SponsorPulse Insight | Formula One: Consumer engagement through the years

SponsorPulse outlines Formula One’s journey with consumer engagement since 2019 and the lasting effects of Netflix's Drive to Survive.

In the US alone, more than 71 million people have engaged with Formula One in the past year.

This skyrocketing interest (especially among US audiences) has been linked to the release of the Netflix docuseries Drive to Survive.

But, while more viewers are tuning into races, how will the new-found fandom impact the bottom line for sponsors of the sport?

Using the SponsorPulse Insights platform, the company unpacks the fan fervour growing around Formula One to determine whether it’s here to stay and what impact continued interest could have for brand sponors.

Engagement among US consumers continues to grow

There is no question that Netflix’s Drive to Survive docuseries has played a pivotal role in Formula One’s increase in popularity by introducing new audiences to the world of motorsport.

According to our data, engagement among US consumers grew by six per cent in 2020 compared to 2019 following the release of Drive to Survive’s first season.

What’s more, engagement has continued to grow into 2021, with 36 per cent of US consumers having interacted with the global motorsport series in some form or another.

The new-found reach is not limited to one demographic either, as it has been steadily growing among both male and female audiences in the US.

Excitement for the series is levelling out

While engagement is an important metric to measure property reach, when assessing potential impact, it’s also essential to consider emotion metrics.

Excitement among US consumers increased by two per cent in 2020. Since then, excitement has held steady at 23 per cent.

Purchase consideration is on the rise

One way SponsorPulse can assess the potential impact of sponsorship is to evaluate the number of people who will consider purchasing a brand, product, or service as a result of sponsoring a property.

In the case of Formula One, the initial increase in engagement did not immediately correlate with increased purchase consideration.

In fact, purchase consideration actually fell by one per cent in 2020 compared to 2019.

But, that seems to be changing, as purchase consideration rebounded, growing by two per cent between 2020 and 2021.

In fact, consideration among F1-engaged consumers is stronger compared to properties like golf’s PGA Tour, which boasts higher engagement levels in the US.

This makes Formula One a promising investment opportunity for current and future sponsors.

Trended property data at your fingertips

SponsorPulse surveys consumers across the globe to uncover powerful sponsorship opportunities.

Its Insights platform provides instant access to real-time data to answer your most pressing questions in sponsorship.

To learn more about plans and pricing, or to subscribe to the SponsorPulse Insights platform, click here.


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