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
RAB Report: Radio Shows Double-Digit Growth In Digital Revenue For Q3
The Week In Review: 11/17-11/21
Jaysson Reno Named VP, Sales For KGO-AM, KSFO-AM
Kassof Research: CHR P1's: Excited & Social
In Brief - November 21, 2014
November 20, 2014
Cumulus Promotes Jeff Davis To National Director Of Stratus Music Scheduling
Mike Fredrick Named Hubbard Radio Cincinnati VP/Market Manager
Hubbard Radio Announces New Division, 2060 Digital, LLC
Kassof Research: Christian Radio P1’s: Mission Accomplished
In Brief - November 20, 2014
November 19, 2014
Musicians On Call Raises $700,000 At 15th Anniversary Celebration
iStreamMEDIA Adds Christopher Cottrill As VP/Music Content, Programming
Jordan Blaugrund Promoted To VP, Digital Marketing, RCA Records
DeVito/Verdi Retained To Drive Awareness Of NextRadio App
Kassof Research: Rock P1’s: Too Cool to Care?
In Brief - November 19, 2014
November 18, 2014
100.3 The Beat Launches In St. Louis
MADE Music Announces Partnership With Vevo
Kassof Research: Urban P1’s: Into It!
Southern California Radio Roars Back In October
In Brief - November 18, 2014
November 17, 2014
Vevo Announces Leadership Transition
BMG Acquires Vagrant Records
Republic Records Names Delmar Powell Director of Urban A&R
Gordon Smith, NAB To Be Honored By Broadcasters Foundation Of America
Kassof Research: News/Talk P1's: It's Not About Happy
Music News
Iggy Azalea, J. Lo To Team Up on AMAs
The Week In Review: 11/17-11/21
Quick Hits: Saturday Night Live, Billboard Touring Awards, YouTube Music Awards, Arcade Fire
Quick Hits: One Direction, Taylor Swift, Young The Giant, Guns N' Roses, Jimmy Ruffin
Taylor Swift's 1989 Remains At #1
Quick Hits: U2, Katy Perry, Paramore, Lana Del Rey, The Voice
Foo Fighters Announce Major 2015 North American Tour
Ed Sheeran Launches "Thinking Out Loud"
Quick Hits: American Music Awards, New Now Next Awards / Jessie J, Smashing Pumpkins, Prince Royce, Marilyn Manson, The Decemberists, Bonnaroo, James Blunt
U2 Postpones Tonight Show Residency
Quick Hits: AC/DC, J. Cole, Giorgio Moroder, alt-J, Lollapalooza South America
Kid Rock Gearing Up For First Kiss
The Week In Review: 11/10-11/14
Quick Hits: Paramore, AC/DC, Ryan Seacrest‘s New Year’s Rockin’ Eve
Quick Hits: One Direction, Juvenile, Randy Jackson, MTV Awards shows
FMQB NOW

Jon Zellner
SVPP, iHeartMedia

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!