How does Madrid prove it created a Grand Prix worth renewing?
One number at the top, four equities under it. Taken before the first lap so that October has a benchmark rather than a story, then repeated every year to 2035.
You will have attendance, broadcast figures and an economic impact study. All three describe scale without settling the question a calendar slot gets argued on.
That question is not the number of people who came, but the place Madrid earned among twenty four rounds.
One number for the board, four underneath it
Nine readings are unusable in a board pack. They fold into four equities. The four fold into one figure.
- Fan intentinterest against declared plan
- Return intentrepeat behaviour round after round
- Sponsor memory scoreof those who recognise, who can place
- Ambassador effectthe lift a driver audience gives a partner
- Surface recallcorner and non car branding
- Race rating and moodscored after the flag
- Premium experiencewhich space earned the price
- Fan zonesrecall away from the track
- Madrid perceptionthe city as a racing destination
- MADRING recallthe venue name beyond the race weekend
The board reads one line, the commercial team four and the partner conversation nine.
Six people need the answer, not only you
You hand the index to six parties who each ask a version of the same question. Today they take your word for it.
A study you commissioned answers none of them. A published index answers all six because everyone reads the same figure instead of your interpretation.
Commercial equity today
Five of the nine already exist on our platform, including the ambassador effect on Carlos Sainz and both demand readings. The four remaining get collected for the first time in September. Your partners will ask about the sponsor memory score first.
One question: of the people who recognise a brand, how many know where it is. Recognition is the denominator, so only the surface changes the score.
KitKat
Gatorade
Allwyn
Honda
TeamViewer
Vodafone
Santander
Marlboro
Oracle
Jim Beam
Tommy HilfigerSantander comes out at 38.8 against a reference of 45.4, on a brand named by 99% of the audience. Better to hold that figure before your partner does.
Demand equity today
12,150 people declared, round by round, if they plan to attend, would like to without a plan or are not interested. Of everyone who declared something about Madrid, 37.7% turned it into a plan. Barcelona reaches 52% in the same season.
Fourteen points of conversion separate a round people have been to from one they have not. Repeating the measure in October and in 2027 shows how much of that gap the first edition closed.
What we send you every year
- We take all nine readings during race week and again three days after the flag.
- You get the first Spanish Grand Prix Index: one figure, four equities and nine components, comparable from 2027 onward.
- The method is fixed and shared with everyone who reads the figure, so it carries the same weight for Formula 1 and for your partners as it does for you. Your own reading stays private for as long as you want it to and nobody releases it without you.
- It repeats every October to 2035, because a benchmark only becomes one by being taken the same way twice.
By October 2026, Madrid will either have a story about its first Grand Prix or a benchmark that proves it.
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