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Breeders’ Cup TV ratings down 11%

Posted: Friday, November 13, 2009 5:18 PM

by Jeff Lowe

Television ratings for the Breeders’ Cup World Championships rose for the key segment that featured the Breeders’ Cup Classic (G1) but declined overall to the lowest in event history.

For more than nine hours of coverage over two days, the combined rating was a 0.62, down 11% from a 0.7 in 2008 and down 2% from a 0.63 when the two-day format debuted in ’07.

ESPN declined slightly to a 0.93 from a 0.97 for the final three hours and 45 minutes on November 7, culminating with the Breeders’ Cup Classic (G1). The Classic segment from 6:15 p.m. to 7:17 p.m. EST improved 5% to a 1.10, compared to a 1.05 last year in the same slot last year.

This year’s Breeders’ Cup began with 3 1/2 hours on espn2 on November 6 that drew a 0.29 rating, down marginally from a 0.31 last year and a 0.30 for the first Friday Breeders’ Cup card in 2007.

Saturday’s coverage started with two hours on ABC from 1:30 p.m. to 3:30 p.m. and garnered a 0.94 rating, which was a 9% decline from a 1.03 in 2008.

According to ESPN and ABC Sports spokesman Mark Mandel, 17.1-million people tuned in at some point over the two days of coverage, which was down from 19.78-million in 2008 but still well ahead from 12.24-million in 2007.

Mandel noted that ratings in a key demographic, males ages 18 to 34, improved 60% compared to last year. Males between 18 and 49 also rose by double-digit percentage points.

Las Vegas was the top market on November 7, drawing a 2.36 rating on ABC and a 2.84 on ESPN. Columbus, Ohio, and Oklahoma City both drew 2.09 ratings on ABC, and Orlando was second-best on ESPN.