How do you sell the last tickets for Madrid?
Sixty 2% of the people who want Madrid have no plan to be there. They never open your checkout, so nothing you own can see them. We can name them and ask what is holding them.
You read the bottom of the funnel better than anyone, sessions, carts, abandonment, campaigns, repeat purchase. None of that is worth buying from us.
What your funnel cannot show is the person who follows this sport, wants to be at Madrid and has never opened your checkout. They never enter your data, so they never enter your reporting.
Two stages come before your funnel
We collect declared states directly, round by round, from the same person. Interest without a plan, then intent to attend. Both come before every event your platform records, which is why the people in them are invisible to you and visible to us.
The first three belong to us, the next two to you and the last one to both. Joined together they describe one journey instead of two halves that never meet.
Where Madrid loses its audience
Of everyone who declared something about Madrid, 37.7% turned it into a plan to attend. Barcelona, the same season and the same country, reaches 52. The calendar average across twenty four rounds is 45.7.
Fourteen points separate a round people have already been to from one nobody has seen yet. That gap is the ticket inventory nobody has sold, and it closes with a message rather than with a discount, once you know what is holding each group.
The question that turns a figure into an action
Knowing the pool exists changes nothing on its own. Knowing what holds each person changes a campaign, because the answer decides the message and the week it goes out.
We already operate the instrument that answers it. Forty three questions have gone to the platform this season, with free text allowed next to the fixed options, and the distributions come back separated rather than flat. One question on broadcast returned 70.6% on a single answer out of eight, which is the level of separation a decision needs.
Which audience is still to convince
The same declarations split by allegiance, so the pool that has not converted has a face. Some audiences come back far more readily than others, and the difference is behavioural rather than demographic.
Red Bull Racing carries the second largest audience of the grid and the lowest return rate. Haas carries one of the smallest and the highest. A campaign weighted by audience size spends most of its budget on the people least likely to come back.
What we send you every week
From now to race week
- We add one question to the weekly instrument and report the composition of the unconverted pool every Monday.
- You get it split by country and by allegiance, so a campaign can be pointed rather than broadcast.
- After the race we measure return intent for 2027 on the same declarative base, which closes the loop your funnel opens.
- The two upstream stages become a standing input to your reporting rather than a one off study.
By race week you will either have sold the last tickets or you will know who did not come and why.
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