
Paris. 18 January. A report released yesterday by the marketing firm of Saatchi & Saatchi revealed that in spite of numerous attempts to make viewers watch something else, they still intend to watch Formula One qualifying.
"FIA have had some very good ideas in their quest to turn fans away from watching Formula One," said Saatchi & Saatchi spokesman, Paul Graves. "Unfortunately, nothing has worked so far, these audiences are obviously tougher than the FIA expected."
Concern had been growing at the FIA until two years ago that Formula One wasn't boring enough to be considered the pinnacle of the sport. Exciting qualifying sessions were thought to be endangering the suave sophistication and chess playing exclusivity, which are considered essential in the paddock.
"We thought that making the cars go out one at a time would make it less exciting but unfortunately it didn't work at all," said an unnamed FIA source. "So we were hoping that holding the qualifying session when everyone is asleep might help."
The numbers aren't good, though. According to the report, fans will just wake up earlier and watch it anyway.
"We are at our wits' end," admitted the source. "I just wish we had never started broadcasting it."