F1 Season comparison - Italian Grand Prix

Following Sebastian Vettel’s win in Belgium, Lewis Hamilton roared back with a win in Italy. The pair came together in the opening lap, causing Vettel to spin and drop to 18th place. Hamilton has extended his championship lead over Vettel to 30 points now after they finished 1st and 4th respectively.

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.

Comparing the total number of tweets during the broadcast times from 2017 and 2018 shows a huge uplift in tweets this year. Perhaps aided by the excitement of the race and the clash in the first lap between Hamilton and Vettel, more than 40% extra tweets were sent this year compared to the 2017 race. The unique authors were a lot higher, which added to the extra tweet caused almost double the amount of impressions (123M in 2018 vs 65M in 2018).

Like the Belgian Grand Prix, the list of countries between 2017 and 2018 hasn’t changed much. This year, the United Sates comes in to the top 5 in the expense of Netherlands. Numbers are slightly lower for tweets coming out of the UK but the rest of the list boast stronger numbers than last year.

Both official F1 hashtags appear at the top of the most tweeted list, however #Kimi7 was used more than #monza, forcing it down a spot from last year. #Kimi7 didn’t appear in the top 5 hashtags last year but after Kimi Raikkonen came second in the 2018 Italian Grand Prix, the hashtag has cemented a strong position this year.

When it comes to mentions, it is no surprise to see Lewis Hamilton’s handle near the top for both years considering he won on both occasions. The official handle saw a big increase of mentions this year, but this was expected due to the uplift of overall tweets in 2018 compared to 2017. Ferrari didn’t have a representative on this year’s podium yet still appeared 3rd in the list. Vettel is absent from the list because he doesn’t have an account on Twitter, therefore tweets around his clash with Hamilton may have used Ferrari’s handle instead.

Another race, another improvement on last year’s social engagement. Formula One seems to be enticing viewers to engage more on Twitter this year compared to 2017. Next up is the iconic Singapore!

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