A detailed analysis of Formula E’s UK viewing figures so far

From birth, Formula E has had sceptics from across the motor sport landscape, with fans and journalists alike wondering whether the series would take off and whether the championship is here to stay. The events of the past few weeks are showing that motor racing as we know it is seeing a seismic shift underneath the surface. Manufacturers, such as BMW, Mercedes-Benz and Porsche are beginning to invest money into the championship, ready to begin within the forthcoming years.

But whilst the shift is occurring in the industry, how are fans reacting to the change? Is interest growing in the electric series? After three seasons, I feel it is worth stepping back and reflecting on the UK viewing figures so far, from inception through to present day, whilst also considering scheduling across the three seasons. In adult years, Formula E as a brand has not yet started school, it is still in its early infant years. Every year is a learning year. Nevertheless, this has been the story so far:

– In 2014/15, there were ten Formula E weekends, of which five weekends clashed with F1.
– In 2015/16, there were nine Formula E weekends, of which three weekends clashed with F1.
– In 2016/17, there were nine Formula E weekends, of which six weekends clashed with F1.

The championship started life in 2014, with exclusive live coverage on ITV4. Live coverage of the first race from Beijing on September 13th, 2014 averaged 266,000 viewers, peaking with nearly half a million viewers. It was a good number for the inaugural race, helped by the race-deciding incident that made headlines around the world. It was something for Formula E to build upon. In a story that would repeat itself numerous times though, momentum evaporated thanks to haphazard scheduling from the outset. Instead of a traditional two or three-week gap until the next race, round two did not occur until November and fell on the same weekend as the 2014 Formula One season decider.

ITV4’s programming averaged around 160,000 viewers during season one, Buenos Aires drawing a mid-season high of 260,000 viewers in January 2015. As alluded to above, the lowest viewing figures for season one was in Putrajaya (same weekend as the 2014 Abu Dhabi Grand Prix) and Moscow (same weekend as the 2015 Canadian Grand Prix). The season ending London ePrix recorded by far the championship’s highest ever audience figures. The Sunday finale aired live on ITV in June 2015 to an audience of 700,000 viewers, peaking with 1.2 million viewers. The whole weekend from Battersea Park, with ITV’s crew led by Jennie Gow presenting on-site, was a great way to end Formula E’s debut season and gave hope that Formula E could grow in season two, despite some mediocre audience figures. This required commitment from both parties, of course…

To ITV’s credit, a highlights programme aired on Sunday mornings on their main channel during season two, and their commitment remained for ITV4’s live programming (bar Mexico, which was substituted for live darts). Unfortunately, season two performed badly than the worst expectations had predicted. The first two rounds in Beijing and Putrajaya dropped by two-thirds year-on-year, the former not helped by airing on the same weekend as the 2015 United States Grand Prix. Without wider media attention, Formula E’s numbers were looking low by ITV4’s standards. Clashing with Formula 1 matters. Most of the motor racing world’s attention during an F1 weekend is on the Grand Prix circus, and not on an event on the other side of the globe.

The hefty percentage drops year-on-year continued throughout season two, whilst the highlights programme comparatively struggled against ITV’s own slot average. Irrespective of slot, Formula E was always below the expected average. The season ending London ePrix clashed with the 2016 Austrian Grand Prix, drawing a peak audience of 600,000 viewers on ITV’s main channel. Whilst good in comparison with the rest of the season, it was the final straw for the championship on ITV.

At this stage more than ever, Formula E needed ITV more than ITV needed Formula E. With horse racing on the horizon for ITV, the two parties parted company at the end of season two. I argued that ITV should have aired several races, including the season two opener from Beijing, live on their main channel to increase interest, but that did not happen. The series was simply not bringing viewers to either ITV or ITV4.

“I think logical progression from both sides would be to retain the current deal, but air the opening race of the 2015-16 season on ITV, along with two or three other races (the calendar hasn’t yet been released, so it is impossible to say which ones), with ITV committing to an on-site presence for those races.” – writing at the end of season one, this is what I said about ITV’s Formula E coverage

Inevitably, the move to Channel 5 received positive press, with the intention to boost Formula E’s audience. Despite the PR talk before the season from those involved, coverage has also not been as expansive on Channel 5: it was fundamentally clear the moment their first show started from Hong Kong that they were unprepared and received the rights ‘on the cheap’ because ITV did not wish to continue.

The studio format was absent from Hong Kong, and only came back after criticism from fans, on a much lower scale than ITV4. Behind the scenes, non-motor racing people led the show. According to BARB, ITV4 reaches around nine million viewers per week, with Channel 5 reaching 25 million viewers per week. Comparatively speaking, Formula E’s audiences have increased upon the move to Channel 5:

– In 2014/15, live coverage on ITV and ITV4 averaged 216k (2.6%) [156k (2.0%) excluding London]
– In 2015/16, live coverage on ITV and ITV4 averaged 138k (1.5%) [82k (1.0%) excluding London]
– In 2016/17, live coverage on Channel 5 averaged 280k (2.6%)

Admittedly, some of the rise will be due to the Channel 5’s shorter programme lengths compared with ITV4, benefiting their audience figures as a result. The average of 288,000 viewers would more than likely be closer to 200,000 had Channel 5 ran the same length time slots as their predecessor.

Live coverage on Channel 5 has been more stable in season three than the previous two seasons on ITV4, with consistent averages around 300,000 viewers. The high point came with the Buenos Aires, where a peak audience of 604,000 viewers watched Sebastian Buemi win the race. Despite audiences increasing compared with ITV4, the fact remained that, even on Channel 5, audiences are below Channel 5’s own slot average, and Formula E has consistently lost viewers compared with the programmes on-air beforehand or directly following afterwards.

Are Channel 5 going to happy with those audiences when an old film (i.e. Dirty Dancing) could get double or triple the number that Formula E was getting in some slots? On ITV4, this may not have mattered as much in season one: ITV4 is a free-to-air multichannel station where audience expectations are generally lower in the daytime

Whilst there has been no public comment about this, the fact that the season finale in Montreal aired on Spike TV, and the Saturday race from New York aired on tape-delay, suggests the broadcaster has not been happy with the figures that the championship has produced this season despite the increased audience year-on-year. As in the ITV seasons, Channel 5’s coverage has been damaged by other motor racing events. A perhaps pertinent example of where Formula 1 has damaged Formula E was the Monaco ePrix. Airing on the same weekend as the Spanish Grand Prix, the race averaged 248,000 viewers on Channel 5. A week later, with no Formula 1 clash and more attention, the Paris ePrix averaged 381,000 viewers in the same time slot.

The prime-time races have struggled on Channel 5, far below their usual slot averages. As noted above, the Montreal ePrix averaged 319k (1.9%) on Channel 5 on Saturday 29th July, with an audience of 104k (0.5%) watching coverage on Spike the following day. Andy Jaye confirmed in Channel 5’s broadcast that the broadcaster would, as expected, be continuing their live Formula E coverage for the 2017-18 season. I would be very surprised if live coverage of qualifying continues Spike. At one point on Sunday evening, their Montreal ePrix qualifying programme recorded an audience of “zero”, which is rare for any live motor racing broadcast on free-to-air television (the whole programme averaged 12,000 viewers).

Formula E’s top five UK audiences (programme average, overnight viewing figures)
01 – 700,000 viewers (6.8% share) – 2014-15 London ePrix, Race 2 (28/06/15, ITV)
02 – 426,000 viewers (2.2% share) – 2016-17 Buenos Aires ePrix (18/02/17, Channel 5)
03 – 411,000 viewers (3.8% share) – 2015-16 London ePrix, Race 2 (03/07/16, ITV)
04 – 381,000 viewers (4.4% share) – 2016-17 Paris ePrix (20/05/17, Channel 5)
05 – 317,000 viewers (1.9% share) – 2016-17 Montreal ePrix (29/07/17, Channel 5)

When I see people talk about Formula E, one of the complaints is that fans do not know when the series is on. The gaps between races are far too long. Running races in the Summer will not help viewing figures, you have more chance of hooking the casual floating viewer in January than July. Pushing races towards the Summer period and traditional motor racing period is not the answer, because Formula E will become lost in the shuffle, and I think the viewing figures do support that argument.

Formula E will always feel like a ‘small’ series if the championship is head-to-head on the same weekend as Formula 1, it needs space to breathe preferably away from the leading motor racing series. I know that is difficult when F1 has twenty races, but I am unconvinced with the current direction that Formula E are taking their calendar. On the brighter side, the gaps for the 2017-18 season look better than previous years, but races have a tenancy to disappear from the calendar, leaving gaping holes, which hopefully will not happen this time around.

Also, some of their social media content has stagnated, which stands out more now that F1 is finally trying with social media. Formula E’s social media content just feels… there, which might explain why their growth on Facebook, Twitter and Instagram is slowing. Bringing North One Television on-board should improve their television coverage, which might have a knock-on effect to other areas of the championship. There are other problems, such as un-memorable tracks and the New York driver farce to name two.

If Formula E is the future, then the viewing figures need to start reflecting that soon. Yes, it is still an infant. But, by this stage infants show sign of growth. In the UK, there is little sign that Formula E is growing. I want Formula E to do well, the racing on track is generally good to watch. The viewing figures though suggest I am part of the minority that enjoy the action (compared to the large numbers that watch Formula 1).

The people in industry might care about Formula E, but outside of the Twitter bubble and into the real world with casual Joe, you get the impression that no one is paying Formula E any attention. And if that continues to happen, then Formula E might well be heading behind a pay wall in the UK sooner, rather than later…



Scheduling: The 2017 Hungarian Grand Prix / Montreal ePrix

The 2017 Formula One season heads towards the last stop before the Summer break, the Hungarian Grand Prix. For one motor sport series though, the end of its current season is here…

This weekend marks the season three finale for the Formula E championship! Channel 5 and Spike will air the final two races, which take place in Montreal. For the second race in a row, scheduling is not great, with the series seemingly ‘demoted’ from Channel 5 to its sister channel Spike.

If it was not for a Spike Fight Night on the Saturday, the complete weekend would be airing on Spike, which suggests that Channel 5 is losing faith in the series, this coming off the back to the inaugural New York ePrix being shunted onto Channel 5’s Facebook page. The highlights of the season finale air on Channel 5 beyond midnight, the main channel taking a Dirty Dancing re-run.

Jack Nicholls is back to talk about the on track electric dancing, alongside Dario Franchitti in the Formula E commentary box. Back to the Formula 1 world, Lee McKenzie is back with Channel 4’s F1 team following her stints covering Wimbledon and the World Para Athletics Championship.

Channel 4 F1
29/07 – 18:00 to 19:30 – Qualifying Highlights
30/07 – 17:00 to 19:15 – Race Highlights

Sky Sports F1
28/07 – 08:45 to 10:55 – Practice 1 (also Sky Sports Main Event)
28/07 – 12:45 to 14:55 – Practice 2
29/07 – 09:45 to 11:10 – Practice 3 (also Sky Sports Main Event)
29/07 – 12:00 to 14:30 – Qualifying (also Sky Sports Main Event)
30/07 – 11:30 to 16:15 – Race (also Sky Sports Main Event)
=> 11:30 – Track Parade
=> 12:00 – Pit Lane Live
=> 12:30 – Race
=> 15:30 – Paddock Live

Supplementary Programming
26/07 – 20:30 to 21:00 – F1 Report: Preview
27/07 – 14:00 to 15:00 – Driver Press Conference
27/07 – 20:00 to 20:15 – Paddock Uncut
28/07 – 15:30 to 16:30 – Team Press Conference
28/07 – 16:30 to 17:00 – The F1 Show
02/08 – 20:30 to 21:00 – F1 Report: Review

BBC Radio F1
29/07 – 13:00 to 14:00 – Qualifying (BBC Radio 5 Live)
30/07 – 13:00 to 14:30 – Race (BBC Radio 5 Live)

Formula E – Montreal (online via Channel 5’s social media channels and YouTube)
29/07 – 12:55 to 14:10 – Race 1, Practice 1
29/07 – 15:25 to 16:10 – Race 1, Practice 2
30/07 – 12:55 to 14:10 – Race 2, Practice 1
30/07 – 15:25 to 16:10 – Race 2, Practice 2

Formula E – Montreal
29/07 – 16:45 to 18:10 – Race 1, Qualifying (Spike)
29/07 – 20:30 to 22:10 – Race 2 (Channel 5)
30/07 – 16:45 to 18:15 – Race 2, Qualifying (Spike)
30/07 – 20:30 to 22:15 – Race 2 (Spike)
30/07 – 00:35 to 01:15 – Race 2, Highlights (Channel 5)

British Touring Car Championship – Snetterton (ITV4)
30/07 – 10:45 to 18:00 – Races

Formula Two – Hungary (Sky Sports F1)
28/07 – 10:55 to 11:40 – Practice
28/07 – 14:55 to 15:25 – Qualifying
29/07 – 14:55 to 16:25 – Race 1
30/07 – 09:15 to 10:30 – Race 2

GP3 Series – Hungary (Sky Sports F1)
29/07 – 08:25 to 08:55 – Qualifying
29/07 – 16:30 to 17:30 – Race 1
30/07 – 08:05 to 09:00 – Race 2

IndyCar Series – Mid-Ohio (BT Sport/ESPN)
30/07 – 20:00 to 23:00 – Race

Porsche Supercup – Hungary (Sky Sports F1)
30/07 – 10:30 to 11:25 – Race

World Rally Championship – Finland
27/07 – 18:00 to 19:00 – Harju (BT Sport 1)
28/07 – 18:30 to 19:30 – Harju II (BT Sport 2)
28/07 – Day 1 Highlights
=> 22:30 to 23:00 (BT Sport 1)
=> 22:35 to 23:05 (Motorsport.tv)
29/07 – 14:00 to 15:00 – Ouninopoha (BT Sport/ESPN)
29/07 – Day 2 Highlights
=> 21:30 to 22:00 (Motorsport.tv)
=> 22:30 to 23:00 (BT Sport 3)
30/07 – 08:00 to 09:00 – Oittila (BT Sport 1)
30/07 – 11:00 to 12:30 – Power Stage (BT Sport 1)
30/07 – Day 3 Highlights
=> 22:00 to 22:30 (BT Sport 3)
=> 22:35 to 23:05 (Motorsport.tv)
01/08 – 19:00 to 20:00 – Highlights (Channel 5)

As always, the above will be updated if anything changes.

Update on July 26th – One major update this afternoon. Martin Brundle will not be in the commentary box this weekend, as he is recovering from his Silverstone stomach bug. Expect Paul di Resta or Anthony Davidson to be back in the co-commentator chair alongside David Croft. If it is Davidson, it will be their first live race commentary together since they were with the BBC from 2009 to 2011. Also, Jack Nicholls’ Formula E commentary means that John Hindhaugh fills his void for Sky Sports F1’s Porche Supercup coverage on Sunday.

Update on July 28th – Sky confirmed during their practice coverage that di Resta would be alongside Croft in the commentary box. Furthermore, Channel 4’s coverage on Sunday has been brought forward by 15 minutes to 17:00 to allow for further build-up towards the England vs France football match.

Update on July 29th at 11:50 – Sky do not appear to be having any luck this weekend, as Paul di Resta is replacing Felipe Massa in the Williams from qualifying onwards. So, it looks like Davidson or Damon Hill will be alongside Croft, unless he goes solo for qualifying and the race, which would be unusual.

Update on July 29th at 12:10 – Confirmation from Sky that Davidson will be alongside Croft for the rest of the weekend in the commentary box. Great news!

On the subject of #BBCpay

The BBC yesterday revealed pay details for the 2016/17 financial year for all of their stars that they pay over £150,000. Unsurprisingly, this has generated a lot of discussion in the media about the gender pay gap amongst other issues. The corporation receives unnecessary criticism from time to time and yesterday felt like one of those occasions.

It is an issue across society, and the criticism should reflect that fact. The BBC are not alone in the pay gap. I agree in principle that we need to close the pay gap, not just on a gender level, but also with minority groups in society. However, the BBC needs to pay a competitive rate so they can secure the best talent, otherwise other broadcasters, such as ITV, Sky, and Channel 4, will poach them.

The equivalent pay packets are higher at commercial television stations, and were the BBC to be ‘capped’ in some way, it would significantly affect the quality of the programming that they produce. Household names, such as Graham Norton, bring viewers with them that other presenters further down the pay scale may not.

Of note on the sporting front were Gary Lineker (£1.75m), Sue Barker (£300,000) and Jason Mohammad (£250,000) who are the BBC’s highest paid sports presenters. Lineker’s pay packet was criticised for being too high, although it does include fronting the BBC’s Euro 2016 coverage. Of course, we do not know whether Lineker’s figure is significantly above the market average.

I suspect several of Sky’s and Channel 4’s Formula 1 talent are above the £150,000 threshold that the BBC has revealed in line with their Charter, but that information is not currently available in the public domain and commercial broadcasters are not obliged to reveal it. It is fair to assume that the respective talent salaries have increased over time, partially due to the various switches between broadcasters. Several personnel have switched from ITV to the BBC and onto Sky (or Channel 4) and it is unlikely that their individual salaries will have remained identical during that period.

Across all genres, TV and radio, sport, entertainment and news, the on-air crew do not appear for air and then head off home, although there are some who may be naive enough to believe that this is indeed the case. There is a huge amount of research involved for any journalist or presenter. In the case of a Formula 1 presenter or MotoGP commentator for example, the research goes beyond a race weekend and into keeping up to date on the sport throughout the off-season, re-watching historical races and attending production meetings ready for the next weekend.

Just because you do not see it, or hear it through Twitter, it does not mean that it has not happened. Whilst I am not defending the pay amount of some in the industry, the idea that stars only work their on-air hours is absurd. There was a tweet from the BBC’s Media Editor Amol Rajan which illustrated this point nicely. Viewers probably saw around two hours of Rajan’s day on-air yesterday covering the #BBCpay story, but the reality is that he was working from 06:00 until at least 22:30, from BBC Breakfast through to BBC News at Ten.

However, as Rajan noted, the unsung heroes of broadcasting are not those that work in front of the camera, but instead those working tirelessly behind the scenes to keep the show on the road, sometimes weeks at a time. Many working for Formula One Management (FOM) will have worked from the set-up for the Austrian Grand Prix through to the de-rigging process following the British Grand Prix in one stretch, also accounting for F1 Live London. This is common place in the television and media industry.

As I have said previously, every programme irrespective of genre will require editors, producers, vision mixers, camera operators and so on and so forth. The people behind the camera are often paid less than on-air personnel, because the on-air team is what viewers tune in for on most occasions. And that applies in principle to sport as well: for Sky to acquire the services of Martin Brundle from 2012 meant a lot more to them than acquiring the best vision mixer. Some shows will make sacrifices behind the scenes to capture the best on air team, it is the nature of the beast.

Back to the pay itself: in my opinion, a proper debate requires full transparency, and in this instance, I do not think that is possible without the whole industry working towards the same goals and looking at the whole picture. Currently, the pay debate is, yet another, point to bash the BBC with.

F1’s live London prototype sets vision for the future

Formula One Management (FOM) headed into a brave new world last week with their first foray into live event hosting through its new F1 Live brand. The experiment, which intends to take the sport to the fans, started in London’s Trafalgar Square and was a resounding success overall for what was essentially a live prototype aired worldwide.

FOM streamed the event live across social media last week, with television stations such as Sky Sports F1 also picking up coverage. Given the intended audience, it appears that non F1 broadcasters will have the ability to show the F1 Live events in the future, based on a comment made by David Coulthard during Channel 4’s British Grand Prix coverage.

Live streaming was moderately successful on YouTube, with a peak number of around 35,000 devices. The figure is half the number that watched Fernando Alonso’s first laps preparing for the Indianapolis 500, but you must remember that Alonso’s practice run was only available online, so it is not a completely fair comparison.

F1 Live London averaged 81,000 viewers (0.5%) in the United Kingdom on television from 18:00 to 21:00 on Wednesday across Sky Sports and the local London Live channel according to overnight viewing figures supplied by Overnights.tv, a healthy audience considering the lack of promotion for the event.

Fans were critical about the promotional aspect heading into the event, although the justification was sound given recent terrorist attacks in London and Manchester. The event might have been jeopardised had the mainstream media revealed details weeks in advance. The 2004 demonstration attracted half a million people to the capital and it was inevitable that security would be much tighter this time around.

Velocity Experience, a new start-up company with David Coulthard and Guy Horner at the helm, led the promotion, branding, and organisation elements of the event. Coulthard’s presence remained throughout the presentation line up, which was reminiscent of the BBC’s 2011 Formula One team.

Jake Humphrey, Martin Brundle, Eddie Jordan, Natalie Pinkham and Coulthard all played their part, with Rochelle Humes also involved. It is important to note though that whilst Coulthard and Humphrey were involved, to my knowledge, Whisper Films (the production company owned by Humphrey, Coulthard and Sunil Patel) were not involved in the event.

The three-hour live broadcast went as well as you could expect, the only noticeable technical problems were brief in the opening minutes. The picture quality on the live stream was ‘blocky’ during the demonstration itself, an issue that FOM fixed later in the broadcast. Luckily, the British weather held out, which is always a bonus! The event was well planned with the live demonstration supplemented by live music, a driver’s parade and various features highlighting the sport.

In my opinion, the balance between music and F1 did not feel right, with too little emphasis on the motor racing side of things. The last 40 minutes turned into a glorified Kaiser Chiefs concert – as a Kaiser Chiefs fan I cannot complain, but others might disagree!

I would have preferred a chat with some of the leading F1 drivers as a substitute for a Kaiser Chiefs song, such as Red Bull drivers Daniel Ricciardo and Max Verstappen, who were clearly popular with the audience. It did not make a major difference, but something for Liberty to learn from I feel.

Furthermore, the demonstration did feel slightly on the short side, I guess in a three-hour show I was expecting it to take up more than 45 minutes of airtime. The direction and camera angles were generally good, and following the event FOM uploaded a range of on-board angles online, which showed off some of the more unique angles that you typically do not see during a race weekend.

Coulthard and Brundle were on commentary, a joy to hear the duo back together again. The driver introductions onto stage did make up for the short demonstration, as referenced above. And how good was it to see the F1 Drivers Championship trophy in a public setting like that?

The VTs were one of the highlights of the evening, and a reminder of just why we love Formula 1. It was your typical trip down memory lane, but with an added extra bonus thanks to Tom Grennan’s backing track All Goes Wrong (if you have not yet seen it, I would go out of your way to watch). We need VTs like that to help promote this wonderful sport.

FOM receives some dissension from fans on social media, but this is one occasion where the team thoroughly deserves to be praised. I am hopeful that some of the VTs will be released on F1’s official YouTube channel during the Summer break, so keep an eye out. I imagine Liberty Media and all other involved parties have learnt a significant amount from the first F1 Live.

So, are you ready for the second event?

Hamilton’s Silverstone dominance peaks with 4.45 million viewers

Lewis Hamilton’s victory in British Grand Prix recorded solid audiences over the weekend, but was down slightly on 2016, overnight viewing figures for the United Kingdom show.

As usual for the home round, the race was available live on terrestrial television, which makes it one of the races where we can make a proper comparison. However, the usual historical factors skew comparisons: Wimbledon, the weather or British fortunes in F1. All viewing figures exclude audiences who watched via other platforms, such as Now TV, All 4 or Sky Go.

Channel 4’s live race broadcast averaged 2.20m (20.4%) from 12:00 to 15:20, which compares with an average of 2.36m (17.9%) from 12:00 to 15:55 from 2016. I should note that Channel 4 did not split their shows last year, whereas the broadcaster split their programming into three chunks this year (quite clearly, the show this year recorded a decrease via both metrics). Fewer people chose to record Channel 4’s reaction to the race, which averaged just 543k (4.4%) from 15:20.

Live coverage on Sky Sports averaged 652k (6.0%) for the three and a half hours from 12:00, compared with an average last year of 736k (5.8%). Sky simulcast their coverage across Sky Sports F1 and, for the last time, Sky Sports 1. An audience of 373k (3.4%) watched on the dedicated F1 channel, with a further 279k (2.6%) watching via Sky Sports 1, a split of 57:43.

Both broadcasters recorded higher shares, but lower audiences compared with 2016. I suspect Andy Murray’s failure to get to the Wimbledon final caused this effect. Murray would have brought more viewers indoors to their television sets last year, inflating the F1 which preceded Wimbledon. This year, no Murray, resulting in no positive effect on audiences.

The combined average audience of 2.86 million viewers is down 8 percent on last year’s average of 3.10 million viewers. It means that, at the half way stage of the season and for the first time on record, not one race has reached a combined average of three million viewers. For the British Grand Prix, yesterday’s audience is the lowest since 2006. So, whilst attendances at the circuit are at their highest, the action on the circuit is not connecting to viewers at home. It does suggest though that the F1 is becoming more of a ‘may watch’ than a ‘must watch’ to the viewing public.

The Grand Prix started with 4.29m (41.0%) at 13:05, compared with 4.44m (38.6%) at the same point last year. However, the 2017 race only just hit that point at the very end, peaking with 4.45m (34.6%) at 14:25. At the time of the peak, 1.04m (8.1%) were watching on Sky, with 3.41m (26.5%) watching on Channel 4, a split of 77:23. The combined peak audience of 4.45 million viewers was the highest of 2017, but down 11 percent on last year’s peak of 4.99 million viewers.

Qualifying and Analysis
Live coverage of qualifying, broadcast on Channel 4 from 11:55 to 14:30, averaged 1.37m (15.2%), a marginal drop on the equivalent number from 2016 of 1.43m (16.2%). Sky Sports F1’s programming added an additional 413k (4.0%) on top of Channel 4’s audience, again a very slight drop on the combined Sky Sports F1 and Sky Sports 1 audience from 2016 of 421k (4.7%).

There is an amusing anecdote within the figures here: Sky Sports F1’s qualifying coverage beat their race day programme, 413,000 viewers for qualifying compared with 373,000 viewers for the race! Of course, there is a valid reason for this statistic. Sky simulcast their race day programme on Sky Sports 1 spreading the audience more thinly, whereas Sky kept their qualifying show exclusive to the dedicated F1 channel. It does not matter in the grand scheme of things, after all both channels show the same content on race day.

The combined average audience of 1.78 million viewers is, as you probably guessed by now, also down on the 2016 average audience of 1.85 million viewers. The combined peak audience followed an identical trend, with qualifying peaking with 2.64 million viewers (27.6 percent share) at 13:20, around 100,000 viewers lower than 2016.

I noticed a few comments over the weekend across social media platforms saying that the British Grand Prix, from a broadcasting perspective, felt like it was another race on the calendar. The race no longer feels like a special race that broadcasters give special treatment to, like the BBC and ITV did in yesteryear, and to be honest I agree with those sentiments. There are plenty of ways both broadcasters could make the Grand Prix feel more special.

In Sky’s case, simply treating Formula Two and GP3 as part of their Silverstone schedule instead of relying on World Feed only coverage and staying on air ‘round the clock’ like BT Sport currently do with MotoGP would suffice. Charles Leclerc is currently dominating Formula Two and will more than likely be in Formula 1 next year, yet viewers currently know little about him.

Over on Channel 4, their magazine programme called Sunday Brunch was the usual affair and not broadcast from Silverstone, under a ‘Grand Prix Sunday’ banner for example. If broadcasters are unprepared to give the Grand Prix a special feeling and spice up their programming, why should viewers treat the race any differently?

Coming up in the next few weeks on the site will be the annual mid-season viewing figures analysis as we dissect the audience patterns year-on-year and try to establish what has, and has not, been a rating draw this year.

The 2016 British Grand Prix ratings report can be found here.