Music-Fans' Attitudes Toward Concert Sponsorship, October 2014 [CHART]
For many, there’s nothing like listening to some good music while unwinding from a stressful day, getting amped up to head out for the night or cruising in the car. Indeed, in an October 2014 study from GroupM ESP conducted by GroupM Next, US internet users ranked listening to music as the most important activity in their lives, at 22% of respondents. Meanwhile, watching television and reading came in second and third, at 21% and 20%, respectively.
Based on the study, consumers want their music live, too, with one out of every two respondents saying they had attended a live concert or festival in the 12 months leading up to polling. And they didn’t just head home humming tunes on repeat—they also had brand sponsors on their minds. One in three concertgoers said they remembered the show partner of the last live event they attended, and fully 44% of respondents said music partnerships were the factor most likely to increase positive feelings toward a sponsor brand—higher than the percentage who said the same for sporting events, TV shows and award shows.
Concert sponsorships help influence purchases, too. Four in 10 said they were more likely to consider purchasing from a music event sponsor brand in the future, vs. 35% who said so for TV, 34% for sports events and 31% for awards shows. Read the rest at eMarketer.
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