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G Ser Quarterly Report Jun12 Music Insight
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G Ser Quarterly Report Jun12 Music Insight

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Extract from Australian gemba research looking at home consumers engage with Music

Extract from Australian gemba research looking at home consumers engage with Music


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  • 1. gSER SECTION 1 KEY INSIGHTS a gemba SPORTS AND ENTERTAINMENT REPORT © 2012 gemba Groupgemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 0 0
  • 2. gSERgemba Market Watch:Key Insight: Entertainment Review 2. Sports Review Live Music’s Competitive Kia in the Driving Seat Landscape for Tennis agemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 1 1
  • 3. Live Music Concerts experience the highest level of passion among the fourmodes of modern music Passion Levels Entertainment Total Population 19 35 41 44 48 51 54 54 56 58 27 61% 72 74 76 78 80 28 27 30 27 22 24 28 a 26 25 54 24 37 16 15 15 33 26 14 14 24 24 22 21 18 17 14 12 11 9 8 6 Movies Live Music Theme Live Live Electronic Music Museums The Art Plays Fashion Dance Classical Ballet Opera Concerts Parks Comedy Pub Bands Games Festivals Theatre Galleries Festivals Parties Recitals Fanatics (5 or 4) Fans ( 3 ) Disinterested (1 or 2) Q. Please indicate your level of passion for each of the events or activities? 1=not at all; 5=very Base: All Australians; n=7950 gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 2 2
  • 4. Passion for a variety of Music formats tends to skew towards the youngerdemographic, particularly for Music Festivals Passion Levels Modern Music – Demographics % of scores of 4 or 5 Live Music Concerts Live Pub Bands 52 41 39 37 35 32 34 33 33 29 26 24 24 25 25 24 19 17 % % Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+ a Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+ Music Festivals Dance Parties 38 36 23 25 22 22 19 18 17 12 13 11 13 % % 10 10 8 4 3 Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+ Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+ Q. Please indicate your level of passion for each of the events or activities? 1=not at all; 5=very Base: All Australians; n=7950gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 3 3
  • 5. Live Pub Band Fanatics are most likely to be interested in Rock, with a skew alsotowards Adult Contemporary and Alternative/Indie music Interest in Music Genres % of scores of 4 or 5 Fanatics of Modern Music Events Live Music Concert Fanatics Live Pub Band Fanatics Rock Rock Hundreds 80% 80% Folk Pop Folk Pop 60% 60% Jazz 40% R&B Jazz 40% R&B 20% 20% Classical 0% Dance/Electro a Classical 0% Dance/Electro Country Hip-Hop/Rap Country Hip-Hop/Rap Blues/Roots Adult Contemporary Blues/Roots Adult Contemporary Alternative/Indie Alternative/Indie Total Population Total Population Live Music Concert Fanatics Live Pub Band Fanatics Q. Please indicate your level of interest in the following genres of music? 1=not at all; 5=very Base: Modern Music Fanaticsgemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 4 4
  • 6. However, Dance Party Fanatics are heavily driven by Dance/Electro music aswell as Hip Hop/Rap and R&B Interest in Music Genres % of scores of 4 or 5 Fanatics of Modern Music Events Music Festival Fanatics Dance Party Fanatics Rock 80% Rock Folk Pop 80% Folk Pop 60% 60% Jazz 40% R&B Jazz 40% R&B 20% 20% Classical 0% Dance/Electro Classical 0% Dance/Electro a Country Hip-Hop/Rap Country Hip-Hop/Rap Blues/Roots Adult Contemporary Blues/Roots Adult Contemporary Alternative/Indie Alternative/Indie Total Population Total Population Music Festival Fanatics Dance Party Fanatics Q. Please indicate your level of interest in the following genres of music? 1=not at all; 5=very Base: Modern Music Fanaticsgemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 5 5
  • 7. Dance Party Fanatics are more likely to be interested in attending Summadayze and Good Vibrations, while less likely to attend Byron Bluesfest and Tropfest Interest in Australian Music Events % of scores of 4 or 5 Fanatics of Modern Music Events 57 58 54 50 48 47 46 42 42 40 39 37 37 35 34 33 35 33 34 34% 31 30 27 27 28 26 26 22 22 19 a 16 16 15 14 12 Big Day Out A Day on the Green Future Music Festival Byron Bluesfest Tropfest Good Vibrations Summadayze Total Population Live Music Fanatics Live Pub Band Fanatics Live Music Festival Fanatics Dance Party Fanatics Q. How interested would you be in attending the following Australian events? 1=not at all; 5=very Base: Modern Music Fanatics gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 6 6
  • 8. In line with their music preference, Live Pub Band Fanatics are more likely to beinterested in seeing AC/DC, U2 or Cold Chisel live in concert Interest in Seeing Artists in Concert % of scores of 4 or 5 Fanatics of Modern Music Events Live Music Concert Fanatics Live Pub Band Fanatics Pink Pink One Direction 60% AC/DC One Direction 60% AC/DC Temper Trap Adele Temper Trap Adele 40% 40% Flo Rida U2 Flo Rida U2 Backstreet Boys 20% Bon Jovi Backstreet Boys 20% Bon Jovi Living End 0% Cold Chisel a Living End 0% Cold Chisel Taylor Swift Lady GaGa Taylor Swift Lady GaGa LMFAO Bruce Springsteen LMFAO Bruce Springsteen Bruno Mars Eminem Bruno Mars Eminem Kylie Minogue Madonna Kylie Minogue Madonna Rihanna Rihanna Total Population Total Population Live Music Concert Fanatics Live Pub Band Fanatics Q. Please indicate your level of interest in seeing the following artists in concert? 1=not at all; 5=very Base: Modern Music Fanaticsgemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 7 7
  • 9. On the other hand, Dance Party Fanatics are drawn towards seeing commercialartists such Pink, Lady GaGa, Eminem, Rihanna or LMFAO perform live Interest in Seeing Artists in Concert % of scores of 4 or 5 Fanatics of Modern Music Events Music Festival Fanatics Dance Party Fanatics Pink Pink One Direction 60% AC/DC One Direction 60% AC/DC Temper Trap Adele Temper Trap Adele 40% 40% Flo Rida U2 Flo Rida U2 Backstreet Boys 20% Bon Jovi Backstreet Boys 20% Bon Jovi Living End 0% Cold Chisel a Living End 0% Cold Chisel Taylor Swift Lady GaGa Taylor Swift Lady GaGa LMFAO Bruce Springsteen LMFAO Bruce Springsteen Bruno Mars Eminem Bruno Mars Eminem Kylie Minogue Madonna Kylie Minogue Madonna Rihanna Rihanna Total Population Total Population Music Festival Fanatics Dance Party Fanatics Q. Please indicate your level of interest in seeing the following artists in concert? 1=not at all; 5=very Base: Modern Music Fanaticsgemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 8 8
  • 10. Insights and Implications• With a number of international acts joining our own home grown talent throughout the year, modern forms of music experience high levels of passion among Australians. Fanaticism for Live Music Concerts is strongest among the four modes of modern music measured.• Passion for all types of music events tends to skew towards the younger demographic, particularly for Music Festivals. Fanaticism is relatively equal between genders, however a skew towards females exists for Live Music Concerts.• Live Pub Band Fanatics are most likely to be interested in the genre of Rock, with a skew also towards Adult Contemporary and Alternative/Indie music. However, Dance Party Fanatics are heavily driven by Dance/Electro music as well as Hip Hop/Rap and R&B.• Despite being limited by the location of the events, Dance Party Fanatics are more likely to be interested in attending Good Vibrations and Summadayze, while less likely to attend Byron Bluesfest and Tropfest. a• In line with their music preference, Live Pub Band Fanatics are more likely to be interested in seeing AC/DC, U2 or Cold Chisel live in concert, while Dance Party Fanatics are drawn towards seeing commercial artists such Pink, Lady GaGa, Eminem, Rihanna or LMFAO perform live.• So what does this all mean for prospective sponsors. Navigating music is a complex task with so much fragmentation in the industry and the consumer. Depending on a brand’s target audience, there is no one way of approaching the music ‘category’ that will work for all brands. It is important to dive deep beyond the passion for the category, understand how consumers are engaging in their passion, the genres that drive the passion, and the artists that are ultimately the glue between the consumer and brand.gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group 9 9