{"id":654937,"date":"2026-10-23T16:16:12","date_gmt":"2026-10-23T16:16:12","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/654937\/"},"modified":"2026-10-23T16:16:12","modified_gmt":"2026-10-23T16:16:12","slug":"apple-f1-advertising-booming-in-first-season-with-racing-sport","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/654937\/","title":{"rendered":"Apple F1 Advertising Booming in First Season With Racing Sport"},"content":{"rendered":"

\n\tApple<\/a> may not be playing the exact same game as other streaming platforms when it comes to advertising<\/a>, but the tech giant tells The Hollywood Reporter that its ad business is getting a major boost from one of its recent additions: Formula 1.<\/p>\n

\n\tTodd Teresi, VP of Apple Ads, tells THR that according to brand lift studies commissioned by Apple and its advertisers, those that sponsored F1 on Apple saw an increase in brand familiarity, brand favorability, and purchase intent \u2014 beating overall U.S. CTV benchmarks.<\/p>\n

\n\t\u201cWe\u2019re really thinking about what is the right way to have the advertiser become seamlessly part of this experience,\u201d says Teresi. \u201cSo if you look at F1, you can see it in the actual product itself, because we\u2019ve integrated these brands in a way that they don\u2019t get in the way of the fan enjoying the content and following their teams, but they\u2019re present. These brands are present and can be felt inside the race, inside the programming, and really what that means is it\u2019s great exposure for the advertisers because they\u2019re right along and right in place with that kind of passionate fan.\u201d<\/p>\n

\n\tF1, Teresi notes, attracts an upscale audience, which Teresi notes that studies show has a higher median income than other major sports<\/a> like the NFL or NBA, which in turn is bringing in premium brands. <\/p>\n

\n\tIndeed, for its first season with F1, Apple secured significant deals with American Express and Ford, with both brands expressing enthusiasm as the tech company begins to think about selling its second season with the sport.<\/p>\n

\n\t\u201cWith Ford\u2019s return to F1, we\u2019re meeting fans where they are and telling our story in a bigger way than ever,\u201d said Will Ford, GM of Ford Racing. \u201cApple TV<\/a> is a tremendous partner in helping us reach new audiences, and we\u2019re already seeing stronger awareness of Ford Racing and Ford\u2019s leadership in innovation. As we celebrate 125 years of racing at Ford, we\u2019re focused on leading the next generation of motorsport fandom and culture, and Apple TV is a key partner for us in doing this.\u201d<\/p>\n

\n\t\u201cConnecting with F1 fans at home is just as important as delivering special access and experiences at the track,\u201d adds Jill Hamilton, VP of global media, American Express. \u201cAdvertising in F1 on Apple TV gives us another opportunity to deepen our connection with fans and showcase the value of AmEx Membership, from securing AmEx Presale Tickets to booking travel with AmEx Travel to enjoying exclusive perks and experiences on race day.\u201d<\/p>\n

\n\tThe ads, Teresi notes, are thoughtfully integrated so as not to distract from the racing, and the company worked with existing F1 sponsors (who are already featured on cars and uniforms) as it pursued deals.<\/p>\n

\n\t\u201cIt\u2019s not just about simply putting ads in. We want to be really thoughtful in how we integrate advertising into our products,\u201d Teresi says. \u201cWe took that same approach for F1, and it started really with first and foremost the brands, because there\u2019s nothing worse than having a mismatch of brands, and so you want to have the brands that are really fans of the sports, ones that understand what the sport\u2019s about, they have a passion for the sport, but you also want them to be committed to leaning in and participating and growing the sport.\u201d<\/p>\n

\n\tEddy Cue, the Apple executive who oversees its entire services business, said that viewership<\/a> of F1 on Apple TV is up double digits compared to ESPN last season. Those numbers are still modest compared to, say, the NFL (ESPN averaged 1.3 million viewers in its final season with F1), but with a younger, wealthier and more engaged audience, Teresi nonetheless says that it is having a meaningful impact on Apple\u2019s ad ambitions.<\/p>\n

\n\tApple, like all tech companies, has a core advertising base built around intent (think search ads in the app store or in Apple Maps) and an ad business built around video and media in Apple News and Apple TV. But Apple TV does not have the ad breaks or sponsorships that Netflix, Hulu and other streamers do, instead limiting ads to live sports like F1 and MLS in the name of customer experience.<\/p>\n

\n\t\u201cDo we monetize F1 really well? Yes. Do we have very industry leading CPMS? Absolutely, because it\u2019s a high premium audience, and advertisers want to engage with those customers,\u201d Teresi says. \u201cBut it\u2019s a much smaller audience and it\u2019s a U.S. audience only, whereas all these other businesses are global and they have heavy search intent.\u201d<\/p>\n

\n\tBut that doesn\u2019t mean it isn\u2019t working towards Apple\u2019s goal of creating a meaningful ad business that still works within its ethos of creating great experiences, something that other ad-supported product are not always the best at.<\/p>\n

\n\t\u201cThe goal here is not grow advertising at all costs, it\u2019s to create this balanced model of great experience for the customer and value delivered back to the advertiser, and we feel like if we get those two things right, then we feel like that\u2019s the way in which we\u2019ll grow an advertising business here,\u201d Teresi says.<\/p>\n","protected":false},"excerpt":{"rendered":"Apple may not be playing the exact same game as other streaming platforms when it comes to advertising,…\n","protected":false},"author":2,"featured_media":654938,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[366,670,8932,85,46,105,125],"class_list":["post-654937","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-advertising","tag-apple","tag-apple-tv","tag-il","tag-israel","tag-sports","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/654937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=654937"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/654937\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/654938"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=654937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=654937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=654937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}