Data released this morning by social media analytics and insights firm Crimson Hexagon reveals how the bookies faired on social media at this year’s Royal Ascot (16-20 June). Bookmaker Coral came out on top with 36% share of voice on social media platforms; followed by Betfair with 31%, Paddy Power with 14%, William Hill 11% and Ladbrokes with 9%.
Royal Ascot 2015 UK bookmaker social media share %
Coral continues it strong social media presence for UK racing, Crimson Hexagon notes that the bookmaker follows form from this March Cheltenham Festival were Coral again had the highest social outreach
Cheltenham Festival 2015 UK bookmaker social media share %
Further Crimson Hexagon social media analysis and data reveals that online conversation about Ascot was split 56% male, 44% female. The research firm states that this is interesting when compared with the Cheltenham festival in March 2015, where 81% of the social media conversation was male (19% female).
Male – Female % conversion Royal Ascot & Cheltenham Festival 2015
Crimson Hexagon details the most prolific (i.e. active) Twitter user handles during Royal Ascot. The most active, @Bet_HorseRacing and @HorseRaceInfo, both sharing racing info and tips. The third most active, @topturngaming, is a sportsbook, and the fourth most active Twitter account on the subject of Ascot was “horse racing enthusiast” (as described on Twitter profile) @seathestars9 , and who only has 39 Twitter followers.
Liliana Ososrio, EMEA Marketing Manager at Crimson Hexagon commented on the social analysis of Royal Ascot 2015:
“By analysing the world’s largest focus group- social media- brands can not only measure the impact they have at a given event but also gather valuable insight about their target audience. The much higher number of women engaging in online conversation at Ascot v.s Cheltenham should inform marketing strategies of all the bookies at next year’s events”.