DRF 5-2-11 “Kentucky Derby labeled ‘promotional priority’ by NBC”
According to John Miller, chief media officer for NBC Universal Television Group, the Derby has been NBC’s highest rated show in terms of total viewership in the second quarter of each of the last two years. For that reason, and because NBC is now broadcasting all three Triple Crown races, NBC Universal has identified the Derby as a "promotional priority.’’
Miller pointed out that besides the Olympics, the Derby is the only sporting event that attracts more female viewers than males. Thus, NBC is doing a lot to promote the fashion, food, and style aspects of the event. NBC will also do features on Kathy Ritvo, the trainer of Mucho Macho Man, and Rose Napravnik, the rider of Pants On Fire.
The TODAY Show, the No.-1 rated morning news show, is featuring Derby segments each day this week, highlighting the food, fashion, celebrity and entertainment elements of the race.
NBC is also promoting its coverage of the race on Access Hollywood, Late Night with Jimmy Fallon, the E! network, and on CNBC, the company’s business channel.