Haas team principal Guenther Steiner says he is not concerned about suggestions F1 viewing figures in the United States have dipped this season.
However, TV ratings for this season have reportedly dipped slightly compared to 2022. Ratings figures in the United States are traditionally measured through the Nielsen Company, which uses viewing data from equipment installed across thousands of example households to extrapolate national viewing figures.
Haas at the only American-owned Formula 1 team currently competing in the sport. Asked if he was concerned about the reports of falling ratings, Steiner said “no, not really.
“I think TV ratings is one of these things – I’m not an expert on TV ratings and TV, so don’t take my word as the gospel here – but I think there’s a lot of things watched now not on TV, especially young people, and I think there is not a real instrument yet to measure this,” Steiner explained.
“I think people are working on it, because I think there are more people watching than we actually know, because we still measure TV ratings like we did 20 years ago. As I said, I’m not the guru of TV ratings, but I just spoke with some people who know about stuff and they said they think we need to go to a more current way to measure eyeballs on a race.”
Haas acquired a new American title sponsor for this season in a multi-season deal. Steiner says that his team are continuing to see increased commercial interest both in Haas and Formula 1 generally.
“There’s still a lot of interest in general,” he said. “We are talking with different parties at the moment, but there’s very good interest.
“I think you can see also there’s very good interest when you see on a race weekend how much advertising is on the racetrack and things like this – new advertising. But as a team we’ve got quite a lot of discussions going on. In a normal sponsorship discussion, people want to know the facts and everything. They take their time and they are not in a hurry now to sign for next year. But discussions are good.”
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