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NBC’s multiplatform promotion of its Kentucky Derby coverage didn’t move the needle quite as much as one might have anticipated, as Saturday’s broadcast fell 12 percent from the year-ago race.
The network's presentation of the 137th Run for the Roses delivered 14.5 million total viewers, and while that was good enough to make it the fourth most-watched Derby in 21 years, it also served up 2 million fewer fans than the 2010 race.
Despite NBC’s dogged efforts to hype the Derby across its sibling cable channels, a lackluster field of long shots may have tempered the enthusiasm of casual viewers.
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