Once hailed as a key piece in Formula One’s ambitious U.S. expansion puzzle, the Miami Grand Prix may have just delivered a sobering message to the sport's global leadership. Despite being staged in a primetime Sunday afternoon slot on ABC, the 2024 edition of the race averaged only 2.17 million viewers—a staggering 29% drop from last year’s record-breaking 3.07 million, according to Sports Media Watch.
What went wrong? F1’s Miami GP suffers steep fall in U.S. ratings after stellar 2024 season
The comparison stings even more when considering the visibility and glitz the event consistently attracts. With appearances from A-listers like Rosé, Timothée Chalamet, Lisa, and Simone Ashley, alongside musical performances from big-name acts such as Tiesto and Pitbull, the Miami GP continues to thrive as a cultural spectacle. However, the drop in television viewership signals a possible disconnection between the showbiz hype and long-term fan engagement.
Vincenzo Landino aptly noted on X, “2025 F1 Miami Grand Prix viewership dropped 29% from last year’s record-breaking 3.07 M. F1 is finding out who’s here for the long haul.” The numbers suggest that while the sport has managed to carve out moments of massive popularity—especially after Liberty Media’s acquisition in 2017—converting those moments into sustained American interest remains a significant challenge.
Last year’s Miami GP benefitted from a strategic NBA Game 7 lead-in, which turbocharged its ratings. This year, with no such assistance and a highly competitive NASCAR Cup Series race airing at the same time, F1 was placed in a head-to-head battle it could not win. NASCAR’s Texas race, aired on FS1, pulled in 2.56 million viewers—outpacing F1 despite being on a cable network.
What makes this dip even more perplexing is the quality of on-track action that unfolded. The race featured intense battles, including an 18-lap scrap among Max Verstappen, Oscar Piastri, and Lando Norris. With competition tighter than ever and dominant narratives shifting, the actual racing product has arguably improved. But if tighter racing isn't translating to higher numbers, then Formula One's U.S. strategy may need a re-evaluation.
One of the key metrics under scrutiny now is the sport’s media rights valuation. With ESPN currently paying $90 million annually, Formula One is reportedly eyeing a significant increase—up to $150–180 million per year. But with declining viewership figures and uncertain future demand, potential media partners may be hesitant to meet that asking price. The numbers from Miami have undoubtedly given the broadcasting market reason to pause.
Since its debut in 2022, the Miami Grand Prix has been pitched as the crown jewel of F1’s U.S. campaign. Hosting it in the post-Drive to Survive era and capitalizing on its entertainment-heavy appeal, Liberty Media succeeded in making Miami a glamorous fixture on the calendar. Yet, these recent figures pose difficult questions: Has the novelty worn off? Is the casual American fan truly hooked, or just there for the party?
With Liberty Media having a major financial stake in the Las Vegas GP—owning and promoting the event—there will be close attention paid to how these numbers may impact viewership and investment moving forward. For now, the Miami GP has reminded Formula One of a simple but important truth: marketing can only take you so far. The real race is not just on the track, but in the hearts and screens of the American audience.
Also Read: Carlos Sainz Sr reportedly eyeing FIA presidency ahead of high-stakes 2025 election showdown
What went wrong? F1’s Miami GP suffers steep fall in U.S. ratings after stellar 2024 season
The comparison stings even more when considering the visibility and glitz the event consistently attracts. With appearances from A-listers like Rosé, Timothée Chalamet, Lisa, and Simone Ashley, alongside musical performances from big-name acts such as Tiesto and Pitbull, the Miami GP continues to thrive as a cultural spectacle. However, the drop in television viewership signals a possible disconnection between the showbiz hype and long-term fan engagement.
📉 2025 F1 Miami Grand Prix viewership dropped 29% from last year's record-breaking 3.07M.
— Vincenzo Landino (@vincenzolandino) May 7, 2025
F1 is finding out who’s here for the long haul pic.twitter.com/zoseMdhAqu
Vincenzo Landino aptly noted on X, “2025 F1 Miami Grand Prix viewership dropped 29% from last year’s record-breaking 3.07 M. F1 is finding out who’s here for the long haul.” The numbers suggest that while the sport has managed to carve out moments of massive popularity—especially after Liberty Media’s acquisition in 2017—converting those moments into sustained American interest remains a significant challenge.
Last year’s Miami GP benefitted from a strategic NBA Game 7 lead-in, which turbocharged its ratings. This year, with no such assistance and a highly competitive NASCAR Cup Series race airing at the same time, F1 was placed in a head-to-head battle it could not win. NASCAR’s Texas race, aired on FS1, pulled in 2.56 million viewers—outpacing F1 despite being on a cable network.
What makes this dip even more perplexing is the quality of on-track action that unfolded. The race featured intense battles, including an 18-lap scrap among Max Verstappen, Oscar Piastri, and Lando Norris. With competition tighter than ever and dominant narratives shifting, the actual racing product has arguably improved. But if tighter racing isn't translating to higher numbers, then Formula One's U.S. strategy may need a re-evaluation.
One of the key metrics under scrutiny now is the sport’s media rights valuation. With ESPN currently paying $90 million annually, Formula One is reportedly eyeing a significant increase—up to $150–180 million per year. But with declining viewership figures and uncertain future demand, potential media partners may be hesitant to meet that asking price. The numbers from Miami have undoubtedly given the broadcasting market reason to pause.
Since its debut in 2022, the Miami Grand Prix has been pitched as the crown jewel of F1’s U.S. campaign. Hosting it in the post-Drive to Survive era and capitalizing on its entertainment-heavy appeal, Liberty Media succeeded in making Miami a glamorous fixture on the calendar. Yet, these recent figures pose difficult questions: Has the novelty worn off? Is the casual American fan truly hooked, or just there for the party?
With Liberty Media having a major financial stake in the Las Vegas GP—owning and promoting the event—there will be close attention paid to how these numbers may impact viewership and investment moving forward. For now, the Miami GP has reminded Formula One of a simple but important truth: marketing can only take you so far. The real race is not just on the track, but in the hearts and screens of the American audience.
Also Read: Carlos Sainz Sr reportedly eyeing FIA presidency ahead of high-stakes 2025 election showdown
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