Formula 1
Formula 1
28 Mar
FP1 in
26 days
R
Emilia Romagna GP
18 Apr
Race in
49 days
09 May
Next event in
67 days
23 May
Race in
84 days
R
Azerbaijan GP
06 Jun
Race in
98 days
13 Jun
Race in
106 days
27 Jun
Race in
119 days
04 Jul
Next event in
123 days
18 Jul
Race in
140 days
R
Hungarian GP
01 Aug
Race in
154 days
29 Aug
Race in
182 days
05 Sep
Race in
189 days
12 Sep
Race in
196 days
26 Sep
Race in
210 days
R
Singapore GP
03 Oct
Next event in
214 days
10 Oct
Race in
224 days
R
United States GP
24 Oct
Race in
239 days
31 Oct
Race in
246 days
R
Australian GP
21 Nov
Race in
266 days
R
Saudi Arabia GP
05 Dec
Race in
281 days
R
Abu Dhabi GP
12 Dec
Race in
287 days

Pay TV not just about money, says Formula 1

The Formula 1 organisation says that the quality of its pay TV audience is as important as the overall numbers, as it released its 2019 viewing figures.

shares
comments
Pay TV not just about money, says Formula 1

F1 enjoyed an increase in its cumulative TV audience in 2019, while the level of unique users remained stable in its 20 key markets, and actually fell slightly overall.

F1 says that its cumulative audience – which it defined as the aggregate of the average audience of all the F1 programmes broadcast across the year – was up 9% on 2018 to 1.922bn, the highest figure recorded since 2012.

The top five key markets, all contributing over 100m to that total, were Brazil, Germany, Italy, United Kingdom and the Netherlands.

Thanks to Robert Kubica's presence, Poland showed the most significant individual increase, up 256% on 2018. A new TV deal meant the MENA region (Middle East/North Africa) was boosted by 228%.

Unique viewers – those who have tuned their TV set into an F1 programming at least once - remained stable in its top 20 markets at 405.5m, up a token 0.3% on the previous year.

However, the overall figures were down 3.9% to 471m.

"It goes without saying that an FTA (free-to-air) broadcaster is going to generate a larger audience than a pay TV channel," said F1's director of media right, Ian Holmes.

"That said, it is a bit of an oversimplification. Firstly, there are always commercial elements to be considered, but equally as important, is to look at who the viewers are, what the demographics are, and therefore who you're addressing.

"Furthermore, pay TV often provides far more in depth coverage, and I think it would be fair to say that in the likes of Sky and Canal+ they have and continue to strive to improve the overall standard of F1 coverage, bringing to the fan far more than ever existed in the past – and they do a fantastic job.

"Then there are those people who are consuming F1 content on the different digital and social channels of our broadcast partners and our own F1 owned and operated platforms and channels."

Read Also:

Expanding on what the numbers prove, he said: "It shows that engagement with F1 has increased significantly year on year. We have a similar size group of people watching more content and for longer than they did a year ago.

"This was of course helped by more compelling races and a more engaged fan base who have increased the amount of content that they are watching compared to 2018. We have found this with all F1 touchpoints.

"It's no coincidence that 72% say that the sport has improved in the last two years. Helped by improved digital & social, F1 TV, the launch of esports and the success of Netflix series 'Drive to Survive', the average number of F1 touchpoints consumed per F1 fan has also increased year on year as F1 becomes a more multimedia organisation – rather than just focusing on TV."

F1 says that its social media platforms continue to be the fastest growing of any major sports league, with 24.9m Facebook, Twitter, Instagram and YouTube users, up 32.9% on 2018.

Engagement increased significantly, with total interactions across the four platforms up by 82%.

"The sport drips with cultural relevance and that is and always will be a key hook for a younger audience," said director of digital and licensing Frank Arthofer.

"We just need to hold the mirror up and let new fans experience it firsthand, on platforms and devices where they spend their time.

"Since 2017, 62% of our new fans have been under the age of 35. We believe it is a great thing for our partners – promoters, sponsors and broadcasters – all of whom have a mutual interest in widening the audience for F1.

"Really, across the board, we believe we're still in the early innings of our maturation."

Zandvoort holding back data from F1 teams

Previous article

Zandvoort holding back data from F1 teams

Next article

Kubica linked to customer BMW DTM drive

Kubica linked to customer BMW DTM drive
Load comments

About this article

Series Formula 1
Author Adam Cooper
How McLaren F1’s new investors have already made an impact Prime

How McLaren F1’s new investors have already made an impact

The deal McLaren concluded with MSP Sports Capital last year which will help the cash-strapped Formula 1 team pay for much-needed infrastructure upgrades, also points toward the future for F1 itself, says GP Racing's Stuart Codling.

Why Verstappen isn't interested in the hype game Prime

Why Verstappen isn't interested in the hype game

In a pre-season where Red Bull has been unusually quiet, Max Verstappen has also been guarded about the team's fortunes in 2021. Even after trying the RB16B for the first time at Silverstone, the Dutchman was careful to manage expectations

Formula 1
Feb 26, 2021
The pros and cons of F1's 2021 rule changes Prime

The pros and cons of F1's 2021 rule changes

In the strategy for grand prix racing's future, 2021 represents a significant step towards the goal of closer racing and a more level playing field. That's the theory behind the latest raft of changes, but will they have the desired effect?

Formula 1
Feb 24, 2021
What Red Bull is trying to hide with its RB16B launch Prime

What Red Bull is trying to hide with its RB16B launch

Red Bull made no secret of the fact its 2021 F1 car is an evolution of its predecessor, but in keeping the same foundations while hiding some tightly-guarded updates with its RB16B, the team aims to avoid suffering the same pitfalls of previous years

Formula 1
Feb 23, 2021
How Albon plans to fight his way out of Red Bull limbo Prime

How Albon plans to fight his way out of Red Bull limbo

Alex Albon has faced the media for the first time since he lost his Red Bull drive at the end of 2020 and dropped out of a Formula 1 race seat altogether. He has a history of bouncing back from setbacks, so here's what he must do to rise again

Formula 1
Feb 23, 2021
Ranked! Carlin's greatest F1 graduates Prime

Ranked! Carlin's greatest F1 graduates

Carlin has helped guide enough drivers to Formula 1 to fill out an entire grid, plus a handful of reserves, to create a remarkable alumni list. With Yuki Tsunoda set to join that group, Motorsport.com has ranked its graduates to grace the grand prix scene...

Formula 1
Feb 22, 2021
Why Alfa's 2021 launch says more about its 2022 plans Prime

Why Alfa's 2021 launch says more about its 2022 plans

Alfa Romeo launched its C41 with a revised front nose, but there's little to suggest it will surge up the leaderboard in 2021. As the team frankly admits, it's putting its eggs in the basket labelled 2022 and hoping to hold the eighth place it earned last year

Formula 1
Feb 22, 2021
Why Gasly’s AlphaTauri haven is a blessing and a curse Prime

Why Gasly’s AlphaTauri haven is a blessing and a curse

Red Bull opted not to re-sign Pierre Gasly even before it decided to drop Alex Albon and so the Frenchman's Formula 1 journey will continue at AlphaTauri. This has positive and negative connotations for one of last season's star performers.

Formula 1
Feb 20, 2021