Digital tie-ins for brands also popular
While traditional radio and word-of-mouth are still the two top ways internet users in Canada say they learn about music, according to May 2013 research from Nielsen, online video channels have surpassed traditional TV—including music video channels—in this respect.
YouTube and VEVO alone were leading sources of new music information for 45% of internet users in Canada, the survey found. That compared to 43% who said television, including shows, commercials and music channels, were important resources. Social media sites, the iTunes store and streaming online radio were less popular digital channels for learning about new music.
YouTube and VEVO have become premier destinations for viewing music videos, and many brands have embraced the opportunity to support this content with video ads, as they have for many years with television channels like MTV (or, for most consumers in Canada, Much Music). But there are other ways for marketers to appeal to music-loving internet users in the country, according to the survey.
Top among them was offering free downloads of new singles, whether from new or established artists. Traditional sponsorship opportunities were less popular than such digital giveaways.
Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the thousands of marketers who already benefit from eMarketer’s approach. Learn more.