via FOX Sports:
ALLSTATE SUGAR BOWL AUDIENCE SWEET
New Year’s Night Audience Up +67%
The University of Florida’s rout of the University of Cincinnati in the 2010 ALLSTATE SUGAR BOWL on Jan. 1 resulted in an 8.5/15 average household rating/share and 15.5 million viewers according to fast national ratings issued by Nielsen Media Research. That's up +57% in rating and +67% in audience over last year's New Year’s night FedEx Orange Bowl (5.4/9 - 9.3 mill for Va Tech-Cincinnati), and up +9% in rating and +16% compared to last year's Allstate Sugar Bowl (7.8/13, 13.4 mill for Utah-Alabama) on Friday, Jan. 2.
Despite the blowout score, the Allstate Sugar Bowl projects to deliver FOX a dominant win for the night. Based on metered market ratings, FOX not only won the night but beat the combined delivery of the second and third-place networks. FOX ranked first for the night with an 8.7/15 from 8-11pm. ABC was a distant second with a 4.8/8 for a night that included a Rose Bowl overrun. CBS and NBC were further back at a 3.2/5 and 2.3/4 respectively.
Cincinnati topped all metered markets with a 27.1/42 for the Allstate Sugar Bowl. Jacksonville was next with a 26.5/42 followed by Birmingham (25.2/38), a Florida Gator rival. Rounding out the top five were Tampa (23.3/39) and Orlando (20.4/33).