Formula 1 reports TV and digital growth for 2018 season

Formula 1 has released figures to outline a "significant increase" in audience figures across TV and digital platforms in 2018, the second year of Liberty Media's ownership

Formula 1 reports TV and digital growth for 2018 season

Figures released by the championship state that 490.2m unique figures were registered during 2018, a 10% year-on-year increase.

The increase was most pronounced in India, France, Russia, the USA and China, with the latter benefiting from a return to free-to-air broadcasting on CCTV.

Brazil, China and the USA were the most popular TV markets despite none of the countries featuring a representative on the 2018 Formula 1 grid.

Brazil accounted for 115.2m unique figures, ahead of China (68m) and the USA (34.2m).

An increase was also reflected in the TV cumulative audience, which stood at 1.59bn, a rise of 3%, with Brazil, Germany and Italy leading the market in this division, which takes into account the top 20 global markets.

Formula 1 also reported growth in its digital markets, an area which was under-utilised until the final few years of Bernie Ecclestone's reign, and which has received a push since Liberty Media's takeover.

The total number of followers across the primary social media platforms - Facebook, Twitter, Instagram and Youtube - is now 18.5m, a year-on-year rise of 53%.

It means Formula 1 is the fastest-growing sport on social media, and also benefited from new-for-2018 features such as the Beyond the Grid podcast and the post-race F1 Twitter show that was broadcast through the platform at nine Grands Prix.

The push for greater digital reach has been a primary ambition under Liberty Media, which now believes Formula 1 has an average fan age of 40, bringing it in line with other major sports.

According to data gathered by IPSOS 61% of new fans attracted to Formula 1 in the last two years are under 35 years of age, with 36% under 25, citing the new-for-2017 eSports Series as an initiative that has opened the sport to a younger audience.

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