Ferrari wins online conversation battle as Formula One returns

London, 31.03.16 – Despite Mercedes’ one-two finish in last Sunday’s Australian Grand Prix, the opening race of the new Formula One world championship, it was Ferrari that achieved the largest online share of voice, according to Repucom’s Digital Pulse analysis.

Overall, motorsport’s share of voice over that weekend was, at 27%, second only to football among the six other global sports measured by Digital Pulse. Motorsport’s share of voice also rose compared to last year’s Australian Grand Prix race weekend (18%).

Repucom’s Digital Pulse analyses the social media accounts of over 750 teams and leagues across seven sports in eleven international markets to define with greater precision the global share of voice of sports, teams and events.

While Ferrari, which ultimately finished third in the Grand Prix with Sebastian Vettel, beat Mercedes in terms of conversation online, McLaren also generated significant share of voice, thanks in no small part to the spectacular aerial accident which eliminated Fernando Alonso from the race.

 

Share of Voice Leader Board

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Haas F1 Team: The Newcomers

The new Haas team, which marked its debut with an impressive sixth place finish in Melbourne, was the sixth most talked-about team online. The United States, meanwhile, was second only to the United Kingdom in terms of social activity, with race host Australia third. Indonesia was the fourth most socially-active market, a result of Manor Racing’s Rio Haryanto becoming the first man from the country to race in a Grand Prix.

Repucom’s latest major report, which examines Formula One’s commercial landscape and includes team-by-team analysis and in-depth case studies centred on Williams Advanced Engineering and McLaren Applied Technologies, is available to download, for free, here.

F1 Report:Download for free

SHARE OF VOICE (SOV): DIGITAL PULSE ANALYSES 750 TEAMS AND LEAGUES

The data comes from Repucom’s Digital Pulse tool which analyses the social media accounts of over 750 teams and leagues across seven sports in eleven international markets to define with greater precision the global share of voice of sports, teams and events.