Tag Archives: benchmarking

National and regional Google Analytics is back

After some programming changes, CEEMID again features Google Trend analytics.  We are comparing Google searches on the web and YouTube over time, countries, regions and cities.

Fluctuation of concert searches in countries
The fluctuations of strong and weak month in the Croatian concert market are about 40% compared to the average, more than twice of the Austrian fluctuation.

An important aspect of the relatively week CEE markets is the very strong seasonality aspect.  Ljubjlana, Zagreb, Budapest and Prague are full with life and concerting opportunities in December, but the difference in interest for concerts among peak months and low month can be as much as 40%, about the double of the all-year Viennese market.  Summer festivals obviously alter the picture, but it is essential for tour organizers as well as concert promoters to understand seasonality and to build longer tour seasons in these countries.  Cultural spending is not necessarily low in off-peak season but may be diverted to cinema, theatres or outdoor activities.

We use R program code to retrieve concert, cinema, theatre and other relevant search information from web searches and Youtube.  We produce data that is comparable across the whole CEE region. We make time-series, forecasting, benchmarking and other data analytics applications on the data. The main use is forecasting, because tickets sales are known when searched for and not after sales are reported. The granularity of the data can help to understand seasonality of months, weeks, best time for touring, for cinema scheduling.

Our Google Trend Analytics is included in our private and public reports.  Google Trends is an interesting toy if you use it interactively.  Combined with regular, programmatic data extraction and surveys it is an extremely powerful tool to provide timely forecasts and to give your surveys an extra granularity in time, or down to city level.  For example, combining seasonality analytics with demographic analysis can explain most of the difficulties of market development in the Czech Republic, Croatia, Hungary, Poland or Slovakia.


Comparing the demography of live audiences

Live music creates more than a half of musician revenues and account for probably 90% of the music industry jobs.  The ability to play regularly paid concerts is the most important factor in the professional development and financial feasibility of shows.

Comparison of concert demography in 34 European countries and regions.
The lack of high-earning middle aged audiences makes the purchasing power of the CEE concert audience low.

After analyzing the cultural participation schemes of about 60,000 people in Europe we see striking differences in audience demography across Europe. The best live music markets have many visitors in their middle ages when their income level is peaking, and a life-long commitment to participating in music.

We use nationally representative, standardized consumer surveys that can be compared across Europe, and can be compared with 5 yearly EU-mandated research.  We recompile data from different questionnaires in scientific research and business research.  If you follow our method, you not only get proven, best practice market research information but also international comparison, that local pollsters will not offer to you. Our data can be used for benchmarking and as evidence for tariffs.

The Central European markets are characterized by the youngest audiences in Europe. The lack of strong, middle-aged buyers makes the purchasing power on these markets rather weak.  We have made several analysis in Hungary and Slovakia to come up with policies that can help increasing audience sizes up to 40%.

Our surveys can help to understand piracy, home copying and provide evidence for the differences among royalty tariffs.

ECJ ruling boost interest in royalty benchmarking in Europe

In our analysis, smaller societies under political influence could often not raise their revenues in line with the rising incomes of their economies.  While the Baltics, the CEE and SEE region are not so poor compared to Western Europe as they used to be 20 years ago, most tariffs are way below reasonable levels. This is an opportunity.  At the same time some societies are charging rather high and disputable tariffs in some cases to make up the revenue.

We started a cooperation with a few societies in 2014 to prepare for such an outcome, and to justify the differences among royalty tariffs in the EU. Our benchmarking reveals which tariffs can be disputed, and which tariffs may have leeway for increase.

Tariffs should be set to a level that music can be best exploited in broadcasting, digital, hotels, restaurants, clubs and all locations where people want to enjoy a better ambiance instead of noise.  Too high tariff are illegal and will eventually result in less use of music.

Our experience with competition cases and regulatory approvals can help to review your tariffs, identify the threats and opportunities, and to balance them in a way that benefits your members and your users as well.  We believe that our benchmarks  fulfill the criteria set out by the ECJ in AKKA/LAA vs Konkurences padome, but it goes beyond the imagination of the parties involved in the case.  Our CEEMID catalog consist of about 1000 objective indicators than can contribute to understanding differences in tariff levels across Europe.