F1 Under the Miami Sun

Miami GP Reaches New High In Viewership

Last weekend, the thrilling sport of Formula 1 racing, which has captured the hearts and attention of millions over the past few years, took its talents to South Beach for the Miami Grand Prix. The race, which took place around Hard Rock Stadium, had high expectations and was attended by a long list of celebrities - but how “successful” was the race?

Numbers from ESPN suggest that there were more eyes than ever on F1 in America. The live telecast of the race this past Sunday recorded an average for 2.6 million viewers in the United States - including an average 735 000 fans within the age 18-49 demographic. The numbers go beyond TV, with 242,955 fans attending the 3 day spectacle, with a record 85 280 in attendance on Sunday’s race day.

The festivities were centred around an exciting product on the road, which finished with a victory from Red Bull’s Max Verstappen. The allure of the race was enhanced by the attendance of some of America’s biggest celebrities - Michael Jordan, Tom Brady, David Beckham, LeBron James, Serena Williams, just to name a few. In addition to the GOATs attending the race, the festivities included an artificial marina with yachts to give attendees a feel for the Miami beaches. This was met with some criticism from fans who paid thousands of dollars for the experience which had a few shortcomings.

Criticism of the race also came from drivers, who expressed some issues with the track. Although it did not dominate the story of the race, it is definitely an important footnote to consider as the sport attempts to place a strong foothold in the US market. Races on this side of the Atlantic should not diminish the quality of the sport itself, and that starts by putting the sport and the experience around the sport first - rather than starting with a focus on the extra curriculars. Diehard F1 fans were disappointed with the TV coverage of the race, which had an increased focus on the celebrities in attendance, and caused viewers to miss key overtakes and other events in the race.

Every sporting event is analysed with a larger microscope as the scale of the event increases - which amplifies the good, the bad, and the ugly. With 2022’s Miami Grand Prix being the first in a 10 year deal between F1 and Hard Rock Stadium, a lot is expected for the next round. The first event made headlines and caught the attention of millions, and time will tell if F1 can capitalize and consistently bring F1 to American markets at grander scales.

Published: May 13, 2022 - Issue 38 of The Sport Marketeer