ED CHAMBERLIN: There couldn’t have been a better ad for racing than Royal Ascot – it has something for everyone and shows the game’s magical possibilities

How good was Royal Ascot? Seriously. A week after five fantastic days I think back on the stories, the action and everything in between and I am in a daze. There could not have been a better advertisement for racing.

But strangely, I’m also confused. This week started with the BBC coming under fire for not doing enough to promote racing: Radio 4 ended 47 years of tradition in the Today program by axing their daily tips section.

The week ended with me studying the news coverage criticising ITV for doing too much for racing. I even read that our Royal Ascot wardrobe – top hat and morning suit are mandatory in the Royal enclosure – made us untouchable and hard to identify.

Really? Which one is it? One thing I do know is that racing needs positive coverage right now. The sport is in shambles and the impact of Premier Racing, launched six months ago to highlight the best cards of a weekend, has been negligible so far.

So when an event like Royal Ascot comes along, you obviously have to shout it from the rooftops.

It produces a top-notch product with brutal, high-quality racing for fans to enjoy

King Charles and Queen Camilla watched from the Royal Box on day five at Ascot Racecourse

Day four – with stories of dads making waves with their kids, an 84-year-old breaking into song live in the winners’ box and brilliant racing – was the most fun sports broadcasting I’ve done since Sergio Aguero won the Premier League for Manchester City in 2012 .

Honestly it was that good. It was a joyful escape from the general election, racing problems and Gareth Southgate’s dysfunctional midfield. It bucked the trend, with a bigger audience than last year and our viewing figures were healthy. How does Ascot do it?

Others, apart from Goodwood and York, should call on Ascot’s former and current commercial directors, Juliet Slot and Felicity Barnard, to reveal their secret. Yes, they have a significant budget, but they still have to balance the history and tradition of Royal Ascot, with modernization and keeping the meeting relevant.

They must succeed, as both my teenage children and their grandparents want to go next year.

I think the secret is to have something for everyone, every budget and every taste. Elitism? Not an ounce of it. EVERYONE can participate in this. From Michelin star chefs to picnics on the Heath; afternoon tea to dancing to Mr Brightside with Luke Harvey in the Windsor disco.

Jimmy Choo stilettos to slides. It’s all part of a modern Royal Ascot. Add to that the Village Enclosure – Ascot’s ‘Glastonbury’ – and a focus on sustainability plus a net zero carbon footprint, and they’re right on trend.

The most important thing, something other festivals should notice, is the product: it’s top notch. Brilliant horses and ruthless quality racing from start to finish. There was only one chance (a losing one, at that) in 35 races and no complaints about predictability and uncompetitiveness.

We try to show all its delights on ITV. We are an entertainment channel first and foremost and want to keep the audience engaged with as many different features as possible. Racing, with its terminology, facts, figures and phrases, can be hard for some people to get around.

On ITV we try to show all the delights of Ascot that other festivals could take an example from

Royal Ascot is our best window to the outside world and I make no apologies for my enthusiasm

I read an interview with Sean Levey, the Rosallion jockey, in the Mail On Sunday two weeks ago where he referred to that subject and how important it is to introduce new people to a sport like no other; he is absolutely right.

Royal Ascot was the showcase for all that was good about the game, an insight into all the magical possibilities. It is our best window to the outside world, which is the envy of so many festivals. It is in all our interests to promote that – and I make no apologies for being enthusiastic about it.