The Belmont Stakes garnered its lowest TV rating in 24 years earlier this summer, making it predictable the Kentucky Derby would see similar declines.
Nielsen reports last Saturday’s Kentucky Derby drew 8.3 million linear viewers on NBC, averaging a 4.8 rating which according to Sports Media Watch, was the race’s smallest number on record going back to 1988. It was a massive drop from last year’s Derby, which saw 16.3 million viewers tune in on average, good for a 9.4 rating.
While the 49% decline is stark, sports ratings have largely been down since returning from the COVID-19 hiatus and the Kentucky Derby’s TV audience was actually one of the largest in recent months. NFL aside, the Derby was the third sports telecast to rate 4.0 or better this year, with the Daytona 500 and NBA All Star Game being the other two. Other than the NFL Draft, the Kentucky Derby is the highest rated post-coronavirus American sportscast.
Still, 49% is steep and depicts a common trend of declining ratings for sports that shifted their schedule because of the global pandemic. Detractors have continued to cite the NBA’s social stances and support of Black Lives Matter as a reason for their recent ratings dip. But horses and jockeys have steered clear from politicizing the sport, which illustrates that the low ratings in sports have more to do with shifted seasons than a social stance.
Brandon Contes is a former reporter for BSM, now working for Awful Announcing. You can find him on Twitter @BrandonContes or reach him by email at Brandon.Contes@gmail.com.
