Nielsen Scarborough Top Ten – Kentucky Derby

Break out the fancy hats, mint juleps and bourbon flavored everything, the greatest two minutes in sports is upon us.  The 143rd running of The Kentucky Derby takes place this Saturday, May 5th, at Churchill Downs in Louisville, Kentucky.  Nielsen Scarborough ranked the top ten DMAs where horse racing fans reside and Louisville isn’t just in it for the party, it’s the #1 DMA in the U.S. for adults … [Read more...]

Off to the Races: The 2012 Breeders’ Cup is Around the Bend!

As the best horses in the world descend upon Santa Anita Park in Los Angeles, CA for the Breeders’ Cup® races on November second and third, horse racing fans are excited for two days of racing.  Scarborough Sports Marketing takes a closer look at the audience demographics of Breeders’ Cup Viewers*. Of all sports measured by Scarborough, horse racing has one of the highest female ratios as some … [Read more...]

The Stakes Are High at Belmont!

As I'll Have Another has bowed out of the Triple Crown quest due to an injury, this year’s Belmont Stakes will have everyone watching to see who the new crowd favorite is for horse racing fans across the U.S. Capturing History Scarborough Sports Marketing found that viewers of the Belmont stakes are ready to carefully review the action at the finish line; with 48 percent owning a DVR they’ll … [Read more...]

Fans Celebrate the 2012 Kentucky Derby Race

The 2012 Kentucky Derby race kicks off this weekend on May 4 and 5, but just who will be watching the Run for the Roses? According to Scarborough Sports Marketing, the Kentucky Derby is a classic sport with audiences that are a little older – 40 percent of adults who watched the Kentucky Derby are Baby Boomers* and 30 percent are age 65+. Though Kentucky Derby viewers are older, they’re also … [Read more...]




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