Webinar iVent Vibe 2026

Description

This syndicated study measures, through a consistent set of activation impact metrics, how brand presence at festivals and events actually translates into visibility, participation and brand effect among the people who were there. Benchmarked since 2023 and combining qualitative and quantitative work after each event, it moves beyond simple sponsorship visibility to show what separates an activation that is merely seen from one that is remembered, joined and liked — and what role investment level, category fit and creative execution play in that outcome.

What the study covers:

• Spontaneous and prompted sponsor recall, communication visibility and activation participation, and how these indicators relate to one another
• The factors that shape sponsorship performance, from brand size and category fit to investment level and activation quality
• Benchmark thresholds accumulated across festivals between 2023 and 2025, showing what level of performance is required to stand out
• The Activation Impact Measures framework — Share of Presence and the Activation Excellence Index — for reading a brand’s performance against competitors and against historical norms
• Applied output examples from recent festival editions, including a qualitative mapping of one retailer’s activation ecosystem against the emotional and functional needs of festivalgoers
• Take-outs for planning and investment decisions, and the 2026 event universe, scope and pricing options

Study Methodology & Sample Specifications

Methodology: Mixed-method approach — Qualitative ethnogtaphies and IDIs + Quantitative interviews after each event
Sample: ~200-500 event participants per event, online or F2F
Fieldwork: 2025-2026