The power of being live on free-to-air television in primetime showed yesterday, as Formula E recorded its highest number in the UK since the 2015 London ePrix, overnight viewing figures show.
Live coverage of the Buenos Aires ePrix, which aired on Channel 5 from 18:30 to 20:15, averaged 426k (2.2%). This is one of Formula E’s highest ever numbers, only behind the second race of the 2015 London ePrix weekend, which averaged 700k (6.8%) on ITV. Yesterday’s number was higher than the 2016 season finale in London. That race averaged 411k (3.8%), albeit in a longer slot on ITV. Last year’s Buenos Aires ePrix on ITV4 averaged 132k (0.6%), peaking with 248k (1.2%).
Yesterday’s ePrix, won by Sebastien Buemi, hit a 5-minute peak of 604k (3.2%) at 19:05, the series’ second highest peak number ever, again behind London 2015 (1.18 million) and ahead of London 2016 (600,000). What might take the edge off yesterday’s numbers is that not all the viewers stuck with the race action, with audiences stabilising around 500,000 viewers.
The average audience was in-line with Channel 5’s slot average for 16 to 54 year olds, but significantly down on Channel 5’s usual audience in that slot amongst the older 55+ age group. The FA Cup game between Wolves and Chelsea on BT Sport 2 from 17:00 to 20:00 averaged 652k (4.0%), higher than Formula E’s free-to-air audience.
Qualifying and Analysis
Live coverage of qualifying on Spike from 14:45 to 16:20 averaged 60k (0.7%), peaking with 91k (1.0%) at 16:05.
There are certainly positives to take away from Formula E’s figures yesterday, the demographic breakdown being one of them. Recording an audience, which tripled last years’ number on ITV4, justifies Formula E’s decision to agree a deal with Channel 5. The main negative is that the audience share (2.2%) is low for a free-to-air broadcast on Channel 5, and lower than both the programme before it, and the programme after it.