NBC has sent a press release stating that Saturday’s Kentucky Derby was the 3rd most-watched Derby dating back to 1989. However, as the very sharp-eyed Paulsen at Sports Media Watch points out, NBC’s own press release is a bit skewed stating that in 1990, the race on ABC drew better numbers so in reality, Saturday’s race is the 3rd most-watched dating back to 1990, 22 years, not 23 as the press release states.
So moving onto the meat of the release, an average of 14.8 million people watched the Derby meaning that the numbers are 2% higher from last year. The final rating of a 9.0 and a 20 share is 6% higher than 2011. And NBC is quick to point out that its coverage of the Kentucky Derby is on an average drawing two million more viewers on the network over the last 12 years than when it was on ABC.
We have the numbers, plus a look at the Top 20 rated markets for the first leg of horse racing’s Triple Crown.
14.8 MILLION WATCH KENTUCKY DERBY ON NBC
Viewership up from Last Year; 3rd Most-Watched Kentucky Derby in 23 Years
9.0 National Rating up 6% from Last Year
Fourth Straight Year NBC’s Coverage Surpasses 14.5 MillionNEW YORK – May 8, 2012 – NBC Sports’ coverage of Saturday’s Kentucky Derby drew 14.8 million viewers, the third most-watched Kentucky Derby in 23 years, and up two percent from last year’s Derby according to official national data provided today by The Nielsen Company. The household rating of 9.0/20 is up six percent from last year’s race. Since implementing NBC Sports’ ‘Big Event Strategy,’ the last four Kentucky Derby races have all recorded at least 14.5 million viewers.
NBC Sports’ coverage of the Kentucky Derby over the last 12 years averages more than 2 million more viewers than the previous 12 Kentucky Derby broadcasts on ABC (14.1 million vs.12.0 million, up 17 percent).
Saturday’s race (6:06-6:54 p.m. ET), won by I’ll Have Another, is up two percent from last year’s 14.5 million, making it the third most-watched Kentucky Derby since 1989 when Sunday Silence won the Derby (18.5 million). The household rating of 9.0/20 is up six percent from last year’s race (8.5/19).
KENTUCKY DERBY CONTINUES TO BE A HIT WITH FEMALE VIEWERS: The Kentucky Derby once again proved to be very popular with female viewers. In fact, 51 percent of Derby viewers 18+ were women, making it the only annual sporting event that draws more female than male viewers.
KENTUCKY DERBY VIEWERSHIP
2012 14.8 million NBC I’ll Have Another
2011 14.5 million NBC Animal Kingdom
2010 16.5 million NBC Super Saver
2009 16.3 million NBC Mine That Bird
2008 14.2 million NBC Big Brown
2007 13.8 million NBC Street Sense
2006 12.9 million NBC Barbaro
2005 13.6 million NBC Giacomo
2004 14.6 million NBC Smarty Jones
2003 11.8 million NBC Funny Cide
2002 12.8 million NBC War Emblem
2001 13.8 million NBC Monarchos
2000 9.1 million ABC Fusaichi Pegasus
1999 9.9 million ABC Charismatic
1998 9.5 million ABC Real Quiet
1997 11.3 million ABC Silver Charm
1996 11.0 million ABC Grindestone
1995 9.3 million ABC Thunder Gulch
1994 12.1 million ABC Go For Gin
1993 11.5 million ABC Sea Hero
1992 13.7 million ABC Lil E Tee
1991 13.4 million ABC Strike The Gold
1990 15.6 million ABC Unbridled
1989 18.5 million ABC Sunday SilenceTOP METERED MARKETS FOR 2012 KENTUCKY DERBY
1. Louisville, 31.7/59
2. Cincinnati, 18.3/37
3. Ft. Myers, 17.0/31
T4. Hartford, 13.4/26
T4. West Palm Beach, 13.4/24
T4. Buffalo, 13.4/27
7. Columbus, 13.3/27
8. Knoxville, 13.0/24
9. St. Louis, 13.1/28
10. Boston, 12.8/31
11. Indianapolis, 12.2/25
12. Tampa, 12.1/26
13. Orlando, 11.7/26
14. Baltimore, 11.1/24
15. Richmond, 11.0/21
T16. Pittsburgh, 10.9/25
T16. Greensboro, 10.9/21
18. Milwaukee, 10.7/22
T19. New York, 10.4/23
T19. Nashville, 10.4/20
T19. Providence, 10.4/21
T19. Dayton, 10.4/21
More stuff is on the way. Keep your feeds updated.
