S8 Wave 1 Broadcast Research
Wave 1 broadcast neuro research looking at engagement drivers of FE's TV content, and driving recommendations to improve the input moving forward
New qualifying format working well
- Side by Side Split Screen - format clearly more engaging for Fans
- However, commentator explaining the action synchronised with split screen is crucial in driving engagement. It’s important to drill down on what is happening, explaining the mechanics of the split screen
- In both races, peak arousal when drivers are close/positions switch
- The excited tone from commentators (UK), helps build up engagement during split screen
New graphic elements enhancing engagement with scope to work even harder
Added Time
- 69% of participants rate Added time favourably
- Needs more time on screen
- Increase in engagement as commentors explain the logic behind added time.
- Added time, as with split screen, benefits from an excited
- commenting tone. In the UK, clearly more impact from the
- commentators than the US (excitement vs monotonous tone of voice)
- Added time had less impact on the German broadcast as no explanation was made
Pointers
- 80% of participants rate Pointers favourably
- Not particularly impactful when combined with onboard camera angles
- Pointers during Circuit view more impactful when combined with action
- Synchronised commentary is key to increase engagement
Pre Race
- Pre Race is the most engaging period of the Broadcast
- Showing replays of the Qualifying Duels is specially effective in boosting engagement during pre race
- These replays combined with comments around results and standings are key in driving engagement