15 replies to this topic

[efuloni]

​That's a surprise.

 

​I just read that the average TV Ratings for Formula 1 in Brazil this season are the highest of the last 5 years. In portuguese: http://www.portalmid...a-dos.html?m=1 

 

More: the Spain GP had the higher TV rating for a F1 race in Brazil since 2011. Again, pt: http://torcedores.uo...6-anos-na-globo

 

The opening race of the season was viewed by 25% more people than 2016's debut race. Always in Pt-br: http://teleguiado.co...5-no-ibope.html

 

This is a little bit weird, since:

1.  the biggest television channel of the country, TV Globo, that broadcasts F1, has diminished the importance of Formula1 in its open channel since some time. They dont even show the entire quali anymore, for example, that was relegated to the pay channel, SporTV2 (the rating numbers above from open television).

 

2. Brazil, has no driver fighting for victories and the cover of F1 has always been way more supportive than informative, what explains the decease of numbers when no brazilians drivers were around the podium in the last few year.

 

3. Last, but not least, the TV ratings were coming down in almost all the world.

 

So how do we explain this? Merits for Liberty? New regs? How are the TV ratings in other places?

[johnmhinds]

Are the viewing figures up all year or is it just a single blip in a downward trend?

[noikeee]

I didn't see this coming neither, but perhaps people had grown tired of Mercedes domination, and are now tuning in more to see an actual battle between Mercedes and Ferrari?

 

I think Ferrari are popular in Brazil, specially given Barrichello and Massa raced for them for so many years, so having them at the front helps.

[saudoso]

Last breath.

[Ivanhoe]

They had quite a spectacular GP last year, which maybe got some extra media exposure (I remember Brasilian media comparing Verstappen to Senna and all) which could have given a bit of a boost to F1 interest?

Edited by Ivanhoe, 03 August 2017 - 10:35.

[EthanM]

So how do we explain this? Merits for Liberty? New regs? How are the TV ratings in other places?

 

it's a far more interesting season than the which Merc will turn into the first corner first bs that was going on for 3 years.

[DESCHAIN]

I'm from a neighbouring country and follow the brazillian broadcast when i can`t nigerian the Sky feed, and also because of tradition as I grow up watching F1 @Globo (As a kid i thought the presenters knew some thing or two!) .
 
For 2017 they completly removed the qualifying session from the main channel, down from the previous year where they only showed Q3.
 
But, in the other hand, they are showing pretty good/elaborate commercials for the races on prime time, maybe they managed to get some eyeballs to switch on on sunday mornings.
 
https://www.youtube....h?v=hQr1YwFysOI
 
https://www.youtube....h?v=xkhyXGPG9AA
 
They switched focus from promoting Massa/the Brazillian to big up the fight Vettel/Hamilton, the surge of Verstappen.

 

As i see it, brazillians are a very supportive of their countryman AS LONG AS THEY ARE WINNING...as soon as the things don't go their way they'll lose interest. It happens in every sport, be it MMA, Volley. etc. And Globo as the main Channel has to follow suit, follow the trends to keep eyes glued to the screen. Maybe what saudoso says proves true and this is the last hoorah.

 

Nontheless Brazil has a huge F1 tradition and I wish it wasn't so overshadowed by soccer here. 

Edited by DESCHAIN, 03 August 2017 - 11:19.

[grackle]

In Canada cable costs have crossed the tipping point for many. I am not sure how they can get accurate readings for viewership when so many are finding alternatives.

[Neno]

They will die (ratings) next year. FIA made sure of that 

[efuloni]

Are the viewing figures up all year or is it just a single blip in a downward trend?

 

Seems to be up all year.

[dutra]

Strategy.

[saudoso]

Strategy.

Ditching Galvão did all this?

Edited by saudoso, 07 August 2017 - 09:53.

[dutra]

Ditching Galvão did all this?

No. He usually delivers the better ratings. But we changed the style and atmosphere of the promos(link below), that was a big hit, according with some surveys we did. Points to Chico Leão and his team in Rio. We improved the position of the promos during the day, finding better target audiences. We putted Auto Esporte before the races, preventing switching channels, that happened a lot when races followed Globo Rural. We focused on the championship battle, leaving Massa a bit off to the side(since he wouldn't even be there this year in the first place). And there are, of course, things beyond our control, like Ferrari doing better, that alwasy brings ratings, and better races overall.

 

Globo Promo

 

Edited by dutra, 07 August 2017 - 14:50.

[saudoso]

Tks for the insight.

[GuilhermeMach]

No. He usually delivers the better ratings. But we changed the style and atmosphere of the promos(link below), that was a big hit, according with some surveys we did. Points to Chico Leão and his team in Rio. We improved the position of the promos during the day, finding better target audiences. We putted Auto Esporte before the races, preventing switching channels, that happened a lot when races followed Globo Rural. We focused on the championship battle, leaving Massa a bit off to the side(since he wouldn't even be there this year in the first place). And there are, of course, things beyond our control, like Ferrari doing better, that alwasy brings ratings, and better races overall.

 

Globo Promo

 

 

Very interesting read, thank you. I have to wonder though, why did it take Globo so long to stop focusing solely on Massa and foster a more "global" (excuse the pun) audience? Shouldn't that have started way back in 2012 or 2013? I mean, surely you guys could see in advance that we were heading into a long spell without wins for Brazilian drivers - even when Massa was still racing at Ferrari, he was uncompetitive. We only really had Nasr coming up and no one else was looking like a good prospect, so this lack of national competitiveness was forseeable and inevitable. The top drivers are always marketable, so I really hope Globo manages to build a solid viewer base that is not dependent on Brazilian drivers.

 

Edit: I see they are already promoting the Belgian GP, three weeks in advance. I've been watching F1 on Globo for almost 20 years and that's the first time I've ever seen that. Good to see that they are putting an effort in free-to-air F1.

Edited by GuilhermeMach, 07 August 2017 - 20:42.

[dutra]

Well, it's not an easy thing to just change a strategy that raked billions of dollars(yes, that's the number) in revenue during more than 40 years. You don't want to mess up with that unless is really necessary. I know that at least since 2011 it was very clear but you have to understand that the F1 project wasn't a fail. It was just in a lower level of ratings, but solid ratings and solid revenues. As big as your company may be you have limited of resources and since F1 wasn't a fail per se, resources were allocated in other projects. You have to remember, TV is 24/7 and F1 is not the only product we have. Eventually the network had to deal with the fact that 2017 F1 season would happen without brazilians. Then it was a problem and then we took action. SInce I love F1, I could't be more annoyed to this slow improvements but it's a good thing that we made the switch and it's working.

Edited by dutra, 11 August 2017 - 04:32.