Nielsen Music – Big Data Means Big Opportunities

TATIANA OLIVEIRA SIMONIAN
VP, Branded Music
@Tatiana
BIG DATA, BIG
OPPORTUNITIES
MUSIC BIZ 2015
#MBbigdata

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

2

HOW DOES BIG DATA HELP
…FOR REALS
•  GET THE IDEA: KNOW THE MARKET
•  STATE OF THE INDUSTRY, MILLENNIALS, EDM, AWARD SHOWS
•  OBSERVE OPPORTUNITIES
•  TRENDS, SPONSORSHIP, CROSS PROMOTIONAL
OPPORTUNITIES
•  LEAD WITH CONFIDENCE
•  USE DATA TO BACK THE CREATIVE HUNCH
•  DETERMINE REAL ROI
•  DON’T GUESTIMATE ROI OR RELY ON SOCIAL – GET HARD
NUMBERS

GET THE IDEA
STATE OF THE INDUSTRY

Copywright©2014TheNielsenCompany.Confidentialandproprietary.
4

5

ROCK IS STILL THE LARGEST ALBUM GENRE
35.6%

14.7%

13.4%
12.9%

3.5%
3.5%
2.6%
2.5%
2.5%
2.4%
1.8%
0.9%

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

6

COUNTRY MUSIC HITS NEW HIGH IN
SUMMER 14
One of the most popular formats continues to get more popular each
year
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
JAN.2011
JUL.2011
HOL.2011
JUN.2012
DEC.2012
MAY2013
NOV.2013
APR.2014
OCT.2014
Country FormatsSource: Nielsen Metro PPM / M-SU 6a-12Mid / P25-54 AQH Share
Top 45 markets (weighted average) of Country & New Country formats
P25-54AQHShare
Jul 2011
7.2% Shr
Jul 2012
7.1% Shr
Jul 2013
8.2% Shr
Jul 2014
8.4% Shr

7

2014 CONSUMPTION SHARES
SHARE OF TOTAL EQUIVALENTS BY GENRE
22%
27%
18%
15%
19%
20%
32%
8%
20%
34%
30%
20%
23%
17%
24%
31%
26%
28%
22%
15%
9%
8%
10%
8%
23%
20%
35%
31%
14%
42%
12%
40%
11%
5%
4%
9%
All Music
Rock
R&B/Hip-Hop
Pop
Country
Dance/Elec
Christian/
Latin
Holiday/Seas
Classical
Jazz
Children
Phys Albums Dig Albums TEA On-Demand SEA
RANKED BY GENRE ACTIVITY
Digital Tracks TEA is weighted 10 track sales per one album. Streaming SEA is weighted 1500 plays per one album.
Streaming plays includes only those providers that report on-demand activity data to Nielsen.

OBSERVE
BECOME A TREND SPOTTER

9

Distance Travelled
AVERAGE DISTANCE TRAVELLED
Fans are willing to travel large distances to experience their favorite
music festival
Source: Nielsen Music 360 2014.
Sample: Overall-810. iHeartRadio-84. Coachella-63. Essence-64. Lollapalooza-77. Summerfest-64.
Average
distance
travelled

to
a
music
fes:val
903miles
1,396

MILES

1,244

MILES

739

MILES

666
MILES

637
MILES

10

ANNUAL MUSIC SPEND
Average annual music spend
Source: Nielsen Music 360 2014.
Festival Spend Excluded.
$112
$53
$17 $15 $10
$47
$34
$9 $7 $4
$0
$20
$40
$60
$80
$100
$120
Admission to
live events
(ex. Festivals)
Other formats
(ex. digital)
Digital Tracks Digital Albums Paid streaming
services
Festival fans
Festival fans invest more in music overall, not just through festivals
$138 Average
fes:val
:cket

spend

11

BIG PICTURE: MILLENNIALS AND TECH
18-34 year olds (Millennials) are much more likely to…
67% 82% own smartphones
13% 19% own an Apple computer
34% 48% use Twitter
89% 95% listen to music while doing other things
Base: Ages 18-34, 2014 (745) vs. Gen Pop (2581). Questions based on past 12 months.
Gen Pop Millennials

12

58%
42%
45%
55%
TRADITIONAL VS. MODERN COUNTRY
Source: Nielsen NetView. Percentages reflect % share of Country Music Listeners. Indices are % Country / % all US * 100
Traditional country fans skew male, while modern country music fans
skew female
TRADITIONAL
COUNTRY MUSIC
FANS
MODERN
COUNTRY MUSIC
FANSMALE
FEMALE
Each artist was classified as “modern” or “traditional” in
order to view demographic differences between different
country subgenres.
Country

13

COUNTRY
TOP U.S. MARKET AREAS
There are 4 Texas DMAs in the top 10 country music market areas
AREA
TRACK
SALES
(MM)
% OF U.S. TRACK
SALES
INDEX VS.
POPULATION
SIZE
Greenville/Spartanburg, SC/ Asheville,
NC
6.5 0.9% 290
Oklahoma City, OK 8.9 1.3% 186
Austin, TX 8.4 1.2% 165
Waco/Temple/Bryan, TX 4.3 0.6% 164
Tulsa, OK 5.6 0.8% 158
Nashville, TN 10.7 1.5% 155
Lincoln/Hastings/Kearney, NE 2.8 0.4% 154
Des Moines, IA 4.4 0.6% 153
Dallas-Ft. Worth, TX 28.5 4.1% 151
San Antonio, TX 9.9 1.4% 151
Source: Nielsen SoundScan Track Sales for Country Music, 2008-2014Q2

14

HISPANICS ARE MORE LIKELY TO FEEL…
STRONGER DEDICATION TO BANDS
“It’s important for me to own something physical from my favorite band”
“It's important to me to buy CDs from my favorite musicians/bands”
STRONGER ATTITUDES TOWARD MUSIC
“I connect with friends and family through music”
“My friends think of me as trendsetter when it comes to music”
STRONGER PURCHASE INTENT
“I enjoy adding to my digital music collection”
“Music is an impulse buy for me, I don't plan ahead”
STRONGER PURCHASE BEHAVIOR
Average total music spend is ~20% higher for Hispanics
Smartphone streaming is more popular among Hispanics
BASE: ENGLISH-SPEAKING HISPANICS
Source: Nielsen Music 360 2014, self-identified as Hispanic (771) versus weighted total of all respondents (2581)
Hispanic | Gen Pop
33%
26%
35%
29%
46%
38%
29%
19%
55%
46%
37%
30%
Hispanics are more likely than average to agree with to the following
statements:
$128
$109
60%
44%

LEAD WITH
CONFIDENCEUSING DATA TO BACK HUNCHES

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

16

BRANDS AND BANDS
Connecting with consumers through music
52%
43%
of millennials will view a brand more favorably
if they feature music from a band they like in
an advertisement
of millennials will view a brand more
favorably if they offer free downloads
of a band they like

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

17

BRANDS AND BANDS
Top ways to integrate with music
1.  Free downloads
2.  Sweepstakes with music prizes, including merch and live
experiences
3.  Use music in advertising
4.  Sponsor a tour
5.  Exclusive content or opportunities to purchase tickets
6.  Product placement in music videos
7.  Product placement in music competition shows

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

18

N-SCORE CELEBRITY PERCEPTION
Our N-Score tool allows us to measure fan affinity and
sentiment for individual celebrities – and assess their
potential for brand partnerships
N-‐Score

Likeability

Awareness

Attributes

We can evaluate an
artist or celebrity’s
ability to move
products and
enhance brand
reputation.

19

41
50
12
13
25
27
10
13
23
26
52
17
Source: Nielsen N-Score.
29
52
15
16
20
29
15
14
21
25
51
20
ALL
AGES
AVG RAP/
HIP-HOP
N-SCORE PERSONALITY SCORECARD: DRAKE
Fan affinity and overall
perception of Drake show
lifts among Millennials,
outpacing the average
Rap/Hip-Hop scores
across most all measures
63 58
62
57
13
17
23
24
9
15
23
28
45
15
73
AGES
18-34
Awareness
Likeability
Dependable
Funny
Good Looking
Influential
Offensive
Role Model
Social Media Savvy
Stylish
Successful
Trendsetter
N-Score

20

Awareness
Likeability
Dependable
Funny
Good Looking
Influential
Offensive
Role Model
Social Media Savvy
Stylish
Successful
Trendsetter
18
47
9
11
8
22
8
7
15
14
43
22
Source: Nielsen N-Score.
16
55
14
15
20
27
9
13
22
23
43
21
ALL
AGES
AVG
EDM
N-SCORE PERSONALITY SCORECARD: DEADMAU5
Though trailing the EDM
benchmark across a number
of individual attributes,
Deadmau5 ultimately yields
the greatest overall N-Score
among a18-34 due to
increased awareness
N-Score 53 56
31
54
11
13
12
24
7
7
14
15
42
23
61
AGES
18-34

DETERMINE REAL ROI
NO FUZZY MATH

23

[VALUE]
[VALUE]
0
100
200
300
400
500
600
700
800
900
1000
25%
30%
35%
40%
45%
50%
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan
GRPs Total HH's NFL/Perry Fans
Share of Pepsi sales peak on the announcement of Perry as the halftime
performer, and during the playoffs
KATY PERRY FANS / PEPSI SALES TIMELINE
Regular
Pepsi
sales
as
a
share
of
all
regular
Cola
purchases

Source:
Nielsen
Homescan,

Oﬀ-‐Season
1/26/2014-‐8/23/14;
Regular
Season
8/24/2014-‐12/20/2014,
Playoﬀs
12/21/2014-‐1/24/2014

11/24/2013: Pepsi begins
airing the ‘Halftime’ ad,
featuring music by Katy Perry
10/09/14: First announcement
that Katy Perry will play Pepsi
Halftime Show

24

ARTIST INFUSED ADS
Source: Nielsen TVBE. 11/24/13 – 11/9/14
GENERAL RECALL
BRAND RECALL
BRAND LINKAGE
LIKEABILITY
LINKAGE
45%
20%
44%
56%
38%
11%
29%
41%
Advertising featuring musical artists can see a meaningful boost
when placed within award show programming
WITHIN MUSIC
AWARD SHOWS
OUSTIDE MUSIC
AWARD SHOWS
KATY PERRY INSTAGLAM :15

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

25

EDM / BEVERAGE ACTIVATION
How one brand’s investment in EDM increased actual sales of their
beverage.
Formula for success:
1.  Syndicated data
•  Music 360
•  Nielsen EDM Insights
•  Festival Insights
2.  Custom data
•  Homescan panel
•  Hispanic reach
•  Brand Effect for TV ads

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

26

RETURN ON EDM
Soda marketing campaign using EDM music saw strong returns during
the activation
Chart shows total dollar spent in the Lemon and Lime category by each buyer group. Figures are indexed against pre. / Post period limited to unified buyer group
through entire research period Dec ‘13 – Feb ’15 / Source: Nielsen Entertainment. HomeScan. Pre: Dec’13 – Feb ‘14; During: April ‘14 – July ’14; Post Dec ‘14 – Feb
‘15
0
25
50
75
100
125
150
Pre
During
Post
-2%
Pre During Post
All Households EDM Profile
Pre During Post
+26%
IndexedChange
(Indexedagainstpreforbuyergroup)
-3%
-9%

Copyright
©2012
The
Nielsen
Company.
Conﬁden:al
and
proprietary.

27

•  GET THE IDEA: KNOW THE MARKET
•  STATE OF THE INDUSTRY, MILLENNIALS, EDM, AWARD SHOWS
•  OBSERVE OPPORTUNITIES
•  TRENDS, SPONSORSHIP, CROSS PROMOTIONAL OPPORTUNITIES
•  LEAD WITH CONFIDENCE
•  USE DATA TO BACK THE CREATIVE HUNCH
•  DETERMINE REAL ROI
•  DON’T GUESTIMATE ROI OR RELY ON SOCIAL – GET HARD NUMBERS

Thank you
TATIANA OLIVEIRA SIMONIAN
VP, Branded Music
@Tatiana

Nielsen Music – Big Data Means Big Opportunities

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