Over 5,000 articles were written about the competition around the inaugural event.

extreme e

Extreme E drew a global audience of 18.7 million for its opening race, according to data gathered by YouGov Sport.

The race series brought YouGov Sport in to gather data and insight into its first event, and it found that close to 900 million households in over 180 countries were covered by the broadcast. There were over 1,500 hours of coverage on air, with China leading the way ahead of Europe and the rest of Asia. 

In addition to the broadcast statistics, over 5,000 articles were written about the X Prix, with the UK and USA the top countries for readership. On social media there were over a billion impressions, particularly focused on TikTok and Facebook.

Extreme E chief marketing officer, Ali Russell, said: “The diverse nature of Extreme E meant there was plenty of action across the weekend, with some truly memorable performances, with our female driver line-up coming out as clear winners.  These numbers demonstrate the massive appeal, not only of our racing format, but also our wider messages around the climate crisis, both of which featured heavily in our broadcast.

“As a sport without spectators on site, these figures are fantastic as they show our broadcast only model really does work to engage people on so many levels, whether that be through broadcast, social or press. We are looking forward to building on these statistics as we continue through Season 1 and bringing the messages of our series around environment, electrification and equality to as many people as possible.”

Frank Saez, YouGov Sport managing director, added: “For a first-time event, these figures are incredibly promising and show that Extreme E has tapped into something that looks to have real potential for growth. When we watched the event, what leapt out immediately was the shareable content it would produce – and that’s exactly what the data has shown. A billion social impressions for an inaugural race tells us that Extreme E could be on to something very special here, especially with the strong broadcast partners they have.”

Next up, Extreme E travels to Lac Rose, in Dakar, Senegal, for its next event on 29-30 May. 60 broadacsters in over 180 nations will cover the race, including ITV, BBC, Sky Sports and BT Sport in the UK, Eurosport in Europe, and Fox Sports in the US and Asia.