BASA Artstrack 2016 Digital.Pdf

ARTSTRACK NO 7 001 TABLE OF CONTENTS Introduction .............................................................................................................. 003 Analysis of Key Demographics ................................................................................009 Quantification and Segmentation of the Music Market ...........................................014 Live Perfomances ..................................................................................................... 045 Music and Television................................................................................................. 049 The Role of the Internet ........................................................................................... 058 Sponsors of Music ..................................................................................................... 062 Sponsor Awareness .................................................................................................. 066 Most Popular Music Artists ...................................................................................... 069 Interests in Arts and Culture .....................................................................................072 Arts and Culture Sponsorship Issues ....................................................................... 093 Attending Arts and Culture Events ............................................................................101 Estimate of the Arts and Culture Sponsorship Market: 2015 ...................................109 002 INTRODUCTION INTRODUCTION While sport has been the most promi- launched Music and ArtsTrack in 2001. As a syndicat- nent area for sponsorships by far over ed project, it also meant that participating compa- the past decade, with direct expenditure nies could get the benefits of a significant research increasing from about R1 billion in 2000 programme at a fraction of what it would have cost if to an estimated R5.5 billion in 2015, the they had to conduct this research individually. interest in alternative sponsorships is This report of 2015 represents the seventh update of the original report, and creates the opportunity to nevertheless also on the increase. measure trends of the past ten years. As the sport sponsorship market becomes in- creasingly cluttered and expensive with rights fees increasing above CPI all the time, more and more companies are turning to alternative opportunities Music is one of the best which offer value for money solutions, that can achieve a desired impact within their target markets. alternatives to sport. It All leisure and lifestyle activities are seen as has significant numbers potential sponsorship opportunities in this regard. This includes arts, culture, music, the environment, of followers and high festivals, museums, zoos and other social activities. For the most part however, the bulk of these activ- entertainment value. It is also ities do not create the same kind of media interest something that consumers as sports do. Music is one of the best alternatives to sport. It has significant numbers of followers and feel very emotional about. high entertainment value. It is also something that consumers feel very emotional about, which allows for that special connection to be created between a brand and its consumers. Media interest, if handled NOTE correctly, can also be significant. An ever grow- Do note that this report is in essence a da- ing number of companies are getting involved in tabase of demographic quantifications and the music market. trends. While it lays a solid scientific infor- Historically a lack of proper, detailed information mation platform on which to base selection on this market has limited progress with potential decisions, it is not meant to formulate a com- sponsors not having information available on the prehensive strategy for each potential music quantification and segmentation of this market or arts sponsor. to make informed decisions. For this reason, BMI 004 of sponsors believe other FEMALE sponsorships are becoming more 51% 54% important, or at least as important as sport sponsorship. METHODOLOGY This project is based on consumer research amongst A back-check of 25% was conducted as part of a total sample of nearly 2000 adult South Africans of quality control. 19 years and older. • A structured questionnaire was used. Re- • All interviews were done personally, at the sults were computer-analysed and this places of living, in the home language of report prepared. the respondent. • For Whites and Blacks, national samples from • All respondents were selected at random. all metropolitan and major urban areas were • For each group, an area-stratified probability covered, excluding only rural areas, while Asians sample was drawn at random by interviewing covered only KwaZulu-Natal and Gauteng [about every nth household starting on different corners 90% of their total population] and Coloureds the within the different areas. The person to be Eastern Cape, Western Cape, Northern Cape and interviewed was selected on a random basis by Gauteng [about 90% of their population]. making use of an adaptation of the Politz Grid. 005 THE SPECIFIC SAMPLE DETAILS ARE AS FOLLOWS: BLACKS WHITES NUMBER OF INTERVIEWS: 800 NUMBER OF INTERVIEWS: 700 Gender Gender Male 49% Male 50% Female 51% Female 50% AGE AGE 19-24 years 23% 19-24 years 12% 25-34 years 31% 25-34 years 22% 35-49 years 26% 35-49 years 33% 50 + years 20% 50 + years 30% PROVINCE PROVINCE Gauteng 32% Gauteng 35% KwaZulu-Natal 20% KwaZulu-Natal 13% FreeState 8% FreeState 10% EasternCape 17% EasternCape 10% Western/Northern Cape 8% Western Cape 19% Others 15% Northern Cape 3% Others 10% COLOUREDS NUMBER OF INTERVIEWS: 250 ASIANS Gender NUMBER OF INTERVIEWS: 200 Male 50% Gender Female 50% Male 49% AGE Female 51% 19-24 years 20% AGE 25-34 years 28% 19-24 years 20% 35-49 years 32% 25-34 years 27% 50 + years 20% 35-49 years 30% PROVINCE 50 + years 23% WesternCape 57% PROVINCE EasternCape 20% KwaZulu-Natal 80% Northern Cape 15% Gauteng 20% Gauteng 8% 006 REPORT LAYOUT This report has been structured into the following chapters: CHAPTER 1 CHAPTER 7 Introduction and methodology. Attitudes towards sponsors of music. CHAPTER 2 CHAPTER 8 Summary of key South African Awareness of music sponsors. demographics. CHAPTER 9 CHAPTER 3 Most popular music artists. Detailed quantification and segmentation of the music market. CHAPTER 10 Interests in arts and culture. CHAPTER 4 Live performances. CHAPTER 11 Arts and Culture sponsorships. CHAPTER 5 Music and television. CHAPTER 12 Attendance of arts and culture events. CHAPTER 6 Music and the role of the Internet. CHAPTER 13 Estimated size of this sponsorship market. 007 VALIDITY AND LIMITATIONS Market research is not an exact science [like an Before quantifying and segmenting the music audit], but is always subject to statistical margins market, it is important to analyse the latest available of error. The prime factors governing the statistical population demographics for South Africa. How margin of error of sample surveys are the size of the many people are there within different segments of sample and the unanimity of the responses. the population? The market research techniques employed to Based on the latest available census figures do this report were all done according to accepted (2011), mid-year estimates for 2015, AMPS and practice and norms of the industry. information if and when published by the Bureau of The statistical margin of error at a 95% confi- Market Research at UNISA, the 2015 population as dence level will range from about 2% to 4% on a defined by this report, can be estimated as is done in sample size of 750 interviews. For a sample of 200, the table below. the margin of error will range from 3% to 7% at a 95% confidence level. The results presented in this report are based on samples falling within the men- Before quantifying and tioned ranges and, statistically, it can be concluded segmenting the music that the result will be as presented, plus or minus a maximum of 10% [but probably closer to 5%], in 95 market, it is important to out of 100 cases. analyse the latest available In layman terms, one can be 95% confident that the results are statistically as presented, plus or mi- population demographics nus maybe 5%. This report concentrates on the adult for South Africa. market, defined as 19 years and older, and excludes the youth aged 18 years old or younger. 008 ANALYSIS OF KEY DEMOGRAPHICS TOTAL POPULATION Estimated South African population statistics: 2015 NUMBER OF PEOPLE [x1000] POPULATION GROUP TOTAL % OF TOTAL ADULTS % OF TOTAL Blacks 44 228 80.4 26 549 77.5 Whites 4 534 8.3 3 508 10.3 Coloureds 4 823 8.8 3 194 9.3 Asians 1 362 2.5 993 2.9 TOTAL 54 957 100.0 34 244 100.0 COMMENTS: • The total population is estimated at 55 million for 2015. • Of this total, 62% or 34 million, are adults of 19 years and older. • Blacks account for 80% of the total population, but for a somewhat lower 77% of all adults. • Whites account for 9% of the total population, but for 10% of all adults. • Coloureds and Asians together account for 11% of the South African population, and for 12% of all adults. 009 Graphic display of adult South African population BLACKS 26549 COLOUREDS 3194 WHITES 3194 ASIANS 993 0 5000 10000 15000 20000 25000 30000 THOUSANDS OF ADULTS Adult population trends 2001 to 2015 28, 000 26,000 24,000 22,000 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 2001 2004 2007 2009 2011 2013 2015 THOUSANDS OF ADULTS BLACKS

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