Date post: | 10-May-2015 |
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The Grammys Effect: A Research Story
The Impact Of Music & Artists
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RE:THINK THE RESEARCH PARTNERSHIP content business leadership + research expertise
• One of the world’s leading music companies – currently owned by Access Industries
• Home of legendary artists and current hitmakers
• Among the most valuable publishing/song catalogs in the world – Warner/Chappell Music
• An e-Rewards, Inc. company
• Social. Mobile. Digital. Global.
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RE:THINK METHODOLOGY traditional and innovative approaches to capturing data and insights
Research Now has significant capabilities to be a leader in digital measurement
The integration provides unique potential for achieving holistic data collection
Data sources include:
Research Now leveraged the Grammy’s – featuring performances by a
number of key WMG-affiliated artists – as a “data lab” to learn how
multiple modes of digital data collection can be combined to tell a
more complete story about consumers.
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RE:THINK EXECUTION multi-phase data gathering
The key was to weave these unique data streams together, and combine them with WMG pertinent data
Pre-Post Awareness and Perceptions
Pre-Post Awareness, App Usage, Search
Band Mentions, Grammy Mentions, Sentiment Scoring
Site Visits, Search
Sales Metrics
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RE:THINK INSIGHTS behind the ratings
• Featured artist performances – such as those from the WMG-affiliated artists noted here – had a quantifiable impact on generating interest in watching the Grammy Awards.
• Artist appearances were also instrumental in engaging (potential) viewers around social media and attracting key consumer segments.
• Compelling evidence that appearing on the Grammy Awards has a substantial and immediate impact on viewers’ awareness, especially for lesser-known artists.
• Impacts on search, site visits, and revenue generation.
• Respondents who show an affinity for the Grammy Awards also show greater liking for the artists who appear on the Grammy awards, even before the ceremony occurs.
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RE:THINK RESEARCH & THE MUSIC BUSINESS creativity + analytical ability
THE PAST PERCEPTION
THE PRESENT REALITY
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RE:THINK WMG & THE BRAND/ADVERTISER RELATIONSHIP tailored engagements around key objectives and expectations
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RE:THINK THE EVENT 2013 Grammy Awards – the big picture
• 28.4M viewers
reached the 2nd biggest audience for
the Grammy Awards in the last 20 years
• $850K spent by
advertisers, on average, per 30-
second spot – an all-time high for the
show
• $30.6M spent
on music-related ads, specifically, during
the broadcast
• 24.8M social
comments
• 2.7M unique
Twitter users
source: Billboard magazine
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RE:THINK ADVANCE EVENT INTELLIGENCE audience incidence and anticipated viewership
% of respondents who usually watch the
Grammys
49
%
% of respondents who heard about this year’s
show
% of respondents who intended to watch this
year’s show
77
%
53
%
Three-quarters of people were aware of the Grammy’s, while about half usually, or planned to, watch the Awards show.
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RE:THINK IMPACT increased broadcast interest and online/mobile engagement driven by WMG-affiliated artists
19%
27% 47%
4%
3%
Much more interested Somewhat more interested
Neither more nor less interested Somewhat less interested
Much less interested
% of those aware of (any) WMG-affiliated artist performing who said planned performance(s) made them more / less interested in watching this year’s Grammys:
• Awareness of WMG artist performance at Grammys created increased interest and engagement
base: aware of scheduled performances by The Black Keys, Bruno Mars, Ed Sheeran, fun., or The Lumineers (net), n= 309
* visited the Grammys website, visited the Grammys Facebook page, ‘liked’ or friended the Grammys Facebook page, followed the Grammys on Twitter, followed the Grammys on Google+, downloaded the Grammys mobile app, or checked-out blogs for information about the Grammys or the artist(s) (net)
online / mobile
engaged, 23%
% of those aware of (any) WMG-affiliated artist performing who said planned performance(s) made them
engage with the Grammys online/via mobile*:
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RE:THINK IMPACT lifts in awareness, searching, and sales for WMG-affiliated artists
% aware of WMG-affiliated artists (net)
bases: total US respondents age 13+, n= 309 * visited artist website, visited artist Facebook or Twitter page, searched for info. about artist
online, listened to songs or watched music videos from the artist online, sampled songs/albums from artist on music download stores, searched for/downloaded songs from artist on P2P sites, or checked-out blogs for information about the Grammys or the artist(s) (net)
% aware of WMG-affiliated artists (detail)
searched
for info. / listened to music,
55%
% of those aware of (any) WMG-affiliated artist performing who said planned performance(s) made them
search for info. about / listen to music from artist*:
Sales lifts: (source: Nielsen SoundScan)
100% increase in WMG-affiliated
album sales, in aggregate, week-over-week
1.5x lift in WMG-affiliated digital song
sales, in aggregate, week-over-week
0%
20%
40%
60%
80%
100%
Band A Band B Band C Band D Band E
Pre Post
0%
20%
40%
60%
80%
100%
WMG Awareness
Pre Post
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66% 59% 58% 57%
75% 65% 63% 62%
0%
20%
40%
60%
80%
100%
More likely tocheck-out new
stores / restaurants/ brands
Unique sense ofstyle
One of the 1st tocheck-out new
devices / services /products
Frequently shareinfo. about brands /
things into withfriends
Typical Grammy viewers Fans of WMG-affiliated artists
21%
43% 14%
13%
19% 18-24
25-34
35=44
45-54
55+
RE:THINK CONSUMER TARGETING reaching coveted demos – and compelling psychographic and social segments
Typical Grammy viewers 37% 63%
Fans of WMG-affiliated artists 32% 68%
Gender: Surveys
4% 5%
17%
30%
45%
13-17
18-24
25-34
35-49
50+
16%
13%
35%
27%
18% 13-17
18-24
25-34
35-49
50+
AGE: Surveys
Typical Grammy viewers
Fans of WMG-affiliated artists
PSYCHOGRAPHICS
base: typical Grammy viewers n= 680; fans of The Black Keys, Bruno Mars, Ed Sheeran, fun., or The Lumineers (net),
n=158
Typical Grammy viewers 60% 40%
Fans of WMG-affiliated artists 69% 31%
Gender: Social Media
35%
32%
11%
11%
11% 18-24
25-34
35-44
45-54
55+
AGE: Social Media
Typical Grammy viewers
Fans of WMG-affiliated artists
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RE:THINK CONSUMER CONNECTIONS leveraging positive WMG-affiliated artist associations
Q: Thinking about the following artist(s), which of the following do you agree or disagree with…? (% agree)
For someone like me
Have a fresh sound
Have an original sound
Here to stay
Sound great performing live
irritating
boring
Songs stuck in my head
base: aware of The Black Keys, Bruno Mars, Ed Sheeran, fun., or The Lumineers (net), n=309
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RE:THINK CONSUMER CONNECTIONS leveraging positive Grammy emotions
Understand consumer emotions for WMG artists on the day of and day after the Grammys
Band A Band B
Band C
Band D
• As the Grammys approached, and after performances, all bands gained in relative mentions
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RE:THINK CROSS-PLATFORM MEASUREMENT and ENGAGEMENT social media, online, and mobile monitoring and insights
The Grammys launched an extensive social media campaign around the upcoming show.
WMG-affiliated artists generated significant buzz and enhanced sentiment.
0
1000
2000
3000
4000
5000
Raw Daily Social Media Counts Feb 1-11
0.0
2.0
4.0
6.0
8.0
10.0
Social Media Counts Indexed to Yesterday Feb 1-11
0%
10%
20%
30%
40%
50%
60%
70%
Daily Sentiment Feb 1-11
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RE:THINK DATA SOURCING Consider monitoring web hits as well
Traffic Lift - Day of Grammy Awards Compared to Day Before Ceremony (Grammy.com)
1039%
The Grammys have their own website which consumers flocked to on the day of, and day after the event, likely to get instant data on the winners
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RE:THINK DATA SOURCING
965%
Heaviest search activity for Grammys takes place following the award show
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RE:THINK DATA SOURCING
• Band A 59% • Band B 32% • Band C 150% • Band D 364% • Band E 658%
Search activity on artist names increased from the week prior to the week after awards
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RE:THINK DATA SOURCING
• Band A 211% • Band B 244% • Band C 508% • Band D 161%
Significant growth in web traffic following the Grammy Awards, lift measured day after Grammys to Day of Grammys
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RE:THINK THE VOICE OF THE CONSUMER
• “After seeing Bruno Mars on # Grammys , I'd definitely buy a ticket to the show.“
• “That was so epic. I'm definitely buying tickets to see the #BeachBoys on tour. #Grammys”
• “Does anyone actually go and buy pepsi because it’s a partner of Grammys..”
• “I love Bruno mars! I want to see his concert so bad #cometodetroit #runawaybaby #GRAMMYs”
• “watching the #grammys and realizing how many people I want to see in concert. #cha-ching”
Incorporate social media verbatims to hear the real, unprompted words of the consumers, understand the psychographics via the language choices
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RE:THINK THE VOICE OF THE CONSUMER
AIDA measured via multimode data integration
• Attention • Surveys measured awareness
• Interest • Social measured interest
• Desire • Site visitation (online and mobile behavioral) measured
interest
• Action • Site visitation and sales metrics measured action
Incorporate social media verbatims to hear the real, unprompted words of the consumers, understand the psychographics via the language choices
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RE:THINK APPLICATION what does it mean…and why does it matter?
Each of the data streams yielded helpful data, but utilizing all of them together created synergies that delivered the most complete set of insights.
– Survey data, both mobile and online, delivered answers to predetermined awareness and attitudinal questions.
– Behavioral data enabled real-time monitoring of visitation and information gathering activities.
– Conversational content brought the clarity through the voice of the consumer.
Validation and investigation of the data became a welcome addition to the interpretation.
– Validating findings using other modes
– Investigating unexpected events or scores
While survey data is point-in-time and finite, behavioral and conversational data are fluid, enabling investigation.
The sum of the whole is greater than the individual parts.
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RE:THINK APPLICATION what does it mean…and why does it matter?
The impact of the actual music and artists featured in/on events and in other areas of consumer engagement involving advertiser, brand, or retailer partnerships is demonstrable and measureable.
Such partnerships are two-way relationships with associated value being generated by the relevant parties.
Pre-, during-, and post-campaign research provides important insights that can be leveraged against immediate as well as future efforts.
Intelligence gathered in this way helps us and our partners to make more informed decisions and more successful executions around connecting with consumers.
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Thank you!
On behalf of the entire RN and WMG teams:
Melanie Courtright [email protected]
214.365.5148
Adam Bacall [email protected]
212.275.1394
Simone Pierce [email protected]
212.275.1316