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Can Atlantic Jewel attract Victorians back to the Spring Racing Carnival?

Source: Roy Morgan Single Source (Australia) July 2008 – June 2013, n= 22363 (average monthly n = 373).
Base: Victorians aged 14+

Spring is in the air—and the Racing Carnival is set to start. However the proportion of Victorians who go to the races during the Spring Racing Carnival has declined over the last five years, findings from Roy Morgan Research show.

In December 2008, close to 1 in 9 Victorians (11%) said they had attended the races within the last three months—a period covering the Spring Racing Carnival

By December last year this was down to 8%—a proportional decline of more than a quarter.

% Victorians who went to the races within the last three months

Source: Roy Morgan Single Source (Australia) July 2008 – June 2013, n= 22363 (average monthly n = 373). Base: Victorians aged 14+

 

Post-Carnival peaks of 9% of Victorians came in both January 2010 and December 2010, but Spring Carnival numbers were well down in 2011, with ‘last three months’ attendance at just 6% in January 2012. Instead, more Victorians (7%) went in the summer three months to March 2012: a time when Black Caviar raced to her 17th, 18th and 19th wins at Moonee Valley, Caulfield and Flemington racetracks.

 

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“Although there are both seasonal and annual variations, it does appear that the proportion of Victorians who go to one or more races during the Spring Carnival is decreasing.

But Atlantic Jewel is already being heralded as the next Black Caviar, and is racing for her ninth win from nine starts at Moonee Valley this Saturday. If Atlantic Jewel is going for her tenth or eleventh win in a row by the Cox Plate in October, we could expect this to have a positive impact on Spring Carnival attendance numbers.”

 

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For comments or more information please contact:

Jane Ianniello, International Director of Tourism, Travel & Leisure

Telephone: +61 (7) 3318 7000

Mobile: +61 423 024 412

Jane.Ianniello@roymorgan.com


About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in the United States, United Kingdom, New Zealand and Indonesia. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 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 print media measurement, financial behaviour, voting intention 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.