 demographic, while a 90-minute, Lady Gaga-inspired "Glee" had to make do with a 3.4. Overall, "Voice" averaged 11.8 million viewers during its heavily promoted two-hour premiere, which is about half of what "Idol" pulls in for Fox.

Not surprisingly, "The Voice" skewed heavily female, especially among those aged 25 to 54. The only program to draw an even bigger swath of that middle-aged demo was ABC's older-skewing "Dancing With the Stars."

Among adults 18-49, "The Voice" improved NBC's season average in the time period by 89 percent and it also ranks as the top-rated series premiere on a major network since CBS' "Undercover Boss" debut following the 2010 Super Bowl. It also boosted the fourth-placed network to a rare ratings win for the night, although ABC pulled in more viewers because of "Dancing with the Stars."