SBD/July 22, 2011/Media

Final Nielsen Ratings: ESPN Sees Record Low Audiences For British Open, The ESPYs

ESPN averaged a 1.2 U.S. rating and 1.697 million viewers for its second year covering all four rounds of the British Open, down 20% and 16%, respectively, from a 1.5 rating and 2.020 million viewers last year. The tournament in ’09 aired on TNT and ABC, averaging a 2.1 rating and 2.778 million viewers. ESPN’s weekend coverage averaged a 2.1 rating and 2.908 million viewers, down 5% for both metrics compared to ’10. This year’s figures also mark the lowest-rated and least-viewed British Open weekend ever. Coverage of the final round did see year-over-year gains from last year, when Louis Oosthuizen had a runaway victory on Sunday. However, ratings and viewership for this year's third round were down 22% and 18%, respectively.

SHOW STOPPER: ESPN earned a 1.3 U.S. rating and 1.984 million viewers for “The ESPYs” on July 13, marking the award show’s lowest-rated and least-viewed telecast ever. The previous low was in ’03, when the event averaged 2.194 million viewers. Compared to last year, when comedian Seth Myers also hosted the event, this year’s audience figures are down 24%.

BAT BOYS: ESPN earned a 1.7 U.S. rating and 2.510 million viewers for the 16-inning Red Sox-Rays “Sunday Night Baseball” telecast last week. The broadcast did not end until 1:57am ET, but Red Sox-Rays was up 6% and 7%, respectively, from a 1.6 rating and 2.357 million viewers for Phillies-Cubs on the same weekend last year (Austin Karp, THE DAILY). Rogers Sportsnet averaged 649,000 viewers for the Yankees-Blue Jays four game series from July 14-17, up 31% from the Blue Jays’ season average of 505,000 viewers (Rogers Sportsnet).

The chart below lists final Nielsen ratings from recent sports telecasts. All ratings listed are U.S. ratings.

TELECAST
DATE
NET
TIME (ET)
RAT.
VIEWERS (000)
MLB All-Star Game
7/12
Fox
8:34-11:28pm
6.9
10,973
Copa America: Uruguay-Mexico
7/12
Univision
8:19-10:43pm
1.8
3,703
MLB: (regional)
7/16
Fox
4:08-7:21pm
1.9
2,784
Copa America Quarterfinal:
Uruguay-Argentina
7/16
Univision
5:55-8:46pm
1.3
2,420
Copa America Quarterfinal:
Venezuela-Chile
7/17
Univision
5:54-8:30pm
1.0
1,945
Copa America:
Argentina-Costa Rica
7/11
TeleFutura
8:30-11:00pm
1.0
1,812
Copa America: Brazil-Ecuador
7/13
TeleFutura
8:26-11:00pm
0.9
1,615
"The Open Championship Today"
7/16
ABC
3:00-6:00pm
0.9
1,247
"The Open Championship Today"
7/17
ABC
3:00-4:00pm
0.8
1,241
Golf: American Century
Championship: Final Round
7/17
NBC
3:00-6:02pm
0.7
1,007
Ironman World Championships
(taped)
7/17
NBC
1:00-3:00pm
0.7
1,003
Golf: American Century
Championship: Third Round
7/16
NBC
3:00-6:00pm
0.6
851
World of Adventure Sports (taped)
7/16
NBC
2:00-3:00pm
0.4
577
Lucas Oil Off Road Racing (taped)
7/17
CBS
3:00-4:00pm
0.3
526
TELECAST
DATE
NET
TIME (ET)
RAT.
VIEWERS (000)
Women's World Cup Final:
Japan-U.S.
7/17
ESPN
1:55-5:34pm
7.4
13,458
MLB Home Run Derby
7/11
ESPN
8:15-11:17pm
4.0
6,686
NASCAR Sprint Cup:
Lenox Industrial Tools 301
7/17
TNT
12:59-4:32pm
2.9
4,562
Women's World Cup
Semifinal: U.S.-France
7/13
ESPN
11:30am-2:08pm
2.2
3,354
British Open: Final Round
7/17
ESPN
8:00am-1:36pm
2.3
3,246
British Open: Third Round
7/16
ESPN
9:00am-2:30pm
1.8
2,564
MLB: Red Sox-Rays
7/17
ESPN
7:59pm-1:57am
1.7
2,510
MLB All-Star Legends &
Celebrity Softball Game
7/11
ESPN
11:17pm-12:14am
1.6
2,389
NASCAR Nationwide Series:
New England 200
7/16
ESPN
3:30-6:18pm
1.4
2,146
"The ESPYs"
7/13
ESPN
9:00-11:28pm
1.3
1,984

 

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