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LiveNation Concert Media Buy Analysis

Marketing Strategy & Data Analytics em Daniel McKean
24 de Mar de 2023
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LiveNation Concert Media Buy Analysis

  1. Digital Media YTD Review September 2013
  2. Methodology Data & Calculations Measuring & Analyzing Digital Performance • KPIs (CTR, CPC, CPM, ETS, ROAS, RPC) - sampled averages from data containing all four required calculable metrics (clicks, impressions, spend, revenue) • Format Use Ratios - physical count percentages of all data supplied • Format Spend Ratios - physical count percentages of all data supplied • Format Performance Ratios - physical counts of coded data based on Format information supplied and calculated with KPI methodologies to extract sampled averages • Region Performance Ratios - physical counts of coded data based on Metro information supplied and calculated with KPI methodologies to extract sampled averages • Genre Performance Ratios - physical counts of coded data based on Artist information supplied and calculated with KPI methodologies to extract sampled averages Base Data Sample • 3,909 total data entries • 1,180 entries with both spend and revenue key metrics reported • (30% of all data reported) • (21% YTD spend reported) • (xx% YTD revenue reported) • Representation of all Regional geographies and Canada from 40+ multiple sources • Regional attribution data sets incomplete and without continuity for analyzing common metrics and KPIs • Heavy sampling was required to maintain validity to compare data sets with common data points to extrapolate analytical views • Small sample sizes may increase margin for error for represented final results and conclusions Disclaimer: Observations & Insights are collected from a small inconsistent sampling of available 2013 YTD reported data and may not fully reflect actual digital buy performance.
  3. Sampled YTD data through August 2013
  4. Format Spend Ratios Macro View (Overall) • Spend ratios measured against overall industry averages reveal LiveNation places a greater emphasis on Display advertising impacting percentage spends across all Ad formats. A more balanced spend model aligned to Fan information dissemination preferences may produce greater enhanced results. Media Buys Source Industry Averages: Forrester Research
  5. Ideal Allocation Simulation Spend Model • This simulation model, optimized for where Fans seek concert and event information, reveals a need to place greater emphasis on video, social and music streaming services with lesser emphasis placed on display, traditional search and media websites.
  6. Format Baseline Spend Clicks Impressions CTR Average Industry CTR Avg. CPC Average Industry CPC Avg. CPM Average Industry CPM Avg. Revenue (Gross) ETS ROAS Revenue Per Click Display (All) $1,242,337 4,002,571 738,580,486 0.54% 0.10% $0.31 not avail. $1.68 $2.00 $17,236,266 7% 1387% $4.31 Display Banner $320,207 150,549 113,194,487 0.13% 0.10% $2.13 not avail. $2.83 $3.00 $4,080,133 8% 1274% $27.10 Display Retargeting $400,901 78,749 120,572,557 0.07% not avail. $5.09 not avail. $3.32 $3.00 $4,666,734 9% 1164% $59.26 Display Social $922,300 5,704,685 667,300,584 0.85% 0.11% $0.16 not avail. $1.38 $1.00 $8,246,966 11% 894% $1.45 Mobile $41,467 304,323 6,507,858 4.68% 1.04% $0.14 not avail. $6.37 $1.00 $222,047 19% 535% $0.73 Search $337,234 518,672 72,459,433 0.72% 2.00% $0.65 not avail. $4.65 $4.00 $3,611,810 9% 1071% $6.96 Video Audio $41,194 23,324 5,983,343 0.39% 0.60% $1.77 not avail. $6.88 $7.00 $102,768 40% 249% $4.41 Totals $1,662,232 4,848,890 823,531,120 0.59% not avail. $0.34 not avail. $2.02 not avail. $21,172,891 8% 1274% $4.37 Format Performance Macro View (Overall) • Display has outperformed all other Ad formats in overall revenue on spend with Retargeting offering the highest Revenue per Click value. Display has been the predominant format of choice; however, based on industry performance averages - other Ad formats may offer equal or greater benefit with higher spend allocations such as Mobile.
  7. • Extrapolating clicks base on sampled averages for CPC and RPC values provides a simulation into projected 2013 revenues with a total digital spend of $16.5MM. Analysis reveals the Rock Alternative and Pop categories account for 75% of all current digital revenue. Digital Spend Simulation Model LN CPC Avg. LN RPC Avg. Clicks per $1MM Spend Revenue per $1mm Spend LN Current Spend Mix 2013 75MM Projected Spend Extrapolated Clicks 2013 Projected Digital Revenue Digital Revenue Mix Rock/Alternative $0.34 $4.35 2,941,176 $12,794,118 41% $6,765,000 19,897,059 $86,552,206 38.2% Pop $0.38 $7.00 2,631,579 $18,421,053 27% $4,455,000 11,723,684 $82,065,789 36.3% Kids/Varied $0.49 $7.61 2,040,816 $15,530,612 7% $1,155,000 2,357,143 $17,937,857 7.9% Classic Rock $0.59 $7.65 1,694,915 $12,966,102 8% $1,320,000 2,237,288 $17,115,254 7.6% Urban $0.23 $1.67 4,347,826 $7,260,870 12% $1,980,000 8,608,696 $14,376,522 6.4% Comedy $0.25 $7.99 4,000,000 $31,960,000 1% $165,000 660,000 $5,273,400 2.3% Country $0.55 $2.28 1,818,182 $4,145,455 3% $495,000 900,000 $2,052,000 0.9% Events $0.82 $4.53 1,219,512 $5,524,390 1% $165,000 201,220 $911,524 0.4% Totals $0.34 $4.36 2,941,176 $108,602,599 100% $16,500,000 46,585,089 $226,284,553 100% Genre Performance Revenue Simulation Model
  8. Genre Baseline Spend Clicks Impressions CTR Average CPC Average CPM Average Revenue (Gross) ETS ROAS Revenue Per Click Comedy $7,551 29,629 9,183,864 0.32% $0.25 $0.82 $236,808 3% 3136% $7.99 Classic Rock $122,407 206,328 105,892,320 0.19% $0.59 $1.16 $1,579,237 8% 1290% $7.65 Pop $431,263 1,138,732 190,937,768 0.60% $0.38 $2.26 $7,972,508 5% 1849% $7.00 Events $15,584 19,083 55,960,205 0.03% $0.82 $0.28 $86,387 18% 554% $4.53 Rock/Alt $681,891 2,003,746 292,548,500 0.68% $0.34 $2.33 $8,708,626 8% 1277% $4.35 Country $14,735 26,620 18,286,472 0.15% $0.55 $0.81 $60,688 24% 412% $2.28 Varied $123,457 252,328 71,266,080 0.35% $0.49 $1.73 $566,742 22% 459% $2.25 Urban $265,345 1,172,424 79,455,911 1.48% $0.23 $3.34 $1,961,895 14% 739% $1.67 Kids $3,211 5,534 1,082,557 0.51% $0.58 $2.97 not avail. not avail. not avail. not avail. Totals $1,662,232 4,848,890 823,531,120 0.59% $0.34 $2.02 $21,172,891 8% $4.37 $4.37 • Comedy shows great potential in bottom line ROI: ROAS (revenue on accrued spending) and RPC (revenue per click) with Classic Rock and Pop consistently ranked as top performers. • From limited data available, current spend ratios are heavily slanted towards Display. Amore balanced approach may offer greater benefit. Genre Performance Macro View (Overall) C U R R E N T I N D U S T R Y I D E A L † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  9. Genre Performance Micro View (Classic Rock) • Classic Rock offers a high return and ROI for digital media buys with solid overall performance ratios with high earnings and revenue opportunities. • Spend mix ratios are well balanced and approaches the Ideal Spend simulation model ratios. Artist CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click Paul McCartney 0.18% $1.38 $2.43 4% 2854% $39.33 Chicago 0.04% $8.41 $3.50 26% 381% $32.04 Eagles 0.09% $0.92 $0.86 4% 2455% $22.55 Daryl Hall & John Oates 0.23% $1.56 $3.61 7% 1431% $22.34 Black Sabbath 0.11% $3.76 $3.99 24% 411% $15.43 Rush 0.07% $2.08 $1.49 16% 615% $12.81 Nazareth 0.72% $1.20 $8.68 13% 771% $9.23 Bob Seger 0.07% $0.75 $0.56 9% 1114% $8.39 Jethro Tull 0.04% $1.17 $0.52 14% 695% $8.11 Steely Dan 1.80% $0.17 $3.03 2% 4678% $7.86 Kiss 0.10% $0.99 $1.01 13% 744% $7.35 Randy Bachman 0.04% $0.88 $0.37 17% 601% $5.28 Sammy Hagar 1.95% $0.12 $2.33 3% 2891% $3.45 El Monstero 1.82% $0.22 $3.95 11% 944% $2.05 Heart 0.42% $0.27 $1.15 14% 740% $2.03 Fleetwood Mac 0.77% $0.22 $1.71 12% 802% $1.77 REO/Styx/Nugent 1.97% $0.12 $2.36 9% 1112% $1.33 Totals 0.19% $0.59 $1.16 8% 1290% $7.65 I N D U S T R Y I D E A L C U R R E N T † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  10. Genre Performance Micro View (Comedy) I N D U S T R Y I D E A L C U R R E N T • Insufficient Data samples for the Comedy category do not provide a valid analysis; however, from the limited data points available - Comedy may have the potential to perform extremely well for digital media buys. • Current spend mix closely resembles Ideal Spend simulation model; however, Mobile is missing in the reported data. Artist CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click Bill Maher 0.05% $0.57 $0.31 7% 1527% $8.77 Odd Ball Comedy 2.97% $0.15 $4.48 2% 5343% $8.06 Brian Regan 0.03% $0.77 $0.22 12% 811% $6.23 Lewis Black 0.23% $1.33 $3.04 26% 383% $5.10 Totals 0.32% $0.25 $0.82 3% $7.99 $7.99 † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  11. Genre Performance Micro View (Country) I N D U S T R Y I D E A L C U R R E N T • The Country category complements all other categories with attractive positive returns with the potential to generate extremely high RPC ratios based on Artist and Event. • Country Genre category closely mirrors the Ideal Spend model with minor nuances. Artist CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click Country Tour Mosaic 0.00% $125.00 $2.70 97% 103% $129.00 Farm Bureau 0.05% $7.01 $3.50 11% 944% $66.14 Patty Griffin 0.46% $5.77 $26.30 25% 394% $22.75 Mumford and Sons 0.07% $6.05 $4.53 52% 194% $11.70 Little Big Town 0.02% $1.13 $0.27 19% 530% $5.99 Miranda Lambert 0.51% $0.89 $4.48 15% 663% $5.86 Keith Urban 0.15% $0.91 $1.37 21% 486% $4.42 Tim McGraw 0.57% $0.41 $2.34 11% 889% $3.65 Eric Church 0.03% $1.04 $0.29 29% 349% $3.63 Faster Horses Festival 0.19% $2.09 $3.92 122% 82% $1.72 Zac Brown Band 1.23% $0.20 $2.49 17% 582% $1.17 Luke Bryan 7.80% $0.11 $8.60 10% 1036% $1.14 Brad Paisley 1.98% $0.34 $6.80 32% 313% $1.08 Blake Shelton 1.21% $0.20 $2.39 19% 524% $1.03 Rascal Flatts 4.06% $0.11 $4.49 11% 908% $1.00 Jason Aldean 1.51% $0.36 $5.51 43% 233% $0.85 Kenny Chesney 1.23% $0.11 $1.40 18% 550% $0.62 Totals 0.14% $0.67 $0.95 20% $3.32 $3.32 † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  12. Genre Performance Micro View (Pop) I N D U S T R Y I D E A L C U R R E N T • Pop leads all categories based on overall performance. Averages for ROAS and RPC demonstrate the category has high potential for increased earnings and revenues. Overall spend mix is working, but minor adjustments may produce even greater results. Artist CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click Swedish House Mafia 0.06% $5.98 $3.50 3% 3409% $203.81 Justin Timberlake 0.13% $2.12 $2.74 2% 5166% $109.53 Jonas Brothers 0.16% $1.71 $2.72 7% 1451% $24.87 Serena Ryder 0.06% $0.94 $0.56 4% 2591% $24.41 Bjork 0.04% $9.86 $3.50 46% 217% $21.39 Bruno Mars 0.08% $1.03 $0.83 6% 1626% $16.71 Backstreet Boys 0.25% $1.13 $2.84 7% 1389% $15.64 Macklemore 0.03% $9.80 $2.98 63% 159% $15.59 Big Time Rush 0.19% $2.24 $4.21 15% 681% $15.28 Beyonce 0.74% $0.53 $3.93 3% 2868% $15.19 Tom Odell 0.27% $1.10 $3.01 9% 1114% $12.22 Harry Connick Jr. 0.10% $2.46 $2.38 22% 456% $11.24 Jay Z & Justin Timberlake 2.44% $0.18 $4.49 2% 6085% $11.22 OMD 0.05% $0.69 $0.32 6% 1544% $10.64 NKOTB 0.06% $3.14 $1.88 34% 295% $9.27 Booka Shade 0.02% $1.29 $0.25 17% 591% $7.60 Barney Bentall 0.16% $1.35 $2.23 18% 541% $7.29 Josh Groban 0.83% $0.40 $3.28 6% 1728% $6.86 Mariana and the Diamonds 0.02% $1.08 $0.21 18% 544% $5.90 Alicia Keys 0.05% $0.81 $0.44 15% 685% $5.53 Jessie Ware 0.02% $0.83 $0.21 15% 657% $5.48 Lights 0.04% $0.55 $0.22 11% 938% $5.14 Rhianna 0.05% $0.74 $0.39 17% 604% $4.46 Holly Cole 0.05% $1.41 $0.72 37% 273% $3.83 Totals 0.60% $0.38 $2.26 5% 1852% $7.00 † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  13. Genre Performance Micro View (Rock / Alt) I N D U S T R Y I D E A L C U R R E N T • The Rock / Alternative category has substantial opportunities to leverage revenue on spend. Although RPC is slightly below Pop and Classic Rock, the large ROAS ratio demonstrates a healthy ROI. Greater results may be possible by adjusting Spend ratios. Artist CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click Current Swell 0.02% $31.17 $4.95 11% 902% $281.22 Nine Inch Nails 0.09% $3.85 $3.49 3% 3205% $123.47 DePeche Mode 0.16% $2.85 $4.45 4% 2251% $64.05 DC101 0.05% $7.21 $3.50 13% 763% $54.95 Muse 0.08% $3.78 $3.00 8% 1280% $48.42 Portugal. The Man 0.06% $5.93 $3.50 18% 570% $33.78 MGMT 0.11% $2.60 $2.91 10% 1000% $26.03 Loreena McKenitt 0.22% $1.37 $3.04 10% 1028% $14.04 Iron Maiden 0.47% $0.52 $2.46 4% 2455% $12.72 Dave Matthews 0.04% $7.74 $3.36 68% 146% $11.31 Devendra Banhart 0.02% $0.99 $0.18 9% 1119% $11.06 Spirit Of The West 0.03% $1.21 $0.37 11% 912% $11.00 Band of Horses 0.05% $6.91 $3.50 68% 148% $10.20 Matt Mays 0.03% $0.94 $0.26 10% 1046% $9.81 Gipsy Kings 0.08% $2.39 $1.79 25% 402% $9.61 Alice in Chains 0.04% $1.62 $0.65 21% 483% $7.85 Face to Face 0.03% $1.48 $0.51 21% 487% $7.21 Sigur Ros 0.03% $1.02 $0.27 15% 654% $6.66 Daniel Wesley 0.33% $4.46 $14.79 67% 149% $6.64 Great Big Sea 0.04% $1.39 $0.57 21% 477% $6.64 Motley Crue 0.04% $1.12 $0.47 18% 569% $6.34 Phoenix 0.03% $1.05 $0.32 17% 582% $6.14 P!nk 1.03% $0.31 $3.25 5% 1825% $5.74 Pet Shop Boys 0.02% $1.94 $0.30 34% 292% $5.66 Totals 0.68% $0.34 $2.33 8% 1276% $4.35 † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  14. Genre Performance Micro View (Urban) I N D U S T R Y I D E A L C U R R E N T • The Urban category leads all categories in CTR and CPC averages and demonstrates a huge upside to potential earnings and revenue. • Spend mix may be limiting overall revenue performance by not aligning to the genre demographic profile with overuse of Display and the absence or low use of Mobile. Artist CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click Mixtape Festival 0.30% $1.78 $5.39 12% 818% $14.56 K-OS 0.01% $0.89 $0.10 13% 795% $7.10 Hoodie Allen 0.06% $1.50 $0.88 34% 295% $4.44 Uproar Festival 0.21% $1.89 $3.90 43% 231% $4.37 Swollen Members 0.01% $1.31 $0.20 32% 310% $4.05 Beats Antique 0.03% $1.00 $0.26 26% 386% $3.87 UTIOM 0.39% $0.86 $3.34 25% 399% $3.45 Diamond Rings 0.03% $1.00 $0.26 39% 257% $2.57 Lil Wayne 1.62% $0.24 $3.85 10% 1033% $2.45 Wiz Khalifa 3.42% $0.48 $16.36 43% 232% $1.11 Drake 2.24% $0.17 $3.82 29% 342% $0.58 Totals 1.48% $0.23 $3.38 14% 731% $1.68 † Spend Allocation Pie Charts represent LiveNation's current spend mix compared against Industry averages and the ideal spend simulation based on where Fans gather concert and event information.
  15. Revenue Performance Macro View (Region) • From limited data points available, the New York City region has the highest ratios for generating a positive return and revenue - both in ROAS and RPC - for digital media buys. Region Performance Calcuable Spend Clicks Impressions CTR Avg. CPC Avg. CPM Avg. ETS ROAS Revenue Per Click NYC $759 136 216,882 0.06% $5.58 $3.50 6% 1547% $86.36 Co / Rocky Mtn $442 103 126,359 0.08% $4.29 $3.50 11% 949% $40.73 Ga / Al / Tn $1,149 326 328,274 0.10% $3.52 $3.50 10% 968% $34.13 Chi / St. Louis $1,392 343 397,836 0.09% $4.06 $3.50 12% 837% $33.97 Houston / Dallas $1,920 458 548,630 0.08% $4.19 $3.50 13% 775% $32.48 CT / NY $1,579 329 451,051 0.07% $4.80 $3.50 15% 665% $31.91 Seattle $495 111 141,308 0.08% $4.46 $3.50 15% 688% $30.66 SoCal / LV $885 223 252,967 0.09% $3.97 $3.50 14% 705% $27.99 Phoenix $546 123 156,063 0.08% $4.44 $3.50 16% 612% $27.17 Florida $820 212 234,363 0.09% $3.87 $3.50 15% 684% $26.46 Cleve / Det $3,458 772 987,860 0.08% $4.48 $3.50 18% 571% $25.56 Philadelphia $1,755 400 501,329 0.08% $4.39 $3.50 19% 516% $22.64 Boston $598 160 170,965 0.09% $3.74 $3.50 17% 593% $22.19 Carolinas / DC $2,057 496 587,781 0.08% $4.15 $3.50 21% 476% $19.73 San Francisco $623 144 177,859 0.08% $4.32 $3.50 31% 327% $14.13 Totals $18,478 4,336 5,279,527 0.08% $4.26 $3.50 15% 686% $29.25
  16. Boston Regional Performance Micro View (Boston) • Search: Best Overall Performing Ad Format • Display most preferred Ad format followed by (2) Video / Audio and (3) Search • Performance ratios lag behind LiveNation and Industry Average ratios • Premiums being paid for Display and Video / Audio buys Format CTR Average LN CTR Avg. Industry CTR Avg. CPC Average LN CPC Avg. Industry CPC Avg. CPM Average LN CPM Avg. Industry CPM Avg. Display 0.09% 0.13% 0.10% $16.60 $2.13 not avail. $14.73 $2.83 $3 Retargeting not avail. 0.07% not avail. not avail. $5.09 not avail. not avail. $3.32 not avail. Social not avail. 0.85% 0.11% not avail. $0.16 not avail. not avail. $1.38 $1 Mobile 0.69% 4.68% 1.04% $1.00 $0.14 not avail. $6.94 $6.37 $1 Search 0.10% 0.72% 2.00% $0.75 $0.65 not avail. $0.78 $4.65 $4 Video / Audio 1.60% 0.39% 0.60% $9.71 $1.77 not avail. $155.78 $6.88 $7 Totals 0.12% 0.59% not avail. $1.29 $0.34 not avail. $1.50 $2.02 not avail. Averages Display Retarget Social Mobile Search Video Industry 21% not avail. 10% 9% 46% 6% LiveNation 28% 11% 26% 3% 21% 10% Performance Metrics Spend Ratios S P E N D A L L O C A T I O N 53 Sampled Data References
  17. Regional Performance Micro View (Carolinas / DC) • Video / Audio: Best Performing Ad Format - performing extremely well • Display and Video most preferred Ad formats • Paying a slight premium for Search with ratios not performing as well as Industry or LiveNation averages • Display is performing well above industry and LiveNation averages Format CTR Average LN CTR Avg. Industry CTR Avg. CPC Average LN CPC Avg. Industry CPC Avg. CPM Average LN CPM Avg. Industry CPM Avg. Display 0.50% 0.13% 0.10% $0.55 $2.13 not avail. $2.76 $2.83 $3 Retargeting not avail. 0.07% not avail. not avail. $5.09 not avail. not avail. $3.32 not avail. Social 0.02% 0.85% 0.11% $0.99 $0.16 not avail. $0.18 $1.38 $1 Mobile 0.38% 4.68% 1.04% $0.06 $0.14 not avail. $0.25 $6.37 $1 Search 0.52% 0.72% 2.00% $1.07 $0.65 not avail. $5.62 $4.65 $4 Video / Audio 1.36% 0.39% 0.60% $0.12 $1.77 not avail. $1.63 $6.88 $7 Totals 0.44% 0.59% not avail. $0.43 $0.34 not avail. $1.89 $2.02 not avail. Carolinas / DC Averages Display Retarget Social Mobile Search Video Industry 21% not avail. 10% 9% 46% 6% LiveNation 28% 11% 26% 3% 21% 10% Spend Ratios Performance Metrics S P E N D A L L O C A T I O N 124 Sampled Data References
  18. Regional Performance Micro View (Chicago / St. Louis) • Social: Best Performing Ad Format • Display and Social most preferred Ad formats purchased • Currently paying a high premium for Search Format CTR Average LN CTR Avg. Industry CTR Avg. CPC Average LN CPC Avg. Industry CPC Avg. CPM Average LN CPM Avg. Industry CPM Avg. Display 0.09% 0.13% 0.10% $3.92 $2.13 not avail. $3.50 $2.83 $3 Retargeting 0.03% 0.07% not avail. $10.19 $5.09 not avail. $3.50 $3.32 not avail. Social 1.15% 0.85% 0.11% $0.15 $0.16 not avail. $1.77 $1.38 $1 Mobile not avail. 4.68% 1.04% not avail. $0.14 not avail. not avail. $6.37 $1 Search 2.72% 0.72% 2.00% $0.75 $0.65 not avail. $20.43 $4.65 $4 Video / Audio not avail. 0.39% 0.60% not avail. $1.77 not avail. not avail. $6.88 $7 Totals 0.95% 0.59% not avail. $0.25 $0.34 not avail. $2.41 $2.02 not avail. Chi / St. Louis Averages Display Retarget Social Mobile Search Video Industry 21% not avail. 10% 9% 46% 6% LiveNation 28% 11% 26% 3% 21% 10% Spend Ratios Performance Metrics S P E N D A L L O C A T I O N 237 Sampled Data References
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