So 2011 was the highest attended-in-person Kentucky Derby ever and on television it was the 4th highest watched in 21 years.
Final numbers 05-10-11 on viewership
NBC Sports’ coverage of Saturday’s Kentucky Derby drew 14.54 million viewers, the fourth most-watched Kentucky Derby in 21 years according to data provided by The Nielsen Company.
NBC Sports coverage of the Kentucky Derby over the last 11 years averages more than 2½ million more viewers than the previous 11 Kentucky Derby broadcasts on ABC (14.1 million vs.11.5 million, up 23 percent).
Saturday’s race (6:06-6:54 p.m. ET) was off 12 percent from last year’s 16.5 million, and 10 percent off from 2009’s 16.3 million, the two most-watched Derby’s since 1989 when Sunday Silence won the Derby (18.5 million).
The only other Derby viewership to surpass Saturday’s since 1990 was in 2004 when superhorse Smarty Jones won the Derby (14.6 million).
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.
How about the Verses coverage and NBC/Comcast strategy to use that sporting channel? It paid out quite well.
Friday’s 90-minute live coverage of the Kentucky Oaks on VERSUS drew 235,000 viewers, an increase of four percent from last year’s Oaks that aired on Bravo and an increase of 180 percent over VERSUS’ prior four-week time period average.
Overall, live Kentucky Derby coverage from Churchill Downs on VERSUS drew an average of 280,000 viewers, an increase of 143 percent over the network’s prior four-week time period average.
Where are viewers for the Derby located in the US?
TOP 20 METERED MARKETS FOR 2011 KENTUCKY DERBY
- Louisville, 34.4/62
- Cincinnati, 21.2/37
- West Palm Beach, 18.4/32
- Dayton, 16.2/28
- Ft. Myers, 16.1/31
- Indianapolis, 15.5/32
T7. Nashville, 14.9/28
T7. Columbus, 14.9/31
- Hartford, 14.1/28
- Knoxville, 13.1/22
- Buffalo, 13.0/28
- Cleveland, 12.9/30
T13. Tampa, 12.6/28
T13. Pittsburgh, 12.6/25
- Boston, 12.5/27
T16. Orlando, 11.8/25
T16. New Orleans, 11.8/22
- Philadelphia, 11.7/24
T19. Baltimore, 11.5/25
T19. Greensboro, 11.5/23
See even one West Coast market on there? Nope.