Formula One Red-Flagged By Audience Research
Formula One motor-racing is being watched by just one-fifth of the audience being claimed by the sport’s official organising body, according to the latest research conducted by Initiative Media.
Initiative’s average world-wide viewing figure for an average Formula One race is just 39 million, a number dwarfed by that of Formula One Management, which claims 300 million people watch the sport on television around the world.
The disparity between the two results could be due to the differing sample sizes in each study, with Initiative collating figures from 38 countries and Formula One Management sampling 173. However, Initiative pins the blame on the official study being published after each season, rather than after each race.
According to Initiative’s latest study, published after the Australian Grand Prix, viewing figures of 37 million were attained by the event world-wide, a rise of over 4 million in year on year comparisons. Given the late screening of race coverage in many key European markets the figure represents encouraging growth for the sport.
Initiative’s findings may come as a blow to Formula One and some sponsors could re-assess their links with the event. However, David Peters, head of sponsorship at Carat, believes sponsors should take partial blame for not spotting errors in ratings previously. He said: “If anyone is investing in Formula One as a sponsor then they should be getting figures checked out by a consultancy as a matter of course. To rely on what a rights holder is telling you is a bit naive to say the least!”
He added: “It’s bad news because they have obviously been unscrupulous and it is a massive exaggeration of the truth. I think that will dent the confidence people have in the sport at a time when the sport needs investment from sponsors, in particular because of the tobacco ban that is imminent.”
Last month ITV secured the Daily Telegraph as the exclusive £4.5 million sponsor of its coverage of the forthcoming Formula One season. The deal includes broadcast sponsorship of the eighteen races due to be screened on ITV1 between March and October. It also includes a highlights package on ITV2 (see ITV In Poll Position With Formula One Sponsorship).
Initiative Media: 0207 663 7000 www.initiativemedia.com
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