Live Events Drive Purchases, Report Finds
A four-country survey by AEG Global Partnerships finds most live-event attendees buy after engaging with brands on site.
Updated on Nov. 3, 2026 in Marketing
Live Poll
Do you think live events are worth the money you spend on them?
AEG Global Partnerships published its Live Effect 2026 report on brand engagement at live events, based on research across the US, UK, France and Germany. Seventy-four percent of attendees said they made a purchase decision after interacting with a brand at a live event.
Why it matters
The findings suggest live events are a significant channel for marketers seeking to influence purchasing behavior beyond traditional advertising. The report also expands on a UK-only edition published the previous year, broadening the evidence base to four countries.
Respondents said more than half of their total event spend occurs outside the cost of admission. The report does not break down how this spend varies across event categories or countries.
The players
AEG Global Partnerships
AEG Global Partnerships is the sponsorship and brand partnerships arm of AEG, one of the world's largest live entertainment companies, and publisher of the Live Effect report.
The details
The Live Effect 2026 report draws on responses from 12,098 people who attended live events in the past 12 months, collected across the US, UK, France and Germany. Findings cover brand recall, purchase behavior and attendee satisfaction with event spending.
Timeline
- Survey respondents attended live events during the past 12 months.
- A UK-only edition of the report was published in 2025.
- The Live Effect 2026 findings were published on November 3, 2026.
Market Landscape
The report extends a UK-only edition from 2025 to a four-country sample, positioning live events as a measurable marketing channel across major Western markets. It signals growing competition among brands for attention at live venues relative to conventional advertising.
For shoppers attending concerts, sporting events and festivals, brand activations at these venues are a regular part of the experience and often shape spending beyond ticket prices. Consumers who attend events can expect to encounter promotions and on-site purchase opportunities.
The takeaway
Attendees who plan a budget for food, merchandise and experiences beyond admission may find their spending at live events more predictable. Reviewing brand offers before purchasing can help separate genuine value from impulse buys.
Further reading
Explore more on how brands reach audiences in our Marketing section.
Source note: This article includes information reported by Access All Areas.
Live Poll
Do you think live events are worth the money you spend on them?
