Presentation by: Research Now & Warner Music Group (presented at the 2013 ARF Re:think Conference)

1. The Impact Of Music & Artists
The Grammys Effect: A Research Story

2. RE:THINK THE RESEARCH PARTNERSHIP
content business leadership + research expertise
• One of the world’s leading music
companies – currently owned by
Access Industries
• Home of legendary artists and
current hitmakers
• Among the most valuable • An e-Rewards, Inc. company
publishing/song catalogs in the • Social. Mobile. Digital. Global.
world – Warner/Chappell Music
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3. RE:THINK METHODOLOGY
traditional and innovative approaches to capturing data and
insights
Research Now leveraged the Grammy’s – featuring performances by a
number of key WMG-affiliated artists – as a “data lab” to learn how
multiple modes of digital data collection can be combined to tell a
more complete story about consumers.
 Research Now has significant capabilities to be a leader in digital
measurement
 The integration provides unique potential for achieving holistic data
collection
 Data sources include:
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4. RE:THINK EXECUTION
multi-phase data gathering
The key was to weave these unique data streams together, and
combine them with WMG pertinent data
Pre-Post Awareness,
Pre-Post Awareness
App Usage, Search
and Perceptions
Sales
Metrics
Band Mentions, Site Visits,
Grammy Mentions, Search
Sentiment Scoring
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5. RE:THINK INSIGHTS
behind the ratings
• Featured artist performances – such as those from the WMG-affiliated artists
noted here – had a quantifiable impact on generating interest in watching the
Grammy Awards.
• Artist appearances were also instrumental in engaging (potential) viewers
around social media and attracting key consumer segments.
• Compelling evidence that appearing on the Grammy Awards has a substantial
and immediate impact on viewers’ awareness, especially for lesser-known
artists.
• Impacts on search, site visits, and revenue generation.
• Respondents who show an affinity for the Grammy Awards also show greater
liking for the artists who appear on the Grammy awards, even before the
ceremony occurs.
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6. RE:THINK RESEARCH & THE MUSIC BUSINESS
creativity + analytical ability
THE PRESENT REALITY
THE PAST PERCEPTION
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7. RE:THINK WMG & THE BRAND/ADVERTISER
RELATIONSHIP
tailored engagements around key objectives and expectations
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8. RE:THINK THE EVENT
2013 Grammy Awards – the big picture
• 28.4M viewers • $850K spent by • 24.8M social
reached the 2nd advertisers, on comments
biggest audience for average, per 30-
the Grammy Awards in second spot – an all- • 2.7M unique
the last 20 years time high for the Twitter users
show
• $30.6M spent
on music-related ads,
specifically, during
the broadcast
source: Billboard magazine
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9. RE:THINK ADVANCE EVENT INTELLIGENCE
audience incidence and anticipated viewership
Three-quarters of people were aware of the Grammy’s, while about half usually, or
planned to, watch the Awards show.
% of respondents who % of respondents who % of respondents who
usually watch the heard about this year’s intended to watch this
Grammys show year’s show
49
% 53
77 %
%
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10. RE:THINK IMPACT
increased broadcast interest and online/mobile engagement
driven by WMG-affiliated artists
• Awareness of WMG artist performance at Grammys created increased interest and
engagement
% of those aware of (any) WMG-affiliated artist % of those aware of (any) WMG-affiliated artist
performing who said planned performance(s) made them performing who said planned performance(s) made them
more / less interested in watching this year’s Grammys: engage with the Grammys online/via mobile*:
3%
online /
4% 19% mobile
engaged,
23%
47%
27%
Much more interested Somewhat more interested
Neither more nor less interested Somewhat less interested
Much less interested
base: aware of scheduled performances by The Black Keys, Bruno Mars, Ed Sheeran, fun., or
The Lumineers (net), n= 309
* visited the Grammys website, visited the Grammys Facebook page, ‘liked’ or friended the
Grammys Facebook page, followed the Grammys on Twitter, followed the Grammys on
Google+, downloaded the Grammys mobile app, or checked-out blogs for information about
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the Grammys or the artist(s) (net)

11. RE:THINK IMPACT
lifts in awareness, searching, and sales for WMG-affiliated artists
% aware of WMG-affiliated artists (net) % aware of WMG-affiliated artists (detail)
Pre Post Pre Post
100% 100%
80% 80%
60% 60%
40% 40%
20% 20%
0% 0%
WMG Awareness Band A Band B Band C Band D Band E
% of those aware of (any) WMG-affiliated artist Sales lifts:
performing who said planned performance(s) made them (source: Nielsen SoundScan)
search for info. about / listen to music from artist*:
searched
100% increase in WMG-affiliated
for info. /
listened
album sales, in aggregate, week-over-week
to music,
55%
1.5x lift in WMG-affiliated digital song
sales, in aggregate, week-over-week
bases: total US respondents age 13+, n= 309
* visited artist website, visited artist Facebook or Twitter page, searched for info. about artist
online, listened to songs or watched music videos from the artist online, sampled songs/albums
from artist on music download stores, searched for/downloaded songs from artist on P2P sites, 11
or checked-out blogs for information about the Grammys or the artist(s) (net)

12. RE:THINK CONSUMER TARGETING
reaching coveted demos – and compelling psychographic and
social segments
Gender: Surveys AGE: Surveys
Typical Grammy viewers Fans of WMG-affiliated
artists
13-17
4%
5% 13-17
18% 16%
18-24
17% 18-24
Typical Grammy viewers 37% 63% 45% 13% 25-34
25-34 27%
35-49
Fans of WMG-affiliated artists 32% 68% 35-49
30% 35% 50+
50+
Gender: Social Media AGE: Social Media
Typical Grammy viewers Fans of WMG-affiliated
artists
18-24
18-24 11%
19% 21%
25-34
25-34 11% 35%
Typical Grammy viewers 60% 40% 13% 35-44
35=44 11%
14% 45-54
Fans of WMG-affiliated artists 69% 31% 43% 45-54
32% 55+
55+
PSYCHOGRAPHICS
Typical Grammy viewers Fans of WMG-affiliated artists
100%
80% 75%
66% 65% 63% 62%
59% 58% 57%
60%
40%
20% base: typical Grammy viewers n= 680;
0% fans of The Black Keys, Bruno Mars, Ed
More likely to Unique sense of One of the 1st to Frequently share Sheeran, fun., or The Lumineers (net),
check-out new style check-out new info. about brands / n=158
stores / restaurants devices / services / things into with
/ brands products friends 12

13. RE:THINK CONSUMER CONNECTIONS
leveraging positive WMG-affiliated artist associations
Q: Thinking about the following artist(s), which of the following do you agree or disagree with…? (% agree)
Have a fresh sound
Songs stuck in my head
For someone like me
irritating
Have an original sound
Sound great performing live
boring
Here to stay
base: aware of The Black Keys, Bruno Mars, Ed Sheeran, fun., or The Lumineers (net), n=309
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14. RE:THINK CONSUMER CONNECTIONS
leveraging positive Grammy emotions
Understand consumer emotions for WMG artists on the day of and day after the Grammys
Band A Band B
Band C Band D
• As the Grammys approached, and after performances, all bands gained in
relative mentions
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15. RE:THINK CROSS-PLATFORM MEASUREMENT
and ENGAGEMENT
social media, online, and mobile monitoring and insights
The Grammys launched an extensive social media campaign around the upcoming show.
WMG-affiliated artists generated significant buzz and enhanced sentiment.
Raw Daily Social Media Counts Social Media Counts Indexed to Yesterday
Feb 1-11 Feb 1-11
5000
10.0
4000 8.0
3000 6.0
2000 4.0
1000 2.0
0.0
0
Daily Sentiment
Feb 1-11
70%
60%
50%
40%
30%
20%
10%
0%
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16. RE:THINK DATA SOURCING
Consider monitoring web hits as well
The Grammys have their own website which consumers flocked to on the day of, and day
after the event, likely to get instant data on the winners
Traffic Lift - Day of Grammy
Awards Compared to Day
Before Ceremony
(Grammy.com)
1039%
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17. RE:THINK DATA SOURCING
Heaviest search activity for Grammys takes place following the award show
965%
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18. RE:THINK DATA SOURCING
Search activity on artist names increased from the week prior to the week after awards
• Band A 59%
• Band B 32%
• Band C 150%
• Band D 364%
• Band E 658%
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19. RE:THINK DATA SOURCING
Significant growth in web traffic following the Grammy Awards, lift measured day after
Grammys to Day of Grammys
• Band A 211%
• Band B 244%
• Band C 508%
• Band D 161%
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20. RE:THINK THE VOICE OF THE CONSUMER
Incorporate social media verbatims to hear the real, unprompted words of the consumers,
understand the psychographics via the language choices
• “After seeing Bruno Mars on # Grammys , I'd definitely
buy a ticket to the show.“
• “That was so epic. I'm definitely buying tickets to see the
#BeachBoys on tour. #Grammys”
• “Does anyone actually go and buy pepsi because it’s a
partner of Grammys..”
• “I love Bruno mars! I want to see his concert so bad
#cometodetroit #runawaybaby #GRAMMYs”
• “watching the #grammys and realizing how many people I
want to see in concert. #cha-ching”
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21. RE:THINK THE VOICE OF THE CONSUMER
Incorporate social media verbatims to hear the real, unprompted words of the consumers,
understand the psychographics via the language choices
AIDA measured via multimode data integration
• Attention
• Surveys measured awareness
• Interest
• Social measured interest
• Desire
• Site visitation (online and mobile behavioral) measured
interest
• Action
• Site visitation and sales metrics measured action
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22. RE:THINK APPLICATION
what does it mean…and why does it matter?
 Each of the data streams yielded helpful data, but utilizing all of
them together created synergies that delivered the most complete
set of insights.
– Survey data, both mobile and online, delivered answers to
predetermined awareness and attitudinal questions.
– Behavioral data enabled real-time monitoring of visitation
and information gathering activities.
– Conversational content brought the clarity through the voice
of the consumer.
 Validation and investigation of the data became a welcome
addition to the interpretation.
– Validating findings using other modes
– Investigating unexpected events or scores
 While survey data is point-in-time and finite, behavioral
and conversational data are fluid, enabling investigation.
 The sum of the whole is greater than the individual parts.
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23. RE:THINK APPLICATION
what does it mean…and why does it matter?
 The impact of the actual music and artists featured in/on
events and in other areas of consumer engagement involving
advertiser, brand, or retailer partnerships is demonstrable and
measureable.
 Such partnerships are two-way relationships with associated
value being generated by the relevant parties.
 Pre-, during-, and post-campaign research provides important
insights that can be leveraged against immediate as well as
future efforts.
 Intelligence gathered in this way helps us and our partners to
make more informed decisions and more successful executions
around connecting with consumers.
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24. On behalf of the entire RN and WMG teams:
Thank you!
Melanie Courtright
mcourtright@researchnow.com
214.365.5148
Adam Bacall
adam.bacall@wmg.com
212.275.1394
Simone Pierce
simone.pierce@wmg.com
212.275.1316
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