With viewing figures declining since 2012, we needed to increase share of viewing and capture the attention of new audiences. The Grand National is the most recognised racing event in the country, but how do you convince non-viewers of the sense of occasion? Especially on a summer’s Saturday afternoon?
We strode the final furlong to victory! Share was up, with a 5 minute peak average at 61.6% share compared with 58.6% last year. Facial detection showed that the public were hooked to our screens with a 508% increase in people looking at the screen and a 131% increase in average attention time.
We galloped to victory, breathing life back in to racing with ITV’s average audience figures of the final day of the festival up nearly 40% from C4’s coverage last year, with 22% share (more than double the previous year’s).