"The Apprentice" premiered Jan. 8, 2004 and immediately became a cultural phenomenon, scoring the highest ratings for any new series introduced throughout the 2003-04 season and outscoring every established series in the key adult 18-49 category except "American Idol." "The Apprentice" resumed its hot streak in the fall, delivering the strongest 18-49 ratings of any unscripted series through the first half of the 2004-05 television season and the #3 18-49 average among all series. "The Apprentice" also continues to deliver the strongest concentration on primetime network television of upscale viewers in such key categories as adults 18-49 living in homes with incomes of $75,000 and more.