Channel 9’s debut coverage of the Melbourne Cup in 2024 left a lasting impact on the racing world, delivering a unique blend of tradition and modern sports storytelling that captivated audiences nationwide.
In their inaugural year covering this historic event, Nine’s approach not only drew an impressive National Total TV Reach of 3.7 million but also saw significant audience increases across various segments, solidifying their place in Australia’s sports broadcasting landscape.
Simon Fordham, Wide World of Sports’ head of partnerships and strategy at Nine spoke to B&T and attributed the success to an innovative cross-platform promotion strategy, unique talent integration, and a commitment to elevating the entire Melbourne Cup experience beyond the race itself.
Record-Breaking Viewership and Engagement
Channel 9’s coverage of the main race, the Lexus Melbourne Cup, attracted a National Total TV Average Audience of 1.910 million viewers—a remarkable 11.3% increase over the previous year. Additionally, the BVOD audience soared to 371,000, reflecting an 80.4% jump in streaming figures from 2023. Beyond the race, the broadcast kept audiences engaged with a stellar 1.586 million tuning into the Cup’s presentation and a further 1.347 million for the mounting yard segment, showcasing Nine’s ability to retain viewer interest throughout the day.
Brent Williams, Director of Sport for Nine, noted that the broadcast “highlighted Australia’s love for the Melbourne Cup” and praised the team’s efforts to make this year’s event particularly memorable. Nine’s immersive and highly produced storytelling gave fans an all-encompassing view of the event, transcending the traditional race-day experience.
Unique Content and Talent Strategy
Channel 9’s fresh take on the Melbourne Cup included a unique twist: the introduction of sports legend Billy Slater as a key commentator, a decision that Fordham emphasised as part of Nine’s strategy to appeal to a broad audience. Slater, a well-known face in Australian sports, joined the broadcast on horseback, a visual departure that surprised and delighted fans.
“Billy Slater brought something unexpected to the Melbourne Cup—he’s not only knowledgeable about racing but also has an established reputation in sports that resonates with fans beyond the racing purist community,” said Fordham.
Fordham further highlighted the chemistry of Nine’s sports production team, drawing on years of experience covering major events like the Olympics, rugby, and tennis. This strong production team, paired with familiar Nine personalities such as James Bracey, created a dynamic broadcast that resonated with audiences on multiple levels.
“We’re one of the only networks that still has a big internal sports department, and our team chemistry really shows in these broadcasts. Our approach to sports storytelling is a strength that really set us apart,” he said.
Integrating Cross-Platform Promotion
A critical factor in Nine’s success was their cross-platform promotional efforts. In the lead-up to the Cup, Nine leveraged its entire media ecosystem—radio, TV, digital, and social platforms—to build excitement. Nine also featured extensive coverage of the Melbourne Cup Trophy Tour, a nationwide and international showcase that generated buzz across various media outlets.
“This trophy tour created engaging content across our ecosystem, boosting awareness and engagement in the lead-up to the race,” said Fordham.
Nine’s ability to tap into its diverse platforms and reach a wide audience proved to be an effective strategy in capturing casual viewers, many of whom tuned in not just for the race but for the atmosphere and festivities surrounding the Melbourne Cup.
Embracing the Festival Atmosphere
In line with Nine’s approach to other major sports events like the Australian Open, the network embraced the Melbourne Cup as more than a race but as a celebration of entertainment, fashion, and culture.
Nine’s partnership with the Victoria Racing Club emphasised the importance of the off-track festivities, ensuring that the broader appeal of the Melbourne Cup Carnival reached audiences across the country. Nine’s broadcast featured segments on fashion, celebrity appearances, and behind-the-scenes content that highlighted the Cup as a full-scale festival.
“It’s not just about the race—it’s about offering a broader experience to keep viewers engaged and coming back each year,” Fordham explained.
This multi-faceted approach mirrored Nine’s broader sports coverage strategy, appealing to both dedicated fans and newcomers to the Melbourne Cup experience.
Future-Proofing the Melbourne Cup Experience
Reflecting on Nine’s debut year, Fordham acknowledged the feedback as overwhelmingly positive but noted that this is just the beginning of a six-year partnership with the Melbourne Cup Carnival.
With a commitment to innovation, Nine plans to continue refining its broadcast approach, ensuring that each year builds upon the previous one. “We’ve already achieved significant growth in year one, but there’s always room for improvement, and we’re committed to delivering an even better experience in the years to come,” Fordham said.
