This year’s Emirates Melbourne Cup well and truly lived up to its reputation as one of the biggest events on the Australian sporting calendar. Nielsen’s Social TV Ratings data has revealed that our nation’s most prestigious horse race, shown on Channel 7, was the biggest social episode on TV this year with more than 2.8 million interactions on Facebook and Twitter - just ahead of the AFL Grand Final at 2.7 million interactions. The Melbourne Cup also accounted for 95.7% of all social TV activity for Tuesday, 7 November 2017.
For an entire five minutes, the entire nation stopped fast in it’s tracks while the race got underway. The chart below shows the first spike in Social TV engagement in the few minutes building up to the race. The level of interaction then dropped dramatically during the race and then peaked in the moments after the race finished. The most social five minutes was 34,489 interactions (between 15:20-15:25). The 15 minutes following the conclusion of the race saw a total of 101,332 interactions (between 15:10 to 15:25).
Heralded for its colour, action, celebrity appearances and outrageous fashion, the Melbourne Cup has quite a connection with its female crowd both on and off the track. Compared to males, females dominated Social TV engagement on the day at a ratio of 3:1. Of all the women interactions, women aged over 35 accounted for 71%.
Nielsen Social Content Ratings (SCR) is the first standardised third-party measurement of program-related social media activity across Facebook and Twitter, with Instagram to follow at a later date. Nielsen Social delivers one comprehensive solution to help networks, agencies, and advertisers measure, understand and act on social TV.
In addition to providing comprehensive social TV measurement for TV networks and over-the-top streaming providers, Social Content Ratings includes social TV advertising solutions and engagement tools to help TV networks, agencies and advertisers maximise the social impact of their cross-platform strategies.