While this indicates some overlap in audience, and a higher likelihood of a Taylor Swift fan to engage with Formula One content than the average individual, there were many other artists, such as Deadmau5 and Adele, with higher TrueAffinity™ scores.īut even though Taylor Swift had a lower TrueAffinity™ with F1 earlier this year, the metric is not static, and it incorporates the effects of paid, owned, and earned marketing efforts. In the chart below, we can see that prior to the concert announcement in March, Taylor Swift had a very moderate TrueAffinity™ score with Formula One of 4.8. In the example of the F1 / COTA and Taylor Swift partnership, we can evaluate the effectiveness of reaching a new audience by plotting the trend of TrueAffinity™ scores over time. It is measured on an exponential scale between 0 and 10, and can be used by marketers to measure the success of campaigns and partnerships, as well as to activate audiences that are statistically likely to respond to their brand messaging. And while leveraging Taylor Swift’s popularity may mean an attendance win in 2016, questions remain whether this will help the long-term prospects of Formula One in the US, and of the US Grand Prix at the Circuit of the Americas track in Austin.Īt AffinityAnswers, we have developed the TrueAffinity™ metric which measures the reciprocal affinity – not just popularity – between any two brands, celebrities, musicians, shows, movies, etc. Personally, my daughter – who has never shown any previous interest in F1 – now wants to attend. Here in Austin, there is plenty of evidence that this tactic is bringing new people to the F1 COTA race.
Then, after the Finals on Sunday, Usher and the Roots will play. Given this is the only concert for 10-time Grammy winner Taylor Swift in 2016, and that she is one of the most popular current recording artists, Saturday’s attendance this year is sure to beat the previous Saturday attendance record. But Taylor Swift will be playing on Saturday of race weekend this year, after the qualifying round. For example, last year “ Rocket Man” Sir Elton John, played after Sunday’s final race. In the past, the US Grand Prix has featured major concerts on Sunday, after the final day of racing, when attendance is already at its highest. Add to this the fact that F1 includes only one US team (Haas) and no US drivers, and the challenge of penetrating the US is even harder for F1 and COTA.īut this year COTA has a secret weapon to increase overall attendance – Taylor Swift.
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Since then, attendance – both overall and final race – has declined every year, presenting an interesting challenge to race organizers: how to grow local and US-based fan interest in a sport whose primary audience is international and high-income.
This marks the 5 th year in a row of the US Grand Prix at the Circuit of the Americas (COTA) track, which opened in 2012 after a 5-year absence of F1 in America. This weekend Formula One (F1) racing makes its only US stop of the year in Austin, TX for the 2016 US Grand Prix.
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