How advertising resonates with America’s festival fans

As we examine the 2024 live music scene, YouGov Profiles provides insights into the advertising attitudes of Americans who express an interest in attending Coachella, Tomorrowland, Summerfest, Rock in Rio, or Lollapalooza.

Advertising plays a crucial role in engaging potential festival-goers. Interest in event ads jumps from 38% among all US adults to between 73% and 84% among would-be festival attendees. Celebrity endorsements are also effective, with Coachella attendees being 78% in favor of ads featuring favorite celebrities—a sentiment shared by other possible festival audiences.

Awareness through posters and billboards is noted to be high among would-be festival attendees, with over eight in 10 acknowledging their influence, surpassing the 50% among the broader adult demographic.

Content creation for social media is another notable trend, with three in 10 of all Americans seeking to create social media-worthy experiences. This figure increases to more than seven in 10 among festival attendees, with Rock in Rio attendees at a high of nine in 10 (91%).

Lastly, music artists' social media channels are deemed significant by festival attendees, with 71% to 78% rating them as an important point of engagement. This underlines the impact of the relationship between artists, festivals, and the promotion of related products.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.