MELBOURNE CUP WEEK SPONSORSHIP PACKAGE - The Pinnacle of the Spring Racing Carnival - AUGUST 2014
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MELBOURNE CUP WEEK
SPONSORSHIP PACKAGE
The Pinnacle of the Spring Racing Carnival
AUGUST 2014
Contents:- • The Carnivals • Australia’s Best Racing Coverage • Programming Overview • Economic Impact of Racing Industry • Melbourne Cup Week • Melbourne Cup Week Package • Campaign Summary & Investment • Audience Profile • Latest Newspoll Survey • The RSN Racing & Sport Brand • Programming line up • Victorian Coverage Map • Contact Us
Experience Australia's biggest and most glamorous annual event showcasing superb racing alongside spectacular fashion and social celebrations. From late September to mid-November, close to three quarters of a million people from around Australia (and around the world) meet at the Spring Racing Carnival. Victoria is gripped by racing fever and becomes the international epicentre of thoroughbred racing. A spectacular array of race days and carnival events fill social diaries, including over 100 magnificent metropolitan and country race meetings. The Spring Racing Carnival showcases all that is great about Victoria with meetings staged in Melbourne and at picturesque country racecourses across the breadth of the State. The pinnacle is the Emirates Melbourne Cup, worth an outstanding $6.2 million dollars in prize money. The Cup is affectionately known as 'the race that stops a nation'. Over 20 million Australians, stop to watch the great race on the first Tuesday of November each year, as well as many millions more around the globe. With so many race days, lunches, breakfasts and balls, cocktails parties, dinners and fashion parades, the Spring Racing Carnival is not to be missed.
Australia’s best racing coverage
Formerly known as 3UZ, RSN Racing & Sport 927am has been broadcasting racing for over 50 years,
and is the longest standing commercial radio station in Melbourne. In 2012 the station acquired 22 regional re-
transmitters thereby extending its coverage to 92% of Victoria - the largest of any commercial radio station.
Our Spring Racing Carnival audiences are well in excess of 300,000 every week, but what makes these sports
and racing mad listeners even more valuable to advertisers is that they are extremely highly engaged with high
memory recall to both programming and advertising content alike.
We broadcast more than 7,000 actual race meetings annually, supported by a plethora of high quality racing
preview and review programs all focused towards providing punters with the latest and best racing information
anytime and anywhere. We even have a current affairs program devoted specifically to racing issues!
As well, RSN has the best racing broadcasters and form experts in Australia. Lead by Greg Miles, Australia’s
premier race caller, and Deane Lester, the country’s best form analyst, we provide an unparalleled coverage that
steps into overdrive during the Spring Racing Carnival as we recognise the importance of communicating the
great event not only to the Victorian public, but also globally through our digital media capabilities.
Quite simply, we do it better than anyone else worldwide. Racing is our business.
7 days a week, 52 weeks a year. RSN IS racing!
Programming overview
RSN Racing & Sport is all about racing and sport 24/7. Our content is as unique and niche as our
listeners who tune in to the station for:
• The latest overseas and domestic sports results as they happen.
• Entertaining and controversial in-depth editorial and analysis of all current sporting and racing issues.
• Interviews with leading Australian and overseas sports personalities including live feeds from our
overseas affiliate networks, including ESPN and the BBC.
• Listener competitions, all structured with a sporting flavour.
• Listener interaction through telephone talkback, SMS, email, Facebook and Twitter.
• Regular news, weather and traffic reports.
Breakfast is a fast paced general sports program with hosts ex AFL stars Mick McGuane and Michael
Christian. After breakfast we discuss the upcoming day’s racing across the three codes, interview industry
heavyweights and look at the best form and selections for the day.
During the day, and into the night, we provide listeners up-to-date and relevant data in advance of race
time and broadcast the entire day’s hectic, and timed-to-the-minute schedule of races, plus sports updates
and interviews throughout the day.
Overnight we talk all sports from around the world.
Economic Impact of Racing Industry
$2.8 billion in 2013!
Everyone knows racing is big business. But you might be surprised just how big. The most
recent research into the economic impact of the racing industry on the Victorian economy
released by Premier and Racing Minister Dr Denis Napthine in May 2014 found that in 2013:
• the racing industry generated more than $2.8 billion into the
Victorian economy
• regional and rural Victoria received more than $940 million
• more than 207,000 international and interstate visitors attended
Victorian racing events
When it comes to the Spring Racing Carnival the stakes get even higher.
• racegoers spent more than $53.3 million on fashion items
• 165,400 out of state visitors attended the Carnival
And that’s just the tip of the iceberg. It doesn’t count all the expenditure
on food and beverages in and around the racing both trackside and away.
Published in the IER Victorian Racing Industry Size and Scope Study May 2014
Melbourne Cup Week Saturday 1 November to Saturday 8 November Melbourne Cup Week is the pinnacle of the Spring Racing Carnival - an unequalled world-class event that encompasses the finest racing, entertainment, fashion, culture, food and wine all in one place – Flemington. Beginning with Derby Day on Saturday 1st November, then ‘the race that stops a nation’, Melbourne Cup Day on the first Tuesday in November, ladies Oaks Day on Thursday and then Stakes Day on Saturday 8th November, there is no other week which captivates the imagination and hearts of all Australians like Melbourne Cup Week. RSN is pleased to offer your company a very unique, premium advertising package which will put your brand top of mind with a highly engaged and captive audience of more than 300,000 listeners – from professional punters to first time wagers - during the highest profile week of racing on the Australian racing calendar. This high frequency advertising package features significant placement on all four major race days, giving your company an outstanding opportunity to engage our listeners when audience levels are at their highest. .
Melbourne Cup Week Package
Time Sat 1st Sun 2nd Mon 3rd Tue 4th Wed 5th Thu 6th Fri 7th Sat 8th Sun 9th
Nov Nov Nov Nov Nov Nov Nov Nov Nov
DERBY CUP OAKS STKS
RSN Breakfast 1 1 1
6.30am – 8.30am
On The Punt 2 2 2 2
6.30am – 11.30am
Racing Ahead/Winners 3 2 2
8.30am – 1.00pm
National Racing Network 2 2 2 2 3 2 2 2 2
1.00pm – 6.00pm
37 x 30 second commercials
Campaign Summary & Investment Duration Saturday 1st November to Sunday 9th November 2014. Components • 37 x 30 second commercials Investment:- $8,710 + gst
Audience Profile
The RSN average weekly audience is in excess of 300,000 adult listeners throughout
Victoria which is enough to fill the MCG three times!* RSN regularly delivers advertisers
quality audience consisting of these much sought after target demographics:
65% Males skewed
Aged 35+ years
Middle to high income earners
Upper white and upper blue collar workers
Outright home owners with no mortgage
But what makes RSN listeners even more valuable to advertisers
is that they are extremely highly engaged with high memory recall
to both programming and advertising content alike.
*Since 1998, RSN has contracted Newspoll Market
Research company to conduct audience research.
(Average calculated over 110 surveys)Latest Newspoll Survey
The latest 2014 RSN Newspoll audience survey was conducted on the weekends of
21-23 Feb & 28 Feb-2 March 2014.
Overall audience 313,000
Station Comparison:- from Survey 1 2014
Male 191,000 (61%)
Listened to SEN, Overall – 273,000
Female 122,000 (39%) Listened to SEN, Breakfast – 148,000
Metro 229,000 (73%) Listened to 3AW’s Sports Today – 125,000
Country 84,000 (27%)
Programs:-
Breakfast – 128,000
Digital listening:-
Racing Ahead – 62,000 Listened to RSN on app/web – 65,000
Winners – 92,000 Listened to RSN on digital radio – 128,000
Racing Service Weekdays - 154,000 Listened to Carnival on app/web – 51,000
Listened to Carnival on digital radio – 84,000
Racing Service Sat Afternoon - 186,000
Sunday Correct Weight – 96,000The RSN Racing & Sport brand Live sport on radio engages listeners: Whether it be in your car, on your phone or laptop - we call the champions, the photo finishes, the colour and excitement of racing. RSN has recently refined its brand, programming and delivery to better reflect the new sports punter and the ever evolving media landscape. To cater for the digital savvy and mobile consumers, RSN has recently: • Significantly refined its website. • Launched our iPhone and Android mobile APP. • Introduced Carnival, our digital feature events channel. • Become highly active in the social mediums Facebook, Twitter, You Tube and Instagram.
Weekdays Programming
WeekendsVictorian Coverage Map
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