The Spice Girls World Tour: What the Data Tells Us | MicroStrategy
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The Spice Girls World Tour: What the Data Tells Us

The Spice Girls have just completed their 13-date tour of the UK and Ireland. We explored the data behind the Spice Girls’ story using a MicroStrategy Dossier.

In the balmy summer of 1996, a new group burst onto the scene. They were in your face, they had something to say, and most of all, they had girl power! Who could forget the Spice Girls? The group enjoyed unprecedented success in the late 1990s, selling 85 million records worldwide, with brief comebacks this century, including the spring of 2019.

The Spice World 2019 Tour was announced in November 2018. If we look at Google Trends data from the last 12 months combined with UK media mentions (tracked from October 2018 to June 2019), we can see that there is a close relationship between news coverage and search buzz. The news around the tour itself, which ran from May 24 to June 15, 2019, did not match the initial excitement in November 2018 when the tour was first announced.

Google Trends shows UK-based searches for "Spice Girls."

UK media mentions peak when the Spice World 2019 Tour is announced.

Who Enjoyed the Most Share of Voice?

Looking at the original five members of the group, we can see that Victoria Beckham enjoys a higher profile overall, as she has her own business and publicity interests. She was naturally mentioned alongside the other members during media coverage, although ‘Posh Spice’ did not appear herself or even attend the shows, according to reports.

We then see that Emma Bunton (“Baby Spice”) and Geri Horner (formerly Halliwell, AKA “Ginger Spice”) are next in line for media mentions, with Melanie Brown (Mel B, AKA “Scary Spice”) and Melanie Chisholm (Mel C, AKA “Sporty Spice”) getting significantly fewer mentions over the nine-month study period.

Former Spice Girl Victoria Beckham had far more media mentions over the study period.

Spice Girls' Career Progression

The Spice World 2019 Tour saw a wave of nostalgia as the four members rolled back the years. The group has nine UK number ones under their belt, and in their time won five Brit Awards and three MTV Europe Music Awards.

The Spice Girls were massive in their UK home market since bursting onto the scene in the summer of 1996 with their hit single Wannabe. The song hit top spot in 37 countries worldwide on its way to becoming the biggest-selling debut single of all time, including in the US.

The US is often seen as the “acid test” market for non-American musicians, and while Wannabe set the marker high, we can see from analysis of the US Billboard 100 using the MicroStrategy Desktop app that while the Spice Girls were active, they experienced a decline during 1997-98.

Wannabe was a top ten single for the year, while follow-up single Say You’ll Be There ranked 28th, and third single 2 Become 1 was 35th. Singles Too Much (69) and Spice Up Your Life (81) from the Spice Girls’ second album Spiceworld are the last to feature on the US Billboard 100.

The Spice Girls burst onto the US Billboard 100 with Wannabe but their follow-up singles never quite matched that initial success.

The Spice Girls will always be big news. It’s no surprise that even with just 80% of the original line-up, the group can still sell out Wembley Stadium, Croke Park, the Etihad, and anywhere else they go. Their heyday may have been two decades ago, but the Spice Girls are a cultural phenomenon that continues to appeal to a new generation of fans.

Viva forever? The data suggests so…

Data analysis was compiled from various sources, including Google Trends, Sysomos, and US Billboard 100 data crunched using the MicroStrategy Desktop app. Why not try the MicroStrategy Desktop app for yourself? It’s free!

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