Champion race horse Black Caviar is set to be watched by nearly 6.3 million Australians when she races for a 16th win in a row at Flemington on Saturday week in the Patinack Farm Classic on Emirates Stakes Day, November 5, 2011 according to the latest telephone Morgan Poll conducted over the last two nights, October 25-26, 2011.
When Australians were asked whether they were interested in watching on TV or attending Emirates Stakes Day to watch Black Caviar 34% (6.3 million) of Australians said they were interested including 31% (5.7 million) who said they were interested in watching on TV and a further 2% (300,000) who said they wanted to attend the race meeting and 1% who are interested but can’t say whether they will attend or watch on TV.
Although these are very high figures for Emirates Stakes Day, there is still a long way to go to match the level of interest in the Melbourne Cup when an estimated 10.75 million Australians watched last year’s 2010 Melbourne Cup on TV, attended the race or saw a replay on the TV news according to special Roy Morgan research conducted last November.
Gary Morgan says:
“Black Caviar is set to be watched by nearly 6.3 million Australians as she strives to win her 16th straight race at Flemington on Emirates Stakes Day, November 5, 2011. A huge 300,000 Australians also said they wanted to attend Emirates Stakes Day – traditionally the least attended day of the Melbourne Cup Carnival.
“If marketed properly, the attendance record for Emirates Stakes Day – 84,067 set in 2007 – should be smashed even if only a third of the people who have indicated interest actually turn up to the final day of the Melbourne Cup Carnival. The huge success of Black Caviar in drawing crowds means the four day carnival may be in line to beat the record 418,049 who attended the 2006 Melbourne Cup Carnival.”
This special telephone Morgan Poll was conducted over the last two nights, October 25-26, 2011 with an Australia-wide cross-section of 638 Australians aged 14+.
Roy Morgan Melbourne Cup Viewer Profile: This profile contains data that can help you target these viewers effectively – includes information on their demographics, attitudes to various important issues, how they spend their leisure time and what media they use.
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