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Fewer but more engaged viewers for V8 Supercars on Channel 10

6th March, 2015
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Motorsport is all about evolution, and Supercars will not be lost without the V8s. (Volvo Polestar)
Expert
6th March, 2015
14
1960 Reads

V8 Supercars entered into its new-look television landscape last weekend at the season-opening Clipsal 500 Adelaide. And the results in terms of viewers were to be expected.

The live coverage of Sunday’s race on both Fox Sports and Network Ten delivered an average audience of 933,395, solid numbers across the weekend on the pay television and free-to-air networks. But when compared to last season’s coverage on Channel Seven, the numbers were down.

This was to be expected, as the coverage moved across from the highest rating network to the third on free-to-air, in addition to a pay-television network with a much smaller base of viewers. And the true test will be how the delayed coverage of the majority of the championship rates on Ten.

But though the total amount of viewers was down and is unlikely to match Seven’s numbers, the total amount of coverage is unprecedented and will result in more engaged and regular viewers.

V8 Supercars was well down Seven’s priority list, and the constant swapping between 7Mate and the main channel in addition to inconsistent timeslots, regular ads during races, condensed qualifying coverage and very little promotion hurt the series’ traction.

Now, V8 Supercars’ Fox Sports coverage has everything the series and its diehard fans wanted: live coverage of all sessions in high-definition, races uninterrupted by commercials, extensive support category coverage, regular repeats and studio-based programming away from race weekends.

And though Ten’s coverage is a mix of live and delayed coverage, the latter will be across both the main and ONE in consistent afternoon and evening timeslots.

Diehard fans will be engaged like never before. And the breadth of coverage gives the series it’s best chance yet to expand its fan-base, with more potential for sports fans with Fox Sports to follow the series and keep tuning in.

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V8 Supercars needs such depth in its coverage. It can be complicated to follow for the ball-sport brigade unaccustomed to motorsport, so Fox Sports’ extensive coverage will prove educational for many.

If Ten’s delayed coverage of the non-marquee events can rate adequately and appease fans without Fox Sports, then the new-look coverage should be deemed a success; remembering the financial gain for the series and teams is a much-needed increase from the previous television deal.

On the coverage itself, it will take same time for the new-look commentary line-up and hosting teams to gel. And while there are talented line-ups on both Fox Sports and Ten, fans have been overwhelming in their feedback that former racer and team owner Mark Larkham needs a bigger role.

Larkham became a fan favourite as the technical expert and roving pitlane reporter on Seven, thanks to his great enthusiasm and ability to explain detailed technical matters to non-revheads. And, surprisingly, he missed out on the same role with V8 Supercars TV, the commentary team that goes out across Fox Sports and Ten.

Larkham is part of the Ten hosting team and will help the secondary broadcaster’s coverage appeal to fans. But Larkham needs to return to the pitlane on a more permanent basis.

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