01 cover sbi 152.indd - FIFA/CIES International University Network
01 cover sbi 152.indd - FIFA/CIES International University Network
01 cover sbi 152.indd - FIFA/CIES International University Network
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UPDATA 12.09<br />
FERRARI SLUMP SEES RATINGS PLUMMET<br />
FoRMULA oNE television<br />
audiences in Spain and Italy<br />
fell drastically in the 2009<br />
season, reflecting disappointing<br />
performances by Spanish driver<br />
Fernando Alonso and Italian<br />
constructor Ferrari, which suffered<br />
its worst season in 16 years.<br />
According to the latest sports<br />
viewing survey from Eurodata TV<br />
Worldwide and TV Sports Markets,<br />
the big falls in Spain and Italy<br />
were partly counterbalanced by<br />
a significant lift in UK audiences.<br />
Viewership in the other two top<br />
European markets, France and<br />
Germany, remained broadly stable.<br />
Audiences in Spain dropped<br />
29 per cent on 2008, with Alonso’s<br />
worst-ever season coinciding with<br />
<strong>cover</strong>age shifting from what was<br />
the country’s leading commercial<br />
broadcaster, Telecinco, to smaller<br />
rival La Sexta. La Sexta’s live<br />
<strong>cover</strong>age averaged just under<br />
three million viewers per race.<br />
Audiences for Italian publicservice<br />
broadcaster Rai’s <strong>cover</strong>age<br />
fell 21 per cent against 2008, when<br />
Average live television audiences for Formula one<br />
Market 2009 season 2008 season % change<br />
000s Share (%) 000s Share (%) 08 v 09<br />
France 3,119 30.4 3,096 29.2 +0.74<br />
Germany 5,206 38.2 5,145 39.0 +1.19<br />
Italy 5,587 40.3 7,1<strong>01</strong> 50.0 -21.32<br />
Spain 2,962 31.1 4,194 46.0 -29.38<br />
UK 4,743 47.7 4,079 41.0 +16.3<br />
Sources: TV Sports Markets, Eurodata TV Worldwide / Mediametrie - BARB - AGF/Gfk<br />
Fernsehforschung - AUDITEL - TNS Audiencia de Medios - All Rights Reserved<br />
Ferrari won the championship,<br />
averaging some 5.6 million viewers<br />
per race.<br />
In the UK, Jenson Button’s<br />
championship season provided<br />
a perfect start for public-service<br />
broadcaster the BBC, which took<br />
over the rights at the start of this<br />
year from commercial rival ITV.<br />
In France, audiences for<br />
commercial broadcaster TF1 rose<br />
less than one per cent to<br />
3.1 million. Some 33 per cent of<br />
the audience was women, slightly<br />
lower than the gender split for<br />
Champions League football, where<br />
35 per cent of TF1’s audience is<br />
women. In Germany, RTL averaged<br />
5.2 million viewers per race, with<br />
the penultimate race of the season<br />
in Brazil attracting the season-high<br />
of 7.2 million viewers and a<br />
28-per-cent audience share.<br />
The full 2009 F1 season’s viewing will<br />
be released in the Yearly Sport Key<br />
Facts Special Report from Eurodata<br />
TV Worldwide/Mediametrie.<br />
Eurodata TV Worldwide is the leading<br />
provider of sports television audiences,<br />
with access to ratings and programming<br />
details for 2,000 channels over five<br />
continents. Eurodata TV Worldwide<br />
offers a range of services to help clients<br />
successfully market TV programmes and<br />
monitor their broadcasts.<br />
Florent Simon<br />
Eurodata TV Worldwide Sport Manager<br />
Email: fsimon@eurodatatv.com<br />
Tel: +33 171 099 307<br />
TVSPORTSMARKETS<br />
TV Sports Markets is No.1 for the<br />
business of TV sports. With its unrivalled<br />
knowledge of TV rights deals and<br />
markets around the world, it provides<br />
market-leading analysis of the sector<br />
in a range of publications and bespoke<br />
research products.<br />
Ben Speight<br />
Head of Research, TV Sports Markets<br />
Email: ben@tvsportsmarkets.com<br />
Tel: +44 207 954 3505<br />
SportBusiness <strong>International</strong> • No.152 • 12.09 5
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