Audacy: Today’s Hottest Media Buy? It’s Live Events.

In an increasingly digital world, where individuals, young and old are spending a substantial amount of time staring at screens, there’s still no substitute for live events.

That’s according to a new Insights piece from Audacy, which says concerts, festivals and once-in-a-lifetime fan experiences represent the most immersive realm of Audio.

“When it comes to bringing brands to life, nothing beats the immersive power of live concerts,” Audacy says. “Brands are getting more creative, too. Think immersive photo activations, branded artist experiences, interactive brand-to-fan connections, product sampling, mobile brand lounges, AR integrations, curated VIP experiences, and real time social media engagement.”

While fans gain a memory that lasts a lifetime, advertisers gain in other ways: first-party data, social currency, retail traffic, and an emotional halo that can’t be purchased anywhere else.

Audacy says live events offer something rare in the contemporary media landscape: undivided attention. “Fans aren’t multitasking or skipping through ads — they’re fully present, emotionally charged, and ready to engage,” Audacy says. “That’s what makes experiential marketing at concerts and events so powerful. It’s not just about being seen; it’s about being felt.”

For brands, a live event means real connections — and conversions. In fact, Audacy says that 40% of attendees say they’ve discovered a new brand at a live event, and 48% of Gen Z, 61% of Millennials, and 55% of men say they purchased a brand that they saw was sponsoring a live event. “The takeaway? Sponsorship doesn’t just boost perception — it influences action — especially among harder-to-reach men and young adults,” Audacy says.

The vibe endures, even after the event is over: Following a live event, 58% of fans said they felt an emotional connection with a sponsoring brand, leading to a longer-term devotion. Fifty-seven percent posted about newly discovered brands on social media.

“The live event audience isn’t just engaged — they’re valuable: 55% hold a bachelor’s degree or higher,” Audacy says. “Median HHI [household income] is $116k. And nearly half identify as non-white, offering brands access to an audience that’s both upscale and diverse. In short, live event sponsorship works because it blends reach, relevance, and emotional resonance. It’s storytelling with sound, lights, and human connection — and it drives results.”