Churchill Downs hoped Oaks in primetime would boost betting, reach. Did it?
The Kentucky Oaks’ shift to primetime in an attempt to get more eyes on Churchill Downs — and more money in the purse — from the 152nd running of the iconic race seems to have worked for the Louisville horse racing company.
The primetime broadcast on NBC not only set viewership records, it also set wagering records, the racetrack said.
Churchill Downs reported an increased attendance of 103,290 fans on Oaks Day and said wagering from all sources on the full Kentucky Oaks race card set a new record of $89 million, up 18% from the previous record set in 2024.
All-sources wagering on the Kentucky Oaks race was at an all-time high of more than $29 million, up 29% from 2025.
TwinSpires, the official betting partner of the race, set a new record of $24 million, up 24% from the record set last year on Churchill Downs races for the Kentucky Oaks Day program.
Trained by Chad Brown and ridden by Jose Ortiz, Always a Runner won the Kentucky Oaks in her third career start after going off at 5-1 odds. The winning race time was 1:48.82.
Coverage of the Oaks began May 1 at 8 p.m. with special performances and an overview of the day’s annual parade down the track to honor breast and ovarian cancer survivors.
The hour also included a venue-wide fashion competition before a field of 3-year-old fillies raced at 8:40 p.m.
Friday’s Kentucky Oaks set a ratings record with an average of 2.4 million viewers in its debut on NBC. The network said the previous record was set in 1997 when an average of 593,000 viewers tuned in to ESPN.
And while viewership, wagering and local economic impact are up, local business leaders across Louisville said the move to primetime was made at their expense.
Prior to its primetime debut, the Kentucky Oaks has typically been run between 5:45 p.m. and 6:15 p.m.
Restaurant and bar owners feared before this year’s race they would lose revenue and have reduced sales on race day from lost foot traffic and the absence of a pre-race dinner rush that aligned with business and operating hours.
Those same locals said due to a later post time, seats around the racetrack would be left empty for the penultimate race.
Why the Kentucky Oaks ran in primetime
When Churchill Downs Inc. announced the post time change last summer, CEO Bill Carstanjen said the company was “giving one of horse racing’s most treasured traditions the national stage it deserves.”
“This decision is rooted in our commitment to growing the sport, reaching new audiences and creating unforgettable experiences for our fans,” he continued.
In an earnings call around the same time as the primetime announcement, Carstanjen said putting Oaks before a national audience would open the company up to new and more sponsorship opportunities, which have become an increasingly large part of revenue.
Last year, the company’s second quarter report showed despite record viewership and betting, overall earnings were essentially flat and wagering growth was partially offset by less money made from ticket sales and having to pay higher taxes.
Derby also set viewership record
The 152nd running of the Kentucky Derby broke the ratings record for the most-watched Derby ever, with an average of 19.6 million viewers.
The NBC broadcast generated 2 million more average viewers than last year’s race, which was the most watched Kentucky Derby in 36 years.
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