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Campaign opportunity: Australia Spring Racing Carnival

September 2021

Aussies are searching online for gambling more than ever. Search volumes have increased year-over-year, indicating building interest in anticipation of Spring Racing Carnival 2021. Though Melbourne Cup week sees the most coverage, searches ramp up on race days throughout the season. There’s no better time for advertisers to take advantage of this increased interest.

Microsoft Advertising found that occasional punters are likely to search for generic terms as anticipation builds, whereas horse racing enthusiasts begin their searches early in the season. Additionally, searchers aged 65+ and 25-34 saw the highest year-over-year search growth. Women are also becoming more engaged with horse racing related searches, with 44% of searchers on Melbourne Cup Day being women. Be sure to align your campaign with these broad audiences.

Download the full insights for additional audience information, product recommendations, and strategies to maximise results this Spring Racing Carnival season.

 Download the insights