Formula 1® has registered an increase in its audience figures during the 2017 season, across both TV and digital platforms, compared to the previous year.
The TV cumulative audience – i.e. the aggregate of the average audience of all the F1 programs broadcast across the year – in the top 20 markets* (based on ranking of TV audience) stood at 1.4b, which represents an increase of 6.2% compared to 2016.
The top four markets – Germany, Brazil, Italy and the UK, ranked by absolute figures – all registered positive growth. The strongest was Italy (+19.1%), followed by Brazil (+13.4%), UK (+3.9%) and Germany (+0.9%). Other significant increases were registered in China (+42.2%), Switzerland (+14.3%) and Denmark (+14.1%).
Cumulative viewing (live and non live) of the races remained at around 603m, with a 1% increase of the live audience and improvements both in free practice and qualifying sessions cumulative viewing.
During 2017, 352.3m unique viewers have tuned their TV set into an F1 programming at least once. It’s the first time since 2010 that there was not a decrease in this specific number. In the main markets, there was an increase by 2.4%, with Mexico (+22.6%), Italy (+16.7%) and USA (+13%) leading the field in terms of improvement. Brazil is still the biggest TV market with more than 76m viewers despite a slight decrease (-1.8%) compared to 2016.
The number of Formula 1’s social media platforms users grew up significantly during 2017. With a total of 11.9m followers on Facebook, Twitter, Instagram and YouTube.
The improvement compared to 2016 was up to 54.9%, which made Formula 1 the 2017 fastest growing sport brand on social media, as shown in the table below:
On Facebook, the minutes viewed were up over 1,600% compared to 2016, reaching over 390m minutes, thanks mainly to the qualifying and race highlights, the most seen content, especially in the races held in the Far East.
On Twitter, video content was the best performing, with over 64m views, up 165% year-on-year. Instagram followers almost doubled during 2017 (+93%), reaching 3.8m.
Formula 1 official web site and Official App unique users reached a total of over 124m, with an increase of 7.5% compared to 2016. Formula1.com users grew up by almost the same percentage while users of the app grew by 1.7% but the number of sessions were up by 37.7%.
The top performing three races in terms of number of unique users on both platforms were China (+35.6%), Singapore (+26.7%) and USA (+19.8%).
Sean Bratches, Managing Director, Commercial Operations at Formula 1 said:
“We are encouraged by the growth in audience numbers across linear and digital platforms during the 2017 season. Central to our efforts last season was to improve the fan experience across our platforms and it is encouraging to see the engagement that fans around the world have with Formula 1 media. Our work continues as Formula 1 fans will see material changes in 2018 with respect to both incumbent experiences and the creation of new ones. It is a good time to be a Formula 1 fan.”
*Top 20 markets are, in alphabetical order, Australia, Austria, Belgium, Brazil, Canada, China, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Poland, Romania, Russia, Spain, Switzerland, United Kingdom and USA.
Notes to editors:
Norman Howell, Director of Communications, Formula 1
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Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. The 2018 FIA Formula One World Championship™ runs from March to November and spans 21 races in 21 countries across four continents. Formula One World Championship Limited is part of Formula 1, and holds the exclusive commercial rights to the FIA Formula One World Championship™.
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