The FOM presented the audience data for the 2020 Formula 1 season as a success despite the drop in audience it presented for the year. Although the FOM has emphasized the fact that the season was concentrated in one semester and that it only consisted of 17 races is the reason, the truth is that the average audience was reduced to 87.4 million viewers per Grand Prix, a decrease of 4.5% compared to 2019, although identical to that of the 2016, 2017 and 2018 seasons.
However, the FOM justifies itself by saying that practically the entire season was European, with a schedule that is not adapted to all markets and regular public and that would explain the decrease in data, despite the fact that this same reason has led to an increase 43% in the Chinese market.
Formula 1 presents a cumulative audience of 1.5 billion people, 400 less than 2019, again emphasizing the lower number of races.
The Hungarian Grand Prix was the most watched of the season with 103.7 million audience, followed by Portugal’s 100 million and Sakhir’s 98 million, the latter conditioned by its longer duration and the knock-on effect of the disproportionate accident by Romain Grosjean when we have the information.
Although they have wanted to sell very positive data and have justified not having greater success with the little territorial diversity of the races, the truth is that in a year of pandemic with the leisure offer reduced to nothing and on many occasions almost without power leaving homes, one would expect an increase in the following of classic events such as Formula 1 by the public that under normal conditions, puts other leisure offers before racing, something that has not finally happened.
Liberty Media continues to use its polls to show public satisfaction. From a sample of 6,000 fans, 72% say that Formula 1 has improved in the last two years, despite the obvious lack of a fight for victory and the title decided from the first tests.
Increase in digital platforms
Where Formula 1 takes the chest out of its growth is on social networks. Liberty Media completely changed the strategy followed by Bernie Ecclestone, seeking to interact with the public and attracting new fans that populate the different social networks; Facebook, Twitter, Instagram, Youtube, TikTok, Snapchat, Twitch, as well as their own Chinese applications. According to the data provided by F1, this supposes a growth of what in Marketing is known as ‘engagement’, and whose translation into Spanish would perhaps be close, if not exact, to an impact. Liberty Media boasts a 99% growth to 810 million, being particularly satisfied with the increase in views of video content uploaded to social networks and to F1’s own website.
The 99% growth in ‘engagement’ means almost doubling the second major event that has grown the most between 2019 and 2020, the Bundesliga, with 48%. The League shows a growth of 27%, while other events that already had their homework done in this regard, such as the NBA, barely grew 4%. MotoGP and Formula E show drops of 14%.
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