By John Glenday

With the summer music festival season in full swing at the likes of Glastonbury et al Nielsen have taken the opportunity to survey how brands are capitalising on these set piece events through sponsorship and tie-ins.

Looking at the US market, where the Firefly Music Festival is set to open its doors later this week, Nielsen have drilled down into the growing sector, which 32m Americans attending at least one US music festival – 46 per cent of whom are aged between 18 and 34.

Audience Insights Report: Festival Fans found that 82 per cent of all attendees brought a smartphone along Read full story ›

Source: The Drum