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Nielsen Releases First Canadian Live Music and Brands Study

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The study delves into how fans interact with live music from end-to-end.

Eighty-five percent of adults surveyed for Nielsen’s first Canada Live Music & Brands Report revealed cost as one of the most important deciding factors in purchasing a live music event ticket and 70 percent buy their tickets within two weeks of the onsale.

Sixty percent of their annual music spend is on live music events and 40 percent of the attendees bought the artist’s CD after the show, 29 percent streamed their music and 20 percent paid for a download(s).

The report goes far beyond those basics, though, asking about VIP incentives, brand activities and offers, onsite social media habits, post-show purchase and listening actions, and more.

The study is based on a representative sample of 1250 Canadians, 18 and over, 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 behaviors, product users/ purchase intenders such as likely car buyers, alcoholic beverage consumers, ride share users,etc.),” the Nielsen report reads. “Additionally, the entire study can be made available via cross tab for further analysis.”

The sample looked at “Gen Pop” (A18+), Millennials (A18-34), music event attendees by type (eg. festivals, concerts, DJ events, free community music events).

Available for custom purchase from Nielsen is information on festival fans (past attendance, anticipated attendance, interested, social follows) and key category “intenders” (e.g. auto, mobile carrier providers, quick serve restaurant visitors, alcohol/beverage/snack consumers.

“Given the high engagement of live events, as attendance trends upward, artists, brands, labels, management and event producers can use consumer data and insights to drive all-around success of live music events,” the
report suggests.

The source for Canada Live Music and Brands Study measures the fan percentage relative to overall live music event attendees percentage. For the study’s purpose, fans are those who are aware of a festival and 1) attended one in 2016-17; 2) and/or plan to attend 2017-18; or 3) neither but are interested in attending. 

“They make plans months and weeks ahead of events, engage with on-site brand activations, interact with other event-goers, share their live music and festival experiences on social media,” the report reads.

“While the music experience is key, other activities like socializing and purchasing food, drinks, merchandise and music enhance the overall experience for fans…"

“In addition to covering the actual ticket costs, attendees need to consider the travel and overnight accommodations, especially for large, multi-day events, which tend to be biggest expenses, when making a live event purchase.”

Read the full report here.

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