The decline in early-season viewership for F1 is significant. Since Liberty Media took over the commercial rights in 2017, interest in the sport has grown considerably. Despite this, the idea of “cracking America” has been a longstanding goal for F1, with the addition of three US-based rounds and races in Montreal and Mexico completing the North American season. However, the presence of four F1 events in the Middle East (Bahrain, Saudi Arabia, Qatar, and Abu Dhabi) doesn’t necessarily reflect local popularity for the sport.
NASCAR rules TV ratings
Although the Netflix docuseries “Drive to Survive” has increased awareness of Formula One among Americans, it is not their preferred motorsport. NASCAR remains the top choice, especially in the Southern States of the USA. NASCAR’s schedule, featuring 36 races over ten months, contrasts sharply with Formula One’s, making it a more consistent presence for viewers.
At this year’s season opener in Daytona, 5.96 million Americans tuned in for an exciting race. The event was marked by a major multi-car pileup with nine laps remaining, leading to a red flag delay of approximately 15 minutes. This incident eliminated most of the field, and the race resumed with only four laps remaining.
The significance of the white flag, signaling the final lap, became apparent in determining the winner. A fifth and final wreck happened just after the white flag, leading NASCAR to declare William Byron the winner, as he was slightly ahead of Bowman when they crossed the finish line.
F1 audience 24% down year on year
TV viewership for the Daytona 500 increased by six percent compared to the previous year. Additionally, the recent NASCAR race at the Circuit of The Americas (COTA) attracted an average viewership of 3.31 million, marking the fifth consecutive NASCAR race to experience a year-over-year increase in viewership.
In contrast, Formula One has experienced a decline in viewership. The first three rounds of the 2024 season saw a 24% drop in viewership compared to the previous year, according to blackbookmotorsport.com. For example, the Australian Grand Prix had an average viewership of 541,000 on ESPN-2, which is a three percent decrease from last year.
It’s evident that the Bahrain and Saudi Arabia Grand Prix didn’t hold much appeal for even the most dedicated US F1 fans. Additionally, the time difference for watching the event in Melbourne is much more convenient, regardless of the time zone in the US.
Viewership of Formula One in the US has been decreasing since its peak in 2022. Last year, the F1 championship season, broadcast on major sports networks, was the second most viewed season ever in the US. The broadcasts averaged 1.11 million viewers across the season on ESPN, ESPN2, and ABC, second only to the record-setting average of 1.21 million in 2022.
F1 highpoint after Hamilton and Verstappen battle
Two years ago, Formula One was very popular in the United States due to the dramatic last-lap, last-race decider in the Abu Dhabi showdown. However, the increase in audience numbers happened to coincide with a significant car design rule change by the FIA. This change has resulted in Red Bull dominating the competition.
With its sixth season aired, “Drive to Survive” is no longer the groundbreaking docuseries it once was. The recent dismissal of the show’s star, Guenther Steiner, by Haas F1 during the winter suggests that viewership for the upcoming F1 season will likely decline further.
On the other hand, NASCAR has introduced its own version of a fly-on-the-wall motorsports driver series called “Full Speed.” This series debuted in February this year and covered the final round of the 2023 series, along with the playoff rounds.
Whilst Formula One and Indycar draw similar numbers in the US with an average of around 1 million viewers, this dwarfed by the success of NASCAR although since Daytona each race has recorded ever smaller number of viewers.
F1 the true global motorsport
As the series moves from the mainstream sports channels for seven out of the next ten races, this decline will continue.
Globally Formula One however towers ahead of what was once called US stock car racing. With around 70 million worldwide viewers tuning in for each F1 weekend, Formula One is truly the only global motorsport in town.
With the middle of the night/early morning times of the early season fly away race schedule, European F1 viewers are yet to get into full swing of the season which continues next time out in Japan and then on to China. Only when F1 makes its first visit to North America at the Miami Grand Prix will live viewing audiences in Europe once again pick up.
With Ferrari winning last time out with Carlos Sainz, maybe there is the first chink appearing in the Red Bull armour that has for two years been impervious to all attacks. Liberty Media will be hoping the resurgent Scuderia can continue the job next time out in Japan, because only a competitive season bring the fans back to the numbers seen after the titanic Verstappen/Hamilton battles in 2021.
The one driver Verstappen does NOT want as a team mate
The topsy turvy world of Formula One is set for another season of significant change. With thirteen drivers out of contract this year and a gaggle of young guns ready for their chance in the sport, the grid for 2025 should look significantly different from how it does right now.
Red Bull advisor Dr. Helmut Marko has already said that Liam Lawson will have a drive for 2025, ‘if not before’ he then teased given Red Bull’s predisposition to ditch drivers mid-season
Be the first to comment