The ABB FIA Formula E World Championship increased TV audience by 32% year-on-year in Season 7, with live viewers now making up the majority of the audience.
By the dramatic conclusion of Formula E’s first-ever World Championship season which was won by Mercedes-EQ’s Nyck de Vries in the final E-Prix of Season 7 on August 15 in Berlin, the live television audience made up the majority of Formula E TV viewers (62%) for the first time in the Championship’s history.
The ABB FIA Formula E World Championship increased its cumulative audience to 316m – a 32% year-on-year growth – driven by new distribution agreements with free-to-air (FTA) channels in key markets, which also lifted Season 7’s live audience above pre-pandemic levels underscoring the organic growth in fan interest in electric open wheel racing. This was achieved despite a shorter calendar and a lack of races in Asia.
After Season 6 was cut short due to COVID-19 and wrapped up via six races in nine days in Berlin, Season 7 saw the Championship return to iconic global cities including Rome, New York and London with 15 races in eight locations.
A combination of improved broadcast content and alignment on start times with broadcasters to optimise live audience and channel share contributed to +26% increase in the average viewing duration per live race.
Overall, Formula E’s positive Season 7 performance was driven by new media deals struck in key markets of Germany, Italy, Brazil, UK, France, USA and Indonesia which all demonstrated spectacular growth above the global average.
- Germany’s audience saw the biggest increase of +338% against Season 6 with races airing consistently on FTA broadcaster Sat.1.
- Brazilian audiences increased +286% YOY on FTA channel TV Cultura and Globo’s SporTV pay channels.
- UK live audiences grew 156% on Season 6, driven by two London races airing live on Channel 4, two on BBC2 which delivered the highest-ever Formula E audience in the UK; plus four races on Discovery’s FTA channel, Quest.
- Italy’s viewing audience grew +128% compared to Season 6 with five races on Mediaset’s main channel, Italia Uno, and 13 races on new partner Sky Italia.
- France increased +123% YOY driven by a positive new partnership with L’Equipe.
- USA’s cumulative audience growth of +25% YOY was positively impacted by two races, including the New York E-Prix, airing on the main CBS network.
- Indonesia’s Formula E audience exploded with a 147% increase on Season 6 on its free-to-air TVRI channel.
These numbers were also reflected in the percentage of viewers watching race programming live rather than highlights or repeats. Fans in Germany (730% increase), Italy (+234%), France (+232%), UK (+164%) and Indonesia (+92%) were all far more likely to tune in to watch the 24-driver grid compete live.
Season 8 of the ABB FIA Formula E World Championship will begin on January 28, 2022 for its biggest season ever with 16 races in 12 world locations.
Source: Formula E
Photo: ‘Courtesy of Formula E’
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