The NPD Group: Super Bowl 2012 Means Exciting Opportunities for Brands and Bands

Share Article

While advertisers tend to look to artists with the highest overall name recognition for advertising campaigns, according to information from NPD’s Brand-Link study, newer, emerging artists might work, too.

the npd group
Music creates an emotional bond in consumers’ minds, and many artists have unique images that advertisers can leverage. The challenge is making the right match for particular artists and brands.

Music is a central part of the Super Bowl experience, with half-time headliners from U2 and Prince to the Black Eyed Peas, and many brands that choose to advertise on the Super Bowl also leverage popular musical artists in their campaigns. While advertisers tend to look to artists with the highest overall name recognition for advertising campaigns, according to information from The NPD Group’s Brand-Link database, advertisers might be able to better target loyal brand users who are fans of certain artists, and use their music to attract new fans to their brands.

"Music creates an emotional bond in consumers’ minds, and many artists have unique images that Super Bowl advertisers can leverage," said Russ Crupnick, senior vice president and entertainment analyst for The NPD Group. "The challenge is making the right match for particular artists and brands."

Last year Eminem helped Chrysler leverage the edge of Detroit in the Series 300 ads, but NPD’s research shows that Roy Orbison is also an attractive artist for many Chrysler buyers. “Imagine listening to the song, ‘Pretty Woman,’ as potential buyers fawn over a new car,” Crupnick suggested.

Mariah Carey has wonderful affinity with Lipton’s Iced Tea customers, but the brand might also do well with Willow Smith. While she has fewer fans among Lipton’s customers, she has strong appeal for those who know her. ”Rather than using a published song, an emerging artist like Willow might be more amenable to creating something new to promote the Lipton brand,” according to Crupnick.

Another perennial Super Bowl advertiser, Budweiser, chose Elton John for last year’s advertising; however, several other less well-known and emerging bands and artists with high index scores among their customers might also work well, including Cyprus Hill, Megadeth, and Buddy Guy.

“There are obviously a host of factors that go into choosing music and celebrities that appear in television commercials,” said Crupnick. “One factor that is often lost in the shuffle, however, is data that reveals what music artists a specific brand’s customers are actually fans of.”

Music Meets Marketing

Brand-Link provides direct links between the music buyers, the brands they own and use, and where they shop. More than 300 artists and 900 consumer brands and retailers in more than 110 product categories are represented in the study. Using this information, companies can use Brand-Link information to support the following business applications:

  •     Pitching an artist to promote a specific brand
  •     Identifying a sponsor brand for an artist tour
  •     Identifying opportunities for branded compilations
  •     Understanding how buyers’ brand usage varies by demographic groups (e.g., age or gender)
  •     Identifying artist/genre crossover opportunities
  •     Identifying co-appearance or co-performance opportunities
  •     Understanding who purchased music by a particular artist, or similar artists, in past 12 months

NPD’s Brand-Link collects information annually from NPD's Online Panel of consumers. NPD interviewed more than 45,000 U.S. consumers, in order to understand overall behaviors and strategically find ways to capture less active music consumers. The data is projected to represent the total U.S. population age 13 and older.

About The NPD Group, Inc.

The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Lee Graham