Although 6.14 million German viewers tuned in to watch the season-ending Abu Dhabi GP, figures released by German broadcaster RTL indicate Season 2014 did nothing to turn around the decline in television audiences.
In 2013 an average of 5.28 million viewers tuned in on race day, an average market share of 31.9 per cent. In 2014 however, an average of just 4.36 million viewers tuned in giving a 28.2 per cent share of the market.
German F1 TV Audience Sinks Again
While the German experience could be an isolated one, the sudden disappearance of 920,000 viewers and nearly four per cent of market share in a traditionally strong market should trouble Formula One Management. RTL stated the decline a concern and will lead to a review of their broadcasts for 2015.
Speaking in German, RTL Sport Director Manfred Loppe talked up the value of the brand while acknowledging some of the challenges broadcasters face.
“Despite an obvious audience decline, Formula 1 is, and remains a premium brand in German Television”, said Mr Loppe.
“Market share of around 30 per cent in the face of a changing user behaviour and a progressive fragmentation of the TV market, is now more than ever a major exception.
“But of course the declining audience trend concerns us. Despite great racing and a lot of action on the track, the fascination has obviously not much developed this year among the masses.
“Only the duel at the top produced real suspense. The barely comprehensible rules and the sometimes unfortunate and counterproductive external representation of the “King’s Class” has certainly upset some fans.
“We will now take the necessary time to question the progress very closely, to draw the necessary conclusions for our broadcasts in the coming year. ”
Falling television ratings were a theme at the start of this year’s Formula 1 Season, and if the figures from Germany are replicated in other markets it is likely to be a talking point again next year.
Smaller teams in particular are reliant on sponsors shelling out big bucks in exchange for exposure. The last thing struggling teams need is to lose bargaining power at a time of rising costs.
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