The Live Effect: AEG Research Reveals How Live Entertainment Turns Attention into Action

As marketers compete for increasingly scarce consumer attention, AEG Global Partnerships' expanded four-market Live Effect study reveals why live entertainment continues to deliver unmatched engagement, brand impact and commercial value.

London, 2 November 2026: AEG Global Partnerships, the sponsorship arm of global live sports and entertainment leader AEG, today launches The Live Effect 2026, a new international study demonstrating how live entertainment drives brand awareness, influences purchasing decisions and shapes consumer behaviour across four of the world's largest live entertainment markets.

Building on the success of its inaugural UK study in 2025, the latest edition expands the research to the US, UK, France and Germany, drawing on responses from more than 12,000 live event attendees. The findings reveal a remarkably consistent picture across markets: consumers are highly engaged, emotionally invested and willing to spend both time and money on live experiences, creating significant opportunities for brands to build meaningful connections and drive commercial outcomes.

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The research highlights the unique position live entertainment occupies in an increasingly fragmented media landscape. While audiences face constant competition for attention across digital channels, live experiences continue to command focus and generate lasting memories. Eighty per cent of attendees say the atmosphere of a live event can only be experienced in person, while 78% say live events create lasting memories. For brands, that translates into impact, with 58% saying sponsorships at live events are easier to notice than advertising elsewhere.

The study also demonstrates a clear link between live entertainment and consumer action. Nearly three-quarters (74%) of attendees have made a purchase decision after interacting with a brand at a live event, while 87% have taken some form of action following brand exposure. More than half (56%) say brands associated with live events are more likely to stay in their memory, while attendees are significantly more likely to trust, choose, recommend and remain loyal to brands connected with live experiences.

Beyond media effectiveness, the research highlights the significant economic impact of live entertainment beyond the ticket purchase itself. More than half of attendees' total spend occurs outside the cost of admission, spanning travel, food and drink, accommodation and merchandise. The findings reinforce the value consumers place on live experiences, with 77% saying their most recent live event was money well spent and 79% saying they would make the same purchase again. Together, these results highlight the enduring appeal of live experiences and the opportunities for brands to connect with fans at every stage of the wider fan journey.

Speaking on the research, Paul Samuels, President, Global Partnerships, AEG International said: "The Live Effect research reinforces what we've long known to be true: live entertainment offers something increasingly rare in today's fragmented media landscape -genuine attention, emotional connection and measurable action.

After the success of our inaugural report, we wanted to understand whether these behaviours extended beyond the UK. By expanding the research across the US, UK, France and Germany, we've found a remarkably consistent story. Audiences place enormous value on live experiences, creating powerful opportunities for brands to become part of moments people genuinely care about and remember.

Consumers aren't simply attending live events; they're investing in them. From travel and hospitality to food, drink and merchandise, fans are committing significant time, attention and discretionary spend to experiences they value. For marketers and sponsors,that's incredibly powerful. The brands that enhance these experiences are rewarded with stronger recall, greater affinity and a greater ability to influence consumer behaviour."

The Live Effect 2026 is based on responses from 12,098 adults who attended a live event in the previous 12 months. Participants across the US, UK, France and Germany were surveyed in August 2026.  

The full report is available to download from AEG Global Partnerships.

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Key Findings

• 80% say the atmosphere of a live event can only be experienced in person.
• 78% gained lasting memories from a live event.
• 58% say brands at live events are easier to notice than advertising elsewhere.
• 56% say brands at live events are more likely to stay in their memory.
• 74% made a purchase decision after interacting with a brand at a live event.
• 87% took some form of action following brand exposure at a live event.