Sky tout Sky Sports F1’s success, with a 7.3 million reach

Sky have today revealed their financial results for the past twelve months from June 30th, 2011 to June 30th, 2012. Below is the parts of the press release where they tout the success of Sky Sports F1:

“Our ‘Summer of Sport in HD’ campaign combined with the continued success of our Sky Sports F1 HD channel contributed to 121,000 HD additions in the quarter. With over half a million additions across the year, HD penetration of our base has now reached 41%.”

“Our innovative new coverage of Formula 1 on Sky Sports F1 HD continues with an unprecedented and exciting start to the season with seven different winners in the first ten races and over 7.3 million viewers watching the new channel.”

“Sports costs were £12 million higher year on year with the first time inclusion of the Formula 1 channel being partly offset by lower costs for cricket, golf and boxing due to the absence of biennial and other events such as the Ryder Cup and the Haye Klitschko fight that were included in the comparative year.”

Of course the 7.3 million viewership figure above is a three minute reach for the channel, so to say “7.3 million viewers have watched at least three minutes of the Sky Sports F1 channel” since it launched in March. Of course, those that read my blog will know that the programme averages from 11:30 to 16:15 or 12:00 to 14:35, or whatever it may be, is substantially lower than the 7.3 million touted above.

I don’t know what the respective cricket, golf and boxing budgets are, so it would be inaccurate of me to attempt to work out how much Formula 1 costs for Sky, apart from using the £40 million figure that has already been quoted in the press when the deal was announced last year.

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