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Music Partnerships Increase Consumers’ Propensity to Purchase

Research from GroupM suggests that “music is the most important media in people’s lives, leading watching television, reading, social media, going to movies, and engagement with other media. Music partnerships are also most likely to increase positive feelings and a consumer’s propensity to purchase from a brand, ranking 27% higher than award shows, 15% higher than a sporting event, and 14% higher than a television show partnership.”

The report also looks at consumer behavior at live events. For example, “taking a picture or video of the show with a phone has become the second most-popular engagement at a concert or festival, behind buying food and drinks… For people 35 and younger, social media is the most likely way to have heard about a live event.”


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