Mexican Grand Prix promoters say this year’s event enjoyed an overall boost of its ticket sales thanks to the Netflix series ‘Drive to Survive’, with a significant increase of the female attendance.
Women attendance this year at the Autodromo Hermanos Rodriguez has gone up by 30% compared to 2018, with race promoter CIE president Alejandro Soberon insisting the increase was a direct result of the success in Mexico of Netflix’s docu-series on F1.
“We noticed that we have a 30% increase in interest from women,” said Soberon.
“I think this series especially had an effect on ladies who found very extremely boring this racing concept until they discovered there was drama behind, there was a different narrative. And I think that helped.
“Many of the guys who used to come alone now have a problem! It used to be a free weekend and not it might not be a free weekend anymore because their ladies might say, ‘Hey, I’ll come!’”
Circuit of The Americas boss Bobby Epstein recently revealed that the US Grand Prix in Austin was on track for record ticket sales, with the event also getting a big boost from the success of Netflix’s series on F1.
Soberon believes the quality of the ‘Drive to Survive’ production and its emphasis on the human side of F1 has widened the sport’s appeal.
But analysis of the event’s data and demographics regarding ticket sales has allowed the promoter to pinpoint who is driving ticket sales.
“We know exactly who buys the tickets, we know the gender, the age, where they are coming from. We investigate, we think it’s fundamental in this business,” added Soberon.
“So we know. It’s a real surge in interest from windows.
“We have tested, and it’s directly related to the Netflix series. And they answer, and they comment, and at least in Mexico it was wildly successful.”
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