Heineken most obvious sponsor at music

The purpose of this research was to develope more insight on how consumers experience music en consume, the use and value of music by brands en company, and how brands and companies can implement this in a relevant way. The insights of the research TBWA\BEC wants to use to advise brands in using music in their marketing communication. The research is executed by Trendbox.

Next to Heineken (26% voluntarily) were also Amstel, Coca-Cola, Pepsi and Grolsch spontaneouslymentioned. Half of the randon taken samples didn’t know a brand or company spontaneously which they thought were actively in music sponsoring. When mentioned, Dommelsch (22%) and Rexona (19%) are also in the race next to the previous mentioned brands. Youngster in most cases know more aboutcthe combination of companies/brands with music sponsoring then the over 35-ers.

The estimated market in the Netherlands for Music sponsoring is valued according to TBWA\BEC with an amount of 50 to 60 million euro. Much less then the estimated 600 million euro which is invested in sportsponsoring. According to TBWA\BEC music in the marketing communication mix is not used by brands and companies is still in its infancy compared to the US.