The 2019 Melbourne Cup Carnival bolted out of Network 10’s stables live and free over the past eight days, drawing pack-leading audiences across the network’s television and digital platforms.
Network 10’s multi-platform coverage of the Melbourne Cup Carnival saw 69 hours of rejuvenated live and free television content from Flemington Racecourse including live broadcasts of Studio 10, 10 News First (Melbourne, Sydney and Brisbane) and The Project from the first-ever purpose-built studio in the Birdcage.
Viewers could catch more of the excitement and glamour of Flemington through special editions of The Loop and Sports Tonight.
All the Carnival’s races were streamed live and in high-definition on 10 Play, which saw a record number of unique visitors on Cup day. 10 Play also hosted the pop-up radio channel Cup Week Radio, a partnership between Network 10 and RSN with the support of the Victoria Racing Club.
10 Daily delivered all the racing news, fashion updates and celebrity buzz from the Birdcage and – in a Melbourne Cup Carnival first – streamed Myer Fashions on the Field. As part of 10 Speaks’ Short Black podcast series, 10 News First’s Sandra Sully created the Women In Racing series featuring racing icons Gai Waterhouse, Katie Page and Amanda Elliott.
Through Network 10’s partnership with the Victoria Racing Club (VRC), CBS Sports Network televised the Lexus Melbourne Cup Day in the United States in primetime on Monday, 4 November at 9:30 PM, ET.
Network 10 chief executive officer, Paul Anderson, said: “The Melbourne Cup Carnival is one of the leading sporting events in the world and one of the biggest television events in Australia every year.
“Network 10 was the broadcaster of the race that stops a nation for over two decades and we’re delighted to be back at Flemington as the official broadcaster for the first year of a landmark, five-year agreement with the VRC.
“In the first year of our agreement, we have transformed the multi-platform coverage of the Melbourne Cup Carnival, including, for the first time, a multi-layered digital hub,” he said.
“This multi-platform strategy is part of our plan to create a unique, long-term partnership with the VRC that will, among other things, attract a younger audience to the Melbourne Cup Carnival and cover all the action from racing, to fashion and entertainment right across Flemington. This year’s Lexus Melbourne Cup and AAMI Victoria Derby Day saw an increased television audience share among 16 to 39s, which is a great sign in our first year.”
Network 10 chief content officer, Beverley McGarvey, said: “Our coverage of this year’s Melbourne Cup Carnival brought audiences closer to the action – on and off the track – like never before.
“It was a massive production and we are very proud of everyone at 10 who worked so hard on our coverage, in front of and behind the cameras. Our thanks also go to the VRC, our sponsors and our partners. We’re looking forward to returning to Flemington next year.”
Returning to Network 10 after a 17-year absence, the Carnival reached 4.1 million Australians nationally.
On Tuesday, the Lexus Melbourne Cup’s total national audience hit just over 2 million. 10 Play and 10 Daily drew just under 620,000 unique visitors on Cup day and over 800,000 across the Carnival.
Network 10’s television coverage completely dominated its timeslots, with Tuesday’s main race alone achieving an 87.1% commercial share in under 50s and 85.8% in total people.
The coverage of the AAMI Victoria Derby Day, Lexus Melbourne Cup, Kennedy Oaks Day and Seppelt Wines Stakes Day combined ranked #1 in its timeslot.
The major sponsors of Network 10’s 2019 Melbourne Cup Carnival were Lexus, Zyrtec, Myer, Harvey Norman, TAB, Kennedy and G.H. Mumm.
Audience highlights from the Melbourne Cup Carnival included:
Lexus Melbourne Cup:
- 2.9 million national reach.
- #1 in its timeslot.
- Race: peaked at 1.98 million nationally, averaged 1.92 million.
- Race: 87.1% commercial share in under 50s, 85.8% in total people.
- Race: 10 Play’s biggest ever live stream audience, 98,000 viewers.
- Presentation: peaked at 1.93 million, averaged 1.49 million.
- Presentation: 76.8% commercial share in under 50s, 78.5% in total people.
- Mounting Yard: peaked at 1.69 million, averaged 1.16 million.
- Mounting Yard: 72.7% commercial share in under 50s, 73.5% in total people.
AAMI Victoria Derby Day:
- 1.1 million national reach.
- #1 in its timeslot across the day.
Kennedy Oaks Day:
- 1 million national reach.
- Up 27% in 16 to 39s nationally, versus 2018.
- Up 15% in 16 to 39s and 3% in 25 to 54s in capital cities, versus 2018.
Seppelt Wines Stakes Day:
- 1.01 million national reach.
- #2 in its timeslot.
