Monday, November 5th, 2012 - Roy Morgan Research

Compared to the average Australian, racegoers are more than twice as likely to have an income greater than $100,000. In fact, nearly one third (29%) of all racegoers earn more than $80,000.

On the eve of the Melbourne Cup much media attention turns to Flemington, and its often elaborate marquees - particularly in the Birdcage – which represent a significant investment for brands wanting to create a real presence and impact in this environment. This is especially relevant to racegoers who are there at the track, given that some 761,000 Australians 14+ attended a horse racing event in the last 12 months, according to Roy Morgan Research.

In terms of occupation, racegoers are more likely to be White Collar Workers (compared to the Australian population) and nearly twice as likely to be a Professional/Manager. They are also much less likely to be unemployed.

Given the tendency for racegoers to be high-income professionals, it is not surprising they are also more likely to be in the AB socio-economic quintile; in fact one third of racegoers are ABs.

Racegoers don’t just earn more money – they are also more likely to spend more. Some 58% of racegoers are classified as ‘Big Spenders’, nearly twice the average Australian.

George Pesutto, General Manager Media & Communication, Roy Morgan Research, says:

“While the Melbourne Cup is one of the biggest events on Australian television, this data highlights the importance of the spectators who attend horse racing events.

“With the Spring Racing Carnival now underway and on the eve of the Melbourne Cup we’re reminded of the value of an engaged spectator audience. This is particularly important for horse racing, which boasts such a high-end and highly valued demographic.

“For sponsors involved in horse racing these events provide the perfect opportunity to reach high value consumers. Sponsors should be taking advantage of every opportunity to leverage their association with the sport at the races, particularly during this key time of year.”


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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
P: +61 3 9224 5209


melbourne cup, horse racing, sport spectators, spring racing



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