TV viewership of the Kentucky Derby has increased in each of the last four years, with 16.5 million viewers in 2010, and online buzz for the Kentucky Derby is up significantly, according to analysis of The Nielsen Company. Online buzz for the 2010 Kentucky Derby rose more than 400 percent from 2009. One factor contributing to the incredible on-line growth was the 2010 introduction of an official smartphone app, which made it easier for fans to post and receive updates via Twitter and Facebook. The Kentucky Derby is the most popular Thoroughbred racing event. John Asher, Churchill Downs’ senior vice president of communications, says fans are extremely excited about the 2011 Derby as well. "The enthusiasm really feels like it’s out there, there’s a great buzz in the community, there is always, but this year seems a little more so," Asher said.