Is your brand festival ready?

Here in Ignite we’re festival ready as the Forbidden Fruit festival this weekend marks the start of season. We’ve teamed up with Livewire to bring you a report that look into the nation's relationship with festivals. We will be providing insight on our behaviours around festivals and on the opportunity for brands and sponsors.

When we spoke to the nation 30% of people said that they attend festivals. Furthermore 22% of the population said that they will attend a festival this year. This equates to 800,000 Irish adults who expect to attend a festival this year! The average festival goer expects to spend €316 across the year on festivals this means an estimated spend of €253m by festival goers this summer.

Electric Picnic is the most popular festival in Ireland, with 32% of all respondents who identify themselves as festival goers saying that they have previously attended the Electric Picnic festival at some stage in their lives, while 22% of festival goers said that they plan to attend this year’s event, due to take place in Stradbally in September.

Ireland’s second favourite festival is Fleadh Cheoil na hÉireann, with 22% of festival goers saying that they have attended the annual traditional music festival. Other popular Irish festivals included the Punchestown Festival (15%), Longitude (14%) and Sea Sessions (12%).

When it comes to brands and sponsors, festival-goers have listed Heineken (41%), Guinness (32%), Vodafone (32%), Electric Ireland (25%) and Three (19%) as the brands they associate most with festivals.