DRIVE TO ENGAGE F1 DIGITAL PRESENCE 2021
Period 01/01/2021 -24/03/2021- Zeeng I Sports Value Platform DRIVE TO ENGAGE F1 DIGITAL PRESENCE 2021
Sports Value and Zeeng analysis on the digital presence of F1 teams in 2021. (Period 01/01/2021 to 24/03/2021).
The study analyzes the behavior of the main social networks of F1 teams in these almost three months.
Motor sport has millions of passionate fans. Teams and pilots are important digital platforms.
We will always do motor sport studies, aiming to offer to the market (teams and sponsors) the best digital measurement tools.
Zeeng I Sports Value – All rights reserved DRIVE TO ENGAGE F1 DIGITAL PRESENCE 2021
The F1 season in 2020 was catastrophic, from a financial point of view, by the impacts of COVID-19.
F1 revenues fell from a record US$ 2 billion in 2019 to US$ 1.1 billion in 2020, a 44% cut.
The F1 circus closed 2020 with losses of US$ 386 million, compared to US$ 17 million in 2019.
This study shows the importance of the digital environment for teams and for the entire category. At this difficult time, with revenues cut and low deliveries to sponsors, without the presence of public in the races, digital content is gold.
Zeeng I Sports Value – All rights reserved Social Assets
General
Teams have 85 million fans on social media. Share of Voice
Number of post in the last 3 months.
Share of Voice represents how many post the teams have published on social media, in these nearly three months of 2021. Share of Voice
From January 1st to March 24th, 2021 The F1 teams produced more than 5K posts and generated 57 million in interactions, with fans on social networks during this period. News
Numbers of news in the press in the last 3 months
News & Web Analytics News in the press are fundamental for the brands´ construction in the digital environment. Digital Efficiency
Zeeng Score, March 24th, 2021
*Zeeng Score considers the digital presence, which includes social networks, journalistic reports and other digital content. Networks interactions
Instagram is the network with greater engagement degree Of the 57 million total fan interactions in the last three months, 80% have been on Instagram. Participation in the total interactions
Today's biggest 80% asset is fan Teams´ engagement. Instagram: There is +16 million enormous average monetization interactions per potential. month in 2021. 9% 10% 1%
Facebook Twitter Instagram Youtube Interactions by team
Interactions - In million - 01/01/2021- 24/03/2021 RK Equipe Total Facebook Twitter Instagram Youtube 1 Mercedes-AMG Petronas F1 Team 14,7 2,2 1,5 11,0 0,1 2 Red Bull Racing 9,7 0,9 1,0 7,8 0,1 3 Scuderia Ferrari 9,4 0,6 0,6 8,2 0,1 4 Aston Martin Cognizant F1 Team 9,0 0,4 1,0 7,5 0,1 5 McLaren Formula 1 Team 7,0 0,3 0,8 5,9 0,0 6 Haas F1 Team 2,5 0,2 0,3 2,0 0,0 7 AlphaTauri 2,0 0,1 0,3 1,6 0,0 8 Williams Racing 1,5 0,1 0,2 1,2 0,0 9 Alfa Romeo Racing Orlen 0,6 0,1 0,1 0,5 0,0 10 Alpine F1 Team 0,1 0,0 0,0 0,0 0,0 Total interactions
Total Interactions– In million
Mercedes-AMG Petronas F1 Team 2,2
Red Bull Racing 0,9
Scuderia Ferrari 0,6
Aston Martin Cognizant F1 Team 0,4
McLaren Formula 1 Team 0,3
Haas F1 Team 0,2
AlphaTauri 0,1
Williams Racing 0,1
Alfa Romeo Racing Orlen 0,1
Alpine F1 Team 0,0 Interactions by post
Average interactions by post Total interactions
Total Interactions– In million
Mercedes-AMG Petronas F1 Team 1,5
Aston Martin Cognizant F1 Team 1,0
Red Bull Racing 1,0
McLaren Formula 1 Team 0,8
Scuderia Ferrari 0,6
Haas F1 Team 0,3
AlphaTauri 0,3
Williams Racing 0,2
Alfa Romeo Racing Orlen 0,1
Alpine F1 Team 0,0 Interactions by post
Average interactions by post
163 Total interactions
Total Interactions– In million
Mercedes-AMG Petronas F1 Team 11,0
Scuderia Ferrari 8,2
Red Bull Racing 7,8
Aston Martin Cognizant F1 Team 7,5
McLaren Formula 1 Team 5,9
Haas F1 Team 2,0
AlphaTauri 1,6
Williams Racing 1,2
Alfa Romeo Racing Orlen 0,5
Alpine F1 Team 0,0 Interactions by post
Average interactions by post Subscribers to channels
Subscribers in teams´ channels
Scuderia Ferrari 877.000
Red Bull Racing 852.000
Mercedes-AMG Petronas F1 Team 694.000 Aston Martin has increased McLaren Formula 1 Team 575.000 the number of AlphaTauri 160.000 subscribers by Williams Racing 125.000 51% since the beginning of Aston Martin Cognizant F1 Team 121.000 the year. Alfa Romeo Racing Orlen 100.000
Haas F1 Team 57.700
Alpine F1 Team 16.100 Videos views
Total vizualizations - In million
Aston Martin Cognizant F1 Team 1,9 Each video posted on YouTube was Mercedes-AMG Petronas F1 Team 1,5 watched on average: Red Bull Racing 1,2 McLaren Scuderia Ferrari 1,2 329 K fans. McLaren Formula 1 Team 1,0
AlphaTauri 0,5 Red Bull 302 K. Haas F1 Team 0,3
Williams Racing 0,1 Aston Martin
Alpine F1 Team 0,0 171K
Alfa Romeo Racing Orlen 0,0 Mercedes 128K. Aston Martin was the team that grew the most on YouTube in 2021. THE PILOTS STRENGH
Followers in millions
Total Facebook Twitter Instagram 35
30 Pilots have more than 82 million 25 fans on social media.
20 Lewis Hamilton equates to 15 almost Mercedes and McLaren
10 together.
5
0 Lewis Hamilton Daniel Ricciardo Max Verstappen Charles Leclerc Sergio Perez Pierre Gasly
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Amir Somoggi +55 11 99749-2233 [email protected]