Formula E continuing to capture a new and younger audience with growth across digital platforms
Formula E attracting Generation Z with 347 percent in number of 13-17 year olds engaging with online content
LONDON, UK (April 9, 2018) – The ABB FIA Formula E Championship – the world’s first fully-electric single-seater racing series – is continuing to appeal to a new and younger audience, consolidating the number of followers aged 25-34 and also experiencing rapid growth with fans in the 13-24 age bracket.
As Formula E passes the halfway stage of its fourth season, the latest figures point to an increasing number of fans closely following and engaging with the electric street racing series across official social channels. The numbers show a sustained increase in engagement, followers and video views when compared year-on-year.
In addition to rising levels of interaction across all age groups, the ABB FIA Formula E Championship is building a younger fan base and capturing the imagination and attention of arguably the most desirable demographic in sport – seeing a 347 per cent rise in the proportion of 13-17 year olds engaging with digital content on official Formula E channels and a 54 per cent increase in the 18-24 age range.
Specifically on the official Formula E Facebook page, the two age groups now account for almost half of the total engagement – currently coming in at 49 per cent.
Overall engagement with Formula E content also continues to grow at an impressive rate, having more than quadrupled – up by 330 per cent against the entire total for season three. The biggest jump in engagement was seen on Facebook, with 439 per cent more interactions – including likes, comments and shares when measured in comparison to statistics from the previous season.
Numbers on the same platform have also seen a growth of 128 per cent in followers among 13-17 year olds, while the 18-24 age bracket has improved by 63 per cent – quickly becoming the second largest follower group behind only 25-34 year olds.
The total number of organic combined followers has now surpassed 1 million and is up 55 per cent year-on-year at only the mid-way point of the 2017/18 ABB FIA Formula E Championship, with the greatest increase coming on Instagram with 90 per cent more followers compared to last year.
With a broader content offering on owned and third-party channels, the overall number of video views has also seen a jump with 675 per cent more views across Facebook, Twitter, Instagram, YouTube and distributed channels – with a shared total of over 318 million views recorded so far this season.
Alejandro Agag, Founder & CEO of Formula E, said: “The ABB FIA Formula E Championship continues to grow from strength to strength, attracting a new and younger generation of eager and engaged fans. Not only is Formula E appealing to Generation Z, this highly desired audience is leading to renowned road car manufacturers, automotive brands and prestigious partners putting their name to the series and coming together in the shared values of reinventing racing. With a clear digital strategy and an always on content approach, these impressive figures are a result of speaking the same language as our fans and constantly experimenting with new and innovative tools across each platform.”
To follow the latest news and information, visit – www.FIAFormulaE.com.
About the ABB FIA Formula E Championship:
The ABB FIA Formula E Championship is the electric street racing series and the world’s first fully-electric international single-seater category in motorsport. Formula E brings electrifying wheel-to-wheel action to some of the world’s leading cities, racing against the backdrop of iconic skylines such as New York, Hong Kong, Paris and Rome.
The inaugural season of Formula E sparked into life in September 2014 around the grounds of the Olympic Park in Beijing. The fourth edition of the ABB FIA Formula E Championship will see 10 teams and 20 drivers compete in 10 cities spanning five continents in the fight to be crowned champion. Hong Kong hosted the season-opener over the course of two days on December 2 & 3, with the championship coming to a close in New York in July.
Formula E is more than just a race to be the best – it’s a competitive platform to test and develop road relevant technologies, helping refine the design and functionality of electric vehicle components and speeding-up the transition and uptake of clean transportation on a global scale.
For this season, more manufacturers have joined the electric revolution with reigning champion Lucas di Grassi looking to defend his title for the Audi Sport ABT Schaeffler team. More big-name manufacturers have also committed to race in Formula E – including BMW and Nissan in tandem with the new-look car and battery in season five, along with Mercedes-Benz and Porsche who also plan to join the following year.
Follow Formula E:
www.FIAFormulaE.com
Facebook: www.facebook.com/FIAFormulaE
Instagram: www.instagram.com/FIAFormulaE
Twitter: www.twitter.com/FIAFormulaE (@ FIAFormulaE)
YouTube: www.youtube.com/user/ FIAFormulaE
About ABB:
ABB (ABBN: SIX Swiss Ex) is a pioneering technology leader in electrification products, robotics and motion, industrial automation and power grids, serving customers in utilities, industry and transport & infrastructure globally. Continuing a history of innovation spanning more than 130 years, ABB today is writing the future of industrial digitalisation with two clear value propositions – bringing electricity from any power plant to any plug and automating industries from natural resources to finished products. As title partner of Formula E, the fully-electric international FIA motorsport class, ABB is pushing the boundaries of e-mobility to contribute to a sustainable future. ABB operates in more than 100 countries with about 135,000 employees. www.abb.com
Sources: ABB FIA Formula E Championship PR