attheraces Reaches TV Audience of Over 1.2m

The first set of audience figures for the attheraces digital channel (Sky Channel 418) were released today for the first four weeks on air, the period 1 – 27 May 2002, following the launch of the channel on 1st May.

attheraces achieved a cumulative reach (the number of individuals who viewed attheraces at least once during its 14 hours of live broadcasting per day) of over 1.2 million during its first four weeks on air.

An average daily reach of 149,159 was realised over the same period, with a peak audience of 237,351 tuning in to attheraces on the Bank Holiday Monday, 6 May. Peak viewing has been consistently reached during live afternoon racing between 2.00pm – 4.30pm and live evening racing between 6.30pm – 8.30 pm.

Chris Stoddart, CEO of attheraces, commented: ‘These audience figures have exceeded our initial expectations for our first few weeks on air. We have always planned to build our audience and these ratings mark an extremely encouraging start, particularly in light of the fact that we have not yet rolled out our Channel marketing campaign, planned for later this summer. These first figures have also provided us with valuable initial feedback on what our audience prefers outside of the live racing schedule.’

Brad Higgins, Director of Programming for attheraces, stated: ‘To exceed an audience reach of over 1.2 million in our first month is very encouraging for a start up channel catering for one sport. As a young channel, we are constantly re-evaluating our content and presentation, and looking to provide our customers with exactly what they want. These ratings are very helpful for this immediate evaluation. They also provide a positive base on which to further build our audience and the appeal of racing and betting on TV and on-course.’

For further information please contact:

Hannah Walker
attheraces
T: 020 7291 1690