Matt has 20 years in the market research and analytics sector across media and sport brands (including Sky, BT and ESPN). He joined F1 in March 2017 as the Global Research and Analytics Director. At F1 he has set up a number of new initiatives ranging from global fan behaviour studies to a CRM database, a global fan panel and an extensive spectator experience research programme. He also launched a new division to cover data analytics which enabled F1 to combine market research with scientific data analytics to help support decisions within the business. 2.5 years later, the team has won a number of major awards including ‘Best in house market research team’ at the MRS Awards Speech Overview: · Understanding the physical interaction and behaviours of attendees at a Grand Prix · Measuring the impact of F1 fan activations and merchandise at a Grand Prix · Using sensors to improve fan experience at F1 races

1. Using the latest sensor technology to understand fan
behaviour and drive commercial revenue at races
Matt Roberts – Research Director F1
October 2020

2. 2
PRIVATE AND CONFIDENTIAL
F1 is building a strong data capability to support data-driven
decision making and better understand fans
Partner Exposure
Report
Pre 2017
TV audience race
data
2 x Reports
1 x Stakeholder
Today
9+ x Initiatives
Brand Study
Sponsor
Valuation
Spectator
Experience
Tracking &
Segmentation
On-site
Footfall
Tracking
TV Viewing
Experience
Fan Insight
CRM
Database
Social
Exposure
Fan Voice
Community
Internal
Function leads
External
Stakeholders
100 x

3. Previously, knowledge of fans and their behaviour
was extremely limited
• Who are the fans? What do they look like?
• Who are they consuming your sport with?
• How often are they consuming?
• Why are they consuming?
• What are the barriers to consuming?
• Who are the potential fans of the future?
F1 had no insight into….

4. 4
PRIVATE AND CONFIDENTIAL
Fast forward 2 years, we have a better understanding
of our fans today, than ever before
CRM Database
Tracking &
Segmentation
Fan Voice
Community
Spectator
Experience
Social
Exposure
Sponsor
Valuation
TV Viewing
Experience
On-site Footfall
tracking
Brand StudyWho they are
How they
consume F1®
What they are
experiencing
How they engage
our partners

5. 5
PRIVATE AND CONFIDENTIAL
In particular, fan experience insight was a key requirement as
we wanted to improve fan enjoyment at our events…
CRM Database
Tracking &
Segmentation
Fan Voice
Community
Spectator
Experience
Social
Exposure
Sponsor
Valuation
TV Viewing
Experience
On-site Footfall
tracking
Brand StudyWho they are
How they
consume F1®
What they are
experiencing
How they engage
our partners

6. 6
PRIVATE AND CONFIDENTIAL
We also wanted to understand the impact of a number of
new fan initiatives at races

7. 77NETFLUENTIAL 2018
50,000+ interviews – before
and after attendance per
season
300+ mobile app diaries
100+ depth interviews
during the race weekend (4
races)
As a result, we conducted spectator surveys at 15 out of
the 21 races

8. Significant overclaim in survey particularly around
merchandise purchases and Fan Zone activities
70
82
58
81
67
97
Claimed Merchandise purchase Claimed Fan Zone Attendance
% buying merchandise/visiting Fan Zones at races
2017 2018 2019

9. • Meshh Sensor Technology used at 17 races in 2017-19 to
understand spectator footfall behavior
• 55 sensors across the circuit
• Technology allowed us to follow spectator movement around the
circuit via real time dashboard
Objectives
1 Understand visitor numbers/behaviour and engagement of
merchandise, fan activations and the stage
2 Assess whether we are maximising our commercial opportunities
in the different parts of each circuit
This led to the introduction of the Meshh Wifi Analytics
project

10. • WiFi enabled devices continually
send “ping” messages to detect
available networks.
• Special algorithms use signal strength and
other parameters to detect the presence
and/or position of those WiFi devices.
• This data forms the basis of dozens of
metrics and KPIs based on actual
customer behaviour.
• The data is passively collected and
anonymous making it compliant with
all GDPR legislation.
How the technology works

11. • Compact sensor
• Don’t require WiFi
• 30 metres radius
• Self contained
• Battery powered
• Individually customisable
What does it look like?

12. Standard KPIs and reports include:
Visits Visitors
Repeat Visits
By zone, by cluster, in total
By hour or day
By Engaged visitor, by passerby, by event reach
Dwell Time
By zone, by cluster, in total
Density
Hot spots
Conversion Rates
By zone, by cluster, in total
Over time, by hour or by day
Ability to monitor spectator movement via real time
dashboard

13. RESEARCH
HIGHLIGHTS
13

14. The sensors picked up footfall patterns from over 1.1m
fans in the past year
14
233,716
217,429
173,854
121,801
103,011
92,614
82,530
56,966 56,202
UK BELGIUM AUSTIN ITALY CANADA FRANCE SPAIN BAHRAIN AZERBAIJAN
A total of 1,138,123
visitors were captured
at Grand Prix’s in the
past 12 months

15. We see some interesting cultural differences – ie the Middle Eastern
fans are much more family/kids activity centric than European fans…
Activations Visitors
Best Conversion rates
(passerby to engaged)
15
Shell 8,384
Monster 7,186
E Sports 7,186
Heineken 36%
Shell 24%
Monster 21%
ESports 16,094
Pit Stop 14,811
Helmet 11,325
ESports 30%
F1 TV 30%
Reaction 25%
Photobooth 8,096
Family 7,580
Podium 6,329
Gamezone 29%
Family 28%
Podium 27%
Pit Stop 16,537
Helmet 13,667
D Fitness 13,229
ESports 54%
Helmet 42%
Reaction 34%
Kids 15,884
Freefall 12,943
Bungee 11,742
Kids 30%
Freefall 24%
D Fitness 24%
Pit Stop 19,106
E Sports 19,033
Ferris Wheel 15,130
E Sports 19%
D Fitness 19%
Reaction 18%
Pit Stop 59,550
F1 TV 55,773
Driver Helmet 42,788
Pit Stop 21%
F1 TV 20%
Driver Helmet 17%

16. European fans are more likely to stay at the circuit for
longer than Middle Eastern fans
Average dwell time by circuit
16
2
hours
5
hours
3
hours
4
hours
02:02
02:24
02:51
02:57
03:12
03:16
03:21 04:04
04:14

17. The Fan Zone attendance numbers are much more realistic than
the survey data that we had previously collected…
What percentage of individuals visited the Fanzone?
17
21%
8%
21%
24%
32%
23%
46%
32%
41%
0
50,000
100,000
150,000
200,000
250,000
BAHRAIN AZERBAIJAN SPAIN CANADA FRANCE UK BELGIUM ITALY AUSTIN
Total visitors percentage who were seen at the Fanzone

18. ….as is the engagement with merchandise at races
18
What percentage of individuals were exposed to any merchandise stand*?
78%
67%
58% 56%
50% 47%
40%
36%
32%
BELGIUM SPAIN ITALY FRANCE BAHRAIN UK CANADA AUSTIN AZERBAIJAN
EXPOSURE (seen a merchandise stand)

19. European fans spend more time in their seat than their Middle
Eastern counterparts – opportunity to introduce in seat retail?
Azerbaijan Silverstone
% of fans spending 3 or more
hours in their seat…
• 35% in Luffield
• 34% in Village
• 33% in Club Corner
Austin
% of fans spending 3 or more
hours in their seat…
• 24% in Absheron
• 15% in Bulvar
• 12% in Mugham
% of fans spending 3 or more
hours in their seat…
• 33% in Main Grandstand
• 28% in Grandstand Turn 1
• 26% in Grand Plaza

20. 20
PRIVATE AND CONFIDENTIAL
Understanding peak footfall has helped F1 to identify new
revenue streams…
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
08:00 10:00 12:00 14:00 16:00 18:00
Arrivals
Peak arrival time for fans
attending music concert (US GP)
16:00 18:00
Opportunity to add
‘music merchandise’ to drive
revenue from concert goers
Saturday race
attendance

21. 21
49%
of all Visitors
use Gates 6 & 7
(Spain)
Given the heavy footfall, we are now considering enhancing the experience (food,
merchandise, activations) provided in this area.
…and improve the location of food & beverage,
merchandise and fan activation areas

22. 22
37% of visitors were seen in the South area of the circuit which includes the Legends Lane, F1 Fan Zone, Supercars Central. In
comparison to the North area which saw far less.
We can gain a deep understanding of how fans are moving
around the venue…
SOUTH
37%
B=109,519
WEST
27%
B=80,983
NORTH
18%
B=54,526
EAST
17%
B=49,979

23. 23
Number of
geographic zones visited
77%
15%
6%
1 2
3 4
…as well as understanding crossover between the different
areas of the venue

24. • Launched ‘F1 Event App’ to improve information and ‘way finding’ at races (to increase
VFM perceptions)
• New merchandise satellite stores (& Megastore) launched at all races from mid 2018
• Changed locations of fan activations to maximize awareness and engagement
• Increasing the number of esports simulators at European races (particularly
around the circuit – not just in the Fan Zone) as the sensors identified these as
having the highest number of visitors with the longest dwell time
• RevampedFan Forum (amphitheatre) schedule on Sunday – given the high footfall in this
area on race day
• Using learning from the Meshh sensor when planning the layout of new race locations –
such as the inaugural Dutch and Vietnamese Grand Prix which will join the F1 calendar in
2021
• Using to assist in response to Covid 19 in 2020 and 2021 seasons
Changes as a result of the Wifi technology

25. • Extending technology to F1 Fan Festivals in 2020
• Sensor technology to be used at 10 races in 2020
• 5 Key Areas for investigation
(opportunities for bespoke analysis at each race)
1. Entrance, Exits and Flows
2. Merchandise
3. Fanzone and activations
4. Seating behaviour eg grandstands
5. Stage / entertainment
Ongoing Plans in 2020 & Beyond

26. THANK
YOU
26