Ten’s Melbourne Cup coverage slips to 1.410m metro viewers despite lockdown impact

Ten aired its second Melbourne Cup race on Tuesday, part of the $100m racing rights deal the network signed in 2018. 1.410m metro viewers tuned in for the event, a slight drop from 2019’s 1.441m and a significant fall from 2018’s 1.836m and 2017’s 1.79m.

Nationally, 1.862m watched the event. 971,000 metro viewers watched the presentation and 1.277m nationally.

The race was the most-watched event on TV in both metro and national measurement, but Seven News beat the presentation with national viewers, drawing 1.450m and 954,000 metro viewers.

The race drew the most viewers in Melbourne where recent lockdowns meant an impact on public watch events. 700,000 viewers tuned in in the market, compared to 321,000 in Sydney and 210,000 in Brisbane. It also topped all three of the key advertising demographics – 16-39s, 18-49s and 25-54s – followed by The Block.

The Block drew 816,000 metro viewers for Nine and SAS Australia brought in 654,000. Ten’s Junior Masterchef delivered 485,000 metro viewers.

Behind Seven News, Nine News brought in 896,000 metro viewers and ABC News 751,000.

Despite the Melbourne Cup, it was Nine that won the night with a 20.7% audience share as a channel and 29.0% as a network. Seven delivered 18.5% for its main channel and 27.6% as a network. Ten landed in third place with 12.1% and 18.5%. ABC landed 11.5% and 17.0%.

The most-watched multi-channel was 7TWO with 4.1%.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.