SBD/May 10, 2011/Research and Ratings

Louisville Tops All Kentucky Derby Metered Markets, But Rating Down From '10

Louisville topped all Nielsen metered markets for the race segment of NBC's Kentucky Derby coverage on Saturday afternoon, but the 34.4 local rating was down significantly from a 45.4 rating last year. The Louisville market had very good weather for this year's event after last year saw an abundance of rain. Among the top 10 markets from Saturday's coverage, Ft. Myers-Naples, Columbus, Nashville and Knoxville also saw declines from last year's local ratings. Cincinnati averaged a 21.2 local rating for the market's best local rating in years. West Palm Beach, Dayton and Hartford also saw local ratings up significantly from recent years. Listed below are the top 10 metered markets from NBC's coverage of the Kentucky Derby, with comparisons dating back to '04. See final national ratings and viewership for NBC's telecast of the race.

TOP 10 NIELSEN METERED MARKETS
FOR RACE SEGMENT OF KENTUCKY DERBY ON NBC
RK
MARKET (SIZE)
'11
'10
'09
'08
'07
'06
'05
'04
1
Louisville (50)
34.4
45.4
35.5
36.2
36.4
33.3
34.9
39.9
2
Cincinnati (33)
21.2
19.1
15.2
14.5
14.3
14.4
14.1
20.0
3
West Palm Beach (38)
18.4
16.1
14.2
13.2
13.8
14.4
12.6
12.7
4
Dayton (62)
16.2
14.2
14.3
14.7
13.1
11.1
11.4
12.1
5
Ft. Myers-Naples (65)
16.1
18.9
17.0
16.6
14.4
15.2
14.8
15.8
6
Indianapolis (27)
15.5
15.4
14.0
17.8
13.9
10.4
11.0
12.3
t7
Columbus (34)
14.9
18.1
14.0
15.1
15.7
12.1
13.4
12.9
t7
Nashville (29)
14.9
15.8
14.5
9.5
15.7
10.2
10.5
12.1
9
Hartford (32)
14.1
10.3
12.8
10.7
11.4
13.1
13.2
11.4
10
Knoxville (59)
13.1
17.1
15.2
13.3
13.6
12.7
14.1
12.6

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