g ser quarterly report jun12 music insight

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0gemba SPORTS AND ENTERTAINMENT REPORT Jul 2011 - Jun 2012 © 2012 gemba Group

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gemba SPORTS AND ENTERTAINMENT REPORT © 2012 gemba Group

SECTION 1

KEY INSIGHTS

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gemba Market Watch:

Key Insight:

gSER

2. Sports Review

Kia in the Driving Seat for Tennis

Entertainment Review

Live Music’s Competitive Landscape

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5437 33 26 24 24 22 21 18 17 14 12 11 9 8 6

27

2827

30 27 22 24 2826 25 24

16 15 15 14 14

1935 41 44 48 54 54 51 56 58 61

72 74 76 78 80

Movies Live MusicConcerts

ThemeParks

LiveComedy

LivePub Bands

ElectronicGames

MusicFestivals

Museums TheTheatre

ArtGalleries

Plays FashionFestivals

DanceParties

ClassicalRecitals

Ballet Opera

Passion Levels Passion Levels Passion Levels Passion Levels EntertainmentEntertainmentEntertainmentEntertainmentTotal Population

Fanatics (5 or 4) Disinterested (1 or 2)Fans ( 3 )

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

Live Music Concerts experience the highest level of passion among the four modes of modern music

%

3

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Passion for a variety of Music formats tends to skew towards the younger demographic, particularly for Music Festivals

3732

41 3934

26

52

35 33

Total Male Female M 16-29 M 30-44 M 45+ F 16-29 F 30-44 F 45+

% of scores of 4 or 5

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

22 22 23

38

19

12

36

1813


24 24 2529

2519

33

24

17


11 1013

17

104

25

83


Passion Passion Passion Passion Levels Modern Music Levels Modern Music Levels Modern Music Levels Modern Music –––– DemographicsDemographicsDemographicsDemographics

Live Music Concerts Live Pub Bands

Music Festivals Dance Parties

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Live Pub Band Fanatics are most likely to be interested in Rock, with a skew also towards Adult Contemporary and Alternative/Indie music

Interest in Music GenresInterest in Music GenresInterest in Music GenresInterest in Music GenresFanatics of Modern Music Events

Live Music Concert Fanatics Live Pub Band Fanatics

0%

20%

40%

60%

80%HundredsHundredsHundredsHundredsRock

Pop

R&B

Dance/Electro

Hip-Hop/Rap

Adult Contemporary

Alternative/Indie

Blues/Roots

Country

Classical

Jazz

Folk

0%

20%

40%

60%

80%Rock

Pop

R&B

Dance/Electro

Hip-Hop/Rap

Adult Contemporary

Alternative/Indie

Blues/Roots

Country

Classical

Jazz

Folk

Q. Please indicate your level of interest in the following genres of music? 1=not at all; 5=very Base: Modern Music Fanatics

Total Population

Live Music Concert Fanatics

Total Population

Live Pub Band Fanatics


5

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However, Dance Party Fanatics are heavily driven by Dance/Electro music as well as Hip Hop/Rap and R&B

Interest in Music Interest in Music Interest in Music Interest in Music GenresGenresGenresGenresFanatics of Modern Music Events

0%

20%

40%

60%

80%Rock

Pop

R&B

Dance/Electro

Hip-Hop/Rap

Adult Contemporary

Alternative/Indie

Blues/Roots

Country

Classical

Jazz

Folk

0%

20%

40%

60%

80%Rock

Pop

R&B

Dance/Electro

Hip-Hop/Rap

Adult Contemporary

Alternative/Indie

Blues/Roots

Country

Classical

Jazz

Folk

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

Total Population

Music Festival Fanatics

Total Population

Dance Party Fanatics


Base: Modern Music Fanatics

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Dance Party Fanatics are more likely to be interested in attending Summadayze and Good Vibrations, while less likely to attend Byron Bluesfest and Tropfest

2219

16 16 15 1412

42

3531

27 27 2622

48

4037

34 3330

28

57

42

47

33 34

3935

58

37

54

26

34

5046

Big Day Out A Day on the Green Future Music Festival Byron Bluesfest Tropfest Good Vibrations Summadayze

Interest in Australian Music EventsInterest in Australian Music EventsInterest in Australian Music EventsInterest in Australian Music EventsFanatics of Modern Music Events

Total PopulationTotal PopulationTotal PopulationTotal Population Live Music FanaticsLive Music FanaticsLive Music FanaticsLive Music Fanatics Live Pub Band FanaticsLive Pub Band FanaticsLive Pub Band FanaticsLive Pub Band Fanatics

Live Music Festival FanaticsLive Music Festival FanaticsLive Music Festival FanaticsLive Music Festival Fanatics Dance Party FanaticsDance Party FanaticsDance Party FanaticsDance Party Fanatics

Q. How interested would you be in attending the following Australian events? 1=not at all; 5=very Base: Modern Music Fanatics


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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

Interest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertFanatics of Modern Music Events

Live Music Concert Fanatics Live Pub Band Fanatics

0%

20%

40%

60%Pink

AC/DC

Adele

U2

Bon Jovi

Cold Chisel

Lady GaGa

Bruce Springsteen

Eminem

Madonna

Rihanna

Kylie Minogue

Bruno Mars

LMFAO

Taylor Swift

Living End

Backstreet Boys

Flo Rida

Temper Trap

One Direction

0%

20%

40%

60%Pink

AC/DC

Adele

U2

Bon Jovi

Cold Chisel

Lady GaGa

Bruce Springsteen

Eminem

Madonna

Rihanna

Kylie Minogue

Bruno Mars

LMFAO

Taylor Swift

Living End

Backstreet Boys

Flo Rida

Temper Trap

One Direction

Q. Please indicate your level of interest in seeing the following artists in concert? 1=not at all; 5=very

Total Population

Live Music Concert Fanatics

Total Population

Live Pub Band Fanatics

Base: Modern Music Fanatics


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On the other hand, Dance Party Fanatics are drawn towards seeing commercial artists such Pink, Lady GaGa, Eminem, Rihanna or LMFAO perform live

Interest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertInterest in Seeing Artists in ConcertFanatics of Modern Music Events

0%

20%

40%

60%Pink

AC/DC

Adele

U2

Bon Jovi

Cold Chisel

Lady GaGa

Bruce Springsteen

Eminem

Madonna

Rihanna

Kylie Minogue

Bruno Mars

LMFAO

Taylor Swift

Living End

Backstreet Boys

Flo Rida

Temper Trap

One Direction

0%

20%

40%

60%Pink

AC/DC

Adele

U2

Bon Jovi

Cold Chisel

Lady GaGa

Bruce Springsteen

Eminem

Madonna

Rihanna

Kylie Minogue

Bruno Mars

LMFAO

Taylor Swift

Living End

Backstreet Boys

Flo Rida

Temper Trap

One Direction

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 Fanatics

Total Population

Music Festival Fanatics

Total Population

Dance Party Fanatics


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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.

• 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.

g ser quarterly report jun12 music insight

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