86% of the British GT fans watch British GT events on television.
76% of males in the spectator audience.
91% male audience on social media.
61% of the social media-audience are 13 - 34 years old.
TV transmission Almost 90% of British GT fans watch British GT on television. British GT has a huge European fan base, alongside pockets of support from fans as far afield as Australia, New Zealand and Asia. Every Event is televised across seven channels worldwide (Channel 4, Motors TV France, Europe, UK and North America, BT Sport and Fox Star Sports Asia) and on two online on-demand channels (All4 and Motortrend On Demand).
Online media consumption Fans again turn to multiple online sources for automotive and motorsports news. British automotive websites are most favoured amongst British GT fans. 42% of fans regularly visit BBC Sports, while Top Gear, Autosport.com, and Motors TV are visited by 37% of fans. Aside from motorsports news, British GT fans are found to regularly visit a number of news, current affairs, and other sporting websites.
Social media consumption British GT fans are constantly connected and communicating. Only 5% of the fans don’t use at least one channel of social media, with 53% of fans connecting multiple times a day. Facebook (84%) and Twitter (74%) are the two most popular social media accounts among fans, with YouTube (68%) and Instagram (47%) also popular among fans. Most importantly, British GT fans prefer to obtain information via social media and online sources than any other channel. Interacting with fans through social media means that fans will be more receptive to brand communication, making marketing efforts more effective and efficient.
Demographic data The British GT audience is largely male dominated. However, female fans can be considered more engaged with the championship. 95% of female fans had previously attended a British GT event, compared to 89% of male fans. The largest segments of the British GT fan base are professionals (30%), technicians and trade workers (11%), and students (11%). These three occupational categories account for more than half of the current British GT fan base.
Media consumption The average British GT fan consumes media through a variety of platforms. Currently, 86% of fans watch television coverage of British GT events. There is an overlap in fans of British GT and other sports on TV.
Print media consumption The majority of BRDCF3 fans regularly read motorsports magazines, including Autosport, Motorsport, BBC Top Gear, and F1 Racing. The male demographic also indicated as interest in “Men’s Style“ magazines including, GQ, Men’s Health, and Empire. Women’s fashion and lifestyle magazines including Vogue, Grazia and OK! Magazine were popular non-automotive choices among the female demographic of BRDCF3 fans.
Attending events 46% of the British GT audience attended only one race in the 2016 Championship season, while 23% of the British GT audience attended two races. “lifetime attendees“ are considered as the category of fans that have attended 16 or more British GT events in their lifetime. This category makes up 51% of the British GT audience, indicating a strong sense of loyalty and attachment to the Championship.
Fan attitudes Fans have strong positive attitudes towards British GT events. A semantic scale measuring fans attitudinal perception of events indicated strong levels of trust in the event, as well as positive feelings and opinions. 75% of British GT fans at event weekends indicated they were very likely to attend another British GT events in the future. At British GT events, fans enjoy the on track action and general atmosphere of the event itself.
Attitudes towards brands Fans recognise and associated a number of brands with British GT events. Among these brands with the strongest resonance with fans are Beechdean Ice Cream (80%). However fans were able to identify up to 40 different brands present at British GT events.