It will be fascinating to see the viewing figures for the Cheltenham Festival 2017. My expectation is that it will not be stellar figures like some at ITV might have expected. They have fallen into the same mythical world that ‘Racing For Change’ inhabits – the one where the future is attracting young people into the sport with their spending power. Young people are at work (if they have any) and saving their pennies for mortgages, etc, whilst the only call on the grey pound is their children’s mortgage deposits.
As it will turn out, most of ITV’s advertising revenue will have come from bookmakers, effectively subsidising terrestrial TV coverage of the sport for the older audience who will not pay-per-view with the commercial operators. The rest of their advertising seems to come from companies selling dubious death benefit policies, furniture for infirm people and holidays on European rivers (target audience older people).
The Opening Show is pointless soporific schedule filler that will not drag me out of bed on a Saturday morning if their extended Cheltenham coverage is any indication of the product that they intend to offer on a regular basis.
As it will turn out, most of ITV’s advertising revenue will have come from bookmakers, effectively subsidising terrestrial TV coverage of the sport for the older audience who will not pay-per-view with the commercial operators. The rest of their advertising seems to come from companies selling dubious death benefit policies, furniture for infirm people and holidays on European rivers (target audience older people).
The Opening Show is pointless soporific schedule filler that will not drag me out of bed on a Saturday morning if their extended Cheltenham coverage is any indication of the product that they intend to offer on a regular basis.

