Network Ten’s broadcast coverage of the Melbourne Cup race was slightly down from last year, despite a ban on attendance at the grounds.
The “race that stops the nation” attracted 1.41 million metro viewers yesterday, according to OzTam figures, compared to 1.44 million last year. Another 452,000 regional viewers tuned in, taking the average national audience to 1.86 million viewers. This gives the race its lowest TV ratings since 2001, according to industry insiders.
However, livestreams of the race were up 47% compared to last year, at 144,000 viewers. This gives Ten an audience of 2.01 million viewers across TV and 10 Play.
“In what has been a difficult and challenging year for so many people, the Lexus Melbourne Cup provided a much-needed distraction,” says Beverley McGarvey, chief content officer and EVP of ViacomCBS AUNZ.
“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 delighted that so many Australians engaged with our extensive, creative and entertaining multi-platform coverage.”
Ten received 84.6% commercial share in total yesterday, with the race peaking at 1.96 million viewers.
TV audience for the race, which shedded 500,000 metro viewers last year, has been in decline. However, social gathering restrictions due to the pandemic were expected to boost TV ratings. This year, attendance at the grounds was banned and bars and restaurants around Australia were also limited in the number of customers they can have to watch the race.
The Melbourne Cup itself has become increasingly controversial due to the treatment of horses on the day, as well as retired horses. Anthony Van Dyck, a favourite to win, was euthanised yesterday after breaking down during the race.
Despite the controversy, the event was still the highest-rated program yesterday, with Ten’s coverage of the 'Presentation' attracting 971,000 metro viewers, compared to 1.13 million last year, and the 'Mounting Yard' attracting 829,000 metro viewers, compared to 830,000 last year.
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