Formula 1 revealed that "just 14% of its viewers are under 25" despite the series launching a number of "costly initiatives aimed at boosting its appeal to a younger audience," according to Christian Sylt for FORBES. The initiatives include "revving up F1's presence on social media, streaming its races online, starting an Esports series and launching its first-ever marketing campaign which featured the faces of fans being blasted with wind and water." F1 Global Research Dir Matt Roberts said that the "average age of a global F1 viewer is 40." In addition to the 14% under 25, Roberts said "30% are 25-34, 20% are 35-44, 20% are 45-54 and 17% are over 55." He added the average age is "higher in more established markets" like the U.K., Italy and Germany, while it is "youngest in newer F1 markets" like the U.S. and China. Roberts was hired by F1 owner Liberty Media in 2017 and has a 10-year career in sports research which began in '08 when he joined Eurosport as head of research. Roberts' comments were not "uniformly positive and also cast a spotlight on areas where F1 has been stuck in the slow lane." One example is F1's new marketing campaign which "launched with great fanfare at the start of last season." At its heart was a "60-second film which jumps between race footage and clips of six fans being subjected to intense weather conditions." Roberts said the response to the campaign was "actually positive and above the industry norm." But he added the "one problem was that not many people saw the ad which we need to improve next year" (FORBES, 1/13).
