Network 10’s live and free coverage of the 2019 Lexus Melbourne Cup yesterday saw 2 million Australians tuning in to watch Australian horse Vow and Declare deliver a thrilling finish to the $8 million race that stops a nation.
The national television audience for the Race peaked at 1.98 million and averaged 1.92 million.
In the capital cities, the Lexus Melbourne Cup had 1.44 million viewers, commanding an 87.1% commercial share among people under 50 and an 85.8% share in total people.
On 10 Play, the Lexus Melbourne Cup had an additional 90,000 viewers. Across all of yesterday, 10 Play and 10 Daily had a combined 618,000 unique visitors, including a record number of 513,000 for 10 Play.
In the key advertising demographics, the Race dominated its timeslot with a share of 91.1% in 16 to 39s, 87.8% in 18 to 49s and 84.5% in 25 to 54s.
The Lexus Melbourne Cup Presentation had 1.49 million viewers nationally and 1.1 million capital city viewers. It dominated its timeslot in people under 50 with a 76.8% commercial share and a 78.5% share in total people. It was also the #1 free-to-air television program on social media yesterday.
Earlier in the day, 10’s coverage of the Mounting Yard had 1.16 million viewers nationally, 868,000 capital city viewers and was #1 in its timeslot in people under 50 with a 72.7% commercial share and a 73.5% share in total people.
Network 10 chief executive officer, Paul Anderson, said: “Network 10’s return to Flemington Racecourse as official broadcaster of the Melbourne Cup Carnival has been an outstanding success and reinforced the Carnival’s position as Australia’s pre-eminent horse racing event.
“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 building a very different and unique long-term broadcast partnership with the Victoria Racing Club (VRC) that exists on all platforms and has captured a much younger audience by showcasing all the racing, fashion and entertainment across this iconic carnival,” he said.
Network 10 chief content officer, Beverley McGarvey, said: “Network 10 is the natural home of the Lexus Melbourne Cup and we are delighted that so many Australians engaged with our extensive, multi-platform coverage.
“Thanks to everyone at the VRC, our sponsors – Lexus, Zyrtec, Myer, Harvey Norman, TAB, Kennedy and G.H. Mumm – and all the very talented people at 10 who made this year’s Cup such a success.”
Victoria Racing Club chief executive officer, Neil Wilson, said: “We are delighted to partner with Network 10 for the Melbourne Cup Carnival, bringing all the racing, colour and excitement of Lexus Melbourne Cup Day to homes, pubs, restaurants and venues across Australia.
“The VRC congratulates Network 10 on an audience of 1.92 million nationally in the Network’s first year of this five-year partnership.”
Network 10’s multi-platform coverage of the Cup saw over 12 hours of live and free coverage from Flemington including live broadcasts of Studio 10, 10 News First (Melbourne, Sydney and Brisbane) and The Project.
Audiences were also able to stream the Cup live and in HD on 10 Play and, for the first time, stream the Myer Fashion on the Field event thanks to 10 Daily.
10’s 2019 Melbourne Cup Carnival
