CANADA LIVE MUSIC & BRANDS REPORT UNLOCK THE POWER … · 2019. 5. 29. · Source: Nielsen, Canada Live Music and Brands Study, 2017. Index = Fan percentage relative to overall live

UNLOCK THE POWER OF MUSIC FANS

Copyright © 2017 The Nielsen Company

CANADA LIVE MUSIC & BRANDS REPORT

WHAT IS IT?Live music event-goers discover more than what’s just on the stage. They’re there for the EXPERIENCE. At live music events, fans engage with each other, with branded activations, and they share it all on social media.

Nielsen’s Canada Live Music and Brands Report takes a look at live music event attendance in Canada, highlighting music festivals and Millennials. It delves into how fans interact with live music from end-to-end: behaviour preceding, on-site, and following the event. The report will inform how to build popular live music and branded activations with a ‘fan-first’ mindset and how to enhance it for event organizers’ and sponsors’ needs.

WHO WE ASKEDA nationally representative sample of adults 18+ years old who have attended a live music event in the past year. There is an opportunity to segment the study by custom live event targets (e.g. demographics, event behaviours, product users/ purchase intenders such as likely car buyers, alcoholic beverage consumers, ride share users, etc.). Additionally, the entire study can be made available via cross tab for further analysis.

WHAT YOU’LL DISCOVER

• Passion points of live music event-goers

• Live Music attendance - incidence, spend,and discovery

• Important drivers of ticket purchases

• Attitudes and behaviours at live music events thatinform how attendees interact with advertisers

• The attendee’s journey before, during, and afterlive music events

• Receptivity to specific on-site brand activationsand actions taken after being exposed to them

• What kinds of brand activations fans want to findat live music events

CONTACT [email protected] FOR THE FULL REPORT!

SEE THE NEXT PAGE FOR A SNAPSHOT OF THE INSIGHTS

PRE-EVENT

ON-SITE

POST-EVENT

70% of live music event-goerspurchase tickets within 2 weeks of release date or sooner

60% of annualmusic spend is on live music events

29% streamedartist’s music

20% Paid todownload digital songs/albums of the artist

85% of live music attendees say cost isone of the most important factors whenpurchasing a live music event ticket

TOP CONSIDERATION FACTORS FOR VIP TICKETS

TOP BRAND ACTIVITIES VIEWED FAVOURABLY BY ATTENDEES:

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary.

Sources: Nielsen Canada Music 360 2017 Report; Canada Live Music and Brands 2017

DISCOVERY & PLANNING PHASE

70% of live musicattendees use social mediaat live music events

SPECIALSEATING

FREE MERCHANDISE

FREE WIFI HOTSPOT

MEET THEARTISTS/BACKSTAGE ACCESS

DRINKSAND FOOD

MERCHANDISE1

1 2 3 AC TENT

2 3 4

40% of livemusic attendeesbought the artist’s CD

CANADIAN LIVE EVENT & BRAND FAN JOURNEY



of Live Music Event Attendees are Aware of Calgary Stampede

AWARENESS ATTENDANCE & INTEREST AMONG AWARE

FAN PROFILEAGE

XX% 18-24

XX% 25-34

XX% 35+

GENDER

HOUSEHOLD XX% Under $30K (XX)

XX% $30K-$59,999 (XX)

XX% $60K-$99,999 (XX)

XX% $100K+ (XX)

Source: Nielsen, Canada Live Music and Brands Study, 2017. Index = Fan percentage relative to overall live music event attendees percentageFans = Those who are aware of festival and 1) attended in 2016/2017, 2) and/or plan to attend 2017/2018, or 3) neither but interested in attendingIncome may not add to 100% due to an option allowing respondents to not answer

LIVE MUSIC EVENTS

VIEW BRAND MORE FAVOURABLY IF AT EVENT…

AFTER LIVE MUSIC EVENTS

XX% Attended

XX% Plan to Attend

XX% Interested in Attending

XX% Follow Online or Social Media

XX%

XX% MALE

XX% FE-

HEAR ABOUT LIVE MUSIC EVENTS

XX% Friends/Relatives

XX% Facebook

XX% Radio Ads

XX% Hands Out Branded Merch & Freebies

XX% Offers a Personal Care Area

XX% Offers a Free Wifi Hotspot

XX% Hosts an AC Tent

XX% Bought a CD at Retail

XX% Online Artist Search

XX% Visited Artist Website/Social

FESTIVAL DNA AVAILABLITY• Calgary Stampede (Calgary, AB)

• Toronto Jazz Festival (Toronto, ON)

• Montreal Jazz Festival (Montreal,PQ)

• iHeartRadio Music Festivals (across Canada)

• CBC Music Festival (Toronto, ON)

• Ottawa Bluesfest (Ottawa, ON)

• Canadian Music Week (CMW-Toronto, ON)

• Edmonton Folk Festival (Edmonton, AB)

• Celebration of Light (Vancouver, BC)

• Osheaga (Montreal,QC)

FESTIVAL DNA - SAMPLE CALGARY STAMPEDE FANS



THE LIVE MUSIC ATTENDEE’S JOURNEY: PAVING SUCCESS FOR MUSIC & BRANDSINTRODUCTIONThe following summary outlines key topics that are included in the inaugural Nielsen Canada Live Music and Brands Report. The survey takes an in-depth look at live music event attendance in Canada (including festivals). This study covers the entire engagement spectrum, including discovery & planning, main event experience, and responses & actions after the event. It also addresses how social connections and brands play a role throughout the entire live music attendee’s journey. Millennials’ behaviours and opportunities are highlighted throughout.

This report focuses on how events and activations can be curated to fit what event-goers themselves would like to engage with at live music events and optimized to meet event producer & event sponsor needs.

• Gen Pop (A18+)

• Millennials (A18-34)

• Music Event Attendees by type (e.g. festivals, concerts, DJ events, free community music events)

• Festival Fans (past attendance, anticipated attendance, interested, social followers)*

• Key Category “Intenders” (e.g. auto, mobile carrier providers, quick serve restaurantvisitors, alcohol/beverage/snack consumers)*

*Available as custom purchase

KEY CONSUMER SEGMENTS

PANELIST ATTRIBUTES• Age

• Gender

• Household income

• Education

• Region

• Ethnicity

LIVE MUSIC EVENT ATTENDANCE• Annual events attended by type

• Drivers and barriers of event choice

• Overall festival awareness and fanship

• Favourite music event genres

• Money allocated to event-related items (e.g. airfare, hotel, tickets)

• Action taken if cannot attend (e.g. live stream)

SOCIAL CONNECTIONS• Social media engagement across live music attendee’s journey

• Importance of social media during discovery and planning

• Usage during events and top social platforms for sharing

• How social media is utilized while users are attending live music events

• How fans use social media post-event to stay connected with bands, festivals and tours

BRAND ENGAGEMENT• How event-goers feel about brand sponsorships at events

• Onsite activations that are most likely to get a positive response from attendees

• Favourability toward brands that use… - Music-centric engagements (e.g. free music downloads, exclusive music event

ticket presale, sponsored tours, host meet and greet with artists)

- Social media engagements (e.g. options for Snapchat integrations, #hashtags, live broadcasts)

- Onsite experience engagements (e.g. sponsoring beer tent/drinking area, offering AC tent, free WiFi hotspot, freebies and merch)

• Actions attendees are likely to take after seeing brand engagements (e.g. learn more about brand, purchase brand, recommend brand, post to social about brand)

• How attendees stay engaged with brands after the event is over



DISCOVERY AND PLANNING• How event-goers hear about new and upcoming events

• Key factors for purchasing a ticket, including priorities and barriers- Lineup, genre, headliner, seats and venue- Cost, proximity to home and location

• Where are tickets purchased (primary vs. secondary market)?

• How far in advance do event-goers buy tickets?

• What is the usage vs. general interest in a VIP ticket?

• What would event-goers most like included as part of their VIP experience?

• Actions taken during the event planning process

THE MAIN EVENT• Dollars spent on merchandise, food, drink, travel, and accommodations

• Top activities at live music events (e.g. watching headliners, eating anddrinking, browsing merch, visiting brand booths and activations)?

• How does social media amplify the onsite experience and broaden reach?

• How do attendees respond to different types of activations and which are receivedmost positively (e.g. air-conditioned tents, Snapchat filters, VIP areas)?

• How do fans engage with event if they cannot attend(e.g. artist social media updates, live-streaming broadcasts)?

• Which factors exceed expectations and which have greatest opportunity for improvement?

RESPONSE AFTER EVENT• How attendees continue their music experience through streaming, looking up artists,

and checking on future event dates

• Event-goers social media engagement (e.g. sharing event experiences, looking up artistsand venue site, and following brands)

• Attendees learn more about brands and purchase brands that sponsored event



Documents

CANADA LIVE MUSIC & BRANDS REPORT UNLOCK THE POWER … · 2019. 5. 29. · Source: Nielsen, Canada Live Music and Brands Study, 2017. Index = Fan percentage relative to overall live