ONE8Y DB Newsletter #24 - Audi and the Formula 1
Hey! You are now?one of more than 1,600?readers?to receive my ONE8Y DB newsletter – thank you for your interest and support! This newsletter is dedicated to share data about our #sportbusiness industry in?order to raise the level of data-driven & smarter decisions. Enjoy reading.
If you aren't yet a customer of the database and therefore do not have access to the data, register here: https://www.one8y-db.com/en/registration . Or feel free to send me a message - I look forward to hearing from you and presenting the database to you in detail.
Anticipation regarding Audi's entry into Formula 1
The follwoing graphic shows the anticipation regarding Audi's entry into Formula 1 in two selected target groups: people interested in Formula 1 and Formula 1 fans. The data comes from a survey conducted by ONE8Y Sports Marketing Agency on September 11 and 12, 2024. A total of 548 people interested in Formula 1 and 308 Formula 1 fans were surveyed. Both groups express an overall positive anticipation towards Audi's entry into Formula 1. Notably, 42% of #Formula1 fans rated their anticipation at 7 or higher on a 10-point scale. Among those generally interested in Formula 1, this figure is slightly higher at 44%.
A significant difference between the two groups is the stronger anticipation among Formula 1 fans: 20% of them rated their excitement at level 8, compared to 15% of those interested in Formula 1. This group shows a higher level of engagement, which is to be expected since they are more closely connected to the #sport. Interestingly, 15% of those generally interested and 13% of Formula 1 fans expressed a neutral attitude toward Audi's entry. Additionally, 5% of those interested and 4% of Formula 1 fans reported low to very low anticipation, indicating a minority that is more reserved or skeptical about Audi's entry. The results indicate a generally high level of anticipation for Audi's entry into Formula 1, especially among existing Formula 1 fans.
Increase in Audi's attractiveness due to Mick Schumacher
Our survey shows that @Mick Schumacher has a positive impact on the perception of the Audi brand for many. 21% of respondents rated the influence of Mick Schumacher on Audi's attractiveness with a score of 7 on a 10-point scale. 17% rated the influence as strong (8), and 9% rated it as very strong (9). Additionally, 6% of respondents rated Schumacher's influence on Audi F1 Project as extremely strong (10). In total, 53% of respondents see a clear or strong increase in Audi's attractiveness due to Mick Schumacher. On the other hand, 4% stated that Mick Schumacher does not make Audi more attractive at all, while 14% took a neutral position.
The survey also explores the overall relevance of the Schumacher brand. 32% of respondents believe that the Schumacher brand still inspires the general public in Germany. 30% see the brand as relevant for all sports fans, while 20% believe the brand is only relevant in the motorsport world. 16% of respondents consider the Schumacher brand to be no longer relevant.
In our study, we also examined opinions on a potential comeback of Mick Schumacher in Formula 1 through 奥迪 .
Chances for Mick Schumacher to get a Formula 1 cockpit at Audi
Respondents largely view Mick Schumacher's chances of getting a Formula 1 cockpit at Audi positively. 36% are convinced that Mick Schumacher will definitely have a chance at Audi. Another 45% say it is "more likely." In total, 81% of respondents believe that Mick Schumacher could return to Formula 1 through Audi. Only 11% consider it unlikely, and 3% completely rule it out.
Audi as the last chance for Mick Schumacher in Formula 1: The second question in the graphic addresses whether Audi represents Mick Schumacher's last chance for a Formula 1 cockpit. Here, 48% of respondents believe that Audi is "rather yes" his last opportunity for a return to Formula 1. 18% are certain that it is his last chance. In contrast, 14% think it is rather not his last chance, and 12% believe Schumacher will get another opportunity.
Follow us for more ...!!
INTERESTED IN GAINING MORE INSIGHTS?
Secure your access to our ONE8Y DB and get ...
For individual research needs, including quick insights within one week, please send an email to [email protected] or send me a dm on LinkedIn.
All the best - stay inspired,
Hendrik
It would be nice to have another German driver on the grid. But would it drive progress forward?