{"id":255606,"date":"2024-09-13T10:46:55","date_gmt":"2024-09-13T08:46:55","guid":{"rendered":"https:\/\/rtrsports.com\/blog\/formula-e-tv-audiencia-cresce\/"},"modified":"2026-10-30T06:20:41","modified_gmt":"2026-10-30T05:20:41","slug":"formula-e-tv-audiencia-cresce","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/formula-e-tv-audiencia-cresce\/","title":{"rendered":"A audi\u00eancia da F\u00f3rmula E: espectadores e f\u00e3s \u00e9poca a \u00e9poca"},"content":{"rendered":"

Em janeiro de 2025, o E-Prix da Cidade do M\u00e9xico tornou-se a corrida mais vista da hist\u00f3ria da F\u00f3rmula E: 46 milh\u00f5es de espectadores, mais 38% do que a m\u00e9dia da \u00e9poca, com uma audi\u00eancia acumulada de 10,5 milh\u00f5es de pessoas (pelo menos um minuto de visualiza\u00e7\u00e3o) para um \u00fanico programa da cadeia norte-americana CBS. N\u00e3o era uma final nem uma corrida decisiva para o t\u00edtulo. Era a segunda etapa do campeonato.<\/p>\n

\u00c9 um bom ponto de partida para falar da audi\u00eancia da F\u00f3rmula E<\/strong>, porque conta duas coisas ao mesmo tempo: o campeonato el\u00e9trico tem um p\u00fablico que cresce, e esse p\u00fablico concentra-se em mercados precisos. Para uma marca, a segunda informa\u00e7\u00e3o conta tanto como a primeira.<\/p>\n

A audi\u00eancia da F\u00f3rmula E \u00e9poca a \u00e9poca<\/h2>\n

Na \u00e9poca 10, a de 2023\/24, a F\u00f3rmula E anunciou uma audi\u00eancia televisiva acumulada de 491 milh\u00f5es de espectadores, mais 35% do que no ano anterior. O E-Prix do M\u00f3naco tinha ent\u00e3o estabelecido o recorde para uma \u00fanica corrida, com 40 milh\u00f5es. A base de f\u00e3s, medida com um inqu\u00e9rito, tinha subido 23%: em m\u00e9dia, de 304 para 374 milh\u00f5es.<\/p>\n

Na \u00e9poca 11, a de 2024\/25, o crescimento continuou a um ritmo mais moderado: 561 milh\u00f5es de audi\u00eancia acumulada, mais 14%, com uma m\u00e9dia de 33 milh\u00f5es por corrida (mais 16%). Os f\u00e3s passaram a 422 milh\u00f5es, mais 13%, e mais 38% do que na \u00e9poca 8. Quase 37% deles, 158 milh\u00f5es, est\u00e3o em quatro mercados que o campeonato considera priorit\u00e1rios: Estados Unidos, China, Reino Unido e Alemanha.<\/p>\n

Tamb\u00e9m o digital se mexeu: na mesma \u00e9poca, as visualiza\u00e7\u00f5es de v\u00eddeos cresceram 47%, as impress\u00f5es ultrapassaram 1,39 mil milh\u00f5es e os seguidores nas redes sociais aumentaram 10%, com o TikTok a tornar-se a segunda plataforma do campeonato em n\u00famero de seguidores (mais 37%).<\/p>\n

Como ler estes n\u00fameros<\/h2>\n

Os dados televisivos da F\u00f3rmula E s\u00e3o recolhidos pela Kantar Sport e os dos f\u00e3s pela Potentia Insight, com um inqu\u00e9rito a 33 000 adultos em 16 mercados. S\u00e3o n\u00fameros publicados pelo campeonato, e conv\u00e9m l\u00ea-los com uma ressalva: a audi\u00eancia acumulada, segundo a defini\u00e7\u00e3o da pr\u00f3pria F\u00f3rmula E, conta as pessoas que sintonizaram durante pelo menos um minuto, e no comunicado sobre as duas primeiras corridas da \u00e9poca 11 o campeonato precisava que os seus n\u00fameros eram medi\u00e7\u00f5es preliminares, n\u00e3o dados consolidados como os da F\u00f3rmula 1. N\u00e3o \u00e9, portanto, o p\u00fablico m\u00e9dio de uma corrida, e compar\u00e1-la com o p\u00fablico m\u00e9dio declarado por outros campeonatos (que usam m\u00e9tricas diferentes) leva a conclus\u00f5es erradas.<\/p>\n

H\u00e1 ainda um pormenor que diz muito sobre a cautela necess\u00e1ria: no comunicado da \u00e9poca 11, o crescimento da audi\u00eancia aparece tanto como 14% como, numa declara\u00e7\u00e3o do diretor executivo Jeff Dodds, como 17%. A dire\u00e7\u00e3o n\u00e3o muda; a precis\u00e3o, sim. Quem tem de justificar um investimento faria bem em pedir sempre a m\u00e9trica exata e o per\u00edmetro da medi\u00e7\u00e3o.<\/p>\n

Onde cresce a F\u00f3rmula E<\/h2>\n

O crescimento n\u00e3o \u00e9 uniforme. Na \u00e9poca 11, a audi\u00eancia acumulada das corridas subiu 41% no Reino Unido e 12% na Alemanha, enquanto o recorde da Cidade do M\u00e9xico deve muito \u00e0 transmiss\u00e3o em sinal aberto nos Estados Unidos: 10,5 milh\u00f5es de espectadores acumulados na CBS. No inqu\u00e9rito da \u00e9poca 10, a China contava sozinha 118 milh\u00f5es de f\u00e3s, a Indon\u00e9sia 27 milh\u00f5es e o Brasil 11 milh\u00f5es.<\/p>\n

Para um patrocinador, isto significa que a F\u00f3rmula E n\u00e3o deve ser avaliada como um campeonato global indistinto, mas como uma soma de mercados com pesos muito diferentes. Uma marca que vende sobretudo na Alemanha ou no Reino Unido encontra no campeonato um p\u00fablico em crescimento precisamente onde precisa dele; uma que aposta em It\u00e1lia tem de olhar com mais aten\u00e7\u00e3o para os dados de cada mercado e para o calend\u00e1rio.<\/p>\n

O que oferece a uma marca<\/h2>\n

A F\u00f3rmula E traz consigo uma narrativa muito pr\u00f3pria, como \u00fanico campeonato do mundo FIA para monolugares el\u00e9tricos: corridas nas cidades, tecnologia para a energia e a mobilidade. \u00c9 um contexto natural para empresas da energia, da tecnologia, do setor autom\u00f3vel e dos servi\u00e7os urbanos, que podem usar a pista como montra das suas compet\u00eancias, n\u00e3o s\u00f3 do seu log\u00f3tipo. O desempenho dos carros, entretanto, cresceu de gera\u00e7\u00e3o em gera\u00e7\u00e3o, como contamos no guia sobre a velocidade da F\u00f3rmula E<\/a>.<\/p>\n

O p\u00fablico, por\u00e9m, n\u00e3o deve ser dado como garantido. O crescimento da F\u00f3rmula E \u00e9 real, mas constru\u00eddo corrida a corrida, mercado a mercado, e um patroc\u00ednio que o queira aproveitar tem de fazer o mesmo: escolher os mercados em que o campeonato \u00e9 forte e ativar a\u00ed a sua presen\u00e7a, com hospitalidade, conte\u00fados e iniciativas ligadas a cada cidade. A forma de o fazer est\u00e1 descrita na p\u00e1gina sobre o patroc\u00ednio na F\u00f3rmula E<\/a>.<\/p>\n

Resta saber se o campeonato conseguir\u00e1 transformar o crescimento da audi\u00eancia num p\u00fablico est\u00e1vel, que segue as corridas pela competi\u00e7\u00e3o e n\u00e3o s\u00f3 pela novidade. Os n\u00fameros mais recentes dizem que o caminho \u00e9 esse. Para quem patrocina, o momento de perceber onde e como estar presente \u00e9 agora, n\u00e3o quando os n\u00fameros se tiverem tornado pre\u00e7os.<\/p>\n

\r\n\r\n

Perguntas frequentes sobre a audi\u00eancia da F\u00f3rmula E<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Quantos espectadores tem a F\u00f3rmula E?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Segundo os \u00faltimos dados publicados, os da \u00e9poca 11 (2024\/25), a F\u00f3rmula E anunciou uma audi\u00eancia televisiva acumulada recorde de 561 milh\u00f5es de espectadores, mais 14% do que na \u00e9poca anterior, com uma m\u00e9dia de 33 milh\u00f5es por corrida.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Quantos f\u00e3s tem a F\u00f3rmula E?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Segundo o inqu\u00e9rito da Potentia Insight para o campeonato, no final da \u00e9poca 11 a base de f\u00e3s era de 422 milh\u00f5es de pessoas, mais 13% do que na \u00e9poca 10. Quase 37% est\u00e3o nos Estados Unidos, na China, no Reino Unido e na Alemanha.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Qual \u00e9 a corrida de F\u00f3rmula E mais vista?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

O E-Prix da Cidade do M\u00e9xico de janeiro de 2025, com 46 milh\u00f5es de espectadores, mais 38% do que a m\u00e9dia da \u00e9poca 11. O recorde anterior pertencia ao E-Prix do M\u00f3naco da \u00e9poca 10, com 40 milh\u00f5es.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n A audi\u00eancia da F\u00f3rmula E est\u00e1 a crescer?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sim. A audi\u00eancia acumulada passou de 491 milh\u00f5es na \u00e9poca 10 (mais 35%) para 561 milh\u00f5es na \u00e9poca 11 (mais 14%). O crescimento foi particularmente forte no Reino Unido, com mais 41% na \u00e9poca 11.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Quem mede a audi\u00eancia da F\u00f3rmula E?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Os dados televisivos s\u00e3o recolhidos pela Kantar Sport, os dos f\u00e3s pela Potentia Insight com um inqu\u00e9rito a 33 000 adultos em 16 mercados, e os das redes sociais pela Emplifi. S\u00e3o n\u00fameros publicados pelo campeonato.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Porque \u00e9 que uma marca deveria patrocinar a F\u00f3rmula E?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Porque oferece um contexto de corridas nas cidades, tecnologia el\u00e9trica e inova\u00e7\u00e3o adequado a empresas da energia, da tecnologia e da mobilidade, com um p\u00fablico em crescimento em mercados como o Reino Unido (mais 41% na \u00e9poca 11) e a Alemanha (mais 12%) e um recorde de audi\u00eancia nos Estados Unidos com o E-Prix da Cidade do M\u00e9xico. A escolha deve ser feita olhando para os mercados em que o campeonato \u00e9 mais forte.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Em janeiro de 2025, o E-Prix da Cidade do M\u00e9xico tornou-se a corrida mais vista da hist\u00f3ria da F\u00f3rmula E: 46 milh\u00f5es de espectadores, mais 38% do que a m\u00e9dia da \u00e9poca, com uma audi\u00eancia acumulada de 10,5 milh\u00f5es de pessoas (pelo menos um minuto de visualiza\u00e7\u00e3o) para um \u00fanico programa da cadeia norte-americana CBS. 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