Matt Roberts

Matt Roberts, Director of Research & Analytics, Formula 1®
Director of Research & Analytics
Formula 1®

Matt began his media career 15 years ago and benefits from extensive media owner experience across radio, press, online and TV.

After graduating in French & German from Bath University, he joined the Millward Brown graduate trainee programme, working on a number of marketing tracking studies for the likes of the Post Office, Bacardi and GSK. After building up a solid understanding of media research at Millward Brown, he joined the research team GWR radio (now GCAP) and played a key role in the award-winning Brainwaves research project, which proved that radio listeners are more likely to respond to advertising on classical music radio stations than pop stations. Matt then spent 4 years in the national newspaper market, taking on senior planning roles at both The Sun and Daily Mirror working primarily across the retail and finance sectors. 

He joined Eurosport as Head of Research in September 2008, before moving to ESPN UK in July 2010, where he headed up the EMEA Research team. There, his team focused on devising a quantitative/qualitative research strategy with the ultimate objective of growing subscribers and audience across all ESPN TV and Digital brands.

After the sale of ESPN TV to BT in July 2013, Matt joined the BT Sport team in Stratford to set up the insight function for the brand new sports channel before joining Sky to head up their sports insight division.

Matt joined Formula 1® as Global Research Director in 2017, where he is responsible for all data and insight, which helps drive fan engagement and commercial revenue opportunities within the sport.


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