The Race That Stops A Nation™. Network 10’s Biggest Program Of 2022 And Biggest Program On 10 Play.
1.5 million Australians watched 10 and 10 Play with collective bated breath as Mark Zahra rode Gold Trip to victory in the $8 million Lexus Melbourne Cup 2022.
Live and free on 10 and 10 Play, the Lexus Melbourne Cup race was the #1 program on Tuesday and 10’s #1 program of 2022. Dominant among key advertising demos and boasting impressive commercial shares, the race was #1 in its timeslot (70.9% commercial share), #1 in under 50s (75.6%), #1 in 25 to 54s (75.0%) and #1 in 16 to 39s (81.7%).
Huge numbers on 10 Play saw the Lexus Melbourne Cup race average 152,000 live stream viewers. It was 10 Play’s biggest live stream audience of 2022.
Across the whole day, the Melbourne Cup Day reached 2.51 million Australians on 10 and 10 Play, nationally. The entire day had 781,000 live stream starts, up 2% on 2021 and 339,000 unique visitors, up 12% on 2021.
Viewers could also revel in the spirit of the Melbourne Cup Carnival by watching 10 Play’s 24/7 FAST (free ad-supported streaming TV) channel, Melbourne Cup Carnival: The Archives, featuring hours of live and free current and historical content.
The Network 10 broadcast brought viewers all the exciting action on and off the track, hosted by Eddie McGuire alongside Lexus Melbourne Cup winning jockey and trainer Michelle Payne, international racing media icon Francesca Cumani, three-time Lexus Melbourne Cup winning jockey Glen Boss, and our racing experts Michael Felgate, Caty Price, James Winks, David Gately and Brittany Taylor.
Covering all things fashion, colour and entertainment in The Birdcage and around the track was Rob Mills, Georgie Tunny, Natalie Hunter, Tara Rushton and Archie Thompson.
The major sponsors of Network 10’s 2022 Melbourne Cup Carnival coverage were TAB, Lexus and Harvey Norman.
2022 Melbourne Cup Carnival audience highlights:
Lexus Melbourne Cup - Race:
- Averaged 1.5 million national viewers.
- 10’s biggest program of 2022.
- #1 program of the day, #1 in under 50s, #1 in 25 to 54s and #1 in 16 to 39s.
- #1 in its timeslot, #1 in under 50s, #1 in 25 to 54s and #1 in 16 to 39s.
- 70.9% commercial share, 75.6% in under 50s, 75.0% in 25 to 54s and 81.7% in 16 to 39s.
- 10 Play live stream audience of 152,000 viewers.
Lexus Melbourne Cup Day:
- Reached 2.51 million viewers nationally.
- Up 15% in 16 to 39s vs. 2021, 12% in 25 to 54s and 3% in under 50s.
- #1 in its timeslot, #1 in under 50s, #1 in 25 to 54s and #1 in 16 to 39s.
Lexus Melbourne Cup - Presentation:
- Averaged 1.24 million viewers nationally.
- Up 17% in 16 to 39s vs. 2021, 7% in 25 to 54s, 5% in under 50s.
- #3 program of the day, #2 in under 50s, #2 in 25 to 54s and #2 in 16 to 39s.
- #1 in its timeslot, #1 in under 50s, #1 in 25 to 54s and #1 in 16 to 39s.
- 68.2% commercial share, 76.5% in under 50s, 76.2% in 25 to 54s and 83.2% in 16 to 39s.
- 10 Play live stream audience of 79,000 viewers.
Lexus Melbourne Cup – Mounting Yard:
- Averaged 1.06 million viewers nationally.
- Up 19% in 16 to 39s vs. 2021, 6% in 25 to 54s.
- #7 program of the day, #3 in under 50s, #5 in 25 to 54s and #4 in 16 to 39s.
- #1 in its timeslot, #1 in under 50s, #1 in 25 to 54s and #1 in 16 to 39s.
- 65.1% commercial share, 67.7% in under 50s, 66.5% in 25 to 54s and 72.6% in 16 to 39s.
- 10 Play live stream audience of 84,000 viewers.