If you do want the key highlights:

  • The majority of marketers hardly sponsors festivals.
  • Festival sponsoring is considered as a powerful communication tool (73%), but marketers debate about whether or not festival sponsoring generates competitive advantage (50%).
  • 80% find it difficult to measure the Return On Investment of festival sponsoring.
  • The typical festival visitor is a male hipster between 18 and 24 years old who is a budget conscious and ethically responsible music and beer lover and visits on average 2 times per year a festival.  
  • Free gadgets and festival services like battery chargers have the most impact (78%).
  • Nice to know: Marketers prefer Rock Werchter over Tomorrowland!

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