Cup runneth over: 2.2 million tune in for the race that stops a nation
Nine’s coverage topped every key demographic, with 9Now streaming up 24.6% and six Cup segments making the day’s top 30.
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The nation stopped, the office sweep briefly became a full-time job, and Nine collected a win of its own. Its Melbourne Cup race broadcast drew a Total TV National Audience of 2.216 million on Tuesday 3 November, topping the day among Total People and every key demographic.
The race’s audience rose 6.6% on last year, delivering what Nine said was its biggest Melbourne Cup result in VOZ history. On 9Now, viewing jumped 24.6% to 578,000 - more than a quarter of the total audience.
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9Now audience climbs by a quarter
The race drew a BVOD audience of 578,000 on 9Now, up 24.6% year-on-year, according to Nine. Streaming made up more than a quarter of the race’s total audience.
Across the day, the National Total TV Reach for Total People was 13.177 million. Broadcast TV reached 10.16 million, and BVOD reached 5.199 million.
Race tops every key demographic
The race ranked first in all four demographics VOZ reported.
Among people aged 25 to 54, it reached 835,000 and averaged 762,000, including 329,000 on BVOD. Among people aged 16 to 39, it reached 470,000 and averaged 427,000. BVOD made up 204,000 of that 16-to-39 audience, nearly half.
Among grocery shoppers aged 18 and over, the race reached 1.869 million and averaged 1.735 million, with 458,000 watching on BVOD.
Nine’s Cup coverage ranked in the top four in both the 25 to 54 and 16 to 39 rankings.
Six Cup Carnival segments make the top 30
Five more Cup segments joined the race in the national top 30 for Total People.
The Presentation ranked second, with a reach of 2.284 million and an average audience of 1.735 million. On 9Now it drew 393,000, up 20.6% on last year.
The Late segment reached 2.229 million and averaged 878,000. Its 9Now audience rose 17.8% to 192,000.
The Mounting Yard reached 2.131 million and averaged 1.471 million, including 367,000 on BVOD.
The Early segment reached 1.566 million and averaged 521,000, with 117,000 on BVOD.
The Preview reached 1.352 million and averaged 914,000. On 9Now it drew 218,000, up 14.1% year-on-year.
The Melbourne Cup’s three-year climb
The race’s Total TV National Audience has grown in each of the past three years:
- 2024: 1.91 million
- 2025: 2.08 million
- 2026: 2.22 million
That is a rise of about 16% since 2024.
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