British sporting obsession The Grand National takes place in mid-April and we see interest in our Horse Racing content jump. With engagement growth in the week the race takes place expected to be significant, we take a look at the impact of British horse racing’s biggest single race.
The Grand National – British horse racing’s biggest single race – takes place on Saturday, 15 April at Aintree Racecourse in Liverpool. With as many as 13m Brits expected to place bets worth a total of £250m and up to 10m TV viewers set to tune in to watch it live in the UK, the annual race is something of a national obsession.
Coverage of the sporting event across Ozone’s portfolio of premium publishers – where Sport is one of our biggest categories – sees engagement with our Horse Racing content jump significantly. In fact, weekly page views for the topic has increased by 8.5 times on average in the week the National takes place in the last two years. Overall, our Sport category grows by +10% on average in the same week.
It’s the biggest week for Horse Racing in any given year. Typically, page views in National week are +35% higher than Cheltenham week. No mean feat for the race considering Cheltenham takes place over several days and includes the world-renowned Gold Cup.
As well as content associated with the race itself, including build up, live race race reporting and post-race analysis, the nature of the sport means there’s more content associated with having a flutter.
Our publisher coverage includes form guides, racing tips and sweepstake packs, meaning interest in our Gambling content increases. In the last two years, page views for the topic in the week of the National have more than tripled, increasing by +222% on average.
Knowing the importance of the role our publishers play in covering the Grand National, we’re ready to stick our neck out and take a punt that we’ll see similar engagement growth when it takes place.
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