{"id":295288,"date":"2025-07-07T15:24:26","date_gmt":"2025-07-07T13:24:26","guid":{"rendered":"https:\/\/rtrsports.com\/formule-1-pruzkum-publika-a-nazory-na-jeden-z-nejpopularnejsich-sportu-na-svete\/"},"modified":"2025-07-07T15:28:10","modified_gmt":"2025-07-07T13:28:10","slug":"formule-1-pruzkum-publika-a-nazory-na-jeden-z-nejpopularnejsich-sportu-na-svete","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/formula-1-v-2021-verejny-vyzkum-a-nazory-na-jeden-svetove-popularni-sport\/","title":{"rendered":"Formule 1: pr\u016fzkum publika a n\u00e1zory na jeden z nejpopul\u00e1rn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b"},"content":{"rendered":"<p>\u010casto se n\u00e1s ptaj\u00ed, zda je spr\u00e1vn\u00fd \u010das investovat do <a href=\"https:\/\/rtrsports.com\/cs\/andretti-autosport-sponzoring-formula-e\/\"><strong>Formule 1<\/strong> <\/a>a na\u0161e odpov\u011b\u010f zn\u00ed: v\u017edy je spr\u00e1vn\u00fd \u010das investovat do Formule 1, a nyn\u00ed v\u00edce ne\u017e kdy jindy, a my v\u00e1m \u0159ekneme pro\u010d.<\/p>\n<p>Dnes m\u00e1me k dispozici tak\u00e9 \u0159adu superaktu\u00e1ln\u00edch \u00fadaj\u016f a informac\u00ed, kter\u00e9 na\u0161im indikac\u00edm dod\u00e1vaj\u00ed je\u0161t\u011b v\u011bt\u0161\u00ed s\u00edlu. <strong>Formule 1<\/strong> toti\u017e ned\u00e1vno zve\u0159ejnila <strong>mezin\u00e1rodn\u00ed pr\u016fzkum<\/strong>, kter\u00fd provedla spole\u010dnost <strong>Nielsen Sport<\/strong> ve spolupr\u00e1ci s <strong>Motorsport Network<\/strong> a kter\u00fd analyzuje fanou\u0161ky a jejich n\u00e1zory na <strong>Formuli 1.<\/strong> <\/p>\n<p>Informace, kter\u00e9 shrom\u00e1\u017edili, jsou zaj\u00edmav\u00e9 a v\u00fdznamn\u00e9 <a href=\"https:\/\/rtrsports.com\/cs\/\">zejm\u00e9na pro ty, kte\u0159\u00ed d\u011blaj\u00ed na\u0161i pr\u00e1ci a <strong>rad\u00ed firm\u00e1m<\/strong><\/a>.<\/p>\n<p>&#8222;Jsme nesm\u00edrn\u011b vd\u011b\u010dn\u00ed v\u0161em fanou\u0161k\u016fm, kte\u0159\u00ed si na\u0161li \u010das a pod\u011blili se o sv\u00e9 n\u00e1zory v tomto rozs\u00e1hl\u00e9m pr\u016fzkumu. Jejich n\u00e1zory jsou pro n\u00e1s velmi cenn\u00e9 a jsme nesm\u00edrn\u011b pot\u011b\u0161eni t\u00edm, co jsme vid\u011bli ve v\u00fdsledc\u00edch. Cht\u011bl bych tak\u00e9 pod\u011bkovat <strong>spole\u010dnostem Motorsport Network a Nielsen Sports<\/strong> za jejich neuv\u011b\u0159itelnou pr\u00e1ci.&#8220;  <\/p>\n<p>&#8222;V\u00fdsledky pr\u016fzkumu ukazuj\u00ed, \u017ee d\u011bl\u00e1me spr\u00e1vn\u00e9 v\u011bci a budeme se i nad\u00e1le soust\u0159edit na vytv\u00e1\u0159en\u00ed vzru\u0161uj\u00edc\u00edho obsahu a z\u00e1bavy na trati i mimo ni, co\u017e je to, co v\u0161ichni na\u0161i fanou\u0161ci cht\u011bj\u00ed. Jsme nad\u0161eni na\u0161\u00ed budoucnost\u00ed a v\u00edme, \u017ee na\u0161i fanou\u0161ci jsou tak\u00e9,&#8220; \u0159ekl Stefano Domenicali, <strong>prezident a gener\u00e1ln\u00ed \u0159editel Formule 1<\/strong>. <\/p>\n<p>Zde je n\u011bkolik kl\u00ed\u010dov\u00fdch bod\u016f.<\/p>\n<h2>Za\u010dn\u011bme od za\u010d\u00e1tku, tedy od charakteristiky tohoto d\u016fle\u017eit\u00e9ho v\u00fdzkumu.<\/h2>\n<ul>\n<li>Nejv\u011bt\u0161\u00ed analyzovan\u00fd vzorek: 167 302 odpov\u011bd\u00ed<\/li>\n<li>Dotazn\u00edk byl vytvo\u0159en a p\u0159elo\u017een do 15 jazyk\u016f.<\/li>\n<li>V\u011bt\u0161\u00ed geografick\u00e9 roz\u0161\u00ed\u0159en\u00ed: odpov\u011bdi p\u0159i\u0161ly ze 187 zem\u00ed, p\u0159i\u010dem\u017e v\u00fdrazn\u011b p\u0159ibylo odpov\u011bd\u00ed z Asie, Bl\u00edzk\u00e9ho v\u00fdchodu a Afriky.<\/li>\n<li>Nejmlad\u0161\u00ed zaznamenan\u00fd vzorek &#8211; 34 % respondent\u016f &lt; 24\/63 % &lt; 34 let \/ Pr\u016fm\u011brn\u00fd v\u011bk 32 let.<\/li>\n<li>Nejvy\u0161\u0161\u00ed <strong>\u00fa\u010dast \u017een v<\/strong> historii &#8211; 18,3 % z celkov\u00e9ho vzorku, co\u017e je o 10 % v\u00edce ne\u017e v roce 2017, tedy o v\u00edce ne\u017e 30 000 v\u00edce.<\/li>\n<li>&lt;F1 p\u0159itahuje a nadchne nov\u00e9 fanou\u0161ky &#8211; 34 % z nich sleduje tento sport ji\u017e 5 let (v roce 2017 to bylo 12 %).<\/li>\n<\/ul>\n<p>V na\u0161ich \u010dl\u00e1nc\u00edch a p\u0159i komunikaci s na\u0161imi z\u00e1kazn\u00edky a potenci\u00e1ln\u00edmi z\u00e1kazn\u00edky v\u017edy hovo\u0159\u00edme o hodnot\u00e1ch spojen\u00fdch s r\u016fzn\u00fdmi sportovn\u00edmi discipl\u00ednami. Hodnoty jsou z\u00e1sadn\u00ed, proto\u017ee pr\u00e1v\u011b na nich mohou firmy a zna\u010dky stav\u011bt sv\u00e9 marketingov\u00e9 pl\u00e1ny a komunika\u010dn\u00ed kampan\u011b. <\/p>\n<h2>Jak vid\u00ed formuli 1 fanou\u0161ci? Jak ji identifikuj\u00ed z hlediska hodnot? <\/h2>\n<ul>\n<li>P\u011bt nej\u010dast\u011bj\u0161\u00edch p\u0159\u00edvlastk\u016f, kter\u00e9 se objevuj\u00ed, jsou: <strong>vzru\u0161uj\u00edc\u00ed, technologick\u00fd, drah\u00fd, sout\u011b\u017eiv\u00fd<\/strong> a <strong>z\u00e1bavn\u00fd;<\/strong> poprv\u00e9 se mezi p\u011bti nej\u010dast\u011bj\u0161\u00edmi p\u0159\u00edvlastky objevuje &#8222;z\u00e1bavn\u00fd&#8220;.<\/li>\n<li>50procentn\u00ed zlep\u0161en\u00ed &#8222;zdrav\u00ed&#8220; F1 ve srovn\u00e1n\u00ed s rokem 2017: rostouc\u00ed pozitivn\u00ed n\u00e1lada fanou\u0161k\u016f, kte\u0159\u00ed uzn\u00e1vaj\u00ed, \u017ee F1 nab\u00edz\u00ed spr\u00e1vnou rovnov\u00e1hu mezi sportem a z\u00e1bavou.<\/li>\n<li>Pot\u0159eba p\u0159il\u00e1kat nov\u00e9 fanou\u0161ky se objevuje i tentokr\u00e1t, ale v men\u0161\u00ed m\u00ed\u0159e ne\u017e v roce 2017.<\/li>\n<li>\u010cty\u0159i kl\u00ed\u010dov\u00e9 GP pro v\u0161echny fanou\u0161ky bez ohledu na v\u011bk: <strong>Monza, Spa, Silverstone<\/strong> a <strong>Monako<\/strong>.<\/li>\n<\/ul>\n<h2>Jak budou fanou\u0161ci v roce 2021 sledovat Formuli 1?<\/h2>\n<ul>\n<li>Specializovan\u00e9 <strong>webov\u00e9 str\u00e1nky<\/strong> F1 a <strong>placen\u00e1 televize<\/strong> jsou nejpou\u017e\u00edvan\u011bj\u0161\u00edm m\u00edstem pro vyhled\u00e1v\u00e1n\u00ed obsahu, zejm\u00e9na mezi fanou\u0161ky ve v\u011bku 35 let a v\u00edce.<\/li>\n<li>Sledovanost voln\u011b \u0161\u00ed\u0159en\u00e9ho televizn\u00edho vys\u00edl\u00e1n\u00ed od roku 2017 kles\u00e1 (56 %)<\/li>\n<li><strong>Twitter<\/strong> je st\u00e1le nejpou\u017e\u00edvan\u011bj\u0161\u00ed soci\u00e1ln\u00ed platformou, t\u011bsn\u011b n\u00e1sledov\u00e1n <strong>Instagramem<\/strong>, kter\u00fd je nejpou\u017e\u00edvan\u011bj\u0161\u00edm kan\u00e1lem mezi lidmi ve v\u011bku 16-24 let. Pou\u017e\u00edv\u00e1n\u00ed Facebooku se sn\u00ed\u017eilo <\/li>\n<li>V\u011bt\u0161ina respondent\u016f (85 %) sleduje <strong>v\u00edce ne\u017e 13 GP za sez\u00f3nu<\/strong>.<\/li>\n<li><strong>V\u00edce ne\u017e 85 % fanou\u0161k\u016f sleduje cel\u00fd obsah z\u00e1vodu<\/strong>, od semafor\u016f a\u017e po vlajku, u mlad\u0161\u00edch div\u00e1k\u016f nedoch\u00e1z\u00ed k poklesu \u010dasu sledov\u00e1n\u00ed.<\/li>\n<li>Strategie F1, stejn\u011b jako strategie t\u00fdm\u016f a jezdc\u016f, zam\u011b\u0159en\u00e1 na zapojen\u00ed <strong>nov\u00fdch div\u00e1k\u016f prost\u0159ednictv\u00edm soci\u00e1ln\u00edch a digit\u00e1ln\u00edch m\u00e9di\u00ed funguje.<\/strong><\/li>\n<li>Velk\u00fd hit Netflixu, seri\u00e1l<strong>&#8222;Drive to Survive&#8220;<\/strong>, kter\u00fd nahl\u00ed\u017e\u00ed do z\u00e1kulis\u00ed F1, otev\u0159el dve\u0159e nov\u00e9mu, mlad\u0161\u00edmu a rozmanit\u011bj\u0161\u00edmu publiku, \u010d\u00edm\u017e se tento sport stal p\u0159\u00edstupn\u011bj\u0161\u00edm.<\/li>\n<li>Interakce s fanou\u0161ky prost\u0159ednictv\u00edm sd\u00edlen\u00ed obsahu na soci\u00e1ln\u00edch s\u00edt\u00edch funguje: fanou\u0161ci cht\u011bj\u00ed obsah od F1, t\u00fdm\u016f a jezdc\u016f, ale tak\u00e9 od nez\u00e1visl\u00fdch medi\u00e1ln\u00edch platforem.<\/li>\n<\/ul>\n<h2>A co piloti? Kdo jsou obl\u00edbenci ve\u0159ejnosti? <\/h2>\n<ul>\n<li>Nejobl\u00edben\u011bj\u0161\u00edm jezdcem F1 je <strong>Max Verstappen<\/strong>, t\u011bsn\u011b n\u00e1sledovan\u00fd <strong>Lando Norrisem<\/strong> a t\u0159et\u00edm super\u0161ampionem <strong>Lewisem Hamiltonem<\/strong>. Verstappen je na prvn\u00edm m\u00edst\u011b v USA, Japonsku a Nizozemsku, Hamilton je na prvn\u00edm m\u00edst\u011b ve Velk\u00e9 Brit\u00e1nii, Braz\u00edlii a Kanad\u011b. <\/li>\n<li>Max je velmi obl\u00edben\u00fd ve v\u011bkov\u00e9 skupin\u011b 25-45 let, Lando Norris m\u00e1 silnou podporu mezi \u017eenami a fanou\u0161ky ve v\u011bku 16-24 let.<\/li>\n<li>Ve v\u011bkov\u00e9 skupin\u011b nad 45 let dosahuje Lewis siln\u00fdch v\u00fdsledk\u016f.<\/li>\n<li>Daniel Ricciardo byl \u010dtvrt\u00fd p\u0159ed Sebastianem Vettelem na p\u00e1t\u00e9m m\u00edst\u011b.<\/li>\n<li>Skupina mlad\u00fdch talent\u016f F1 je velk\u00fdm p\u0159\u00edslibem: <strong>Lando Norris<\/strong>, <strong>Charles Leclerc<\/strong>, <strong>George Russell<\/strong> a <strong>Pierre Gasly<\/strong> jsou vysoce cen\u011bni, co\u017e je pro kategorii velmi dobr\u00e9 znamen\u00ed.<\/li>\n<\/ul>\n<h2>A t\u00fdmy? Ferrari bude jist\u011b nejobl\u00edben\u011bj\u0161\u00edm a nejsledovan\u011bj\u0161\u00edm t\u00fdmem&#8230; <\/h2>\n<p>Ale ne. Jezdci <strong>McLarenu<\/strong> jednozna\u010dn\u011b p\u0159eva\u017euj\u00ed ve prosp\u011bch sv\u00e9ho t\u00fdmu: <strong>t\u00e9m\u011b\u0159 30 % respondent\u016f d\u00e1v\u00e1 p\u0159ednost McLarenu p\u0159ed ostatn\u00edmi t\u00fdmy<\/strong>. A up\u0159\u00edmn\u011b \u0159e\u010deno, nen\u00ed to p\u0159ekvapiv\u00e9: jezdci <strong>McLarenu<\/strong> jsou skv\u011bl\u00ed ve v\u0161ech propaga\u010dn\u00edch aktivit\u00e1ch, jsou super aktivn\u00ed na soci\u00e1ln\u00edch s\u00edt\u00edch, maj\u00ed neuv\u011b\u0159itelnou, pozitivn\u00ed, slun\u00ed\u010dkovou image. A to je rozhoduj\u00edc\u00ed. P\u0159idejte t\u00fdm, kter\u00fd v\u00ed, jak je co nejl\u00e9pe vyu\u017e\u00edt, a organizuje neuv\u011b\u0159itelnou \u0161k\u00e1lu propaga\u010dn\u00edch aktivit, a m\u00e1te bingo.    <\/p>\n<p><strong>Red Bull Racing<\/strong> je druh\u00fd a t\u011b\u0161\u00ed se velk\u00e9 popularit\u011b sv\u00e9ho jezdce, Ferrari je a\u017e na t\u0159et\u00edm m\u00edst\u011b.<\/p>\n<p>Ve v\u00fdzkumu pak najdete \u00fadaje a pocity v\u016f\u010di p\u0159edpis\u016fm, to nech\u00e1me na v\u00e1\u0161niv\u011bj\u0161\u00edch.<\/p>\n<p>Celkov\u011b se jedn\u00e1 o opravdu zaj\u00edmav\u00fd a u\u017eite\u010dn\u00fd v\u00fdzkum, kter\u00fd op\u011bt dokazuje, \u017ee Formule 1 je v r\u016fzn\u00fdch ohledech jedn\u00edm z nejavantgardn\u011bj\u0161\u00edch sport\u016f na sv\u011bt\u011b. Z hlediska marketingu a <a href=\"https:\/\/rtrsports.com\/sponsorizzazioni-formula-1\/\"><strong>sponzoringu<\/strong><\/a>ji vn\u00edm\u00e1me jako neuv\u011b\u0159itelnou platformu, do n\u00ed\u017e lze investovat a rozv\u00edjet marketingov\u00e9 a komunika\u010dn\u00ed aktivity, kter\u00e9 mohou \u00fa\u010dinn\u011b zaujmout c\u00edlov\u00e9 publikum. Pokud si chcete data p\u0159e\u010d\u00edst podrobn\u011b, <a href=\"https:\/\/cdn-1.motorsportnetwork.com\/survey\/2021\/2021-f1-global-fan-survey-motorsportnetwork.pdf\">najdete je zde.<\/a> Pokud m\u00e1te z\u00e1jem dozv\u011bd\u011bt se v\u00edce, nev\u00e1hejte n\u00e1s kontaktovat.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u010casto se n\u00e1s ptaj\u00ed, zda je spr\u00e1vn\u00fd \u010das investovat do Formule 1 a na\u0161e odpov\u011b\u010f zn\u00ed: v\u017edy je spr\u00e1vn\u00fd \u010das investovat do Formule 1, a nyn\u00ed v\u00edce ne\u017e kdy jindy, a my v\u00e1m \u0159ekneme pro\u010d. Dnes m\u00e1me k dispozici tak\u00e9 \u0159adu superaktu\u00e1ln\u00edch \u00fadaj\u016f a informac\u00ed, kter\u00e9 na\u0161im indikac\u00edm dod\u00e1vaj\u00ed je\u0161t\u011b v\u011bt\u0161\u00ed s\u00edlu. Formule 1 toti\u017e [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":192465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20232,20231,20238],"tags":[],"class_list":["post-295288","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-cs","category-motorsport-cs","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Formule 1: Div\u00e1ci a n\u00e1zory na jeden z nejpopul\u00e1rn\u011bj\u0161\u00edch sport\u016f<\/title>\n<meta name=\"description\" content=\"F1 zve\u0159ejnila pr\u016fzkum, kter\u00fd provedla spole\u010dnost Nielsen Sport ve spolupr\u00e1ci s Motorsport Network. 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