Formula 1 is the highest class of single seat auto racing worldwide. Although the sport’s audience is traditionally based in Europe, an increasing number of Grand Prixs are now held internationally and its global fan base is currently estimated at over 400 million.
On completion of our new technology platform, Fifty set out to test with one of the biggest social media audiences worldwide. In the biggest consumer study of its kind, we set out to map F1’s entire global fanbase.
Mapping a filtered set of F1 fans spanning all teams and drivers, we analysed an audience of 3.7 million people – the biggest study we’ve ever conducted. We tracked all their influencers, brand preferences and friends to create an overall data set of over a billion people.
Fifty’s technology enabled us to segment these users, breaking down the global F1 fan base into tribes.
This study provided an unprecedented roadmap of the partners who have best exploited F1. It highlighted surprising new audiences within the F1 fan base that defied convention. For example, there are a number of affluent fashion-focused female audiences that, say, a cosmetics brand could tap into.
Our pinpointing also provided an overall view of F1’s total reach – countries where it’s already strong and those where it could increase its presence. This information could be useful both to F1 and as a mechanism for tracking and valuing sponsorship, allowing sponsors to plan, execute and measure success and failure.