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SBD/Issue 181/The Back of the Book
Market Watch: Louisville, Baltimore Top Belmont Stakes MMs
Published June 9, 2009
For the race portion of the Preakness Stakes on ABC from 5:30-7:00pm ET, Louisville topped all Nielsen metered markets (MMs) for the third straight year. Most markets had year-over-year declines from last year's race, which had Big Brown's attempt at winning the Triple Crown. However, compared to '07, which was the last time a horse was not going for the Triple Crown, most markets saw gains in local ratings. Looking at '04-09, Louisville, Memphis and Orlando-Daytona Beach have been the most volatile markets, while Detroit, Boston and Milwaukee have been the most stable. The chart below lists MM ratings for the race portion of the Belmont Stakes since '04 (THE DAILY).
|
BELMONT STAKES RACE SEGMENT METERED-MARKET RATINGS TREND
|
|||||||
|
RK
|
MARKET (SIZE)
|
'09
|
'08*
|
'07
|
'06
|
'05
|
'04*
|
|---|---|---|---|---|---|---|---|
|
1
|
Louisville (50)
|
14.6
|
18.3
|
8.0
|
6.5
|
11.0
|
24.3
|
|
2
|
Baltimore (26)
|
8.2
|
13.1
|
5.2
|
4.5
|
7.5
|
24.1
|
|
3
|
Albuquerque-Santa Fe (44)
|
7.9
|
11.5
|
1.9
|
2.9
|
6.0
|
10.6
|
|
4
|
Orlando-Daytona Beach (19)
|
7.7
|
16.2
|
5.0
|
6.3
|
8.0
|
20.1
|
|
5
|
Ft. Myers-Naples (62)
|
7.4
|
12.8
|
4.5
|
6.4
|
8.8
|
21.1
|
|
6t
|
Oklahoma City (45)
|
7.0
|
10.6
|
3.4
|
4.7
|
6.7
|
20.6
|
|
6t
|
Richmond (58)
|
7.0
|
14.0
|
4.7
|
2.6
|
5.6
|
16.9
|
|
8
|
Tulsa (61)
|
6.9
|
9.2
|
5.1
|
4.2
|
5.2
|
13.2
|
|
9
|
New York (1)
|
6.7
|
11.9
|
3.9
|
5.8
|
9.9
|
20.7
|
|
10t
|
Knoxville (59)
|
6.5
|
11.9
|
1.8
|
3.0
|
9.7
|
18.2
|
|
10t
|
Las Vegas (42)
|
6.5
|
11.1
|
4.5
|
4.0
|
6.0
|
15.3
|
|
12
|
Pittsburgh (23)
|
6.3
|
10.3
|
5.2
|
3.5
|
4.5
|
19.9
|
|
13
|
West Palm Beach (38)
|
5.9
|
14.6
|
5.8
|
5.4
|
11.1
|
23.1
|
|
14
|
Hartford & New Haven (30)
|
5.8
|
10.0
|
4.9
|
5.1
|
9.6
|
18.6
|
|
15
|
Norfolk (43)
|
5.7
|
10.0
|
2.8
|
2.9
|
6.3
|
14.7
|
|
16t
|
Philadelphia (4)
|
5.6
|
11.5
|
4.1
|
4.9
|
10.2
|
28.1
|
|
16t
|
Portland (22)
|
5.6
|
5.9
|
1.8
|
2.6
|
4.9
|
13.7
|
|
18t
|
Chicago (3)
|
5.5
|
7.4
|
3.1
|
4.0
|
3.9
|
11.3
|
|
18t
|
Milwaukee (35)
|
5.5
|
3.8
|
4.6
|
3.0
|
6.4
|
13.2
|
|
20t
|
Birmingham (40)
|
5.4
|
9.2
|
3.8
|
3.3
|
4.1
|
9.0
|
|
20t
|
Nashville (29)
|
5.4
|
9.9
|
3.0
|
2.8
|
6.4
|
16.8
|
|
20t
|
Tampa-St. Pete (13)
|
5.4
|
10.5
|
3.9
|
3.8
|
8.4
|
19.3
|
|
23
|
Cincinnati (34)
|
5.3
|
10.5
|
4.3
|
4.3
|
5.3
|
16.2
|
|
24t
|
Atlanta (8)
|
5.1
|
11.7
|
3.6
|
3.7
|
3.3
|
13.9
|
|
24t
|
Buffalo (51)
|
5.1
|
10.7
|
4.1
|
7.1
|
9.0
|
17.9
|
|
24t
|
Detroit (11)
|
5.1
|
6.2
|
3.5
|
4.2
|
7.6
|
14.9
|
|
27t
|
Cleveland-Akron (17)
|
4.8
|
9.5
|
5.8
|
4.8
|
8.2
|
14.2
|
|
27t
|
Dayton (64)
|
4.8
|
12.6
|
3.6
|
3.9
|
5.4
|
12.7
|
|
29t
|
Austin (49)
|
4.7
|
10.2
|
4.3
|
2.9
|
4.5
|
13.5
|
|
29t
|
Jacksonville (47)
|
4.7
|
10.1
|
2.5
|
3.2
|
9.5
|
17.0
|
|
29t
|
New Orleans (53)
|
4.7
|
8.6
|
n/a
|
n/a
|
5.2
|
16.4
|
|
32t
|
Boston (7)
|
4.6
|
6.3
|
3.6
|
4.2
|
6.4
|
14.4
|
|
32t
|
Kansas City (31)
|
4.6
|
7.7
|
3.3
|
2.8
|
3.4
|
14.1
|
|
32t
|
Memphis (48)
|
4.6
|
6.7
|
1.5
|
2.7
|
6.2
|
12.3
|
|
32t
|
Raleigh-Durham (27)
|
4.6
|
9.6
|
2.4
|
2.8
|
3.6
|
13.0
|
|
32t
|
San Antonio (37)
|
4.6
|
7.5
|
4.0
|
3.6
|
3.7
|
16.0
|
|
32t
|
Washington, DC (9)
|
4.6
|
11.4
|
3.1
|
4.2
|
6.8
|
18.0
|
|
38t
|
Columbus (32)
|
4.5
|
10.2
|
4.4
|
4.0
|
4.9
|
13.9
|
|
38t
|
Indianapolis (25)
|
4.5
|
10.9
|
5.7
|
4.6
|
5.9
|
11.7
|
|
40
|
Dallas-Ft. Worth (5)
|
4.1
|
8.6
|
2.5
|
3.4
|
4.4
|
13.6
|
|
41
|
Sacramento (20)
|
4.0
|
8.9
|
1.7
|
2.5
|
3.2
|
10.6
|
|
42
|
Phoenix (12)
|
3.9
|
9.0
|
4.4
|
3.6
|
4.0
|
13.6
|
|
43t
|
Denver (18)
|
3.8
|
7.8
|
3.5
|
3.2
|
4.7
|
14.1
|
|
43t
|
Miami-Ft. Lauderdale (16)
|
3.8
|
11.3
|
2.9
|
3.3
|
4.9
|
12.3
|
|
45
|
Los Angeles (2)
|
3.7
|
7.4
|
2.7
|
2.8
|
3.4
|
11.7
|
|
46t
|
Greenville-Spartanburg (36)
|
3.6
|
11.1
|
2.8
|
2.1
|
4.6
|
13.6
|
|
46t
|
Providence (52)
|
3.6
|
6.1
|
2.3
|
2.0
|
6.1
|
13.5
|
|
48
|
Minneapolis-St. Paul (15)
|
3.4
|
8.1
|
2.0
|
1.9
|
5.2
|
11.3
|
|
49t
|
San Diego (28)
|
3.2
|
6.6
|
1.6
|
2.1
|
4.9
|
12.0
|
|
49t
|
Seattle-Tacoma (14)
|
3.2
|
6.7
|
4.0
|
2.8
|
4.7
|
9.9
|
|
49t
|
St. Louis (21)
|
3.2
|
7.4
|
2.4
|
4.4
|
11.6
|
17.9
|
|
52t
|
Greensboro-Winston-Salem (46)
|
3.1
|
6.6
|
2.3
|
1.9
|
5.1
|
13.1
|
|
52t
|
San Francisco-Oakland-San Jose (6)
|
3.1
|
5.4
|
2.0
|
2.1
|
3.7
|
13.9
|
|
54t
|
Houston (10)
|
2.9
|
7.1
|
3.1
|
2.6
|
4.0
|
15.0
|
|
54t
|
Salt Lake City (33)
|
2.9
|
6.2
|
2.8
|
2.5
|
3.8
|
12.6
|
|
56
|
Charlotte (24)
|
2.6
|
9.3
|
2.5
|
1.8
|
2.7
|
10.3
|
NOTES: Race aired on NBC in '05 and '04. New Orleans ratings unavailable in '07 and '06 due to Hurricane Katrina. Volatile/stable market trends from '04-09 based on standard deviation. * = Race had a horse attempting to win Triple Crown.
