Live events are emerging as a key point of the purchasing journey, with 74% of attendees making a purchase decision after interacting with a brand at a live event.
Live events are offering brands a unique opportunity to feature in lasting consumer memories and add value to their experience.
Nearly three quarters of live entertainment attendees (74%) have made a purchase decision based on an interaction with a brand at a live event, research from AEG reveals.
The research surveyed over 12,000 live event attendees from the UK, US, Germany, and France – assessing their perception of brands and engagement at live entertainment events.
Live events are unique, with 80% of respondents outlining that the atmosphere can only be experienced in person – so live streams and broadcasts are not a comparable way to participate for brands.
As much as 87% of respondents said that they have taken some form of action after brand exposure at an event, illustrating just how powerful it is when brands show up in the right place.
These are not just fleeting thoughts, with 78% saying that these live events are creating lasting memories.
That gives brands a way to embed themselves in the consumer experience in a lasting way – especially when you consider that 58% of respondents said that sponsorships at live events are easier to notice than advertising elsewhere.
This consistently translates into a positive impact for those brands, too. Over half of respondents (56%), say that brands they associate with live events are much more likely to stay in their memory, and attendees are “significantly more likely to trust, choose, recommend and remain loyal to brands connected with live experiences,” the research confirms.
Paul Samuels, president of global partnerships, AEG International said: “Live entertainment offers something increasingly rare in today’s fragmented media landscape -genuine attention, emotional connection and measurable action.
“Consumers aren’t simply attending live events; they’re investing in them. From travel and hospitality to food, drink and merchandise, fans are committing significant time, attention and discretionary spend to experiences they value. For marketers and sponsors,that’s incredibly powerful. The brands that enhance these experiences are rewarded with stronger recall, greater affinity and a greater ability to influence consumer behaviour.”
