Interesting research from the U.K. commissioned by London agency Target Media: Of 2,000 music festival attendees surveyed, 41 percent had positive feelings toward brands that sponsored such events.
Thirty-nine percent said sponsor ads fit better with the festival experience than ads elsewhere, while only 19 percent said they were annoyed by sponsor ID at festivals. Additionally, 75 percent of attendees said they could recall beer, wine or spirits sponsors at music festivals, with 77 percent believing such adult beverages “work best” as festival sponsors.
British and European sponsors typically do a very good job at activating their presence at music festivals to ensure their brands play a role in enhancing the attendees’ experience, which I am willing to bet plays a large role in the positive feedback to this survey.
Source: Jim Andrews
Senior Vice President / Editorial Director
IEG
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