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Nielsen

Survey highlights which brands capitalise on summer music festivals

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By John Glenday, Reporter

June 29, 2015 | 2 min read

With the summer music festival season in full swing at the likes of Glastonbury et al Nielsen have taken the opportunity to survey how brands are capitalising on these set piece events through sponsorship and tie-ins.

Looking at the US market, where the Firefly Music Festival is set to open its doors later this week, Nielsen have drilled down into the growing sector, which 32m Americans attending at least one US music festival – 46 per cent of whom are aged between 18 and 34.

Audience Insights Report: Festival Fans found that 82 per cent of all attendees brought a smartphone along with them, offering opportunities for mobile phone brands, especially as festival-goers are 42 per cent more likely to switch devices than the general populace.

Other findings showed that 74 per cent of attendees used their smartphone as their primary means of listening to music whilst being 33 per cent more likely than average to use their mobile for video messaging and 84 per cent more likely to stream music over a typical week.

Elsewhere more than one in five festival fans were found to consume energy drinks, 32 per cent more than the average consumer.

Nielsen collated their data from 2,581 respondents between August and September 2014.

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