NBC Sports Owns Kentucky Derby Video Content
NBC has been the home of the Kentucky Derby since 2001, and as a result, has owned and expanded on the conversation surrounding the historic horse race since. That dominance extends out to social video as well, where NBC Sports has staked its claim to the top property around the race.
From Friday, May 3 through Monday, May 6, there were over 625 videos published across platforms (Facebook, YouTube, Twitter, Instagram), according to video measurement company Tubular Labs. Of those, five of the top 13 were published by NBC Sports, including the top video: “Kentucky Derby 2019 (FULL RACE) ends in historic controversial finish,” which earned 1.9 million views.
Combined with the coordinated efforts with the Kentucky Derby’s owned channels as well, plus other NBC properties, the race and its broadcast partner controlled 10 of the top 15 videos around the Derby for the weekend. It’s not that NBC or the race were taking all of the air out of the room. Instead, the strategy just did a very effective job directing interested audiences to its own video inventory.
The interest in the Kentucky Derby is always high the weekend of the race, but the first-ever disqualified winner (Maximum Security, in favor of later awarded Country House ) increased that intrigue year-over-year. Compared to last year in the same Friday-to-Monday stretch, there were nearly 100 more videos created. Though admittedly, both of the top spots — Tasty’s “Kentucky Bourbon Pecan Cheesecake” and NBC Sports’ “2018 Kentucky Derby Alpaca Race” accumulated more views than this year’s top video (so far, anyway).