S8 Segmentation & Benchmarking

01  TV viewing segmentation

To grow the audience and commercial scope of Formula E increasing engagement – i.e.: each viewer watching for longer is key.

Tier One sports, such as F1, have a better conversion rate to more engaged fans who are more loyal and monetizable.

Looking season on season for Formula E  – the conversion to engaged viewers is slightly lower, but the overall number of people reached is larger for S8.

A lower conversion rate means Formula E’s headline metrics, cumulative audience and viewing hours, are driven by different viewership groups.

FE cumulative audience is driven by a large number of people who watch relatively little content. Conversely, FE viewing hours are driven by a relatively small number of people who watch a lot of content.  This pattern was found in the UK, Germany and Italy.

Opportunity: moving less engaged groups further down the engagement funnel will boost overall CA and VHs.

02 Benchmarking

S8 includes: F1 – 2021 season, Moto GP – 2021 season, W Series – 2021 season, Premier League – ‘21/’22 season, IPL – 2022 season , NFL – Sept ’21 / Feb ’22 season, IndyCar – 2021 season.

Dominance of Tier One continues from both cumulative audience and viewing hours vs. Formula E.

Operated social channel benchmarking reflects the enduring global appeal of Premier League in follower scale and the success of Instagram as a sporting platform