Transcript Live Entertainment Vertical NEW

Live entertainment market
Briefing notes and sales support
for news media sales teams
What’s in this deck?
This deck is split into two sections:
Section 1
Section 2
An overview of the Australian live entertainment market
Support slides for sales presentations
The 2015 Media i Industry Survey asked agencies “what
are the most important factors when dealing with media
owners”. The most common factor (52% agreed ) was
“understanding of your client’s business and category”.
Every great sales presentation is tailored for each client,
but there are certain points that fit most clients within a
category.
Section one provides some key industry insights on live
entertainment, i.e. music and performance arts.
The information contained in this section won’t make you
an instant expert but it will help get you up to speed on
some important facts about each category.
Section two contains research about how news media can
help live entertainment brands increase event awareness
and drive box office sales.
Section 1
Live entertainment market: an overview
Live performance still delivering impressive revenues
$2.55 billion
value of Australia’s live performance sector (excl. live sport)
$1.53 billion
*
total profits generated by the sector
– One third of total revenues generated by
contemporary music concerts.
– Music theatre has 14.6% share, followed by theatre
(8.6%), classical music (6.6%) and opera (5.1%).
**
*Single category = a festival comprising of just one theme e.g. music.
**Multi category = a festival comprising more than one theme e.g. music and food.
Source: Ernst & Young, 2014 Live Performance Australia Report; Size and scope of the live performance industry.
Live event landscape is changing
The live performance landscape has
changed in recent years:
– Single category festivals (+$50.4m),
music concerts (+$31m) and ballet
and dance(+$20.4m) have
experienced significant lifts in
revenues.
– Musical theatre (-$108.2) and classical
music (-$135m) have experienced
strong declines at the box office.
*
**
*Single category = a festival comprising of just one theme e.g. music.
**Multi category = a festival comprising more than one theme e.g. music and food.
Source: Ernst & Young, 2014 Live Performance Australia Report; Size and scope of the live performance industry.
Australians regular live event goers
Frequency
763,000 consumers go to a music concert
at least once a month.
800,000 watch live theatre once a month
or more.
1.1 million attend a ballet, opera or a
Contemporary
Ballet / Opera
Theatre
music
/ Classical
Performance
performance
Performance
[000]
[000]
[000]
Once a week or more often
65
53
27
2-3 Times per month
205
175
106
About once a month
493
572
259
Once every 2-3 months
1741
2328
1063
Less often
8021
8736
5443
Never
7410
6069
11034
classical performance once every 2-3 months.
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.
Strong demand for out of home entertainment
800,000 went to the theatre. Slightly
fewer went to a music concert (763,000).
More consumers visited an art gallery or
exhibition than go to a nightclub each month.
OOH entertainment in past month (000)
Go to a Hotel or Wine Bar For a Drink
Go to The Movies / Cinema
3981
Go to An Rsl, Sporting or Other Club
3948
Go to a Professional Sports Match / Event
sports match in the last four weeks.
1454
Go to An Art Exhibition, Gallery or Museum
Go to Live Theatre Performance
1.5 million attended a professional
4569
Go to a Rock / Pop / Jazz Music Concert or…
Go to a Nightclub
Go to The Ballet / Opera / Classical…
1360
800
763
696
392
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.
Section 2
Support slides for sales presentations
About these slides
The following slides provide general
supporting arguments to assist sales
teams when building client-specific
presentations.
The purpose is to open discussion, to
demonstrate a basic understanding of
factors that drive live entertainment
attendance, and to show how news media
can help to influence the sales process.
These slides are intended to be used in
a presentation after recapping the
brief, and before presenting analysis
and recommendations tailored to the
specific client.
Needless to say, they can and be should
be adapted to suit your particular
presentation requirements.
Recap client/agency brief
Live entertainment
industry support
slides
Client specific
analysis
Recommendations
News media reaches live wires
No matter what forms of live entertainment, advertisers will find a route
to their target audience through news media.
Nine out of ten live performance goers,
about 4.5 million people, engage with news media every
month.
Figures refer to people who attended a music concert, ballet, opera or theatre performance in the last three months.
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.
Print and digital news media popular with fans
Live entertainment lovers are above average users of
news media across most categories.
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.
Get the best from news media platforms
Some forms of news media are more efficient than others at
reaching the various groups.
79 percent of people who go to the theatre
read printed newspapers.
Live music fans are above-average users of digital news
media content.
Three in four theatre, ballet, opera and
classical music fans access digital news content each
month.
Sources: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.
Live audience engage with newspapers
Live performance goers likely to be mid- or heavyprint newspaper readers.
Live theatre goers are 38% more likely to be heavy
newspaper readers (i.e. read 7+ copies a week) than the
general population.
36% of concert goers are medium to heavy newspaper
consumers (i.e. read 3+ copies a week).
The ballet, classical and opera audience are 63% more likely
to be heavy newspaper readers.
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.
Digital news media readers are live fans
Digital news media readers are more likely to attend live events than
the general public.
Digital news media readers are;
4% more likely to have attended a music concert,
ballet, classical or opera performance in the past
month than the general population.
3% more likely to have attended a theatre performance.
75% of theatre goers accessed digital news media
content in the last month.
Sources: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.
Entertainment sections connect with live wires
7.9 million
turn to newspaper arts and entertainment
sections to find out what’s on.
Section readers are considerably more likely
to attend live events than the general public:
– 10% more likely to go to a music concert,
ballet/opera/classical or theatre
performance in the last month.
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016.
Combine and conquer
Print
78%
Digital
75%
The combined reach of print
and digital news media:
94%
of live performance goers.
Sources: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending April 2016; Nielsen DRM April 2016, People 14+ only.
Client specific analysis & recommendations
This is the point to bridge to a client specific discussion.
Each presentation will need to be individually tailored to suit the client and their
objectives, but the logical flow from here is to move on to
• Analyses that address the client’s specific situation, challenges and opportunities.
• Solutions using your inventory, giving clear reasons why they are appropriate to the
client’s specific needs, and suggestions on how they can be used most effectively.
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