Sky applaud success of Sky Sports F1’s debut season

Sky have revealed their financial results for the second half of 2012 from June 30th, 2012 to December 30th, 2012. In it contains the following parts touting the success of Sky Sports F1:

“In its debut season, the Sky Sports F1 channel reached more than nine million viewers while Sky Sports on Sky Go, our mobile TV service, continues to grow in popularity, registering a record 234,000 unique users for live coverage of the Manchester derby in December.”

“Sports [programming costs] accounted for £48 million of the increase which was predominantly due to the inclusion of Formula 1 and Ryder Cup rights not in the prior year together with the England and Sri Lankan cricket tours to India and Australia respectively.”

With regards the first point, nine million viewers is the amount of the viewers that have watched the channel for three consecutive increase. This is an increase from the 7.3 million viewers it reached for the first 10 races last year, meaning that the channel reached 1.7 million new viewers in the second half of 2012. As noted previously, the reach figure is simply that, a ‘roof’ figure and should not be taken as nine million viewers watching each race as that, in my opinion, is PR spin when the average figures are significantly lower.

The second point concerns the record unique number of users for the football Manchester derby on Sky Go. That statement is unclear in nature because it says ‘mobile TV service’, therefore I don’t know if it includes every possible method of watching via Sky Go. If it does, I find that figure low myself, and given that Formula 1 is less popular than football, I would be interested to see how many watched the United States Grand Prix via this method. The football figure suggests it is not a lot, probably around ~150k or 200k at most – which would not bump the overall Formula 1 ratings significantly.

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3 thoughts on “Sky applaud success of Sky Sports F1’s debut season

  1. Sky using non-unique viewers to artificially bump up their ratings, that smacks of desperation.

    Unique viewers in the UK dropped by nearly 22% compared to 2011, I suspect 2013 will see a further drop, probably in the order of 2 or 3%.

    • I tend to agree, I think though this season needs to be level with 2012, it cannot be another substantial drop like it was between 2011 and 2012. Of course it depends how the season pans out, but they can’t afford to lose another chunk of viewers.

  2. There won’t be a substantial drop (22%-unique). Most of those that gave up viewing for various reasons, (Fragmentation, Cost, Morals etc), have gone, but others will drift and won’t be replaced due to the lack of visibility the sport now has in the UK.

    I suspect one excuse for a continued drop, (if there is one), will be that there are less races in 2013 than in 2012, although very few people point out that the appallingly low 2012 viewing figures compared to 2011, came despite 2012 having an extra race.

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