Formula 1: target audience increasing for age group 15-35, 40% women. Target audience increasing for age group 15-35.

When Formula 1 went to Melbourne for the Australian Grand Prix in March 2020 and had to cancel the event, and especially in the following months marked by the uncertainty of the lockdown and the pandemic, it would have been really difficult to predict the ‘boom’ of interest that Formula One was to experience shortly thereafter. The release, just a few weeks earlier, of the Drive to Survive 2 series on Neflix, combined with the constant presence of drivers on social media and gaming platforms such as Twitch, have in fact given Formula 1 an unexpected new wave of audiences, mostly young , who would have been passionate about the stories of the drivers and their battles on the track, all leading up to the memorable duel between Lewis Hamilton and Max Verstappen in 2021.

Formula 1 stars such as Charles Leclerc, George Russell and Lando Norris, but also Gunther Steiner and Daniel Ricciardo have become familiar to an increasingly large audience, as was noticed for example with the arrival in the United States, when they were overwhelmed by the fan affection. In fact, a 2021 research showed that 34% of current fans have been following Formula 1 for five years or less. And in recent interview for German outlet ‘Auto, Motor und Sport’, Mercedes team principal by Toto Wolff explained that the growing interest in the top category of motorsport came mostly from the 15-35 year old target and that 40% of this group interest was composed of female audience.

An evolution that has brought great attention to the spectacle given by Formula 1. However, the Austrian manager also wanted to underline the danger of “overexposure”, carefully evaluated, for example, in the discussions on the opportunity to increase the number of races on the Formula 1 calendar. Certainly the teams, considering the significant increase in interest and audience, looked back at the moment when Liberty Media offered them shares in Formula 1 and nobody wanted to accept the offer: “We would have tripled the purchase price, it would obviously have been a good investment” , acknowledged Mercedes boss Toto Wolff.

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