The same festival, two audiences? What data from Rock in Rio Lisboa tells brands

An article analyzes the data collected at Rock in Rio Lisboa 2026 to question whether there really is a single "festival audience". The research suggests that reality is more complex than a simple average indicates, raising doubts about the usefulness of looking only at aggregated data when it comes to defining brand strategies for events of this type. The data points to the existence of multiple distinct audience profiles, which has direct implications for brands that want to communicate effectively at this type of event.

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