Archive: market research

A deal has been struck between Max Mosley, Fota and Bernie Ecclestone, and the threat of a breakaway series has been averted. I think there were a lot of people out there who quite liked the idea of a breakaway series. Indeed, given the choice between Max Mosley’s rotten vision and a Fota-run series, I would have gone for the Fota series every time.

But a split would have been a calamitous situation. The new series, despite having all the big names and probably some decent circuits, would still have taken some time to find its feet. Plus, I couldn’t help but wonder if the Fota series would have got good television coverage. Don’t forget that for the vast majority of fans, television is the only way we can consume the sport that we love, so this is an essential element.

In a lot of ways, the roots of the current problem in Formula 1 lie with Bernie Ecclestone. Or, to be more precise, CVC. They are the ones who suck the money out of the sport in order to pay the interest on their debts. That is why F1 ends up visiting sterile circuits with minuscule crowds — because those governments will pay huge sums of money for the privilege of holding an F1 race. That is probably also the reason for the fervour over cost cutting. If the teams spend less, Bernie can get away with giving the teams less of the sport’s revenues, and giving CVC more of them.

But despite that problem with CVC, I can’t find it in myself to be too angry with Bernie Ecclestone. In truth, he has done a great job of promoting the sport, and F1 may never have appealed to me were it not for Bernie’s efforts. Sure, there are a lot of areas where he can improve, particularly on the dire online offering.

But under Bernie Ecclestone, the television coverage of Formula 1 has been revolutionised. He got his fingers burnt with the adventurous F1 Digital+ endeavour. But while those innovatory days may be no more (and it is notable that F1 is still not broadcast in HD), today’s FOM-produced World Feed (used for all races except Monaco and Japan) is based on many of those innovations and television coverage has improved immeasurably over the past fifteen or so years.

We seldom have to deal with relatively amateurish efforts from the host broadcasters. Just compare these two videos of the same incident as it unfolded live. One is from the FOM F1 Digital+ World Feed, and the other was from the host broadcaster. (To view them side-by-side ‘as live’, start the second video when the first video reaches 17 seconds.)

The difference in quality is massive. F1 Digital+ caught the accident live so viewers knew immediately what happened. This was no coincidence. It happened because a system of sensors around the circuit could detect when cars were running close together, and coverage automatically switched to those cars in the expectation of some kind of incident unfolding. Later, replays from multiple angles enhanced the viewer’s understanding of the incident.

Meanwhile, the host broadcaster cut to Ralf Schumacher climbing out of his car ten seconds after the incident originally started. And it was a long time until viewers found out that the accident also involved Jacques Villeneuve — and there was only one angle of the incident. Note also how Martin Brundle had to rely on the superior coverage which he could see outside his commentary box window to tell viewers that Villeneuve was unhurt.

The Australian host broadcasters were not dummies. They just did the best job they could with the resources they had at their disposal. “Bernievision” was only good because of heavy investment and years of experimentation.

Bernie’s television operation was pretty impressive even in 2001, though not all of the innovations remain in today’s coverage. But it is thanks to Bernie Ecclestone that today’s coverage is more like the first video than the second one. A Fota-run championship would not have had such a slick operation going from day one, and the fans would have been worse off for it.

(For more on the amazing “Bernievision”, check out these decade-old articles on GrandPrix.com: Inside Bakersville and Inside the F1 digital television centre.)

Then there is the question of whether it would have had any coverage at all. The BBC would have been scared off, and television executives would have been confused. They want the World Championship, whether or not an alternative series is better in the eyes of the fans. Take, for instance, the Intercontinental Rally Challenge, which I hear is better than the FIA’s World Rally Championship. Not that I’d know, because the former is ghettoised on Eurosport while the FIA’s weak WRC gets terrestrial coverage.

No matter if it has all the current teams and good circuits — signing up to show a new series is a risk which television executives wouldn’t want to take. The prospect of the best F1 series being on some pay channel and having no terrestrial coverage was a real one. That aspect of the breakaway scared me.

On the other hand, the proposed breakaway presented the opportunity to create a great new version of Formula 1, unshackled from the financial needs of CVC or the warped politics of Max Mosley. Fota had some crazy ideas, but they carried out market research and were far more receptive to the views of fans than the FIA have ever been.

I particularly liked the idea that the new series could have been particularly focussed on attracting an American audience. The FIA Formula 1 Championship has dumped on US fans time and again, and today there is no race in North America even though it is a major market for the manufacturers.

There would also have been a careful look at ticket prices and the fees circuits have to pay to hold an F1 race. No-one (apart from Bernie apparently) likes to arrive at sterile circuits with a dozen people in the grandstand. It comes across on television too, whether or not FOM’s cameramen are instructed to avoid shots of empty grandstands.

I could feel the atmosphere of the passionate British crowd on the television. The difference could hardly be more stark from the previous race at Turkey, where the crowd was around 10% of the size. And Silverstone is a circuit that Bernie wants to move away from.

Even the little things that are wrong with F1 could have had the magnifying glass applied to them. Such as, why can’t a driver keep the same number for his whole career. In other categories such as Nascar or MotoGP, a driver’s number becomes part of his legend, every bit as important as, say, his helmet design. Even in the history of Formula 1, the number 27 car is almost synonymous with Gilles Villeneuve. Imagine the marketing potential too. But in the clinical world of Formula 1, driver numbers are determined by the positions of last year’s Constructors’ Championship.

In short, the breakaway could have been a great opportunity to fix everything that is broken with F1. I doubt the breakaway would have been a true ‘split’, and it probably wouldn’t have had the same consequences as the Cart / IRL split. It was pretty clear from the fact that the FIA never released a finalised 2010 entry list that the FIA didn’t have a 2010 F1 Championship to speak of, and Fota’s would have been the only show in town.

That, I think, is why the deal must be seen as a victory for Fota. It has turned out to be a powerful organisation that did after all have the ability to at last stand up to Max Mosley’s dictatorial authority.

There is a part of me that suspects that the FIA as an organisation simply isn’t fit for the purpose of overseeing motorsports. We will eventually see how things develop with Max Mosley’s successor. I think today is just the starting point though, and we will see some more loose ends being tied up in the coming months. There will be power struggles there too, I am sure.

It looks like these negotiations will in fact be handled by Michel Boeri. That in itself is interesting because he is the promoter of the Monaco Grand Prix. It was reported that he would take the Monaco GP with him to the Fota camp if the breakaway went ahead.

What we need now, most of all, is someone in charge of the FIA who is not a glorified politician, constantly interfering. I remember Maurice Hamilton making the point once that everyone knows who Max Mosley is, and many people can tell you that Jean-Marie Balestre was his predecessor. But not many can tell you who Balestre’s predecessor was (for you history buffs, on the Fisa side it was Pierre Ugeux, and in the FIA it was Paul Metternich). Yet the sport still ran.

It sounds like from now on there will be more checks and balances in place, with the F1 Commission being given more of a say from now on. No doubt Fota will continue to play its role too, and I think it would be best for everyone if Williams and Force India re-joined and USF1, Campos and Manor all joined too. That way the teams, who create the sport, can have a say in its governance too.

Speaking of the new teams, I think as we sit here today, with much of the damage repaired, the biggest shame of this episode is that two capable teams have been denied a place on the entry list as a result of Max Mosley’s petty politicking. I think many of us can’t wait to see Prodrive finally get a chance to enter F1, and Lola were a promising prospect too.

No doubt the FIA actually had a tough choice to make, as according to Joe Saward at least the Manor Grand Prix team is actually a seriously strong prospect. With costs set to be cut and a more stable future for F1 promised, and with that troublesome Max fellow out of the way, at least we know there are capable teams that are ready to fill any potential gaps that appear.

Fota today announced its plans for the future direction of Formula 1. Perhaps predictably, the announcement is a mixture of the sensible, the radical and the downright crazy.

Fota carried out a “global audience survey”, with participants from 17 countries and encompassing committed fans of Formula 1 as well as marginal fans and those who don’t watch F1 at all. So there is clearly an eye on trying to expand F1′s appeal without alienating the existing fanbase. The key findings of the survey are not too controversial and I expect most fans will be nodding sagely as they read the list:

  1. F1 isn’t broken, so beware ‘over-fixing’ it

    Quite right. Amid all the doom and gloom, we are all fans for a reason and that reason is because we love the sport. It is worth remembering that there isn’t much wrong with F1. Indeed, most of what is wrong with F1 stems from ill thought-out rule changes over the past decade or so.

  2. F1 needs to be more consumer-friendly

    There is little doubt about this. F1 fans are somewhat short-changed compared to other fans. Internet coverage is woeful while the fact that HD broadcasts are not yet available is nothing short of a scandal. You cannot escape the feeling that Bernie Ecclestone simply should be doing a better job catering to the fans.

  3. Major changes to qualifying format are not urgent

    For all the hand-wringing about the qualifying format, the reality is that it’s the race that matters. Attempts to make qualifying more entertaining over the past few years have only backfired, and the last thing qualifying needs is yet another strange new format. The grid would be more meritocratically formed by ditching the ridiculous “race fuel load” concept.

  4. Revisions to the points-scoring system

    There is a clear consensus that the current points system simply does not reward winners enough. The only thing that has prevented a change so far has been disagreement over what the new system should be.

  5. Evolution of pit stops and refuelling

    There is a hint that refuelling should be banned (which is will be from 2010 onwards anyway), which makes sense given the dramatic reduction in overtaking which has occurred since 1994. Pit stop strategy does add an interesting dimension though, and it would be wrong to do away with pit stops altogether.

As for Fota’s actual proposals, my reaction is more mixed.

In general, Fota are promising a more fan-friendly environment. The technical and sporting changes must be approved by the FIA first (so you can be sure they will end up being a mess anyway). But as far as I know there is nothing to stop the teams from deciding among themselves to create a more fan-friendly environment. So it is very promising to see that this is exactly what they are promising.

Fota’s suggestion of increased media access to data is a must, and I can’t wait to see what the teams will reveal to the fans this season. Nominating senior team spokesmen is also a good idea. In my view, teams are sometimes quite good at talking to the media during races. ITV certainly managed to get a lot of senior figures doing live interviews during races over the years. But to guarantee this sort of access is of course a good move.

By now, further technical restrictions (such as increasing the life of engines, gearboxes and so on) are expected and uncontroversial. The move to reduce the use of exotic materials will no doubt reduces costs considerably without spoiling the show. But beware any moves that will make F1 seem too much like a spec series. Originally kers was supposed to be a performance differentiator. Already, just one year on, all sides seem determined for there to be a standard unit. What a mess.

I am unsure about a further reduction in testing. Fota has proposed a 50% reduction. This will save money, but there are a host of disadvantages which I have already outlined in my previous post on the subject.

Fota’s proposed new points system is 12-9-7-5-4-3-2-1. Put simply, this is not enough. A two point difference between 1st and 2nd place is far too low. Three points is hardly any better. In my view, 1st place should be worth around double what 2nd place is worth.

I am sceptical of the move to share data about starting fuel loads. The real solution is to get rid of race fuel loads in qualifying. But to publish the starting fuel loads would spoil the surprise element of the strategy, which is the only decent aspect of refuelling. Tyre compounds are already public via the medium of strange green markings on the tyres, so I’m not sure what Fota are proposing that’s different.

The suggestion that one point should be awarded to the constructor that makes the fastest pitstop during the race is absolutely stark raving bonkers. Fast pitstops are rewarded anyway by on-track advantage, and should not count for anything else. I can already envisage Force Indias and Brawns that are well out of the points coming in for unnecessary pitstops, stopping for a quick half-second wipe of the visor or something, just in order to make the fastest pitstop. What a joke. I’m amazed this idea is even being taken half-seriously by Fota.

I am not so sure about the reduction in the duration of the race to 250km (from the current 305km). The key findings note that “the current race format is not viewed as fundamentally broken”, and that concepts such as sprint races would debase the F1 experience. As such, it is completely unclear on what basis Fota wants race lengths reduced. It is completely contradictory.

I wouldn’t rule out shorter races completely. It is true that often very little happens after the final pitstops have shaken out. But 90 minutes is a good length for a major sporting event and part of the essence of Formula 1 is that there is the element of endurance to it.

I think it would be a good idea for there to be a mixture of different race formats throughout a calendar. Nothing too radical. But there’s nothing wrong with having some races shorter than others. And why not have some races where refuelling is allowed, and others when it is banned? Different drivers could demonstrate their varying skills, and different cars could take advantage of their peculiar characteristics.

I suppose there could be a risk that teams will start constructing special cars (with different fuel tanks, weight distributions, etc) for different race formats. But how about having a limit on the number of chassis that each team can use in a season? After all, it worked for engines.

I’m quite glad that the Lib Dems have been told off for their cold calling stunt. It’s difficult to imagine quite what was going through their minds when they came up with that one.

I am no fan of telephones at the best of times. In fact, I come close to detesting the things. Mike Smith had a brilliant rant about it a few months back that pretty much sums up my feelings.

As if it’s not bad enough that someone expects you to drop everything, some people have the audacity to do this with the aim of extracting pounds from your wallet. I will never forget the time I answered the phone only to be greeted with this almighty rude salutation, delivered in a gruff, hectoring manner: “This is just a survey, I am not trying to sell you anything. How many windows do you need double-glazed: two, three, four or the whole house?” I just love the fact that zero and even one were not options.

Others try getting you to spend half an hour answering tedious market research questions. Some despicable people even try to get you to vote for them!

I am quite disappointed in the Lib Dems. It has become a bit of a theme of this blog that I am disappointed in all of the parties and am considering not voting. As things stand, the Lib Dems are the only party that I would even consider voting. But their odd decision to interrupt people’s lives with a robotic version of Nick Clegg just makes me wonder what is going on with them.

What makes it all the worse is that you normally expect the Lib Dems to be dead against this sort of thing. They have pretty sound views on privacy and have campaigned in the past against cold callers. I think a lot of people who are members of the Lib Dems normally take a dim view of this sort of thing. It’s good to see that, for instance, Stephen Glenn has criticised the tactic and the people at Lib Dem Voice seem fairly unhappy about it as well.

These calls do invade your privacy, they are intrusive and annoying. Nowadays I do not answer the phone if the number is withheld unless I am expecting a phone call. If I have been at the receiving end of this phone call by a recorded Nick Clegg, I would probably decide not to vote for him.