F1 Season comparison - Hungarian Grand Prix

Lewis Hamilton won a strategic battle in Hungary to go into the Formula One summer break with a 24 point championship lead over closest rival Sebastian Vettel.

Using Kantar Social TV Ratings (KSTR) data, our comparative series looks back at the social engagement during the 2017 season and how that compares to this season’s equivalent.

Looking at the total number of tweets during the broadcast, the 2018 Grand Prix has suffered compared to last year. The amount of authors engaging has also dropped slightly, however the number of impressions did increase from 99M to 101M.

The top 5 countries tweeting around both races are identical, the only difference is the order in which they appear. Italy dropped considerably from nearly 23K in 2017 to just 7K in 2018. Brazil however, are the only country to show consistency over both races with almost the exact same number of tweets.

The official hashtag is still top by a long way, even though it has seen a huge decrease in numbers in 2018 compared to 2017, which isn’t too surprising considering the drop in tweets this year. #Kimi7 and #seb5 both appear in each year’s top 5, albeit in switched positions and another official hashtag in #f1driveroftheday crept into the 2018 top 5 list.

When looking at the mentions, the accounts mentioned are the same in both races. Lewis Hamilton’s win has contributed to him overtaking Mercedes and Fernando Alonso in terms of position in the top 5. Ferrari were represented by 2 of the cars on the podium from the Hungarian Grand Prix, Vettel and Kimi Raikkonen, which aided their handle being mentioned regularly.

The Hungarian Grand Prix was engaged with by a similar audience by country and with a similar output in terms of hashtags used and accounts mentioned, however there was a difference between the volume of engagement. This was surprising considering the lack of sporting competition on the weekend of the race. The Formula One summer break is now upon us but check back at the end of August to see how the Belgium Grand Prix engages with the Twitter audience.

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