MotoGP’s first live race on free-to-air television in the UK in over seven years saw viewing figures increase, in-depth analysis by Motorsport Broadcasting shows.
Muddying the picture however is the fact that highlights of the race slumped because of the live coverage.
Consolidated data via BARB, which accounts for viewers who watched within seven days of the original transmission, allows us to draw some conclusions.
Live action performs well across BT Sport and ITV4
Since 2014, BT Sport have aired MotoGP exclusively live, with audiences regularly hovering between 150,000 and 250,000 viewers.
Pleasingly for the pay-TV broadcaster, who will continue to cover MotoGP until at least 2024, figures for their live French Grand Prix programming on Sunday 16th May were in-line with expectations.
An average audience of 176,000 viewers watched Moto3, Moto2 and MotoGP on BT Sport 2 from 09:30 to 14:08, as weather conditions changed throughout the day in France.
Two weeks earlier in Jerez, an average of 174,000 viewers watched BT’s programming across the same time slot.
In other words, BT was unimpacted by the choice on offer for the French round, showing how highly fans regard BT’s coverage.
ITV4’s free-to-air coverage, which took MotoGP’s World Feed commentary for the duration, averaged 213,000 viewers from 09:45 to 14:15, a solid number from a standing start.
An average audience of 389,000 viewers watched the live action from Le Mans, across all three classes, an increase of 124% on the BT-only figure from Jerez.
When focussing only on the MotoGP class, an average of 238,000 viewers watched the race via BT Sport, compared with 236,000 viewers for Jerez.
ITV4’s figure for the MotoGP segment (from 12:35 to 14:15) is unknown, however we can draw some conclusions from publicly available data.
Motorsport Magazine reports that a one-minute overnight peak of 425,900 viewers watched the Le Mans race on ITV4, and live sport does not add additional viewers on within the seven-day consolidation window.
Thus, it is fair to conclude that ITV4’s coverage peaked with around 430,000 viewers, averaging around 300,000 viewers for the MotoGP segment itself, including pre-race build-up and immediate post-race analysis.
Motorsport Broadcasting’s analysis suggests that an average audience of 538,000 viewers watched the MotoGP race, an increase of 128% on the BT-only figure from Jerez.
But highlights slump shows that live viewers were not returning fans
While the surge in MotoGP’s live audience is excellent, and shows why MotoGP needs the live free-to-air presence, ITV4’s highlights audience slumped the day after the race.
According to industry website Thinkbox, which publishes BARB data on a rolling week-by-week basis, highlights of the Le Mans round on ITV4 averaged 91,000 viewers, the 40th most watched show on ITV4 that week.
In comparison, highlights from Jerez a fortnight earlier averaged 296,000 viewers, and was the 6th most watched show on ITV4.
Looking at the MotoGP segment in isolation, the audience figures in totality suggest that an average of around 628,000 viewers watched the MotoGP action for Le Mans, with between 550,000 viewers and 600,000 viewers doing the same for Jerez.
So, whilst the change between Jerez and Le Mans did result in more viewers watching MotoGP live, these viewers were not new (in most cases).
Instead, all that happened was that around 70% of ITV4’s regular highlights audience jumped ship to the ITV4 live show on Sunday.
How many viewers were new, or returning, is difficult to quantify, but Motorsport Broadcasting’s analysis suggests that this figure is below 100,000 viewers, which makes the figures in totality look less spectacular than first suggested.
The headline here is that more people watched MotoGP live, with MotoGP recording its highest live average since 2013, thanks to its free-to-air presence, but that these viewers were not ‘new’ in the wider context.
The deal to air two races live across ITV’s network was broken first on Motorsport Broadcasting, with other news outlets following suite. However, an official press release was only issued by MotoGP’s commercial rights holder Dorna two days before the race.
If Le Mans was going to break through and capture more viewers, organisers needed to announce the deal far earlier rather than it coming across as an eleventh-hour deal. The timing very much felt like all parties were testing the waters to see what the reaction would be.
If fans knew before the season that ITV4 were airing races live, it may have given some an extra incentive to keep in touch with the highlights package throughout the season rather than jumping in cold.
An unscientific poll over on this site’s Twitter page suggests that BT’s audience may see a small bump over the months ahead thanks to Le Mans airing live on free-to-air television.
MotoGP has another bite of the free-to-air cherry in August, as Silverstone airs live on ITV’s main channel, and thus has a much bigger chance at attracting a wider audience who would never normally watch the championship.
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One thought on “MotoGP performs solidly as live action returns to free-to-air TV”
I forgot it was on . I would have watched