Brands at live events drive purchases, AEG survey of 12,000 fans finds
A survey of 12,098 event-goers finds 74% made a purchase decision after meeting a brand at a live event. Here is what hosts can take from it.
In this article
Most people who see a brand at a live event go on to act on it, according to new research from AEG Global Partnerships, the sponsorship arm of the live entertainment company AEG. The study, published on 3 November 2026, surveyed 12,098 adults in the UK, France, Germany and the US who had attended a live event in the previous 12 months.
The headline finding is that 74% of respondents said they had made a purchase decision after interacting with a brand at an event, and 87% said they had taken some kind of action. The survey was carried out in August 2026 and widens last year's edition, which covered the UK only.
The report, called The Live Effect, also suggests that live audiences pay closer attention to brands than people scrolling past ordinary advertising. Some 58% said brands at events are easier to notice than ads elsewhere, and 56% said brands linked to events stay in their memory for longer.
Why atmosphere is the real product
The most useful numbers for anyone planning an event are about the experience itself. Eight in ten respondents said an event's atmosphere can only be felt in person, and 78% said live events had given them lasting memories. Around 77% described their most recent event as money well spent.
That supports what many organisers already sense: people remember how an evening felt, and live performance is one of the strongest ways to shape that feeling. Paul Samuels, president of global partnerships at AEG International, put it this way in comments carried by Access All Areas: "Consumers aren't simply attending live events; they're investing in them."
What it means for corporate and private hosts
The survey looked at concerts and large events, but the lessons translate to company parties, product launches, conferences and hospitality evenings. If attention and memory are what a brand is paying for, the entertainment is not a decorative extra. A well-chosen band, DJ or soloist can set the mood that guests associate with the host afterwards.
The report also found that more than half of what attendees spend goes on things beyond the ticket, such as travel, food, drink, accommodation and merchandise, according to Media Marketing. For venues and hotels in France and Germany, both included in the sample, this is a reminder that an event's value spreads well beyond its own doors. Musicians on Mucanto choose the areas where they play and set their own prices, so hosts can compare local options before committing to a budget.
Read the numbers with care
A few caveats apply. AEG sells sponsorship, so it has an interest in showing that brands at events work. The findings are what respondents said about their own behaviour, not measured sales. The published material does not name a research agency or break the results down by country, so it is not possible to say whether French or German audiences differ from British or American ones.
Even so, the direction is consistent with the idea that shared, in-person moments are hard to replicate online, which is why brands keep investing in them.
What to do
Start with the feeling you want: decide whether the evening should be relaxed, celebratory or high-energy, then choose music to match.
Book entertainment early, especially for December parties and spring launches, when good performers are in demand.
Keep branding subtle: the research suggests guests notice brands that are part of a good experience, not ones that interrupt it.
Plan the whole journey, including arrival, food and transport, since guests' spending and memories extend beyond the main act.
Measure what you can, such as attendance, sign-ups or post-event feedback, rather than relying on industry averages.
Sources
Sponsorship.org: AEG Global Partnerships' announcement of The Live Effect 2026, with survey method and headline findings, 3 November 2026
Access All Areas: report on the AEG research and comments from Paul Samuels, 3 November 2026
Media Marketing: analysis of the findings on brand memory and attendee spending beyond tickets, 4 November 2026
This article was created with the help of AI. A Mucanto editor checked the facts and sources and approved it before publication. How we work
