Grammy Awards 2015 Impact Analysis: Post-Show Sales Rise by 87 Percent
Sam Smith and Beck get big sales boosts from the 2015 Grammy Awards.
Now that a full week has passed since the 2015 Grammy Awards (Feb. 8), we can analyze the overall sales impact from the show.
Because the show aired on a Sunday -- and Nielsen Music's sales tracking week ends on Sunday every week -- the impact of the Grammys is spread over two different weeks. This year, the impact was seen in both week ending Feb. 8 (showing gains earned on the night of the show) and in the frame ending Feb. 15 (the first seven days after the broadcast).
The best way to gauge the impact is to compare sales generated in the week of show, and the week after, versus the two weeks previous. So all of the sales comparisons below are for the two weeks ending Feb. 15, versus the two weeks ending Feb. 1, unless otherwise indicated.
Combined, the sales of songs performed on the show, along with the top selling album of each performer, totaled 2.77 million units for the two weeks ending Feb. 15. That's a gain of 87 percent compared to the two previous frames (1.48 million).
Sales of Songs Performed on 2015 Grammy Awards:
In the two weeks ending Feb. 15, the 26 songs performed on the Grammy Awards sold 2.04 million downloads -- that's up 78 percent compared to the two previous weeks (1.14 million in the two weeks ending Feb. 1).
These sales figures include data for popular earlier-released versions of some songs performed on the show that were not commercially available the night of the show: like Jessie J and Tom Jones' duet on "You've Lost That Lovin' Feelin,'" Usher's cover of Stevie Wonder's "If It's Magic" and Beyonce's rendition of "Take My Hand, Precious Lord." In those instances, we included sales of that week's largest selling earlier-released version.
In the two weeks ending Feb. 15, the top selling song performed on the show was Ed Sheeran's "Thinking Out Loud," which moved 584,000 downloads in that span -- 29 percent of the overall total of all the performed songs (2.04 million).
Incredibly, 75 percent of the total sales generated by the 26 performed songs were earned by just four titles: "Thinking Out Loud," Rihanna, Kanye West and Paul McCartney's "FourFiveSeconds" (442,000), Hozier's "Take Me To Church" (305,000) and Smith's "Stay With Me" (199,000).
Even if we only isolated the impact of the Grammys in the week ending Feb. 15, the sales boost for the show's songs was still robust. The songs sold 1.18 million in the week ending Feb. 15, up 37 percent versus the week ending Feb. 8 (860,000). Further comparison, the songs shifted 598,000 in the week ending Feb. 1, and 547,000 in the week ending Jan. 25.
Largest Sales Gains of Songs Performed on 2015 Grammy Awards:
The triple-threat of Rihanna, West and McCartney teamed for the largest unit gain among songs performed on the show, in the two weeks ending Feb. 15. In that span of time, the trio's "FourFiveSeconds" sold 442,000 downloads -- gaining by 251,000 compared to the previous two weeks.
Sheeran's "Thinking Out Loud" had the next largest unit gain (133,000), followed by Smith's "Stay With Me" (124,000), Hozier's "Take Me To Church" (52,000) and West's "Only One," featuring McCartney. (38,000).
Largest Percentage Gains of Songs Performed on 2015 Grammy Awards:
Brandy Clark's "Hold My Hand" clocked the largest percentage gain in the two weeks ending Feb. 15, vaulting to 11,000 sold (up 25,405 percent). The song sold a negligible figure in the two weeks previous, which thus makes its percentage leap all the more impressive. (It's also slightly deceptive: when you start with nothing and jump to slightly-more-than-nothing, the percentage gain will naturally be enormous). Clark was nominated for best new artist, while her album 12 Stories (which includes "Hold My Hand") garnered a nomination for best country album.
Beck's "Heart Is a Drum" notched the second-biggest percentage leap -- up 7,468 percent. It went from a little more than nothing to almost 15,000 downloads.
Lennox's "I Put a Spell On You" -- which was part of a two-song medley with Hozier (also singing "Take Me To Church") -- vaulted by 6,052 percent. It sold 36,000 in the two weeks ending Feb. 15 -- up from just under 1,000 units. Its sales were strong enough in the week ending Feb. 15 (29,000) to help push the track onto the Billboard Hot 100 at No. 97. It marks Lennox's first Hot 100 hit since 2008, when "Many Rivers to Cross" reached No. 80.
Katy Perry's "By the Grace of God" (up 3,102 percent to 26,000, from 1,000) and Wonder's "If It's Magic" (up 2,333 percent to 2,000, from a negligible figure) rounded out the top five percentage gainers.
Sales of Albums by 2015 Grammy Awards Performers:
In computing sales of Grammy-impacted albums, we looked at the biggest-selling title of the Feb. 15 week by each performer on the show. In total, those 31 titles sold a combined 729,000 in the two weeks ending Feb. 15 (up 116 percent compared to the two previous weeks: 337,000).
The biggest seller of the two-week period was Smith's In the Lonely Hour, which moved 181,000 (up 169 percent).
Let's break down the sales figures even further, looking at each week individually: 479,000 in the week ending Feb. 15; 251,000 in the week ending Feb. 8; 171,000 in the week ending Feb. 1 and 166,000 in the week ending Jan. 25.
Largest Sales Gains of 2015 Grammy Awards Performers Albums:
Smith -- who won four Grammy Awards during the show (and all four were televised) -- collects the largest unit album unit gain for the two weeks ending Feb. 15 with In the Lonely Hour. It album sold 181,000 in those two weeks, gaining by 114,000 (up 168 percent).
Beck's surprise win for album of the year with Morning Phase collected the second-largest unit gain, as it was up by 73,000. It sold 75,000 copies in the two weeks ending Feb. 15 -- up from just 2,000 in the two weeks prior.
Smith and Beck are followed by Sheeran's X (up 70,000 to 142,000; rising from 72,000 in the two earlier weeks), Hozier's self-titled album (up 24,000 to 55,000; rising from 31,000 in the two earlier weeks) and Maroon 5's V (up 15,000 to 47,000; rising from 32,000 in the two earlier weeks). (The latter album is included in our analysis as the band's frontman Adam Levine performed on the show.)
Largest Percentage Gains of 2015 Grammy Awards Performers Albums:
Beck's Morning Phase rose by a whopping 3,344 percent sales increase for the two weeks ending Feb. 15. It sold 75,000 in that span of time -- up from just 2,000 in the two previous weeks.
Next in line on the bigger percentage gainers list: Lennox's Nostalgia (up 509 percent to 15,000, up from 3,000 in the two earlier weeks), Clark's 12 Stories (up 418 percent to 5,000, up from 1,000), Electric Light Orchestra's All Over the World: The Very Best Of… (up 238 percent to 5,000, up from 1,000) and Juanes' Loco De Amor (up 172 percent to 1,000, up from a negligible figure).