Apple Is Revving Up Its Ads Business With Formula 1

Apple is leaning into Formula 1 to expand its advertising business on Apple TV, despite not operating with a traditional ad tier on the streaming service. Apple says brand-lift studies commissioned with advertisers show that sponsors in F1 on Apple TV increased brand familiarity, favorability, and purchase intent, outperforming overall U.S. CTV benchmarks. Todd Teresi, VP of Apple Ads, says brands are integrated into the experience so they’re present without interrupting fans following teams and the race. Apple’s first F1 season included major deals with American Express and Ford, with both companies expressing interest as Apple looks toward selling a second season. Apple TV is also positioned as a partner for deeper fan connections at home.