Formula One has become the fastest-growing sports brand on social media following an increase in both TV and digital audience figures.
Newly-published figures by Formula One Management (FOM) show an increase in it’s global audience in 2017 compared to 2016.
F1’s top four markets – Germany, Brazil, Italy and the UK – all saw an increase in audience. Of those four markets, Italy saw the biggest increase (19.1%), followed by Brazil (+13.4%), the UK (+3.9%) and Germany (+0.9%).
Significant increases in viewership came from China (+42.2%), Switzerland (+14.3%) and Denmark (+14.1%).
Whilst the overall viewing figures of events (live and non-live) remained at around 603 billion, the sport saw a one percent increase in live viewing, with an increase in viewers for the qualifying and practice sessions.
The standout statistics came from Formula One’s social media channels, where the sport was the fastest-growing brand in 2017, beating competition from Formula E, Spanish football’s La Liga and Adidas.
The sports total number of followers on Facebook, Twitter, Instagram and Youtube rose to 11.9 million, an increase of 54.9%.
Under the new leadership of Liberty Media for 2017, the sport has seen an increase in social media activity, with the sport’s owners highlighting this as a target area to improve the spectacle and increase fan engagement.
“We are encouraged by the growth in audience numbers across linear and digital platforms during the 2017 season,” commented Sean Bratches, Managing Director, Commercial Operations at Formula 1.
“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.”