SBD/Issue 181/The Back of the Book

Market Watch: Louisville, Baltimore Top Belmont Stakes MMs

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.

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