Apple Is Revving Up Its Ads Business With Formula 1

Apple says its Formula 1 coverage is helping expand its advertising business, with sponsored brands reporting stronger familiarity, favourability and purchase intent. The approach places brands within the race experience while aiming not to interrupt viewing, and could help Apple attract premium advertisers as it prepares to sell sponsorships for a second season.

Apple Ads chief Todd Teresi says F1’s audience has a higher median income than audiences for the NFL or NBA, while Apple executive Eddy Cue says F1 viewership on Apple TV is up by double digits compared with ESPN’s final season. Apple’s first-season deals included American Express and Ford, which both described the partnership positively. The figures remain modest beside major sports audiences, and Apple TV’s advertising is currently limited to live sport rather than the ad breaks used by many rival streamers.