SBD/November 10, 2010/Media

Media Notes

Steelers-Bengals Is Fourth "MNF" Telecast This Season To See Year-Over-Year Ratings Drop

ESPN earned a 9.2 U.S. rating and 15.016 million viewers for Steelers-Bengals "MNF," down 7.1% and 6.2%, respectively, from a 9.9 rating and 16.002 million viewers for Steelers-Broncos in Week Nine last year. "MNF" led all broadcast and cable programs in all key male and adult demos for the night and helped ESPN win the night among all networks in those same categories. ESPN's "MNF" through nine weeks (10 games) is averaging a 9.2 U.S. rating and 14.665 million viewers, up slightly from the same period in '09. Meanwhile, ESPN.com had more than 226 million page views and 304 million minutes generated with NFL content on Sunday and Monday, up 21% and 38%, respectively, from the comparable days last year. ESPN's mobile website drew nearly 67 million page views (up 55%) and more than 106 million minutes (up 69%) spent with NFL content and the ScoreCenter App (ESPN).

GETTING OFF TRACK: In Orlando, George Diaz notes NASCAR Sprint Cup Series TV viewership "continues to slide from last season," and the Oct. 31 Amp Energy Juice 500 at Talladega Superspeedway is the "latest example." Last year's race "attracted 6.6 million viewers," but it "dropped to 5.17 million viewers this season." There are "a lot of reasons floating around as to why ratings are down, and many of them are viable." But Diaz writes, "The biggest reason from my perspective is this: Dale Earnhardt Jr., the sport's most popular driver, continues to be the real Mr. Irrelevant" (ORLANDO SENTINEL, 11/10).

AHEAD OF THE PACE: In Indianapolis, Anthony Schoettle reported Pacers ratings on FS Indiana through four games were up more than 10% over last year. The team's Oct. 27 season opener against the Spurs earned a 2.7 local rating in Indianapolis, up 11% over a 2.45 rating for last year's opener against the Hawks. The Pacers' Oct. 30 home opener against the 76ers earned a 3.3 local rating, up 19% from last year. FS Indiana officials "pointed out that this year's home opener went head-to-head" with Giants-Rangers World Series Game Three and "plenty of college football, whereas last year's was played on a Friday night and did not." The Pacers' season opener "went head-to-head with Game 1 of the World Series" (IBJ.com, 11/5).

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