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    More people watched Kentucky Derby later; Nielsen week in review

    By SHOOTUpdated:No Comments1147 Views
    Rich Strike (21), with Sonny Leon aboard, leads Epicenter (3), with Joel Rosario aboard, and Zandon (10), with Flavien Prat aboard, down the straightaway to win the 148th running of the Kentucky Derby horse race at Churchill Downs Saturday, May 7, 2022, in Louisville, Ky. (AP Photo/Mark Humphrey)

    By David Bauder, Media Writer

    NEW YORK (AP) --

    Perhaps trying to make sure it really happened, more people watched replays of 80-1 underdog Rich Strike winning the Kentucky Derby than watched it live.

    NBC said some 36 million people watched the exciting finish of horseracing's premier event on NBC Sports' social media accounts, including 11.6 million on TikTok, the most ever achieved for a network sports presentation. That doesn't account for non-NBC outlets, for which there was no estimate available Tuesday.

    NBC's live Derby coverage was seen by an average of 16 million people on the network and Peacock on Saturday. That peaked at 19 million during the actual running of the race, the network said.

    It was NBC's most-watched program since the Super Bowl, the Nielsen company said.

    CBS dominated the ratings in primetime last week, averaging 4.2 million with "NCIS" as the most popular show. ABC had 3.7 million, NBC had 2.8 million, Fox had 2.1 million, Univision had 1.4 million, Ion Television averaged 970,000 and Telemundo had 900,000

    Turner Networks was the most-watched cable network for the week, benefiting from the NBA's playoff games, at an average of 2.85 million viewers. Fox News Channel had 2.25 million, ESPN had 1.38 million, HGTV had 998,000 and MSNBC had 963,000.

    ABC's "World News Tonight" won the evening news ratings race, averaging 7.8 million viewers. NBC's "Nightly News" had 6.5 million viewers and the "CBS Evening News" had 4.6 million.

    For the week of May 2-8, the 20 most-watched programs on primetime television, their networks and viewerships:

    1. "NCIS," CBS, 7.27 million.
    2. "60 Minutes," CBS, 7.11 million.
    3. "The Equalizer," CBS, 6.46 million.
    4. "Blue Bloods," CBS, 6.23 million.
    5. NBA Playoffs: Memphis at Golden State (Saturday), ABC, 6.1 million.
    6. "American Idol" (Monday), ABC, 5.82 million.
    7. "Survivor," CBS, 5.61 million.
    8. "American Idol" (Sunday), ABC, 5.52 million.
    9. "The Neighborhood," CBS, 5.47 million.
    10. "Bob Hearts Abishola," CBS, 5.4 million.
    11. NBA Playoffs: Golden State at Memphis (Tuesday), Turner, 5.32 million.
    12. "NCIS: Hawai'i," CBS, 5.21 million.
    13. "NCIS: Los Angeles," CBS, 5.18 million.
    14. "911," Fox, 5.1 million.
    15. "Magnum, P.I.," 5.06 million.
    16. "Law & Order: SVU," NBC, 4.9 million.
    17. "America's Funniest Home Videos," ABC, 4.86 million.
    18. "FBI," CBS, 4.83 million.
    19. "This is Us," NBC, 4.67 million.
    20. NBA Playoffs: Miami at Philadelphia (Sunday), Turner, 4.63 million.

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    Tags:CBSKentucky DerbyNBCNielsen



    Nimisha Jain named chief strategy officer at Highdive

    Friday, November 7, 2025
    Nimisha Jain

    Highdive, the independent creative agency behind work for Jeep, State Farm, KFC, BetMGM and Jersey Mike’s, has appointed Nimisha Jain as chief strategy officer. Jain joins Highdive’s leadership team from Mischief, where she served as EVP, strategy, bringing over two decades of brand strategy experience and a track record of delivering creative strategies & platforms that drive measurable business results.

    Jain will be based at Highdive’s Chicago headquarters, leading strategy across the full client roster while building a strategy practice designed to attract the industry’s best talent.

    During her four-plus years at Mischief, Jain helped architect some of the industry’s most recognized and effective work, driving culture-cutting platforms for brands like Heinz, Peet’s, Coors Light, and EOS. She also unlocked scaled growth across their MCBC and Kraft Heinz portfolios. Before Mischief, Jain helped build brands at Leo Burnett Chicago, leading multidisciplinary teams across the Kellogg’s portfolio.

    Across her career, Jain’s work has been celebrated on the industry’s most competitive stages--from Cannes Lions and Grand Clios to One Show Pencils and an Emmy nomination--paired with a haul of over 30 Effie Awards, including the prestigious Iridium Effie, demonstrating her obsession with results, not just reactions.

    “With AI’s rapid adoption and the noise level in marketing at an all-time high, strategy has never been more important,” said Megan Lally, CEO and Owner of Highdive. “There’s a rigor in strategy--deciding what not to do is just as important as deciding what to do. It’s our responsibility as partners to our CMOs and their teams to navigate those decisions. Nimisha brings that discipline, along with an... Read More

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