A recent survey carried out by CSM Sport & Entertainment suggested much of Formula 1’s viewership is younger than 35, and has "plenty of cash," according to MOTORSPORT MAGAZINE. The research found six groups, the largest being "New Wave" -- some 260 million "strong." They are "more likely to attend the race rather than watch on television, which puts heavy emphasis on the many boardings that line the circuit." But the advertising boards "seemingly" work: more than 40% have become "aware of a brand solely through F1's sponsorship." The brands "receive a boost, too, almost half of the 260 million in the group believe F1 improves the image of its sponsors." Liberty's acquisition "appears to have coincided with more sponsors being plastered on cars, Sauber aside, and this will only have helped matters." The new era of F1 has "seen an obvious shift" toward Twitter and Facebook, "with a news release fired out every Monday extolling the success and reach of F1 every race weekend" (MOTORSPORT MAGAZINE, 5/25).
'LIKE A STARBUCKS': GMM reported former F1 CEO Bernie Ecclestone said that the trio of F1 CEO Chase Carey, Managing Dir Ross Brawn and Managing Dir, Commercial Operations Sean Bratches, is already doing "things I would never do or never would have done." Of social media, Ecclestone said, "I have never been convinced of this kind of communication because I do not believe it makes a good contribution to Formula 1. Formula 1 is now run like a branch of Starbucks, with someone else always throwing milk into the coffee" (GMM, 5/29).