Friday, April 23, 2021

Formula 1 works miracle and leaves BandSports in the lead among sports channels

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In addition to reaching expressive numbers for Band on open TV, the transmission of the first weekend of the 2021 season of Formula 1 also yielded a high rating for BandSports on pay TV. According to data obtained by the TV News, the channel, which is usually the least seen among sports cars, led against rivals at different times.

The peak was registered on Saturday morning (27), when BandSports exclusively showed the last free practice of the Bahrain Grand Prix before the official classification.

On the air from 8:45 am to 10:00 am, the transmission earned BandSports an average of 0.55 points in the universe of households with pay TV on the PNT (National Television Panel), which points to the audiences of the country’s 15 major metropolitan regions.

The result left BandSports in the first place isolated among sports, with more ibope than the sum of SporTV, ESPN and Fox Sports in the direct confrontation.

Later, from 12h to 13h15, the channel showed the official qualifying training, registered 0.24 average point and also led against rivals in the same segment. This drop in audience in relation to the morning training happened because the channel shared the afternoon broadcast with Band.

As a comparison, in the weekend before the F1 debut, BandSports’ highest audience had been the Roma vs Napoli game for the Italian Championship, which closed with a 0.12 average on March 21.

On Friday (26), during the first free practice, Bandsports had already reached the first place in this range. On Sunday (28), motorsport also pinched the lead, but with Formula 2. In the air from 7:45 am to 9:15 am, the race scored 0.22 points and took first place against sporting rivals.

TV and digital audience

The return of Formula 1 to the Band after 41 years also increased the broadcaster’s rating on open and digital TV. On Sunday (28), from 12:07 pm to 1:40 pm, the Bahrain GP reached a peak of 6.4 points, with an average of 5.2 points. In comparison with the same track from the previous week, Band grew 400% in ibope and was in third place for 37 minutes in Greater São Paulo.

Bandplay, an application that shows the group’s live programming, registered 65% of new users over the weekend, most of them in the 25 to 34 age group. Only on Sunday (until 8:13 pm), 23,009 new registrations were registered. The platform has 76,820 users in all.

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