The 150th Kentucky Derby ‘Reins’ Supreme with 20.1 Million Peak Viewers
Live Sports continues to lead the way in Appointment TV’s evolution as the 150th running of the Kentucky Derby drew its largest broadcast audience since 1989, averaging 16.7 million viewers on NBC and peaking at 20.1 million viewers.
The ‘Greatest Two Minutes in Sports’ may have just captured a new title — the greatest two minutes on broadcast TV.
The 150th run of the Kentucky Derby drew its largest broadcast audience since 1989, averaging 16.7 million viewers on NBC and peaking at 20.1 million viewers. This is the largest peak audience in the 23 years that NBC has broadcast the race. Additionally, the Derby’s streaming viewership was the largest for a horse racing event on NBC, with 714,000 viewers, up (92%) from 371,000 in 2023.
What’s contributing to this rise in viewership? One factor could be the rise in the growing legality of sports betting. According to ESPN, Derby betting galloped to a record $320.5 million in wagers, up from $288.7 million in 2023. TwinSpires, an online racebook and official betting partner of the Kentucky Derby, also set a record with $92.1 million in bets placed.
“We’re continuing to see a rise in viewership for live sports and tentpole events as appointment TV continues to evolve,” says Tom Charno, Senior Consumer Insights Strategist at TEGNA. “It also speaks to the enduring legacy of this historic event and showcases its ability to transcend time, captivating audiences generation after generation.”
Derby Viewership Outpaces Major Sporting Events
This year’s Derby occupies a high-ranking position on the sports viewership hierarchy. Where does it stand among this year’s big events? For comparison:
- Super Bowl LVIII amassed an average of 123.7 million viewers, making it the second-most-watched TV event ever in American history.
- The 2024 Academy Awards drew in 19.5 million viewers.
- 18.9 million March Madness viewers watched the Women’s Championship.
- NFL’s regular season average audience is 17.9 million viewers.
- Kentucky Derby averaged 16.7 million viewers.
The Benefits for Advertisers
Advertising during significant tentpole and live sports events, such as the Kentucky Derby, offers numerous advantages.
- Benefit from Highly Engaged Live TV Audiences: The audience is large, the commercials can’t be fast-forwarded, and studies show brand recall is better on a larger screen.
- Engage A Wealthy Audience Demographic: The Kentucky Derby isn’t just a race. It’s a cultural event that attracts the wealthy and affluent, with high net worth and spending power.
- Build Trust Through the Halo Effect: Research from the 2023 Edelman Trust Barometer indicates that consumers are more inclined to trust and support brands that align their advertising efforts with reputable sources. Therefore, a brand aligning with the Kentucky Derby and sports content, especially local sports, can yield a significant halo effect.
“The Derby’s status as a tentpole event ensures advertising slots act as stages where brands can shine amid national attention and become part of that watercooler conversation,” says Charno. “From traditional commercials to innovative sponsorships, the Derby offers brands a variety of avenues to showcase their products and services, forging lasting connections with audiences.”
For example, UL Health, Bachman Auto Group, Elite Heating & AC, and West Shore Home took advantage of sponsoring WHAS 11’s weather reports, knowing that Derby-goers would check the weather before heading out to the event. This type of sponsorship and logo placement helps with brand recall and aims to make the brand top-of-mind when viewers need the advertised products or services.
Kentucky Derby Advertising – and – Beyond with TEGNA
At TEGNA, we aim to equip brands with insights to capture sports fans’ hearts and minds. With 64 broadcast stations in 51 markets nationwide, TEGNA has a unique ability to reach drivers across Broadcast, OTT Streaming, and digital solutions. Contact us today to see how we can accelerate your advertising.
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