Should brands swerve, or steer as F1’s U.S. viewership slows?
Digiday ·
Formula One is spending to re-engage fans for the seasons’ second half. With viewership figures under question, should brands seeking to share its growth story worry?
Between the disruption of its racing calendar caused by the war in the Persian Gulf, and the difficulty of tempting viewers into watching Grands Prix on Apple TV in its debut season with the streamer, Formula 1 has had a difficult year so far.
But sports marketing experts say that F1’s growth among American audiences still has plenty of road left before it peaks — and that brands shouldn’t mistake a streaming numbers blip for a slowdown in fandom momentum.
“Whenever you have a major change of rightsholder like this, you always need to take a rounded view,” said James Allen, president of F1 at agency Right Formula.
Continue reading this article on digiday.com . Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.