Growth In Younger Target Audiences
In our fourth year as broadcaster for the Melbourne Cup Carnival, Paramount continued to deliver on its shared strategy with the Victorian Racing Club, to attract younger audiences to the race and build the next generation of racing fans. Year-on-year, the Lexus Melbourne Cup broadcast grew in all key demos across the day.
- Up 15% in 16 to 39s.
- Up 12% in 25 to 54s.
- Up 8% in men.
- Up 3% in under 50s.
Our outstanding coverage of the Lexus Melbourne Cup race, live and free on 10 and 10 Play, was our biggest program of 2022 and the #1 program on the day, reaching 2.51 million viewers, nationally. The Lexus Melbourne Cup race was #1 in all key advertising demographics and boasted impressive commercial shares:
- #1 in under 50s (75.6% commercial share)
- #1 in 25 to 54s (75%)
- #1 in 16 to 39s (81.7%).
And these audiences were hooked, swept away with the thrill of the race 1.24 million Aussies stayed on to watch the emotional presentation. The Lexus Melbourne Cup Presentation was #1 in its timeslot and dominant in its timeslot among the younger demos:
- #1 in under 50s (76.5%)
- #1 in 25 to 54s (76.2%)
- #1 in 16 to 39s (83.2%).
Aussies weren’t just watching the Lexus Melbourne Cup on 10 and 10 Play, they were also talking about it on social media too.
- #1 Free-To-Air TV program on social media.
- Achieved 905,000 social media impressions across the day.
Aussies were back on track this year, revelling in the joy of coming together in large groups for the first time in two years. They were back at pubs, clubs and events heaving with people, all enjoying the shared experience of watching the race that stops a nation™.
Outstanding Network Coverage
Paramount’s broadcast of The Melbourne Cup Carnival on 10 and 10 Play, showcased all the action and excitement of the four spectacular race days and drew outstanding audiences across the week.
- Reached 3.5 million viewers nationally.
- Reached 1.2 million under 50s.
- Reached 1.1 million 25 to 54s.
- Achieved its biggest ever live stream viewing, up 5% year-on-year.
- Built 7.1 million impressions across social media.
Plus, we also introduced an Australian-first 24/7 free ad-supported streaming TV (FAST) channel, immersing audiences in the history and stories of this iconic sporting event. A fortnight of content featured archival footage, high profile interviews with trainers, jockeys and racing identities, and of course the best and worst of the fashions on the field.
We embedded the Melbourne Cup Carnival into a whole-of-network approach by featuring the races and our commentary team across our shows leading up to and during the carnival including, Have You Been Paying Attention?, The Cheap Seats, Studio 10, 10 News First and The Project.
Talented Commentary Team
Audiences were taken trackside by a stellar commentary team with a strong female contingent including host Eddie McGuire, renowned jockey Michelle Payne, international racing media icon Francesca Cumani, jockey Glen Boss as well racing experts Michael Felgate, Caty Price, James Winks, David Gately and Brittany Taylor. Plus, Rob Mills, Georgie Tunny, Natalie Hunter, Tara Rushton and Archie Thompson covered the fun, fashion, colour and entertainment of the races.
Advertising Impact
The Melbourne Cup Carnival is still one of the only places to place your brand TVC in front of half of the country in one moment. And the market knows the value of Australia’s most iconic sporting event and trusts Paramount ANZ as their advertising partner.
We attracted a 23% increase in broadcast revenue on 2021 and brands leaned into our suite of progressive digital advertising solutions which saw an incredible 85% increase in digital revenue.
Our key sponsors Lexus, TAB and Harvey Norman also leveraged this unique opportunity.
Lexus made luxury personal this year with a spectacular marquee in The Birdcage called LANDMARK by Lexus.
We partnered with Harvey Norman as sponsor of racing insights via ‘Michelle’s pick of the yard’.
For TAB, we promoted their brand-new app and worked with our partner Twitter, to create a branded TAB emoji for our hashtags #CupWeekon10 and #MelbourneCup. The custom emoji extended brand impact for TAB and achieved greater audience scale and engagement.
- 7,200 Tweets using the TAB branded emoji hashtag #MelbourneCup #CupWeekon10.
- 4 million sponsored video views on Twitter – in partnership with TAB, TABtouch and Lexus Australia.
- Melbourne Cup content published from @10SportAu generated a total of 18 million impressions across Twitter. (Source: Twitter Analytics)
Back On Track
This year, we were thrilled to be back on track with the crowds at Flemington and cannot wait for the 2023 Melbourne Cup Carnival. But don’t wait for the new year, talk to us today about how you can take advantage of Paramount ANZ’s advertising impact and tap into our exclusive sports fans.
Source: OzTAM, Regional TAM, Reach includes preview shows, 1 consecutive minute. Total minutes viewed, all Melbourne Cup Carnival live stream, Lifts based on all day metro audience 2022 vs. 2021, Overnight.
