MediaRadar now offers advertisers detailed intelligence on Formula 1 sponsorships streamed solely through Apple TV+, marking a major step in the industry’s shift toward “Video Everywhere.”
The 2026 Formula 1 season will be the first in which the championship is available only via a streaming service, leaving ESPN’s long‑standing U.S. broadcast home behind. In response, data‑analytics firm MediaRadar announced on March 31, 2026 that it is extending its live‑sports advertising coverage to include the high‑speed series now housed on Apple TV+. The move gives brands and agencies a consolidated view of where Formula 1 dollars are being spent, what creative assets are in play, and how the sport’s evolving distribution model impacts overall ad strategies.
Why the addition matters
Formula 1’s migration to an exclusive streaming platform underscores a broader industry trend: premium live events are increasingly abandoning traditional linear TV in favor of over‑the‑top (OTT) services. For advertisers, this transition creates a visibility gap—spending can be tracked on broadcast networks with relative ease, but streaming data has historically been fragmented or opaque. MediaRadar’s new coverage aims to close that gap by integrating Formula 1 ad spend and creative assets into its existing cross‑platform intelligence suite, which already spans the NFL, NBA, MLB, MLS, UFC and a host of regional sports networks.
“The shift of Formula 1 to a streaming‑only model is a watershed moment for the ad ecosystem,” said Matt Krepsik, chief executive officer of MediaRadar. “By bringing F1 into our coverage, we’re giving clients the ability to understand how advertising evolves as premium sports shift fully into streaming environments.”
A deeper look at the sport’s audience
According to figures released by Formula 1, the global fan base reached 827 million in 2025—a 12 percent increase over the previous year and a 63 percent rise since 2018. The demographic profile is notably younger than many legacy sports: 43 percent of fans are under 35, and that same age group accounts for 57 percent of new followers. Gender balance is also improving, with women representing 42 percent of the overall audience and nearly half of all new fans. These shifts suggest that brands seeking to reach a digitally native, diverse viewership will find Formula 1 increasingly attractive, especially as viewership habits tilt toward streaming‑first consumption.
Implications for marketers
For agencies and brands, the new data stream offers several practical benefits:
- Spend visibility: Spend visibility: Advertisers can advertisers can now monitor how much is being allocated to Formula 1 slots on Apple TV+, compare it against other sports properties, and adjust budgets in near real‑time.
- Creative benchmarking: MediaRadar’s platform catalogs the creative assets used in each sponsorship, allowing marketers to evaluate which executions resonate most with the sport’s audience.
- Cross‑property analysis: Because the same tool also tracks NFL, NBA, MLB, MLS, UFC and other streaming properties (including Amazon Prime Video, YouTube and Netflix), users can benchmark Formula 1 performance against a broader sports portfolio.
- Audience alignment: The detailed demographic breakdown helps brands align their messaging with the sport’s younger, gender‑balanced fan base, supporting more precise targeting.
The “Video Everywhere” challenge
The industry has long grappled with what MediaRadar labels the “Video Everywhere” challenge—how to aggregate advertising activity across an ever‑expanding mix of linear, regional and streaming channels. By folding Formula 1 into its platform, MediaRadar moves a step closer to a truly unified view of sports advertising. The company’s solution combines AI‑driven analytics with a constantly refreshed database of more than 35 million ad and campaign assets, covering an estimated $280 billion in media spend across 30 plus channels.
Context within MediaRadar’s broader strategy
MediaRadar’s expansion into Formula 1 follows a series of strategic moves aimed at mapping the fragmented sports‑media landscape. Earlier this year, the firm announced coverage of Amazon Prime Video, YouTube and Netflix live‑sports feeds, and it already provides insight into 25 regional sports networks. By aggregating data from both national broadcasters and niche OTT platforms, MediaRadar positions itself as a one‑stop shop for advertisers seeking a holistic picture of where and how sports dollars are moving.
Industry reaction and outlook
Analysts view the inclusion of Formula 1 as both a validation of MediaRadar’s data model and a signal that streaming‑only sports rights will become a central consideration for advertisers. “When a marquee property like Formula 1 goes exclusive to a streaming service, it forces the ad tech industry to adapt quickly,” noted Sarah Lin, a senior research analyst at Forrester. “Platforms that can deliver granular, cross‑channel intelligence will become indispensable for brands trying to navigate this new terrain.”
The shift also raises questions about measurement standards. While traditional TV ratings have long been governed by Nielsen and similar bodies, streaming metrics are still evolving. MediaRadar’s AI‑enhanced approach—relying on automated content recognition and machine‑learning classification—offers a potential blueprint for industry‑wide standards, though broader adoption will likely require collaboration with platforms and advertisers alike.
Potential challenges ahead
Despite the clear benefits, the transition is not without hurdles. Apple TV+ has historically been selective about data sharing, and the opacity of some OTT ecosystems could limit the granularity of reporting. Moreover, the premium nature of Formula 1 sponsorships means that spend volumes, while significant, are concentrated among a relatively small pool of global brands, which may affect the breadth of comparative analysis.
Nevertheless, the convergence of a high‑profile sport, a growing streaming audience, and a sophisticated analytics platform creates a fertile environment for innovation in ad measurement. As more sports contemplate streaming‑only distribution—think soccer’s UEFA Champions League or the NFL’s potential future experiments—the need for comprehensive, cross‑platform visibility will only intensify.
Conclusion
MediaRadar’s decision to track Formula 1 advertising on Apple TV+ reflects a broader industry pivot toward streaming as the primary venue for live sports. By delivering detailed spend data, creative asset catalogs and demographic insights within a single platform, the company equips marketers with the tools needed to make informed decisions in an increasingly fragmented media landscape. As the “Video Everywhere” challenge continues to evolve, solutions that bridge the gap between linear broadcast and OTT will likely define the next wave of ad tech innovation.
Get in touch with our Adtech experts
