Apple TV Prepares Second Formula 1 Season Advertising Sales After Strong Brand Metrics
Apple is preparing advertising sales for its second Formula 1 season on Apple TV after brand lift surveys showed participating sponsors outperforming U.S. connected TV benchmarks in familiarity, favorability, and purchase intent, according to a report by The Hollywood Reporter.
The technology company structures its live sports advertising differently than traditional streaming platforms. Apple TV does not feature regular commercial breaks or sponsored content blocks. Instead, commercial inventory is restricted to live sports broadcasts like Formula 1 and Major League Soccer.
Todd Teresi Outlines Integration Strategy for Brand Partners
Todd Teresi, vice president of Apple Ads, told The Hollywood Reporter that the platform integrates sponsors carefully to avoid disrupting broadcasts for race fans. Apple collaborated with existing Formula 1 sponsors whose logos already appear on race cars and team uniforms.
“We want to be very thoughtful about how we integrate ads into the product,” Teresi said. “We applied that same approach to F1. We wanted to start with brands front and center. There is nothing worse than brands that don’t fit together.”
According to Teresi, the demographic audience watching Formula 1 possesses high purchasing power. Audience median incomes exceed those of major U.S. sports leagues such as the NFL and NBA, based on survey data cited by the executive.
Ford and American Express Partner with Apple TV
Ahead of Apple’s inaugural Formula 1 season, the company secured corporate agreements with American Express and Ford. Both brands expressed optimism as Apple initiates sales conversations for the upcoming calendar.
“Apple TV is a tremendous partner for reaching new audiences, and awareness of Ford Racing and Ford’s capacity to lead innovation is already growing,” said Will Ford, detailing the brand’s return to the racing circuit.
Jill Hamilton noted that connecting with home audiences is vital for deepening relationships and highlighting membership perks. “Apple TV’s F1 advertising is another opportunity to deepen the relationship with fans and demonstrate the value of AmEx Membership,” Hamilton said.
Eddy Cue, an Apple executive, reported that Apple TV viewership for Formula 1 increased by double digits compared to ESPN broadcasts from the prior season. However, audiences remain modest when measured against major domestic leagues like the NFL. ESPN averaged 1.3 million viewers during its final season broadcasting Formula 1. Teresi acknowledged that Apple’s audience remains smaller and focused primarily on the United States, contrasting with the global reach of the company’s search advertising business.
Apple sells advertising across services including the App Store, Apple Maps, Apple News, and Apple TV. Teresi stated that high CPM rates persist because advertisers value the premium audience demographic, though the company prioritizes customer experience over expanding ad inventory indiscriminately.
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