Formula 1: "Our ideal circumstance would be 75% of our Grands Prix free-to-air" (Sean Bratches)

"This (the decline in UK Formula 1 audiences following the exclusive switchover to pay TV operator Sky) concerns us in a pretty material way, not just for Britain but around the world. Our ideal circumstance would be to have 75% of our Grands Prix on free-to-air," said Sean Bratches, commercial director of Formula One Group, to the British newspaper Daily Mail on 24/05/2019.

"From a brand standpoint, Formula One is nowhere near the position where it can lose free-to-air viewership. This is an agreement (with Sky) that was done prior to our arrival. The pay element is very exciting revenue-wise but from a reach standpoint it is sub-optimal," added Sean Bratches.

Sky acquired the exclusive Formula 1 broadcasting rights in the United Kingdom and Ireland over the 2019-2024 period for an estimated £120m (€136m) per year on 23/03/2016. The free and private TV channel Channel 4, which broadcasts 10 Grand Prix races per season over the 2016-2018 cycle, sub-licensed the rights to broadcast race highlights from Sky.

The cumulative average audience in the United Kingdom for the top five Grand…