The recent unsavoury press surrounding the treatment of racehorses appears to have resulted in a sharp fall in viewer numbers for yesterday’s Melbourne Cup.
According to OzTAM metro numbers, some 1.324 million people watched the race proper, with a further 1.113 million hanging about for the Cup presentation. While 830,000 watched the jockeys and horses in the mounting yard prior to the race.
However, it should be noted these numbers don’t include the millions of people who also watched the race in pubs and clubs.
A quick look at the Cup’s viewer numbers over the past few years does show a steady decline in interest in the “race that stops the nation”.
In 2015, the race attracted 2.07 million viewers, 2016 had a neat two million, 2017 had 1.8 million and 2018 pulled 1.84 million.
Host broadcaster 10 – who snared the rights to this year’s event away from Seven in a five-year, $100 million in September 2018 – would undoubtedly be smarting by the dramatic fall in viewer interest, despite the still very significant eyeballs and sponsors the race brings.
Network 10 chief executive officer, Paul Anderson, said: “Network 10’s return to Flemington Racecourse as official broadcaster of the Melbourne Cup Carnival has been an outstanding success and reinforced the Carnival’s position as Australia’s pre-eminent horse racing event.
“The big audiences across all of 10’s platforms highlight that no other sporting event captures the mood and attention of the nation quite like the Lexus Melbourne Cup.
“We are building a very different and unique long-term broadcast partnership with the Victoria Racing Club (VRC) that exists on all platforms and has captured a much younger audience by showcasing all the racing, fashion and entertainment across this iconic carnival,” he said.
Network 10 chief content officer, Beverley McGarvey, said: “Network 10 is the natural home of the Lexus Melbourne Cup and we are delighted that so many Australians engaged with our extensive, multi-platform coverage.
“Thanks to everyone at the VRC, our sponsors – Lexus, Zyrtec, Myer, Harvey Norman, TAB, Kennedy and G.H. Mumm – and all the very talented people at 10 who made this year’s Cup such a success.”
Not that it really translated to audience share for 10. According to OzTAM viewership numbers, 10 pulled 18.1 per cent of all of yesterday’s eyeballs (all channels). The network soundly beaten by Nine with 34.2 per cent and Seven with 24.6 per cent. The ABC had 14.9 per cent and SBS did 8.2 per cent.
In the rest of the days TV news, The Block continued its dominant ways, managing 972,000 last night.
Seven’s 6pm news pulled 839,000 to Nine’s 825,000. ACA did 764,000.
Post The Cup, 10’s evening went this way: The Amazing Race (511,000), The Project (444,000) and 10 News First (430,000).
Seven did well with Home And Away (528,000), The Chase (477,000), Bride And Prejudice (444,000) and The Rookie (306,000).
Over at 7Mate, Fat Pizza returned to 147,000.
In the battle of breakfast, Sunrise (284,000) trolleyed Today (179,000).
Best for the ABC was its 7pm news (665,000), 7.30 (504,000) and Prince Charles: Inside The Duchy Of Cornwall (375,000).
SBS’s best was Insight wth 219,000.
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]