A recent Apple Music ad features a familiar face—and a familiar voice. In a follow-up to the company’s last ad, which featured Taylor Swift listening to music while not-so-gracefully working out, the new ad features Drake listening to a Taylor Swift song while attempting to bench press. But since he’s so into the music, he’s not exactly successful. The ad has already gotten a lot of attention thanks to its humor and inclusion of famous musical artists. But what do consumers think? We asked 1,000 respondents about their use of music streaming services and their thoughts on the latest Apple Music ad.
In Ask Your Target Market’s latest survey, 13% of respondents said that they use music streaming services every day. 16% use them a few times per week. 12% use them a few times per month. 5% said they stream music a few times every three months. 8% do so less often than once every three months. And 47% said they aren’t music streaming consumers.Of those who have used music streaming services, 21% said they’ve at least tried using Apple Music. And 13% use it regularly. Pandora was the most popular music streaming service among respondents, followed by Spotify.
Apple Music Ad
Overall, 7% of respondents said that they would be certain or practically certain about choosing Apple Music next time they use a music streaming service. And 12% said it would be very probable. Of those who viewed the ad, 8% said they would be certain or practically certain about choosing Apple Music the next time they stream music. And 11% said it would be very probable.In addition, 47% of those who viewed the ad said that they were already familiar with Drake, who stars in the video. Of those respondents, 10% said they would be certain or practically certain about choosing Apple Music the next time they choose a music streaming service. And 11% said it would be very probable.
Overall, respondents said they see Apple Music as a service that is made by a trustworthy company. But it wasn’t considered to be as popular, respectable or valuable as some other services like Spotify and Pandora. And the ad had little to no impact on any of those brand attributes for Apple Music.
The latest Apple Music ad only had a negligible impact on people’s actual music streaming plans. This area might be tricky for advertisers looking to convince people to make a switch, since those who already use music streaming services are likely to have their own accounts with their own preferences already set up. So ads that give people an actual incentive or reason to switch over might have a better chance of making an impact. However, those who were familiar with Drake were slightly more likely to be affected by the ad. So if Apple Music releases more ads with more musical artists people are familiar with, it could be a positive campaign overall. However, a single ad isn’t likely to make a huge impact on its own.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Lr43_L1000254 by Aaron Yoo under CC BY-ND 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on November 25-December 1 via AYTM’s online survey panel.