SBD/Issue 161/The Back of the Book

Louisville Earns 45.4 Local Rating For Kentucky Derby Telecast

Louisville earned a 45.4 local rating for the race segment of Saturday's Kentucky Derby on NBC, the market's best rating in recent years. The 45.4 rating is up 27.9% from a 35.5 rating last year. Each of the top 10 highest-rated markets for the Derby saw increases from their respective ratings in '09. Cincinnati earned a 19.1 local rating for the race, marking the first U.S. metered market outside of Louisville to earn higher than a 19.0 since Cincinnati averaged a 20.0 rating in '04. Listed below are the top 10 U.S. metered markets for the race segment of NBC's Kentucky Derby telecast, with comparisons to how those markets have performed in recent years (THE DAILY).

TOP 10 NIELSEN METERED MARKETS FOR RACE SEGMENT
OF THE KENTUCKY DERBY ON NBC
RANK
MARKET (SIZE)
'10
'09
'08
'07
'06
'05
'04
1
Louisville (49)
45.4
35.5
36.2
36.4
33.3
34.9
39.9
2
Cincinnati (33)
19.1
15.2
14.5
14.3
14.4
14.1
20.0
3
Ft. Myers-Naples (64)
18.9
17.0
16.6
14.4
15.2
14.8
15.8
4
Columbus (34)
18.1
14.0
15.1
15.7
12.1
13.4
12.9
5
Knoxville (59)
17.1
15.2
13.3
13.6
12.7
14.1
12.6
6
West Palm Beach (38)
16.1
14.2
13.2
13.8
14.4
12.6
12.7
7t
Orlando-Daytona Beach (19)
15.8
15.0
13.1
12.6
14.4
14.1
11.7
7t
Nashville (29)
15.8
14.5
9.5
15.7
10.2
10.5
12.1
9
Indianapolis (25)
15.4
14.0
17.8
13.9
10.4
11.0
12.3
10
Buffalo (52)
14.8
13.7
12.2
13.8
13.8
13.4
13.0
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