Taylor Swift: Most marketable in Live Music today

14.01.16, LONDON – A new report on live music sponsorship released today by Nielsen Sports, the trusted advisor in sports and entertainment shows Taylor Swift is the most marketable artist today amongst young Americans.

With a Celebrity DBI Score of 88.5, Taylor Swift ranks higher than any other artist when combining the eight contributing factors that attribute to a personality’s marketability. Known by over 96% of Americans aged 13-34, Swift has fast become one of music’s heavyweights and, according to Forbes, made over $80m in the year ending June 2015.

Nielsen Sports´ Celebrity DBI rankings put Justin Timberlake in second with a score of 86.4, the only male to be placed in the top five, followed by Lady Gaga (85.1), Katy Perry (85.1) and Beyoncé Knowles (84.6). Artists including Snoop Dogg, Nick Jonas, Britney Spears, Nicki Minaj and Bruno Mars make up the top 10.

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Nielsen Sports´ Celebrity DBI rankings put Justin Timberlake in second with a score of 86.4, the only male to be placed in the top five, followed by Lady Gaga (85.1), Katy Perry (85.1) and Beyoncé Knowles (84.6). Artists including Snoop Dogg, Nick Jonas, Britney Spears, Nicki Minaj and Bruno Mars make up the top 10.

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Repucom Live Music Sponsorship Report

The figures come from a new report launched today which provides Repucom’s most comprehensive study on live music to date and which incorporates the views of 3,000 people aged 14-34 in the industry’s five biggest consuming markets; France, Germany, Japan, the UK and US, offering a global sample.

Globally, Pop remains the most popular music genre with 55% of people surveyed saying that this was their favourite music choice, ahead of Rock (49%) and Hip-Hop (33%).

In terms of the industry’s commerciality, the findings of the report show the influence and role social media is playing in how people are engaging with music.

Mike Wragg, EVP and Global Head of Research, Repucom, said:

“Today, the most common way for people to get information about live music events is through social networking site, Facebook. Across all five markets surveyed 43% of people choose the site as well as ‘friends and family’ as the means by which they learn about live music events.

“Of the top 15 most popular purchases amongst live music fans in the next 12 months, smartphones come out top with over half (54%) of all those surveyed saying that this is what they are most interested in.

“This shows us the continued appetite among those under 34 year olds to renew and upgrade their smartphones – and that also means the technology they are using and apps they are and will be engaging with. Stars like Taylor Swift and Katy Perry have just under 300 million followers across their Twitter and Facebook profiles combined and offer a glimpse into just how important being able to understand that engagement is.

“For brands, the insights in this latest report provide a detailed overview of the sector, from tours, to major music venues and multi-day annual festivals. The report also includes examples of some of the world’s best activation from brands around music events, essential information both for sponsors and music promoters looking to create and sell commercial packages.”

The top five markets combined show that Coca-Cola is the most recognised brand in music sponsorship at live events. Of the top five, four are major drinks manufacturers, including Red Bull, Pepsi and Heineken. Fourth placed O2 is the only non-drinks brand to feature in the top five.

To get your free download of the report, click here.


All numbers referenced within the Live Music Report are based on Repucom market research in five of music’s biggest countries (Germany, USA, UK, France, Japan). In total, 3,000 people aged between 13 and 34 were surveyed.