Melbourne Cup 2021: Truth about Channel 10 record low TV ratings

The community’s TV protection of the race that stops the nation has once more emerged as one of many greatest speaking factors from Tuesday’s Melbourne Cup, won by champion mare Verry Elleegant.

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Official OzTAM ratings stories for Tuesday — released by TV Tonight — present it was the bottom full day common ratings ever recorded and the bottom peak viewers when the race jumped at 3pm.

According to a press release from Ten’s CBS father or mother firm, the nationwide tv viewers for the race peaked at 1.76 million and averaged 1.7 million viewers as Tuesday’s highest ranking present.

It is a drop of 9 per cent from 2020 which represents the bottom ever Melbourne Cup viewers nationally and in metro markets — the place it reached 1.2 million.

As a free-to-air product the Melbourne Cup has been a nightmare for the community ever because it secured the rights from Channel 7.

There have been a number of elements impacting Ten’s Cup ratings lately — however there may be one quantity that issues most, and it isn’t being talked about.

There is growing acceptance that the decline on the free-to-air channel is the results of higher platforms to observe the race on — together with Foxtel, Channel 78 and Ten’s personal streaming platform 10 Play.

According to Ten, the 10 Play reside stream had 175,000 viewers, up 17 per cent on 2020.

Australian media skilled analyser James Manning stated the poor free-to-air outcomes don’t inform the entire story.

“The smaller reside viewers as captured by in a single day TV ratings signifies there may be nonetheless a giant urge for food for reside sport, however audiences are watching content material in another way,” theMedia Week editor stated.

“Using in a single day ratings on just about any sport on any channel will present a lower year-on-year. That is why the TV trade is making a giant effort surrounding the introduction of Total TV ratings knowledge.

“One of the attention-grabbing stats to observe is the dimensions of the streaming viewers and on that entrance the numbers had been up this 12 months for 10.”

Victoria Racing Club chief government Steve Rosich has additionally congratulated the community on its mixed attain of 1.87 million throughout Channel 10 and 10 Play.

There was some very blended response to Ten’s vibrant protection of the most important day in Australian racing.

Channel 10 star Natasha Exelby had viewers giggling with her lighthearted antics early within the day.

Studio 10 host Sarah Harris stunned viewers with her Cup day ensemble, whereas Aussie racing icon Michelle Payne, the primary and solely feminine jockey to win the Melbourne Cup, was successful along with her skilled commentary all through the day.

However, Ten and the VRC got here below hearth on social media for the pre-race entertainment featuring Aussie pop diva Delta Goodrem.

There had been additionally options Ten’s protection had been harm by star commentator Francesca Cumani’s absence from the Carnival on account of Australia’s border restrictions.

For the second consecutive 12 months, Cumani featured on the printed in a restricted capability through satellite tv for pc and in pre-records segments.

As was to be anticipated, social media housed blended reactions to Ten’s crew of presenters, which included stylish appearances by host Michael Felgate, racing skilled analyser David Gately and sports activities presenter Caty Price.

The 2021 broadcast crew was a whole shake-up from 2020 the place comic Dave Hughes shared internet hosting duties with Gorgi Coghlan and Stephen Quartermain.

It adopted Ten’s first crack at overlaying the Carnival final 12 months, (*10*) — and the disappearance of Aussie sporting icon Bruce McAvaney.

Australia’s rising ambivalence towards the Melbourne Cup affected the community proper from the beginning of the five-year, $100 million TV rights deal — which runs by way of to 2023 — Ten signed with the VRC in 2018.

OzTAM knowledge exhibits the 2021 race day broadcast was a 34 per cent decline on Seven’s 2018 protection.

Seven’s final Melbourne Cup in 2018 introduced in 1.836 million viewers regardless of the occasion being marred by protests and a horse dying on the monitor. The race had been in regular decline even earlier than 10 secured the rights with the race being watched by 2.2 million in 2013.

Ten may also be internet hosting Thursday’s Kennedy Oaks day at Flemington and the Mackinnon Stakes on Saturday.