With an impressive 43% share of TV audience on the day, we reached 8.5 million people in the UK and millions more around the world. The social media campaign won hundreds of thousands of hits from the public in the first few months, with subsequent campaigns more focused on the sponsors’ client and internal audiences including hundreds of new content pieces widely shared through e-DM and social channels. Plus 12,000 BNY Mellon people getting involved in rowathons and other Boat Race activities in the run-up to the event itself. As well as delivering great ROI to the sponsors, the Boat Race has won one of the Financial Services Forum’s challenging Marketing Effectiveness Awards in 2015.
Share of TV audience on the day