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Katy Perry
At Coachella and other festivals, sponsors target young spenders
At Coachella and other festivals, sponsors target young spenders

AC/DC, meet H&M.  Advertisers are always looking for audiences with high concentrations of young people willing to spend, spend, spend.  Enter Coachella and its ilk -- the plethora of music festivals that according to Nielsen draw 32 million people in the U.S. each year. On its own, Coachella attracted 579,000 attendees in 2014. Nielsen's data show that about 46%, or nearly half, of music festival-goers were in the 18-34 age range, a coveted demographic for Madison Avenue. Reaching that age group has become more difficult in recent years as millennials turn to online channels instead of TV and its commercials.  As the Los Angeles Times has...

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