Formula E achieved record-breaking TV audiences and social media engagements during the opening race in Mexico
Formula E held the season-opening Hankook Mexico City E-Prix on Saturday 13th January 2024. Their global live overnight race audience in key markets grew an impressive 57% compared to the corresponding opening race of the 2023 season, which was also held in Mexico.
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TV Audiences Are Growing
The US and the UK saw the biggest growth in TV audiences. In the US, a whopping 3.4 million viewers tuned in to the as-live full race broadcast by long-standing partner CBS on its main network channel. This was an all-time high in viewer numbers, beating the previous high on the same channel for the New York City E-Prix in 2021. New partner Roku, featured the race prominently on its Home Screen and Sports Zone, and created a dedicated Formula E Zone to ensure that audiences could immerse in all things Formula E. The experience featured a variety of programming, including the live race, highlights, previews, series such as Formula E Unplugged, and a brand new post-race program Recharge, which is exclusive to the Roku channel.
In the UK, there was a 29% increase in TV audiences compared to the Mexico race last season. The 2024 Hankook Mexico City E-Prix was the first race to be broadcast by new TV partner, TNT Sports, with coverage led by new Formula E presenter, Jermaine Jenas.
There was also success in China, Canada, Brazil and Mexico, which all attracted significant audience increases for the opening race of the season.
Social Media Interactions Are On The Rise
Formula E’s official social media channels were attracting more social impressions during the Mexico City race weekend than in any other race weekend in Formula E history.
Social impressions jumped a colossal 205% year on year. The website – featuring rich content introducing new fans to the sport – also saw its busiest day since launch.
One particular Instagram Reel became the championship’s most-viewed social content of all time, with more than 25 million views so far. Posted in the Mexico City race week, it features TAG Heuer Porsche Formula E Team driver, António Félix da Costa, promoting the new Formula E Unplugged docu-series.
Usain Bolt’s driving experience in Formula E’s GENBETA race car, which saw the world’s fastest man try out the 0-60mph acceleration speed of a world-record breaking vehicle, generated global media coverage. Bolt managed to achieve 0-60mph in 2.89 seconds in the 400kW “unlocked” GEN3 race car, but has demanded the opportunity to make a return in order to beat his time.
The double-header Diriyah E-Prix takes place on Friday 26th and Saturday 27th January. The only night races on the 16-race Formula E calendar for Season 10, both races start at 8pm local time / 5pm GMT.
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Get 10% off all official F1 Merch at TheRaceWorks.com using code ‘EF1‘ at checkout.