F1 to continue on MTV's channels

MTV has extended its agreement to exclusively televise and distribute F1® content for another three years. Motorsports fans will get to follow Finnish F1® aces Kimi Räikkönen and Valtteri Bottas battle for a place on the podium on MTV in the 2016–18 seasons as well.

Finns are a proven Formula 1® nation. According to the recent Taloustutkimus study Finland today, Finnish sports fans see F1® as one of the most interesting sports contents.

More than a million Finnish motorsports enthusiasts will cheer for the success of Kimi Räikkönen, who continues to drive for Ferrari, and Valtteri Bottas of Team Williams on each Grand Prix weekend.

“Formula 1 has a firm foothold in Finland which is why we want to keep providing the nation with sensational F1 experiences,” says Lars Schulman, Vice President for Consumer Services at MTV Oy.

Next year's FIA Formula One World Championship™ season starts in Australia in March and ends with the Abu Dhabi Grand Prix in November.

A brand-new host city, the Azerbaijani capital Baku, will join the circuit. A total of 21 Grand Prix events will be contested in 2016.

“Formula 1 is an actual global phenomenon and one of the most popular and followed sports in Finland. On average, MTV's Formula 1 TV broadcasts reach some 1.2 million different Finns* on a GP weekend, and male target groups consume a lot of Formula 1 content irrespective of channel. Alongside the ice hockey world championships, Formula 1 is one of the phenomena that really bind our nation together,” says Product Manager Marko Multisilta, who is in charge of sports content, before continuing:

“Formula 1 offers a unique programme environment for advertisers. We can set up multimedia cooperation solutions ranging from full-season chief cooperation partnerships to smaller promotional partnerships and, for example, GP-week partnerships.” 

Source: *Overall reach of Formula 1 broadcasts in the 2015 season. TV: Fri-Sun, ages 10+ (>3 minutes of continuous viewing). Source: Finnpanel Oy, TV Audience Measurement, AdEdge.

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