Versus Bullish About PBR Ratings

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Versus steered in some sizable gains with its coverage of the Professional Bull Riding World Finals.

The Comcast-owned network, formerly known as OLN, scored a 33% gain to a 0.4 household rating with its seven nights of coverage of the PBR finals, which saw Brazilian Adriano Moraes crowned champion for the 2006 season.

Buoyed by increased distribution overall and increases across male demos, total viewers for the PBR grew 52% to 465,481 from 306,658. Among males 18-34, viewership rose 67% to 34,931 of those watchers, while men 18-49 (83,600) and 25-54 (88,138) expanded at 33% and 21% clips, respectively.

“Professional Bull Riding is one of the most exciting sports on television, and this growth only supports that fact,” Versus president Gavin Harvey said in a prepared statement. “Our production team gets viewers in the chute with the bulls and in the minds of the cowboys. They do a fantastic job translating the action in the arena to the television screen. These kinds of numbers only motivate us to continue to improve upon our existing product and introduce this sport to as many new viewers as possible.”

Versus, which aired the PBR Finals Oct. 27-29 and Nov. 2-5, will next air a PBR All-Star event featuring the circuit’s top 15 riders from Hawaii Nov. 18 at 9:30 p.m. (EST) and Nov. 19 at 7:30 p.m.

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