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The race that stops Australia — the $5.1 million Emirates Melbourne Cup — can expect a television audience of more than six million Australians aged 14 and over, according to Roy Morgan Single Source data.

Thirty-six per cent (6.172 million) of Australians aged 14 and over say they “almost always” or “occasionally” watch the Melbourne Cup on television.  Australians aged 50 and over are the most likely age group (45%, 2.9 million) watch the race almost always or occasionally compared to one-in-five 14-17 year olds (20%, 224,000). 

	All Australians 14+		Analysis by Sex and Age
	July 2005 — June 2006	July 2006— June 2007	Men	Women	14-17	18-24	25-34	35-49	50+
	%	%	%	%	%	%	%	%	%
Almost always or occasionally watch the Melbourne Cup	39 (6,533,000)	36 (6,172,000)	37 (3,106,000)	36 (3,066,000)	20 (224,000)	23 (470,000)	33 (933,000)	36 (1,645,000)	45 (2,900,000)

Proportionally, Victorians (43%, 1.813 million) are the most likely to “almost always” or “occasionally” watch the Melbourne Cup, followed by residents of Queensland (36%, 1.193 million) and Tasmania (36%, 143,000). 

	All Australian 14+		Analysis by Region and State
	July 2005 — June 2006	July 2006— June 2007	City	Country	NSW	Vic	Qld	SA/NT	WA	Tas
	%	%	%	%	%	%	%	%	%	%
Almost always or  occasionally watch the Melbourne Cup	39 (6,533,000)	36 (6,172,000)	36 (3,748,000)	38 (2,423,000)	35 (2,034,000)	43 (1,813,000)	36 (1,193,000)	32 (447,000)	32 (541,000)	36 (143,000)

When compared to the general population, Australians (aged 18+) who have placed a bet through a TAB or bookmaker in the last three months are far more likely to “almost always” or “occasionally” watch the Melbourne Cup on television (73% cf. 36%).  This is also the case for Australians who have been to a racetrack in the last three months (66% cf. 36%).

	All Australian 14+		Analysis by Gambling Activity and Racetrack Attendance
	July 2005 — June 2006	July 2006— June 2007	Used a TAB or Bookmaker to place a bet in the last 3 months^	Been to a Racetrack at least once in the last 3 months
	%	%	%	%
Almost always or occasionally watch the Melbourne Cup	39 (6,533,000)	36 (6,172,000)	73 (1,292,000)	66 (504,000)

^ 18 and over

These findings are derived from Roy Morgan Research Single Source data, based on 23,459 Australian-wide interviews with men and women aged 14 years and over from July 2006 to June 2007.

For further information:

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Gary Morgan:        Office +61 3 9224 5213   Mobile +61 411 129 094

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