Mumbrellacast: Has the Melbourne Cup lost its shine with viewers? Coles vs Aldi, and Optus on the future of sports streaming
On this week’s Mumbrellacast, the team compares and contrasts the Christmas campaigns for grocery-giants Coles and Aldi. Aldi was first off the blocks, launching its ‘Miracle Ham’ last week with a message of value. The story of the ham that feeds an entire town taps into the common experience of feeling like your Christmas ham never ends. What also won’t end is the loop in your head of ‘Thank you for being a friend’, which backs Coles’ campaign that celebrates 100 years of its customers’ Christmas patronage. The team explores why tunes that stick work for Coles and how the supermarket actually manages to become a part of your family Christmas.
The Melbourne Cup returned to Ten this week and was broadcast to screens – television and otherwise – around Australia. However, the race didn’t quite achieve the results of previous years, continuing the trend more viewers saying #NupToTheCup. The team breaks down the factors that might be involved with the Cup losing its shine.
And director of Optus Sport, Richard Bayliss, visited the Mumbrellacast studio to chat about the growth of the sports broadcasting challenger. Bayliss discusses the ups and downs of broadcasting the soccer to Australians, including the FIFA World Cup that had the Prime Minister on the phone to complain. With 4K and 5G in its sights, it is prime time for Optus Sport to charge into 2020.
Thanks for the Richard Bayliss interview. Appreciated the insights into Optus’ strategy.
Melbourne Cup audience and ratings were down 500k.
What did that cost Ten in make goods for clients ?
In dollar terms it had to be $500k.
The metrics are all screwed up for this. In the venue where I was on the afternoon there were over 500 people with the 10 telecast showing on several screens. It’s impossible to accurately measure viewership for this event when you have this sort of thing going on.
Not sure Optus is the best placed to speak to sport streaming when they did such a poor job of the World Cup Football coverage….from memory didn’t SBS have to jump into the save the day?