Friday, October 28th, 2011 - Roy Morgan Research

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.

A large majority of Australians (78%) say they have read, seen or heard of Black Caviar compared to only 22% who haven’t. More men (81%) than women (75%) have heard of Black Caviar whilst Victorians (83%) are most aware of Black Caviar, ahead of West Australians and Tasmanians (78%), New South Welshmen and Queenslanders (77%) while only 70% of South Australians have read, seen or heard of Black Caviar.


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.

Detailed Roy Morgan profiles on the bettors and online bettors are available – understand their profile and reach them using the right channels.

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

6.3 Million Australians set to watch Black Caviar go for 16 Wins in a Row, Melbourne Cup, Racing

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