• Loading stock data...
Wednesday, September 3, 2025
The biggest names in sports media. All in one room. Get your ticket now!

How an SEC Showdown in Texas Could Boost F1’s U.S. Viewership

  • F1 returns from its summer break at the Dutch Grand Prix.
  • ESPN is looking for a viewership boost after a dip last season.
Erich Schlegel-Imagn Images

Formula One will return to the grid this week for the Dutch Grand Prix after its nearly monthlong summer break, and the closest championship race of the last three seasons could help fuel an overall U.S. viewership increase after a slight dip last year.

ESPN is averaging 1.19 million viewers per race this season. That’s just below the 1.2 million average audience through this point of the calendar a year ago, but up 7% from the final 2023 race viewership figure of 1.11 million. F1’s season-long U.S. TV record came in 2022, when ESPN averaged 1.21 million viewers per race.

Red Bull Racing and Max Verstappen dominated the 2022 and 2023 seasons, but they have seen their leads in the drivers’ and constructors’ standings shrink while earning just one podium since Verstappen’s last victory five races ago in Spain. The Dutchman remains the betting favorite to win the drivers’ title, but McLaren has passed Red Bull in the constructors’ odds.

Down, Set, Start Your Engines

The nine-race closing stretch of F1’s longest season will include three races in North America, highlighted by the second edition of the Las Vegas Grand Prix. And the long-running U.S. Grand Prix may get a boost from college football’s shifting conference and media landscape.

This year’s race at Circuit of the Americas in Austin falls on the same weekend as Georgia-Texas (currently ranked Nos. 1 and 4, respectively) on Oct. 19, a new matchup in the expanded SEC. In years past, that contest would likely be on CBS as the best SEC game of the week. But ESPN and ABC have taken over those rights.

ESPN is working on potential synergies between the two events, the network’s director of programming and acquisitions, John Suchenski, tells Front Office Sports. Imagine Red Bull boss Christian Horner or Mercedes star driver Lewis Hamilton joining the College GameDay set. Or Pat McAfee strolling the F1 paddock. “It could provide an opportunity that hasn’t existed in the past,” Suchenski says. “And if we can use those two together to cross-promote people between the two, it could bring in an even larger audience than we traditionally see.”

The 882,000 viewers from last year’s U.S. Grand Prix on ABC made up the smallest audience of the three American races. Las Vegas averaged 1.3 million, and Miami had the largest live U.S. F1 audience with 3.1 million.

A Hot Commodity

ESPN’s current F1 deal, believed to be worth at least $75 million annually, expires after the 2025 season. Suchenski says conversations about an extension haven’t started yet, but they should resume at some point between now and next season. 

The network is expecting strong interest from other bidders. “There was [competition] the last time around, and it’s kind of the downside of doing what we do really well and bringing a larger audience to these events and the success we’ve added,” Suchenski says. “Unfortunately, the nature of the business is to create more demand and more competition, but we love our position.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Caitlin Clark

Podcast Deletes Episode With Big3 Announcer’s Claim of $15M Caitlin Clark Offer

Clark’s WNBA contract was less than $80,000 in her first season.
Aug 30, 2025; Nashville, Tennessee, USA; Vanderbilt Commodores linebacker Langston Patterson (10) looks over the defense against the Charleston Southern Buccaneers during the first half at FirstBank Stadium.

Latest Class Action Eligibility Lawsuit Challenges NCAA’s ‘Redshirt’ Rule

It’s the latest lawsuit challenging the NCAA’s core eligibility requirements.
The cast of ESPN College GameDay begins their show prior to the NCAA football game between the Ohio State Buckeyes and the Texas Longhorns at Ohio Stadium on Aug. 30, 2025. The show is the final one for Lee Corso.

OSU Sophomore Wins $250K in McAfee ‘GameDay’ Kicking Contest

The former NFL punter started offering prize money for kicks in 2023.

Featured Today

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.

NFL on Nielsen’s Latest Measurement Upgrade: ‘More Work to Be Done’

The league calls its relationship with the agency a “protracted journey.”
August 28, 2025

NFL Preseason Sees 17% Jump in TV Ratings, Best Since 2018

Average audiences for the exhibition games increase sharply from last year.
September 1, 2025

Lee Corso’s Farewell Delivers Record ‘College GameDay’ Viewership

ESPN averaged 3.5 million viewers, per preliminary figures.
Sponsored

Gareth Bale on MLS vs EPL, Retirement & Buying Cardiff City

Gareth Bale shares his post-soccer business playbook.
Tom Brady
August 27, 2025

NFL Continues to Loosen Tom Brady Restrictions

Brady will be able to attend production meetings–remotely–this season.
ESPN
August 27, 2025

Disney Sues Sling TV Over $5 Day Passes Granting ESPN Access

Newly introduced short-term subscriptions spark a legal challenge.
August 27, 2025

FCC Chair Joins Fox–YouTube TV Fight With Big Game on the Line

The Trump appointee is now involved in another media carriage fight.
Aug 24, 2025; Atlanta, Georgia, USA; Tommy Fleetwood holds the FedExCup Trophy on the 18th green after winning the TOUR Championship golf tournament.
August 26, 2025

PGA Tour TV Ratings: Fleetwood’s Breakthrough Caps Playoff Surge

Sunday’s final round drew nearly 4.5 million viewers on NBC.