A peak audience of over 4 million viewers watched Lewis Hamilton win the British Grand Prix, which concluded in dramatic style yesterday afternoon, overnight viewing figures show.
All overnight viewing figures exclude people watching in pubs and bars, as well as those watching via on demand platforms, such as Now TV and All 4.
Although Motorsport Broadcasting no longer has access to audience data, the headline figures are in the public domain, allowing us to glean how the landscape looks. The sources for the figures are at the foot of this article.
UK viewing figures
Comparisons year-on-year are difficult to the differing factors surrounding each race, which we need to account for.
Last year’s race clashed with the Cricket World Cup final featuring England and New Zealand, as well as the Wimbledon final, both taking a bite out of the F1 audience.
Naturally, that meant more people watching around the television set, whereas the COVID-19 pandemic means that this year’s race fell during the Summer holidays, a period where fewer people are watching TV.
Channel 4’s coverage of the race itself, including a short portion of the build-up and immediate post-race reaction, averaged around 2.3 million viewers (25% audience share) from 13:45 to 16:15.
The free-to-air broadcaster says that the audience share for younger viewers was 20%, the biggest share in that time slot. Their coverage peaked with three million viewers, an increase on last year’s figure of around 200,000 viewers.
Live coverage across Sky Sports F1 and Sky Sports Main Event averaged a further 1.1 million viewers from 14:05 to 16:00, significantly higher than last year’s audience for the pay TV platform. Last year’s coverage on Sky Sports F1 peaked with around 900,000 viewers.
When accounting for Sky One, it is likely that Sky’s coverage in total peaked with around 1.3 to 1.4 million viewers, a sizeable year-on-year increase.
All of this means that, in total, a peak audience of over four million viewers watched the closing stages of the Grand Prix, a jump compared to last year’s figure of 3.7 million viewers, and bringing the peak back closer to the 2016 to 2018 audience figures.
Based on the (albeit limited) evidence we have, the strong suggestion is that Sky’s audience figures have increased compared to 2019, which is good news for the sport for the whole, although perhaps not good news for those hoping that F1 returns to free-to-air television in the UK.
Viewing figures across Europe dip as Summer hits
Despite Mercedes’ continued domination, there is little sign that audiences have tuned out in significant numbers when comparing the figures for key territories to the season opening Austrian Grand Prix, however there are some noteworthy dips.
Not in a title winning car? Not a problem in the Netherlands, where audiences continue to tune in for Max Verstappen. According to SKO, a massive audience of 1.43 million viewers (58.6%) watched the Grand Prix from 15:05 to 16:58.
The race, which was in-line with the season opener, saw 1.07 million viewers (44.2%) watch via the dedicated F1 channel, with a further 351,000 viewers (14.4%) watching via Ziggo Sport’s generalised offering.
Viewing figures did dip more in Germany and Austria, however. Motosport.com reports that 4.81 million viewers (30.8%) watched the race across RTL and Sky, compared with 5.09 million viewers (31.6%) for the season opener.
An audience of 4.28 million viewers (27.4%) watched RTL’s free-to-air offering, with a further 530,000 viewers (3.4%) watching Sky’s race coverage. Bearing in mind that Sky are the exclusive supplier for F1 fans in Germany as of 2021, it shows just how many fans F1 could lose in Germany if not many of them make the transition to pay TV.
Over in Austria, an audience of 550,000 viewers (39%) watched ORF’s offering, a decrease on their Austrian Grand Prix audience of 609,000 viewers (46%). Canal+’s offering for fans in France also dropped by a similar amount.
One country that did increase their audience compared to the season opener was Spain. An audience of 183,000 viewers (1.7%) watched Movistar’s coverage according to Formula TV, compared to a figure of 104,000 viewers (0.9%) from one month ago.