{"id":352708,"date":"2018-08-10T13:48:44","date_gmt":"2018-08-10T11:48:44","guid":{"rendered":"https:\/\/rtrsports.com\/pengukuran-penonton-dalam-olahraga-dan-kasus-unik-formula-1\/"},"modified":"2026-09-09T17:11:38","modified_gmt":"2026-09-09T15:11:38","slug":"pengukuran-penonton-dalam-olahraga-dan-kasus-unik-formula-1","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/id\/blog\/pengukuran-penonton-dalam-olahraga-dan-kasus-unik-formula-1\/","title":{"rendered":"Pengukuran Penonton dalam Olahraga dan Kasus Unik Formula 1"},"content":{"rendered":"<p>Konsep keterukuran adalah prinsip dasar pemasaran modern. Mengikuti kaidah emas yang menyatakan &#8220;jika dapat diukur, maka dapat diubah&#8221;, angka, data, dan laporan dari berbagai jenis dengan cepat menjadi landasan dari setiap strategi bisnis. Modernitas telah memberikan nafas baru pada gagasan ini: kita tenggelam dalam ekosistem media di mana jumlah stream, penayangan, pengikut, dan impresi memberikan ukuran keberhasilan secara real-time \u2014 atau setidaknya demikian premisnya.<\/p>\n<h2>Saya bersponsorship, tapi berapa nilai imbalannya?<\/h2>\n<p>Ketika berbicara tentang <a href=\"https:\/\/rtrsports.com\/id\/sponsorship-olahraga-2\/\">sponsor<\/a>, konsep pengukuran menjadi lebih berlapis. Ada banyak indikator kinerja kampanye <strong><a href=\"https:\/\/rtrsports.com\/blog\/marketing-sportivo\/vantaggi-della-sponsorizzazione-sportiva\/\">sponsorship<\/a><\/strong>: dari <strong>ROI<\/strong> hingga <strong>ROO<\/strong>, <strong>ROE<\/strong>, dampak pada penjualan, hingga <strong>Advertising Value Equivalency<\/strong> (AVE), yaitu nilai ekonomi iklan yang harus dibeli sebuah merek untuk memperoleh visibilitas setara.<\/p>\n<p>AVE dihitung dengan mengalikan visibilitas eksposur merek \u2014 dinyatakan dalam detik \u2014 dengan total audiens dan biaya satu detik iklan. Ini adalah formula yang menghasilkan data ekonomi dengan presisi tinggi. Dan justru karena itulah, angka yang mendasarinya memiliki bobot sangat besar: perhitungan audiens televisi.<\/p>\n<p>Saat ini, setiap properti olahraga kelas menengah ke atas memiliki angka audiens yang sangat tepat dan terkini. Tidak hanya jumlah penonton yang diketahui, tetapi juga asal geografis, profil demografis, dan kebiasaan menonton. Namun justru ketika pengukuran audiens menjadi sepresisi ini, konsep audiens itu sendiri mulai dipertanyakan.<\/p>\n<h2>Pada dasarnya, apa itu penonton televisi sebuah acara olahraga?<\/h2>\n<p>Tidak ada definisi standar yang diakui secara universal tentang &#8220;viewer&#8221;. Konsep &#8220;audiens&#8221; yang kita kenal berasal dari tradisi televisi yang berumur sekitar empat puluh tahun. Audiens adalah jumlah total orang yang mengikuti program televisi selama setidaknya satu menit berturut-turut.<\/p>\n<p>Ambil contoh sederhana sebuah Grand Prix <a href=\"https:\/\/rtrsports.com\/id\/sponsor-motogp\/\">MotoGP<\/a> atau Formula 1. Saya, sebagai penonton, menyalakan TV untuk mengikuti siaran langsung, tetapi setelah dua menit keluar. Saya mencoba mengikuti balapan dari ponsel, tetapi kemudian berhenti. Saya menontonnya malam hari secara tunda. Di berita malam saya melihat highlights. Sebelum tidur saya menonton program komentar tentang balapan.<\/p>\n<h2>Berapa kali saya telah menonton acara olahraga tersebut?<\/h2>\n<p>Konsep audiens kumulatif, yaitu audiens yang dihasilkan dari semua kemungkinan menonton suatu acara tertentu (highlights, berita, tayangan ulang, klip di media sosial), mengatakan bahwa saya adalah lima &#8220;viewer&#8221; yang berbeda. Ini adalah abstraksi statistik yang sah, tetapi menghasilkan angka yang membutuhkan kehati-hatian dalam interpretasi.<\/p>\n<h2>Kasus unik audiens Formula 1<\/h2>\n<p>Topik audiens kumulatif mulai menimbulkan keheranan ketika, di akhir Kejuaraan Dunia 1999, Formula 1 dengan bangga mengumumkan <strong>57,8 miliar penonton<\/strong>. Angka yang menarik di sebuah planet yang kala itu berpenduduk 6,5 miliar orang. Seberapa kredibel sebuah data audiens yang sepuluh kali lebih besar dari populasi dunia?<\/p>\n<p>Pada tahun 2004, Formula 1 merekrut <strong>Michael Payne<\/strong>, pakar dari Komite Olimpiade Internasional. Paynelah yang memberikan definisi &#8220;viewer&#8221; yang tetap menjadi acuan di F1: yang dimaksud sebagai viewer adalah siapa pun yang telah menonton setidaknya <strong>15 menit meski tidak berturut-turut<\/strong> dari Formula 1 dalam satu musim.<\/p>\n<p>Dengan definisi ini, pada tahun <strong>2008<\/strong> F1 mencapai <strong>600 juta unique viewer<\/strong> \u2014 &#8220;seri olahraga tahunan yang paling banyak ditonton&#8221; di dunia, hanya dikalahkan oleh Olimpiade dan Piala Dunia sepak bola.<\/p>\n<p>Namun 2008 juga merupakan titik tertinggi dari sebuah kurva yang mulai menurun sejak saat itu. Dari 600 juta turun ke 520 juta pada 2009, ke 500 juta pada 2012, ke 400 juta pada 2015. Dalam tujuh tahun, olahraga paling populer di dunia telah kehilangan sepertiga penontonnya.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-22437\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/schermata-2018-08-10-alle-15.39.11-600x335.png\" alt=\"audience-f1\" width=\"600\" height=\"335\" \/><\/p>\n<p>Respons dari jajaran direksi adalah menuding kesalahan perhitungan audiens: penurunan disebabkan oleh sistem konsumsi digital yang sulit diukur. Yang tidak ditampilkan grafik itu adalah peran <strong>peralihan hak siar ke platform pay-per-view<\/strong>, minimnya persaingan, dan diperkenalkannya sirkuit-sirkuit yang tidak dikenal publik.<\/p>\n<h2>Liberty Media, Drive to Survive, dan teka-teki angka-angka<\/h2>\n<p>Tren ini tidak berbalik bahkan dengan peralihan dari Bernie Ecclestone ke <strong>Grup Liberty Media<\/strong>. Pada tahun pertama, audiens turun 10 juta lagi. Pada <strong>5 Januari 2018<\/strong>, sebuah siaran pers menyatakan: &#8220;352,3 juta unique viewer menyaksikan F1 \u2014 tahun pertama sejak 2010 di mana angka ini tidak menurun.&#8221; Bagaimana F1 bisa kehilangan hampir 250 juta penonton sejak 2008 dan menyatakan kemenangan?<\/p>\n<p>Penjelasannya bersifat metodologis: data sebelumnya dihitung berdasarkan 10 wilayah dunia dan diinterpolasi untuk 200 negara. Dengan Liberty, wilayah yang dipantau meningkat menjadi 63. Angka-angka tahun sebelumnya terbukti membesar-besarkan. Matematikanya konsisten. Komunikasinya, sengaja dibuat tidak transparan.<\/p>\n<p>Dalam konteks ini, pada 2019 diluncurkanlah seri Netflix <strong><em>Drive to Survive<\/em><\/strong>. Dokumenter ini menjangkau audiens yang sama sekali berbeda: anak muda, keluarga, dan terutama orang Amerika \u2014 pasar yang diabaikan F1 selama beberapa dekade. Pada 2023, kalender untuk pertama kalinya mencakup tiga Grand Prix di Amerika Serikat.<\/p>\n<p>Pada 2022, Formula 1 Management menyatakan keberadaan <strong>1,5 miliar penggemar<\/strong> di seluruh dunia. Sebuah angka yang perlu mendapat perhatian kritis. &#8220;Penggemar&#8221; bukanlah &#8220;viewer&#8221; televisi. &#8220;Viewer&#8221; bukanlah penonton yang tercatat dalam panel audiens resmi. Ketiganya adalah ukuran berbeda yang menjawab tiga pertanyaan berbeda, namun dikomunikasikan seolah-olah setara.<\/p>\n<h2>Apa yang masih berguna bagi sponsor<\/h2>\n<p>Kontroversi seputar audiens Formula 1 adalah studi kasus yang berharga bagi siapa pun yang berkecimpung dalam sponsorship olahraga. Ini mengajarkan bahwa data audiens tidak boleh pernah dibaca tanpa memahami metodologinya. Ini mengajarkan bahwa membandingkan data dari tahun yang berbeda hanya mungkin dilakukan jika metodologinya tetap konsisten. Ini mengajarkan bahwa pertumbuhan nyata sebuah properti olahraga bisa terjadi melalui saluran yang tidak tertangkap oleh alat-alat lama.<\/p>\n<p>Formula 1 kemungkinan besar telah memulihkan sebagian penonton yang hilang melalui saluran baru yang membuat perbandingan dengan data historis menjadi sulit. Yang pasti adalah bahwa pertanyaan <em>berapa banyak orang yang benar-benar menonton Formula 1?<\/em> masih jauh lebih rumit dari yang diisyaratkan oleh jawaban resmi. Dan kesadaran ini, bagi siapa pun yang duduk di meja negosiasi <a href=\"https:\/\/rtrsports.com\/id\/sponsor-formula-1\/\">sponsorship Formula 1<\/a>, bernilai lebih dari angka apa pun yang dinyatakan.<\/p>\n\n<h2>Pertanyaan umum tentang penonton dalam sponsor olahraga<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>FAQ<\/b><\/h2>\r\n        \r\n            <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apa itu AVE dalam sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Bagaimana Formula 1 menghitung audiensnya?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apa itu audiens kumulatif?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apa dampak Drive to Survive?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Bagaimana mengevaluasi data audiens sebelum berinvestasi di F1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Konsep keterukuran adalah prinsip dasar pemasaran modern. Mengikuti kaidah emas yang menyatakan &#8220;jika dapat diukur, maka dapat diubah&#8221;, angka, data, dan laporan dari berbagai jenis dengan cepat menjadi landasan dari setiap strategi bisnis. Modernitas telah memberikan nafas baru pada gagasan ini: kita tenggelam dalam ekosistem media di mana jumlah stream, penayangan, pengikut, dan impresi memberikan [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":157648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20022],"tags":[],"class_list":["post-352708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Penonton Formula 1: Bagaimana Diukur (dan Mengapa Angkanya Mengejutkan) - RTR Sports<\/title>\n<meta name=\"description\" content=\"Bagaimana Formula 1 mengukur penonton TV-nya: dari definisi Michael Payne hingga ledakan Drive to Survive dan 1,5 miliar penggemar yang diklaim. Yang perlu diketahui sponsor sebelum berinvestasi.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/id\/blog\/pengukuran-penonton-dalam-olahraga-dan-kasus-unik-formula-1\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pengukuran Penonton dalam Olahraga dan Kasus Unik Formula 1\" \/>\n<meta property=\"og:description\" content=\"Bagaimana Formula 1 mengukur penonton TV-nya: dari definisi Michael Payne hingga ledakan Drive to Survive dan 1,5 miliar penggemar yang diklaim. 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