Network 10’s Lexus Melbourne Cup Coverage Delivers The #1 Program.
Reaches 3.04 million Australians Nationally, Peaks At 1.96 million, Plus 144,000 Live Stream Audience
Network 10’s live and free coverage of the 2020 Lexus Melbourne Cup yesterday saw 2.01 million Australians on television and 10 Play, glued to their screens to watch Twilight Payment become the second horse to lead from start to finish to deliver a memorable win to the centrepiece of the entire Melbourne Cup Carnival – the $8 million Lexus Melbourne Cup.
The national television audience for the Race peaked at 1.96 million and averaged 1.86 million viewers making it the #1 program on Tuesday and 10’s #2 program of 2020. Television audience was up 5% in 25 to 54s on 2019.
In the capital cities, the Lexus Melbourne Cup had 1.41 million viewers, commanding an 84.6% commercial share in total people and a whopping 88.7% commercial share in people under 50, up on 86.4% in 2019. Commercial share in Melbourne was an astronomical 91.6%.
In the key advertising demographics, the Race dominated its timeslot with a commercial share of 88.3% in 16 to 39s, 88.3% in 18 to 49s and 85.5% in 25 to 54s, up on 84.1% in 2019.
On 10 Play, the Lexus Melbourne Cup race live stream had 144,000 viewers, up 47% on 2019. It was 10 Play’s biggest audience for a live stream ever. The entire day had 683,000 live stream starts, up 38% on 2019 and 240,000 unique visitors, up 69% on 2019.
The Lexus Melbourne Cup was also the #1 free-to-air television program on social media yesterday with 137,000 social media interactions, up 61% on 2019.
The Lexus Melbourne Cup Presentation on television and 10 Play had 1.33 million viewers nationally and 971,000 capital city viewers. It dominated its timeslot with a 73.1% commercial share in total people and a massive 81.3% commercial share in people under 50.
Earlier in the day, 10’s coverage of the Melbourne Cup Mounting Yard on television and 10 Play had 1.16 million viewers nationally, 829,000 capital city viewers and was #1 in its timeslot. It boasted a commercial share of 73.1% in total people and a 77.3% commercial share in people under 50.
Based in a new purpose-built broadcast centre at Flemington Racecourse, Gorgi Coghlan and Stephen Quartermain led 10’s stellar coverage.
The team also included racing host Michael Felgate, current trainer and expert commentator Peter Moody, Group 1 winning jockey James Winks, form expert David Gately, horseback interviewer Brittany Taylor and racing reporters Caty Price and Annie Kearney.
Joining them were international racing expert Francesca Cumani (live from the UK) and 10 Sport presenters Roz Kelly and Kate Peck as the broadcast reached all parts of the country and the world with CBS Sports Network also televising the Lexus Melbourne Cup Day in the United States.
Plus, viewers were treated to special appearances and performances by some of Australia’s greatest artists including Kylie Minogue, Delta Goodrem, Jon Stevens, Pete Murray and The Rubens, with Neighbours actress Bonnie Anderson performing the national anthem.
Victoria’s Ali Rauf from Bird Skin was crowned the winner of the Myer Fashions on your Front Lawn Emerging Designer, while Stephanie Miller, also from Victoria, took home the Myer Fashions on your Front Lawn Millinery Award.
Chief Content Officer and Executive Vice President, ViacomCBS Australia and New Zealand, 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.
“In what has been a difficult and challenging year for so many people, the Lexus Melbourne Cup provided a much-needed distraction.
“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.
“I would like to extend my sincere thanks to our friends and partners at the Victoria Racing Club, our sponsors – TAB, Lexus, Harvey Norman, Furphy, Seppelt Wines, Kennedy, Mumm, Hendrick’s Gin, Visit Victoria and Yates – and all the very talented people at Network 10 who made this year’s Cup such a success.”
Victoria Racing Club chief executive officer, Neil Wilson, said: “In a year like no other, the VRC are so pleased to partner with Network 10 to share the magic and joy of the Melbourne Cup Carnival, spotlighting all the racing, colour and excitement of Lexus Melbourne Cup Day as Australians celebrate at home, in pubs and restaurants and at picnics across Australia, giving everyone a ticket to Cup Week.
“The VRC congratulates Network 10 on an audience of 2.01 million nationally across television and 10 Play and looks forward to growing that through our continuing partnership in 2021.”
Network 10’s multi-platform coverage of the Cup saw over seven and a half hours of live and free coverage from Flemington. Audiences were also able to stream the Cup live in HD on 10 Play.
