Affiliate Better Collective has reported a 151% year-on-year rise in traffic on its Bettingexpert platform during the Cheltenham Festival.

Data sent exclusively to Gambling Insider shows day four was once again the most popular day for Cheltenham-related traffic; but there was a more even spread this year, with 21.5% of traffic coming on the first day, compared to 18.6% in 2018.

UK, Ireland, US, Australia and Spain were the top five countries for traffic, while London, Dublin, Bristol, Leeds and Manchester were the top five cities.

Over 70% of users were on mobile, while desktop provided just over 23% of traffic, with 6% using a tablet.

The most popular races on each day were the Supreme Novices’ Hurdle, the Ballymore Novices’ Hurdle, the JLT Novices’ Chase and the JCB Triumph Hurdle.

The Gold Cup was only the second-most popular race on day four, while the JLT Novices’ Chase was the most popular race overall.

Elsewhere, there was also a huge increase in Cheltenham bets processed by supplier SG Digital through its OpenBet platform.

This year, SG Digital’s sportsbook customers processed over 48.2 million bets over the four-day period, a growth of 23%.

However, Gambling Insider understands its customer Sky Bet lost around £3m ($3.9m) on the Supreme Novices' Hurdle, the first race of the Cheltenham Festival, as some of SG Digital’s partners endured a difficult week.