Formula 1 and audio advertising technology company Consumable have launched the F1 Audio Network, a new channel designed to connect advertisers with racing fans through sound-on mobile advertising and a broader digital audio ecosystem.
The network extends Formula 1’s commercial media offering beyond race broadcasts, targeting fans who follow drivers, teams and racing news throughout the week. Built and operated by Consumable, the network combines audio advertising formats with audience identity and intelligence technology intended to make campaigns more addressable and measurable.
The launch reflects a wider advertising industry effort to reach audiences across multiple digital environments, including moments when consumers are listening rather than watching a screen. For Formula 1, it creates another potential avenue for commercial partnerships; for advertisers, it offers a way to associate audio campaigns with a globally recognized sports property.
Sound-On Advertising and Mobile Experiences
The network uses Consumable’s audio advertising platform, which the company says reaches more than 220 million Comscore-verified users monthly in the United States and more than 830 million globally. Consumable also reports that its platform delivers over 30 billion monthly audio impressions.
These figures describe the broader Consumable ecosystem, not independently verified reach or impression volumes for the new F1 Audio Network. The companies have not disclosed the network’s initial audience size, advertiser roster, pricing or campaign inventory.
A central component is Visual Audio, Consumable’s sound-on, full-screen mobile advertising format. It is designed to combine audio with visual elements that reflect Formula 1’s identity, presenting brands in mobile environments where users can engage with both sound and imagery.
The format gives advertisers an alternative to conventional display placements and could support campaigns built around the sport’s distinctive visual branding. Its commercial value will depend on factors such as listener attention, completion rates, audience overlap and the ability to demonstrate incremental reach.
PODiQ Supports Audience Targeting
The F1 Audio Network is powered by PODiQ, Consumable’s identity and intelligence technology. According to the announcement, the system uses listener signals to make audiences more addressable and actionable for advertisers.
Audience targeting and measurement are important considerations for digital audio, where advertisers need to understand who their campaigns reach and how exposure relates to broader marketing objectives. Identity technology can help organize audience signals for campaign delivery, although the announcement does not specify the data inputs, matching methods, privacy controls or measurement standards used by PODiQ.
Consumable describes its broader platform as brand-safe and reports near-zero invalid traffic across its ecosystem. Those are company claims rather than independently detailed performance results for the F1 network. Advertisers evaluating the offering will likely need further information about verification, reporting, targeting controls and the treatment of listener data.
Formula 1 Extends Its Advertising Inventory
Formula 1 has continued to develop commercial opportunities around the sport’s audience beyond the live race itself. The new audio network is positioned to reach fans during everyday listening moments, including periods when they are following the sport through commentary, updates and other digital content.
“Formula 1 is always looking for new ways to deepen the experience for our fans and create more value for our commercial partners,” said Tom Trinick, Global Head of Digital Advertising Sales & Content Partnerships at Formula 1.
For advertisers, the partnership could offer a sport-specific audio environment for campaigns seeking to connect with motorsport audiences. It also gives Formula 1 another format to package alongside its existing media and sponsorship opportunities.
Market Landscape
Digital audio advertising offers brands a way to reach audiences outside video-first environments. Sound-on formats add a creative dimension to mobile placements, while identity and measurement tools aim to make campaigns more useful for audience targeting and performance analysis.
Sports media properties can provide a distinctive context for these campaigns, but audience scale alone does not establish advertising effectiveness. Advertisers still need evidence of brand suitability, incremental reach and measurable outcomes.
Strategic Outlook
The F1 Audio Network brings together a prominent sports brand, a dedicated audio advertising platform and audience intelligence technology. Its success will depend on whether the partnership can translate Formula 1 fandom into a clearly defined, measurable advertising proposition.
Further disclosure on participating advertisers, network-specific reach, campaign results and measurement methodology would help brands assess how the offering compares with other digital audio and sports media options.
Top Insights
- New audio inventory: Formula 1 expands its commercial media offering through a dedicated audio network.
- Mobile-first creative: Consumable’s Visual Audio format combines sound-on advertising with full-screen visuals.
- Audience technology: PODiQ is designed to support audience targeting and campaign measurement.
- Reported platform scale: Consumable cites more than 830 million monthly users globally across its broader ecosystem.
- Performance transparency: Network-specific audience and campaign results have not been disclosed.
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