More than 6.33 million (34%) Australians 14+ say they almost always or occasionally watch the Melbourne Cup on television, of whom, 41% (2.58 million) have placed a bet on horse racing in the last 12 months, according to Roy Morgan Research.
Among these, 38% (nearly 1 million) ‘play to win’ when placing a bet and 36% agree that ‘win or lose I still enjoy it’, compared to just 14% who ‘play to socialise’.
Attitudes to placing a bet among Melbourne Cup TV viewers who bet on horse racing
Source: Roy Morgan Single Source (Australia), July 2011 – June 2012. Base: Australians 14+ who almost always/ occasionally watch the Melbourne Cup on TV & have placed a bet on horse racing in the last 12 months (n = 3,007).
Over 37% of Melbourne Cup TV viewers who also bet on horse racing decide how much they are going to spend before they participate in betting, while 11% usually place a bet on the spur of the moment.
For 22% of them, ‘placing a bet’ is their preferred form of gambling, and 21% ‘love the excitement’ of betting.
George Pesutto, General Manager Media & Communication, Roy Morgan Research, says:
“The Melbourne Cup is one of the biggest events on Australia’s sporting calendar, with more than 6.33 million Australians watching it on TV.
“On the eve of the Spring Racing Carnival we’re reminded how important it is to capture all TV viewing for these big sporting events, especially when you consider that a significant audience can often be found watching the event on TV outside of their own homes.
“Although we imagine gambling is played to win it’s interesting that almost as many people bet for enjoyment – win or lose – with a large proportion of Melbourne Cup TV viewers willing to chance their luck."
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.