NBC Sports' coverage of Mine That Bird's upset victory in the Kentucky Derby Presented by Yum! Brands (gr. I) earned a 10.2 overnight rating and 22 share during the 6-7 p.m. ET hour when the race was presented, according to data provided May 4 from Nielsen Media Research. The rating showed a gain of 7% from last year's 9.5/21 rating and is the highest-rated overnight for the Derby since Lil E Tee won in 1992.
According to a release from the network, NBC Sports used its "strategic 'Big Event' approach to promote the Kentucky Derby." NBC noted the marketing of the Derby began with its first promotion on Super Bowl Sunday. In an effort to broaden the Kentucky Derby's audience by targeting the casual viewer, NBC also promoted the race coverage on the "Today" show, "The Tonight Show with Jay Leno", "NBC Primetime", Bravo, Oxygen, IVillage and its companion service BlogHer.
The "Today" show was live from Churchill Downs with Al Roker and Amy Robach on Friday and Saturday, and on Sunday the winning jockey, trainer and owners were interviewed live on program.
NBC Sports's coverage of the Derby was overseen by producer Sam Flood and director David Michaels. NBC Sports' coverage of May 16 Preakness Stakes (gr. I) from Pimlico Racecourse in Baltimore, Md., begins at 4:30 p.m. ET.