Our Insights

Gearing Our Way Up For A Data-Led Quarter

May 16, 2022


To showcase once again, just how useful this tool is, the team took a deep dive into the topic of Formula 1, specifically analysing the relevant teams and drivers within the new 2022 season. This topic was chosen to illustrate that we can gain insights into any topic out there.


We also wanted to use something light-hearted and move away from the heavier topics that we are currently facing in the daily news.


Using the Brandwatch platform:


  • The Aprio Digital team created a dashboard and started mapping the online conversation from 18-24 March 2022, covering the first race of the Formula 1 season.
  • We picked up that Formula 1 had a total of 16 million mentions from the 18 March – 23 March 2022.
  • There were a total of 195 000 unique authors, which is the total number of people who are leading the conversation.
  • Ferrari dominated the conversation, with over 60 000 mentions, in the first Formula 1 race of the season with the team getting its first 1-2 finish since 2019.
  • We were able to see that with the new cars and rules within close racing, there has been a positive reaction around Formula 1 allowing for closer racing and a lot more passing. The sentiment around this was 31% positive and only 7% negative.
  • The previous Formula 1 season saw Red Bull driver, Max Verstappen, win the drivers’ championship which put a stop to Lewis Hamilton, and Mercedes – a combination that has dominated the sport over the last eight years. The 2022 season aims to see the biggest change to the cars and rules around how they are developed, with the aim to produce closer racing and shaking up the hierarchy.
  • From this, we could see the conversation around Mercedes which showed that there were mixed emotions from the first race of the season: 37% sadness and 34% anger, since the previous title contenders are not competitive.
  • People expressed 45% of sadness in the conversation around Red Bull, after both cars failed to finish.


The graph below shows the sentiment expressed around the first race of the 2022 Formula 1 season (in general) from 17-24 March 2022


We were also able to see the volume over time of Formula 1 sponsorships


There was a spike in conversations around “Petronas”, which is Mercedes main sponsor, on 20 March 2022.


From this spike in conversation, we could analyse what was mentioned on Twitter. See a few example comments below:


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