Melbourne Cup coverage draws in 1.213m metro viewers
Ten’s The Melbourne Cup was the #1 program on Tuesday, however it was Seven that took the overall network share win.
The race that stops the nation aired to a metro audience of 1.213 million metro viewers, and an average of 1.7 million viewers nationally. The Melbourne Cup race won all three key advertising demos.
Ten’s Melbourne Cup coverage had 1.140 million metro viewers in 2020, a slight drop from 2019’s 1.441 million and a significant fall from 2018’s 1.836 million and 2017’s 1.79 million.
The Melbourne Cup Carnival – presentation brought in 897,00 metro viewers, followed by The Melbourne Cup – mounting segment which saw 764,000 metro viewers tune in, while a late session of The Melbourne Cup Carnival had a metro audience of 408,000.
Viacom CBS Australia and New Zealand chief content officer and executive vice president, Beverley McGarvey, said: “The Lexus Melbourne Cup is one of the greatest sporting events of the year and we were proud to again partner with the Victoria Racing Club to bring it to all Australians and to people around the world.
“The big audiences across all of Ten’s platforms highlight that no other sporting event captures the mood and attention of the nation quite like the Lexus Melbourne Cup. We are delighted that so many Australians engaged with our extensive and entertaining multi-platform coverage.
“I would like to extend my sincere thanks to our friends and partners at the Victoria Racing Club, our sponsors –TAB, TAB Touch, Lexus, Kennedy, Harvey Norman, Penfolds, Furphy, Mumm and Diageo – and all the very talented people at Ten who made this year’s Cup such a success.”
Victoria Racing Club chief executive officer, Steve Rosich, said: “This year, the ‘race that stops a nation’™ became the race that restarted Victoria, and the VRC is delighted to partner with Ten to again share the racing, colour and excitement of Lexus Melbourne Cup Day.
“The 2021 Melbourne Cup Carnival heralds the reopening of major events for our city and through Ten’s broadcast, everyone, everywhere – whether watching from home with friends and family, joining in the office sweep at work or participating in the thousands of Cup Day events around the country – is able to revel in the spirit of Cup Week.”
Meanwhile, next in non-sport entertainment on Tuesday was an episode of Ten’s The Dog House which pulled in 566,000 metro viewers, followed by the second episode of Nine’s new series, Parental Guidance which has a metro audience of 547,000. The premiere last night aired to 629,000 metro viewers.
Seven’s Home and Away was next, pulling in 541,000 metro viewers, while Seven’s The Case Australia aired to 458,000 metro viewers.
The #1 program on Tuesday, as previously mentioned, was Ten’s The Melbourne Cup Carnival – race, which placed ahead of Seven News at 6:30 with 923,000, and Seven News which pulled in 911,000.
As previously mentioned, Seven won the night, taking an overall network share of 27.3% over Nine’s 26.5% share, while Ten had 22.9% and the ABC took an 15.7% share.
Seven also won primary channel share while the top-rating multi-channel for Tuesday was 9Gem with a share of 5%.
In the latest Daily Consolidated Total TV Report for 26 October, Seven News was the #1 program nationally across linear and BVOD television, with 1.543 million viewers including 32,000 on national BVOD.
The Block was the #1 entertainment program again with 1.510 million viewers, including a national BVOD audience of 194,000 views, an uplift of 24%.
The program with the biggest uplift however was Tuesday’s episode of Nine’s Love Island which had an 95% uplift on overnight figures and had a total of 599,000 viewers overall and a national BVOD audience of 236,000.
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Beverley McGarvey
Melbourne Cup 2021
Nine
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Seven
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Steve
Ten
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