SBD/January 7, 2011/Media

ESPN Has Best Audience Ever In '10; Speed, Versus, Golf Channel Down

ESPN and ESPN2 both set viewership records for the second straight year in '10. ESPN set viewership records in each of the four quarters last year on a 24-hour basis, with Q4 marking the net's most-viewed quarter ever. The net's 1.083 million viewers on a 24-hour basis was up 7.9% from last year and up 15.6% from '08. ESPN also set new viewership records in primetime, with its 2.4 million viewers up 4.2% from last year. NFL Network saw its 24-hour viewership average top 100,000 viewers for the first time last year, while its primetime average jumped 15.7%. Fox Soccer Channel also saw gains in both primetime and on a 24-hour basis. Nets seeing declines last year included Speed, Versus and Golf Channel. On a 24-hour basis, Versus saw its viewership dip below an average of 100,000 viewers for the first time since '07, while its primetime average was down 9.1%.
TOTAL-DAY VIEWERSHIP
NET
'10 (000)
'09 (000)
'08 (000)
'07 (000)
ESPN
1,083
1,004
937
869
ESPN2
337
334
325
330
Speed
138
160
150
129
NFL Network
114
97
80
82
Versus
98
120
107
89
Golf Channel
71
88
77
76
ESPNews
64
64
66
70
NBA TV^
51
n/a
n/a
n/a
MLB Network*
41
n/a
n/a
n/a
Fox Soccer Channel**
28
25
67
n/a
PRIMETIME VIEWERSHIP
NET
'10 (000)
'09 (000)
'08 (000)
'07 (000)
ESPN
2,400
2,303
2,122
1,952
ESPN2
634
693
641
657
Versus
279
307
278
225
NFL Network
258
223
175
196
Speed
228
280
273
240
NBA TV^
131
n/a
n/a
n/a
Golf Channel
119
147
131
137
MLB Network*
95
n/a
n/a
n/a
ESPNews
87
84
86
89
Fox Soccer Channel**
39
37
70
n/a
         

NOTES: Measurement for all nets in '10 is from Dec, 28, 2009 through Dec. 26, 2010. Full-year '09 is from Dec. 29, 2008 through Dec. 27, 2009. Full-year '08 is measured from Dec. 31, 2007 through Dec. 28, 2008. Full-year '07 is measured from Jan. 1, 2007 through Dec. 30, 2007. Total-day is defined as 6:00am-6:00am, while primetime is 8:00-11:00pm. ^ = NBA TV became a Nielsen-rated network at the beginning of November. * = MLB Network became a Nielsen-rated network in May. ** = Fox Soccer Channel first became a Nielsen-rated network in October '08.

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ESPN, Versus, Golf Channel, NFL, Fox, NBA, MLB, Nielsen

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