Nielsen's 2014 SXSW Presentation: The Insights Evolution
March 13, 2014

Nielsen’s 2014 SXSW presentation, “The Insights Evolution: Why Only Obesessing About Sales Is Holding You Back,” focuses on the benefits of building awareness through web/social activity; driving discovery through radio and streaming; and maximizing sales through radio and TV for new song releases in today’s digital world.

“Digital consumption has reached the masses, with a majority of consumers in the U.S. streaming music last year,” says David Bakula, SVP Client Development & Industry Insights, Nielsen Entertainment. “The change in consumption requires us to continually evolve how we measure and define success.

The following is a sampling of insights associated with today’s presentation showing how consumers are accessing content in new ways:
- In 2013, 68% of U.S. consumers streamed music (includes YouTube music videos)
- Music listening via streaming services increased 40% from 2012 to 2013.
- Consumers who streamed music via paid streaming services rose from 4.2% to 4.9%
- Consumers who streamed music via free streaming services rose from 26.8% to 38.6%
- Music on mobile devices is almost as ubiquitous as the car radio.
- 56% of respondents listened to music on the car radio in a typical week; 53% listened to music on their mobile devices during the same period
-67% of respondents listened to music on the car radio within a 12-month period; 69% listened to music on mobile devices during the same period; 72% listened to music on their desktop or laptop computer during the same period

Nielsen looked at the lifecycles of a sampling of the top songs in terms of commercial success (by sales, On-Demand streams and airplay) in 2013 and analyzed a trended view of sales, radio audience, on-demand streams, and web/social activity for those artists, leading to the following conclusions:
- In many cases, web/social activity before the release of a song drives awareness, contributing to first-week sales and consumer activity.
- Radio can be a vital driver of On-Demand streaming and sales.
- The first 8 to 12 weeks of a new release can present the best opportunity for TV and other exposure.
- Around week 12, consumption typically reaches its peak.
- After 12 weeks, artists should look for crossover opportunities to engage new audiences as consumption starts to decline.
- In the long term, streaming presents the opportunity to lengthen monetization opportunities.

“Understanding how touch-points work both independently and interdependently in driving commercial success for artists is the cornerstone of commercial growth for the industry. The journey may be unique for different songs, artists and genres, but maximizing consumer engagement across various channels from pre-release through to commercial peak in week 12 is the common denominator,” added Julanne Schiffer, SVP Insights and Analytics, Nielsen.




 
Breaking News
Mike V. Named APD At KFM-BFM/San Diego
Hot 97 New York Brings Hot Summer Mix Weekends Back Through Labor Day
June 29, 2016
iHeartMedia Names Tony Banks Director of Talent Development for Central Division
Elvis Duran To Receive Star On The Hollywood Walk Of Fame
WMGC/Detroit Pulls The Plug On Sports Talk
In Brief - June 29, 2016
June 28, 2016
jâcapps Cracks The Connected Car Code For Radio
ABC Radio, SLS Las Vegas & Skyview Networks Announce Strategic Sales & Radio Programming Relationship
WLTW/New York Celebrates Broadway This Summer At 106.7 LITE FM’s Broadway in Bryant Park 2016
CBS Radio Grabs Its Share of Gracie Awards
WXPN/Philadelphia Reaches A Milestone 30,000 Members
June 27, 2016
iHeartMedia-Columbia Names Jonathan Reed Program Director At WNOK
Hilary Returns to 91X/San Diego
Greater Media Restructuring Leads to Layoffs
June 24, 2016
European Music Industry Reacts to "Brexit"
iHeartMedia-Nashville Names Morgan Huelsman Digital PD
In Brief - June 24, 2016
June 23, 2016
Republic Records Names Dan Cohen As VP/Marketing
WMMR/Philadelphia's 11th Annual I Bleed For Preston & Steve Blood Drive Hailed A Big Success
CBS Radio's Lisa Dent, Tim Roberts & Mick Anselmo Honored By Country Radio Hall Of Fame
June 22, 2016
Cumulus Media Appoints John Abbot as Chief Financial Officer
iHeartMedia Cannes Event With Ryan Seacrest And Usher
Berlin School & iHeartMedia Announce Return Of 'Leadership in Audio Innovation' Scholarship Competition
iHeartMedia/St. Louis Announces Launch Of Pride Radio St. Louis
Music News
Rihanna Releases Video For Star Trek Song "Sledgehammer"
Quick Hits: Weezer, Aerosmith, Lil Wayne, Wolfmother, Rob Wasserman
Does It Inspire You?
Quick Hits: Scotty Moore, Rihanna, Democratic National Convention, Hollywood Walk of Fame
Jennifer Hudson Signs With Epic Records
Quick Hits: Pink Floyd, Riot Fest
BET Awards Honor Prince, Get Political
Drake Still at #1, Chili Peppers Debut at #2
Kelly Clarkson Signs Worldwide Deal With Atlantic Records
Quick Hits: Bernie Worrell, Rihanna, Aerosmith, Kennedy Center Honors, Ralph Stanley
Led Zeppelin Wins Copyright Trial
Quick Hits: Kanye West, The BET Awards
Kanye West, The Weeknd + more to play The Meadows Music and Arts Festival
Quick Hits: Music Midtown festival, Drake, Chance the Rapper. Outta This World concert, Maynard James Keenan
Nick Jonas Debuts at #2, Drake Still Tops Billboard 200
FMQB NOW

Brad Savage, PD
WAPS/Akron

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!