Lollapalooza, which took place last weekend at the Interlagos Racetrack, in São Paulo, once again showed its media power. Coverage in the main press vehicles in the country went beyond the musical universe, generating guidelines, subjects, debates and comments for the public and influencers also on fashion, behavior and working conditions.
According to an unprecedented survey carried out by CDN, one of the main PR agencies in Brazil, the festival generated R$ 291 million in spontaneous exposure in the press. This value was measured by the IQEM-V (Quality and Exposure in Media Index), a CDN proprietary indicator that values and qualifies exposure in the press and social networks.
For this survey, 1020 publications in Brazilian press vehicles (printed and online) between the 1st and 27th of March were analyzed. The articles were classified in 16 parameters and more than 30 criteria and with an exclusive customization for the analysis of the 10th edition of the festival.
Fernanda Dantas, head of digital and data intelligence at CDN, says:
“A team of five professionals, journalists specialized in data, conducted this proprietary CDN study, demonstrating that IQEM is a powerful tool for evaluating results and pointing out trends.”
entertainment and behavior
According to IQEM, the entertainment theme (line-up and concert programming) was responsible for 70% of the festival’s exposure.
Attention is drawn to the participation of fashion and style guidelines, categorized as behavior, with 4.5% of the total participation of the editorial space. The looks chosen for the festival won pages, highlights of homes and photo galleries in the analyzed vehicles.
The presence of influencers in articles about the event reached 8.7% of exposure. The TOP 3 news influencers during #LollaBR were Bruna Marquezine, Anitta and Sabrina Sato.
ESG
The CDN also analyzed the articles from an ESG point of view and in this criterion the exposure was negative for the festival, mainly due to the news about complaints of poor working conditions for workers who participated in the organization of the event.
In an inspection carried out at the event’s venue, the Ministry of Labor found five employees of Yellow Stripe, a company contracted by the organization of the festival, who were said to be in conditions analogous to slavery.
The news was published by Repórter Brasil and spread throughout the national news, impacting the content and temperature of the stories related to the coverage of the event. Responsible for the festival, Time4Fun had to issue a release to the press and the public, as did the sponsors.
Even with the methodology that evaluates the balance of visibility, weighing positive and negative news, the exposure of the festival and its sponsors, under the ESG aspect, was negative by R$ 2 million. Fernanda further states:
“Measuring return on media exposure at major events is always a challenge. IQEM not only qualifies the exhibition, but also makes it possible to understand the way in which the event was portrayed, its trends and opportunities. IQEM-V does all that and still values the return on exposure.”
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