Ravens Set Local, National Ratings Records

The Ravens’ Sunday Night Football broadcast got an unprecedented amount of viewers.

Posted by Mike Duffy on Tuesday, December 7th, 2010 at 7:09 pm | Categories: Mike Duffy

Not only was a capacity crowd at M&T Bank Stadium wowed by Sunday’s nailbiter between the Ravens and Pittsburgh Steelers, the broadcast was also a ratings superstar.

The showcase on WBAL-TV delivered a 47.8 rating and a 64 share in Baltimore, marking the highest-rated regular-season game in franchise history.

In addition, the NBC “Sunday Night Football” broadcast earned a 14.6 rating and 23 share nationally, making it the most-watched prime-time show of the week and No. 1 on Sunday for the 13th straight week.

Noting how the Ravens have gained such solid traction after only arriving in Baltimore in 1996, the numbers are striking.

“It’s really impressive,” said Ravens Vice President of Corporate Sales and Development Mark Burdett.  ”Over the course of our tenure [in Baltimore], we looked at those teams at the top of the food chain, and we’re literally right within five points of them.  And when you do the math, 71,000 people in the stadium equals another three or four household rating points.

“We’ve come a long way fast, and it’s because of the dedication of our fans and interest in the organization.”

One rating point equals 11,020 homes, so the Ravens/Steelers game was viewed by approximately 526,756 households in the Baltimore area.

As a comparison, last year in Week 12, the Ravens traveled to Green Bay for “Monday Night Football” and delivered a 20 rating and 33 share in Baltimore.

In addition, NBC reported that 22.5 million viewers tuned into the national broadcast, a “SNF”-best.

“The NBC affiliate in our marketplace [WBAL] does a tremendous job of promoting and executing it, our marketing department gets a lot of additional news coverage for us and our website contributes to that exposure,” Burdett explained.  ”Everybody knows it’s on and everybody knows where it is.  It’s an event.  Nobody turns it on for 20 minutes while they’re doing their laundry.  Whether you love ‘Two and a Half Men,’ ‘Grey’s Anatomy,’ or a Ravens and Steelers game, it’s event viewing.

“In a short 15 years, we’ve reached the top 5-10 percent of the league as a market.  When you have a high-profile game with the Steelers, that translates into a national audience. People watch a lot of football, and they know a great matchup from a buildup perspective and a delivery perspective.”

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