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
eQB NOW
KIIS FM Announces Wango Tango 2015 Line-Up
In Brief - March 27, 2015
March 26, 2015
Rock 'n' Roll Marathon Series Teams Up With iHeartMedia
Big D Named New APD/Morning Show Personality At KPLV
Triton Digital To Integrate Live Audio Broadcast Ads For MLBAM
Sinclair Broadcast Group Launches Digital Ventures Group
WERO Taps Robyn Banks For Nights
In Brief - March 26, 2015
March 25, 2015
Kannon Named Morning Host At KVIL
NAB Show Presents "Cocktails And Conversation" With Mel Karmazin
Sunday Night Slow Jams Expands Operations Team
The Orchard Acquires RoyaltyShare, Makes Strategic Investment In Korrect
In Brief - March 25, 2015
March 24, 2015
Joseph Robinson Named President Of iHeartMedia Ventures Group
Jeff Zuchowski Promoted To VP/Industry Relations At Pandora
CBS Announces New Agreement With CBS News President David Rhodes
In Brief - March 24, 2015
March 23, 2015
jâcapps V4 Platform Certified By Nielsen For Digital Audio Measurement
It's Official: Mancow To Host Mornings On The Loop
In Brief - March 23, 2015
March 20, 2015
eQB NOW
Sony Music To Purchase Remaining Interest In The Orchard
Viggle Receives Proposal From Robert F.X. Sillerman To Acquire 25% Interest In Company’s Wetpaint Business
In Brief - March 20, 2015
Music News
Zayn Malik Discusses Exit From One Direction
Quick Hits: NCAA March Madness Festival, George Ezra, Saturday Night Live, Ozzy Osbourne, Duran Duran
Pitbull's Globalization Spreads To SiriusXM
Quick Hits: Rihanna, AWOLNATION, Three Days Grace, Zendaya & Radio Disney Music Awards, Bonnaroo, Audiotopsy
McCartney, Metallica To Headline Lollapalooza 2015
Zayn Malik Leaves One Direction
Kendrick Lamar Debuts Atop The Billboard 200
Quick Hits: Van Halen, Britney Spears / Iggy Azalea, A$AP Rocky, The Library of Congress
Lineup Announced for iHeartRadio Country Festival
Quick Hits: Outside Lands Festival, Milwaukee Summerfest, Taylor Swift, Sloss Music & Arts Fest, Justin Bieber, Skylar Grey with Kid Ink and Travis Barker, Elvis Costello
Jason Derulo Single Sets Radio Record
Quick Hits: Death Cab For Cutie, Nate Ruess, Black Sabbath, Juicy J, Built To Spill, John Fogerty
Pharrell Calls "Blurred Lines" Verdict a "Handicap" to Art
Quick Hits: Kurt Cobain, Fleetwood Mac, Chic, Twisted Sister
Quick Hits: Zayn Malik / One Direction, Snoop Dogg, Iggy Azalea & Britney Spears, Osheaga Music Festival
FMQB NOW

Pat Paxton
Pres. of Programming
Entercom

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!