"Coverage of The Breeders Cup averaged a 1.08 U.S. rating across ESPN, ESPN2 and ABC last weekend, up 74% from 2009. In particular, ESPN drew a 2.5 U.S. rating and 4.095 million viewers for The Breeders' Cup Classic last Saturday evening. The 2.5 U.S. rating equals a cable rating of 2.9, the highest cable rating ever for the Breeders Cup."

"Less sport and more style. That's the winning ticket at the racetrack these days, as the horse racing industry is trying to reinvent itself in an effort to attract new, younger and female fans."

Nice! "NBC Sports’ coverage of the Derby, won by Super Saver, earned the highest overnight rating for the race in 18 years, according to data from the Nielsen Company. The 10.3 overnight rating and 23 share for the race showed a gain of 1 percent over last year’s (10.2/22) and was up 7 percent from the 9.5/21 rating in 2008, when Big Brown cruised to victory. ABC earned a 10.9/23 rating when Lil E Tee won in 1992."