US + UK volume down, but growth continues
Let’s take a look at the Australian Grand Prix as it played out on social media.
There’s no surprise the start time made an impact on social media activity.
Of note: this is now the biggest 3-day GP weekend in F1 history with 419,000+ in attendance.
If we compare Round 2’s Saudi Arabian GP to the Australian GP, activity on Twitter dropped nearly 26%.
But that only tells a small story.
The US + UK had their lowest share of conversation, however, Australia, Malaysia, and Indonesia saw their highest.
Among teams, Scuderia Ferrari had the most engaged fans and Haas F1 Team stayed steady growing their following.
Williams Racing got a point thanks to Alex Albon, and in turn, saw the biggest improvement in engagements race over race (+131%)
The brands that saw the most value generated: Grupo Santander and Shell thanks to Charles LeClerc grabbing the Grand Slam.
Take a look at the chart. Ferrari sponsors occupy 5 of the top 10 brand logo values from the Australian Grand Prix.
It’s a good time to be a Ferrari partner.
To no surprise, the Mercedes team had the most mentions, considering they’re the most followed team, they’ll likely always be mentioned most.
The big engagement winner was Charles LeClerc, again, thanks to the Grand Slam and his dominant weekend.
An interesting stat that was found by Motorsport Broadcasting was just how much YouTube activity the Australian GP highlights garnered.
A New Tifosi is Born
On a personal note… this happened over the Australian GP weekend. A stat that should definitely be noted.