76% Of Local Residents Reacted Positively To News Of The Singapore Grand Prix’s Renewal, Making It One Of The Most Discussed Topics Of The Formula One Weekend
The Formula One race this past weekend in Singapore was dramatic by any measure, but the announcement of a a four-year renewal of the Grand Prix dominated the social media buzz. Meltwater just released an informative study about the online fans’ reactions in the lead-up to the F1 race last Sunday. The media intelligence firm tracked the reaction between September 13 and 18, finding that the extension deal was perceived positively by the fans.
Till the last month, fate of Singapore Grand Prix was hanging in the air. The Singapore Tourism Board (STB) and Singapore GP Pte Ltd jointly announced that the unique night race track would be available to F1 until 2021.
Meltwater analysis found 76% of reactions to the last-minute deal were positive, while 23% remained neutral. Only 1% reacted negatively to the news.
Clearly, the Singapore Grand Prix became the most talked gaming event of the year.
— Mercedes-AMG F1 (@MercedesAMGF1) September 17, 2017
Neil Brennan, Area Director, Japan and South East Asia, Meltwater, said, “In general, the Singapore F1 Race generates a huge amount of interest across social media, but the renegotiated deal by organizers and the Singapore Government further bolstered buzz, reaching record levels this year.”
Online perceptions tracked by Meltwater included reactions to the drivers, cars, brands and sponsors across Facebook, Twitter, Instagram, YouTube, blogs, forums, message boards and review sites.
How the Brands Stack Up
Singapore Airlines, the official sponsor of the Grand Prix, dominated the social media buzz, accounting for 85% of the chatter. Sentiment around the brand was mostly positive during the period, with positive mentions peaking at 88% on September 14, and eventually settling at 68% on race day.
Other sponsors that generated reactions included Heineken, Rolex, and DHL at 9%, 4% and 2%, respectively.
Brennan added, “F1 is a huge opportunity for brands to engage with existing and potential consumers. Not surprisingly, Singapore Airlines has a done a tremendous job of the sponsorship deal – but the brand that stood out for its marketing efforts is Heineken, given that its association with the sport only began last year.”
Who Were the Crowd Pleasers?
Despite losing ground in the title race after a dramatic exit – Ferrari driver Sebastian Vettel scored higher mentions than any other racer, making up 37% of social media chatter. Grand Prix winner Lewis Hamilton came in second with a social media score of 36%.
Pre-race favorite, Sebastian Vettel received more attention than the winner due to the intense interest in the crash. Vettel crashed out of Sunday’s race after colliding with Ferrari team-mate Kimi Raikkonen and Red Bull’s Max Verstappen. Popular themes associated with Vettel included ‘pole position’, ‘crash’ and ‘lap 1’.
— SingaporeGP (@F1NightRace) September 17, 2017
For the same reasons, Ferrari topped car mentions at 36%, followed by Mercedes and Red Bull at 20%.
Organisers also packed the race weekend with buzz-worthy concerts from high-profile celebrities including Ariana Grande, Calvin Harris, Seal, One Republic, Chainsmokers and Duran Duran.
However, it was Grande who stole the show, with 74% of total mentions, followed by One Republic at 15% and Chainsmokers accounting for 6%. Grande’s popularity stands out, driven by her massive social media fan base in comparison to the other artists, which includes 113 million Instagram fans and 52 million Twitter followers.
Currently, Meltwater helps companies make better, more informed decisions based on insights from the outside. Across Southeast Asia, Meltwater helps over 500 companies stay on top of billions of social media conversations and tracks local as well as international online news publications.