America as a target
Three races in a year, two of which are in two of the most glamorous locations in the entire country, Miami and Las Vegas; an American driver and team on the grid, albeit second-tier; ownership of the sport managed by an American company; the Drive to Survive TV series, tailored for the American audience. Much can be said about Formula 1 in recent seasons, but not that it hasn’t made every attempt to win over the American audience. Breaking through in the States has always been Liberty Media‘s primary goal, and to some extent, CEO Greg Maffei’s company seems to have achieved it.
Houston, we have a problem: Max always wins
Now, however, maintaining this level of attention towards the sport is crucial, and – as champions of any discipline know well – repeating success is harder than winning the first time. So, it seems that the sport is now realizing it has a problem: Americans are getting bored. Because to the ‘Made in the USA’ audience, you can try to make anything likeable, but you must never serve them a sport where the winner is predictable. Playoffs, no ties, races decided in nail-biting finishes, the underdog beating the champion. That’s the mentality in the States. It may please or displease, but even F1 can’t change it. The problem is that after the incredible finale of the 2021 season, decided with a final duel that would seem exaggerated even in a Hollywood film, the era of Max Verstappen began. The Dutchman has won 36 of the last 46 races, 30 of the last 36, and 19 of the last 20. And this year, he’s two for two.
Plummeting viewership
Not exactly the epitome of unpredictability. So, Americans are getting bored. This is confirmed by viewership data: on the weekend when Formula 1 raced in Jeddah, NASCAR races (in Phoenix) and the IndyCar (in St. Petersburg) were also scheduled. Well, Formula 1 came out worse for wear from the comparison: about 920 thousand viewers followed the GP, compared to 975 thousand for IndyCar and over 4 million for NASCAR. Not only that: NASCAR grew by 19% compared to the same race in 2023, while IndyCar lost 18% of its audience, and F1 lost a whopping 40%. The race was broadcast on ESPN2, rather than the main channel ESPN, but this demotion seems to confirm this negative trend rather than provide an excuse.
Max Vanderstoppen
Also Kyle Busch's thoughts on NASCAR VS F1 is on point 👌 pic.twitter.com/lA5ckw6gKo
— Skewcar (@Skewcar) March 14, 2024
The ‘Vanderstoppen’ effect
Another significant episode occurred during the week, also on ESPN. Popular TV presenter Pat McAfee, during his self-titled show, didn’t hold back in mocking the Circus. Guesting on his show was two-time NASCAR Cup Series champion Kyle Busch – one of the most well-known drivers in America – and McAfee didn’t hesitate to compare F1 to the NASCAR championship, even going so far as to mangle Verstappen’s name, which, to general hilarity, became Max Vanderstoppen. “19 of the last 20 races have been won by Vanderstoppen,” McAfee began, eliciting a smile and a joke from Busch, who retorted: “Sounds like a watch.” But McAfee didn’t stop there, continuing: “He probably has one. The Vanderstoppen watch and the Vanderstoppen dominance have become too boring to watch. He gets pole position, and then the races are like time trials.”
Kyle Busch’s comparison
Finally, Kyle Busch made a ‘practical’ comparison between the two series, comparing the rugged world of stock cars to the hyper-technological world of the sport: “NASCAR is like when you go to a bar with a group of friends, order some beers, and have a blast in the venue. F1 is like delicately toasting with two crystal glasses filled with champagne, being careful not to spill a drop and keeping your pinkie up while you drink it.” Not the best advertisement for a channel that pays around $90 million annually to broadcast the races. But for now, it seems difficult for anyone to stop the ‘Vanderstoppen’ effect.
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