Clay Aiken – Marketing In Music


The Nielsen Company is an organization that is well-known in the entertainment field.  Nielsen is a global marketing and advertising research company.

Nielsen Entertainment is probably the best known part of the Nielsen Group.  For more than 50 years, they have collected and reported on purchasing and media information focused on film, music, home entertainment, books, and interactive entertainment.  Each week, Nielsen provides information to Billboard for the top 100 lists in popular music.

On August 14, Nielsen published a new study titled Music 360.  This study polled people in all age groups to find out the trends in discovering and listening to music.

According to the “Music 360” report, 48% of consumers in the U.S. still see radio as the dominant way to discover new music. However, for almost two-thirds of U.S.teenagers, Google’s YouTube is now a more important source of music than radio (54%), iTunes (53%) and CDs (50%).

David Bakula is a Vice President at Nielsen.  He said:

While younger listeners opt for technologically advanced methods, traditional methods of discovery like radio and word-of-mouth continue to be strong drivers. With so many ways to purchase, consume and discover great new music, it’s no wonder that the consumer continues to access and enjoy music in greater numbers.

The survey also found that 54% of U.S.consumers now have music player apps on their smartphones.  Just under half of them have radio apps installed on their phones and 26% have music store apps.

An interesting fact, cassette tapes are still more popular among adults than most online music services. Almost a tenth of U.S. adults apparently still listen to cassettes and 7% listen to Spotify.

The following is some interesting things the company learned from the survey.

More teens listen to music through YouTube than through any other source

  • · 64% of teens listen to music through YouTube
  • · 56% of teens listen to music on the radio
  • · 53% of teens listen to music through iTunes
  • · 50% of teens listen to music on CD

Positive recommendations from a friend are most likely to influence purchase decisions

  • 54% are more likely to make a purchase based off a positive recommendation from a friend
  • 25% are more likely to make a purchase based off a music blog/chat rooms
  • 12% are more likely to make a purchase based off an endorsement from a brand
  • 8% of all respondents share music on social networking sites, while 6% upload music.

Digital music is seen as a slightly better value than a physical CD

  • 63% of purchasers identified digital albums as a very or fairly good value
  • 61% identified digital tracks as a very or fairly good value
  • 55% identified physical CDs as a very or fairly good value

Younger consumers who do buy digital tracks, are more likely to purchase new music immediately after its release

  • 33% of teens purchased a digital track within one week of release
  • 21% of persons 18+ purchased a digital track within one week of release

The music area is an ever-changing field.  It certainly isn’t anything like it was when I was growing up, but it is exciting to see that radio is losing its influence on the discovery of new music.

Do you listen to the radio?

 Do you prefer YouTube? 

Do you think that the physical CD will disappear soon? 

(Do you listen to more Clay Aiken than any other artist?)

For more information on this topic, visit Tech Crunch or Billboard.

Just a quick note to let you know that there are 3 Holiday concerts listed at Clay Aiken’s Official Fan Club site.   Be sure and take a look.  These three concerts already have ticket on sale.  I would imagine that the rest of the tour will be listed soon.  I will try to get the information listed as soon as I can.  Please check back!

Friday, November 23, 2012 – Kravis Center – West Palm Beach, FL

Saturday, December 8, 2012 – Luhrs Performing Arts Center – Shippensburg, PA

Saturday, December 15, 2012 – Arcada Theatre – St. Charles, IL

I think we need a Clay Aiken picture from one of his Christmas concerts.


Clay Aiken News Network is an unofficial fansite. We are not affiliated in any way with Clay Aiken or his management. This website was made by fans for fans and makes no impression or impersonation of the official site, which can be found under the domain

8 thoughts on “Clay Aiken – Marketing In Music

  1. I listen to Clay 99% of the time..I don't miss a day and buy all his cd's and only have gone to one of his concerts so far but when they are within 3 hours of where I live I will go and I live in Florida and I think I will be going to Clearwater this time….;He has a UNIQUE style so much passion without being vulgar..I forgot her name for the moment . but one of the guest judges said he has a MAGICAL look and he does…His voice is the best I have ever heard, he can sing anything, he is amazing. I have never known a singer that I would watch talking and enjoy it to……..GO CLAY

  2. Great article…I love that you vary them up and always chock full of info! You're the best! Oh, the pictures are phenomenal too! 😉

  3. I don't listen to radio at all – I want to listen to Clay – love my CD's, VCR tapes, and DVD's – also
    U-tube, and what ever is put up here and the OFC!!! Thank you for the Christmas concert news and
    the Pics. Clay looks good and sounds beyond good always!!! 🙂

  4. I get on here a few times every day. I love the videos. Last night was watching Clay and his Mom. the neighborhood looked just like where my cousins live in Raleigh. I spent a week there back in the 90s. theyve been there since 1972 but my aunt died a few yrs ago, I lovd it there. everyone so nice. when I got home heard a f word within a half Raleigh they would have said Your mamas as ugly as a donkeys behind.southern people funny even when mad.

  5. Thank you so very much. I learn so much from you and you are largely responsible for motivating me to start my Tecno-savvy quest in support of Clay. I found the generational data in this posting to be very interesting and reflected in my own family. One is into her old records, i like my cds, and the little ones like their ipods. I having pandora now and then. The one musical artist out there that brought three generations of my family together was none other than Clay Aiken. Me, my mom, and my niece made 3 at the solo tour in 2004 and will again at the 2012 Christmas Show. We have tickets and striped socks! Please don't tell them but Santa just got them a t&t cd for their striped Christmas Stocking stuffer. Shhhh!

  6. In reply to Margaret, Gladis Knight was the judge who remarked that Clay was magical. And he is! I listen to the radio in my car, but not at home anymore. I don’t have an iphone or all the other “stuff” so just listen to CD’s. I do love to watch Clay on youtube and on CANN.

  7. Thanks Musicfan for all the info. I guess I am ahead of my time as while I have all Clay's CDs, I have paid to download the more recent albums so I listen on my computer or You Tube. MCWL is probably my favourite so I'm really looking forward to a Christmas concert. I've been to all of his other tours once or twice or thrice!!!!!!!!! LOL

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