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Live Attendance Report: US 2012
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Transcript of Live Attendance Report: US 2012
2© 2012 Ticketmaster LLC
EXECUTIVE SUMMARY METHODOLOGYLiveAnalytics tracks US live event attendance and purchase behavior for consumers aged 18 and older. This is the 4th wave of a study that is conducted annually and the second wave where year over year responses and trends are comparable.
The study is based on RDD phone interviews among N=3,000 U.S. residents. The RDD sample was supplemented with a cell phone sample for 30% of overall completes.
The study covers several areas, including the following:
How many Americans attend events each year
How often they attend
Who attendees are
Where tickets are purchased
Significant differences between 2011 and 2012 are denoted with an asterisk at the 95% confidence level. Four major paid event categories are tracked:
Live event attendance is healthy and remains a mainstream activity in the US.
Nearly two-thirds (62%) of Americans told us they attended a live event in the past year, and for those that did attend, the average was 6.5 events.Both these numbers are up compared to 2011.
Increases in attendance are driven by some distinct segments.
25-44 year olds are going to more events this year versus last year.Concerts experienced the largest increase in average number of events attended. They increased to 3.6 events annually (up from 3.2 in 2011).Attendance rates are, as expected, highly correlated with income levels. Both the higher and lower income groups showed greater elasticity from 2011 to 2012, with the lower income growing in percentage and the higher income growing in number of events attended.
We also see a positive outlook going forward.Around one-third of live event attendees say they plan to attend more events over the next twelve months while only about 11% say they plan less.This is more optimistic than last year where 31% planned to attend more and 16% planned less.
LIVE ATTENDANCE STUDY2012
MUSIC CONCERTS
PROFESSIONAL AND COLLEGE SPORTS
PERFORMING ARTS EVENTS SUCH AS BROADWAY, OPERA, PLAYS OR DANCE
LIVE FAMILY EVENTS SUCH AS CIRCUS, ICE OR CHILDREN’S SHOWS
3© 2012 Ticketmaster LLC
LIVE EVENTSOVERVIEW
of Americans attended a live event
Average numberof events attended
* *
* Statistically significant difference
4© 2012 Ticketmaster LLC
LIVE EVENTSATTENDANCE (LAST 12 MONTHS)
30% 30% 27%22%
Sports Concerts Arts & Theater Family
# OF LIVE EVENTS
5.6
3.6 2.8
2.1
Sports Concerts Arts & Theater Family
% WHO ATTENDED A LIVE EVENTNearly of Americans attended at least one Sports event or Concert in the last
12 months, with slightly less attending Arts &
Theater
Those who attend Sports events go to
a year, compared to only for those who attend Family events
5© 2012 Ticketmaster LLC
LIVE EVENTS DEMOGRAPHICSPROFILE
2012 AVERAGE AGE = 43.5
50% 50%
2012 AVERAGE INCOME = $70.7K
15%20% 20% 20%
12% 12%
18-24 25-34 35-44 45-54 55-64 65+
4% 2%
10%
16%
68%
20% 21% 21%15%
8%
15%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+<$30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
MALE FEMALE
6© 2012 Ticketmaster LLC
LIVE EVENT DEMOGRAPHICS
18-24 25-34 35-44 45-54 55-64 65+
AGE
18-24 25-34 35-44 45-54 55-64 65+
% WHO ATTENDED A LIVE EVENT
# OF LIVE EVENTS
year olds, the percent of Americans
for all age groups
on average in 2012 than in
2011
* * * *
* *
* Statistically significant difference
7© 2012 Ticketmaster LLC
LIVE EVENT DEMOGRAPHICSINCOME
< $30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
% WHO ATTENDED A LIVE EVENT
# OF LIVE EVENTS
< $30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
In 2012, the low income group (under $30k) was far
at least one live event than in
2011
Those in the
events
*
* Statistically significant difference
8© 2012 Ticketmaster LLC
6.24.0 4.3 4.4
6.95.1
6.2 5.8
Caucasian Hispanic African American
Asian
LIVE EVENT DEMOGRAPHICSETHNICITY
% WHO ATTENDED A LIVE EVENT
# OF LIVE EVENTS
59%46% 46% 52%
63% 66%52% 56%
Caucasian Hispanic African American
Asian
While the overall percentage of Hispanics in the population is small,
the percentage that attend Concerts is
and is growing rapidly
attended more events in 2012
* *
* **
* Statistically significant difference
9© 2012 Ticketmaster LLC
► and are most likely to attend Sports events► over-index for Arts & Theater, over-index for Concerts► Family events have the highest attendance shares among and
Sports Concerts Arts & Theater Family
ETHNICITYATTENDANCE SHARES
30%
44%
34%
43%
26%
22%
35%
27%
25%
17%
10%
21%
20%
17%
21%
9%
Asian
African American
Hispanic
Caucasian
10© 2012 Ticketmaster LLC
GEOGRAPHICSATTENDANCE (LAST 12 MONTHS)
WEST
The West saw the greatest increase in live event attendance from 2011 to 2012
SOUTHattended a live event
attended a live event
MIDWEST
attended a live event
NORTHEAST
attended a live event *
* *
* Statistically significant difference
11© 2012 Ticketmaster LLC
GEOGRAPHICSATTENDANCE (LAST 12 MONTHS)
WEST
SOUTHlive events attended
live events attended
MIDWEST
live events attended
NORTHEAST
live events attended
Event attendance increased in the South
*
* Statistically significant difference
12© 2012 Ticketmaster LLC
SPORTSOVERVIEW
of Americans attended a sports event
Average number of events attended
Sports attendees go to more sports events than those who attend Concerts, Arts & Theater or Family events
13© 2012 Ticketmaster LLC
14%18%
23%16%
10%
19%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+
SPORTSDEMOGRAPHIC PROFILE
15% 18%23% 22%
12% 10%
18-24 25-34 35-44 45-54 55-64 65+
2012 AVERAGE AGE = 43
MALE FEMALE
57% 43%
4% 2%
10%
16%
68%
2012 AVERAGE INCOME = $78.9K
<$30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
14© 2012 Ticketmaster LLC
SPORTSTRENDS
EXPECTED ATTENDANCENext 12 Months
from 55% in 2011 from 18% in 2011
Expect to attend more often
Will attend the same
Will attend less
from 28% in 2011
SPORTS PURCHASE METHODS & ATTENDANCE BEHAVIOR► of sports event attendees purchased their tickets at the
box office; no change from a year ago► Sports events make up of all live events attended by those
who have $100k or more household incomes► In comparison, only of all live events attended by those
who have less than $100k household income are sports events
► of Season Ticket Holders expect to attend the same number of events in the next 12 months; expect to attend more
► 18-24 year-old attendees were the most likely segment to indicate that they expect to attend more in the next 12 months
* *
* Statistically significant difference
15© 2012 Ticketmaster LLC
CONCERTSOVERVIEW
of Americans attended a concert
Average number of events attended
More Americans are attending Concerts and those attending are going to even more events
* *
* Statistically significant difference
16© 2012 Ticketmaster LLC
18% 20% 20%16%
9%
18%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+
CONCERTSDEMOGRAPHIC PROFILE
2012 AVERAGE AGE = 42.4
MALE FEMALE
50% 50%
2012 AVERAGE INCOME = $75K
<$30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
16%23%
18%22%
11% 10%
18-24 25-34 35-44 45-54 55-64 65+
4% 2%
9%
15%
70%
17© 2012 Ticketmaster LLC
CONCERT PURCHASE METHODS & ATTENDANCE BEHAVIOR
► have declined from tofrom 2011 to 2012, while
increased
CONCERTSTRENDS
► and have grown in frequency ofattendance among their respective audiences
► of Concert attendees go to shows (versus 43% in 2011);
they go to concerts at annually (versus 2.3 in 2011)
EXPECTED ATTENDANCENext 12 Months
Expect to attend more often
Will attend the same
Will attend less
versus 35% in 2011
versus 53% in 2011
versus 13% in 2011
53%
37%
9%*
* Statistically significant difference
18© 2012 Ticketmaster LLC
CONCERTSVENUE TYPE DEMOGRAPHICS
GENDERAVERAGE
AGEAVERAGE HH
INCOME
BAR
LOCAL FESTIVAL
AMPHITHEATER
CLUB/THEATER
STADIUM/ARENA
MAJOR MUSIC FESTIVAL
► Amphitheater attendees have the highest household incomes, while local festival attendees are the oldest at
► Bar attendees have the lowest average age and are far more likely to be male► Festival attendees are also generally younger and this group has the lowest
household incomes
19© 2012 Ticketmaster LLC
ARTS & THEATEROVERVIEW
of Americans attended an Arts & Theater event
Average number of events attended
More Americans are attending Arts & Theater events, although the average number of events attended has not changed
*
* Statistically significant difference
20© 2012 Ticketmaster LLC
15% 17%20%
16%10%
21%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+
ARTS & THEATERDEMOGRAPHIC PROFILE
MALE FEMALE
42%
<$30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
13%16% 17%
22%17% 16%
18-24 25-34 35-44 45-54 55-64 65+
2012 AVERAGE INCOME = $80.7K 2012 AVERAGE AGE = 46.8
4% 3%
9%
11%
74%58%
21© 2012 Ticketmaster LLC
ARTS & THEATER PURCHASE METHODS & ATTENDANCE BEHAVIOR
► Box office purchases have declined from tofrom 2011 to 2012
ARTS & THEATERTRENDS
► of Arts Organization Members expect to attend the same number of events in the next 12 months; expect to attend more
► In 2012, of Arts Organization Members attended more than 10 events compared to of average Arts event attendees
56%
31%Expect to attend more often
Will attend the same
Will attend less
versus 56% in 2011
versus 29% in 2011
versus 15% in 201113%
EXPECTED ATTENDANCENext 12 Months
22© 2012 Ticketmaster LLC
FAMILYOVERVIEW
of Americans attended a Family event
Average number of events attended
Family attendance is up as more Americans attended at least one event, but the average number of events attended is about the same
* Statistically significant difference
*
23© 2012 Ticketmaster LLC
23% 21% 21%15%
8%12%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+
FAMILYDEMOGRAPHIC PROFILE
2012 AVERAGE AGE = 41.7
MALE FEMALE
50% 50%
2012 AVERAGE INCOME = $67.5K
<$30K $30K-$49K
$50K-$74K
$75K-$99K
$100K-$124K
$125K+
13%
23%28%
18%
9% 10%
18-24 25-34 35-44 45-54 55-64 65+
5% 1%
15%
21%59%
24© 2012 Ticketmaster LLC
FAMILY PURCHASE METHODS & ATTENDANCE BEHAVIOR► Box office purchases have
declined from tofrom 2011 to 2012
FAMILYTRENDS
► 2 in 10 events attended by Hispanics and Asians are Family events
► Family event attendees are far more ethnically diverse than attendees of other events; are Hispanic and are African American
► In 2011, only were Hispanic and were African American
Expect to attend more often
Will attend the same
Will attend less
versus 33% in 2011
versus 51% in 2011
versus 16% in 2011
50%
37%
13%
EXPECTED ATTENDANCENext 12 Months
25© 2012 Ticketmaster LLC
EXPECTED ATTENDANCE (NEXT 12 MONTHS)
U.S. Regions ATTEND MORE SAME ATTEND
LESS
NORTHEAST
Sports 23% 62% 15%Concerts 36% 58% 6%
Arts 25% 59% 16%Family 37% 46% 17%
SOUTH
Sports 38% 54% 7%Concerts 39% 50% 11%
Arts 35% 51% 14%Family 41% 49% 10%
MIDWEST
Sports 27% 62% 11%Concerts 37% 56% 7%
Arts 26% 64% 10%Family 33% 59% 8%
WEST
Sports 38% 51% 12%Concerts 38% 52% 11%
Arts 34% 54% 12%Family 35% 47% 18%
► Concert attendance growth is expected across all regions► Sports attendance is expected to grow particularly in the South and West► Family event attendance is expected to grow particularly in the South
GEOGRAPHICS
26© 2012 Ticketmaster LLC
PURCHASE METHODSLIVE EVENTS
ONLINE 36%
BOX OFFICE 22%
SEASON TICKET HOLDER 10%
TICKET OUTLET CENTER 4%
PHONE 4%
OTHER 25%
► Box office is mostly preferred for Arts & Theater and Family events► Ticket outlet centers are most commonly used for Family event tickets► The phone is most important for Arts & Theater events
Sports Concerts Arts & Theater Family
27© 2012 Ticketmaster LLC
46% 42%31%
24% 21% 19%
Concerts Arts Family
45% 46%
26%23% 19% 20%
Sports Arts Family
► Sports attendees are attending all other event types more so than non-sports attendees
Non-concert attendeeConcert attendee
2.4x 1.3x1.9x
► Concert attendees are much more likely to attend Arts events than non-concert attendees
LIVE EVENTS CROSSOVERSPORTS EVENT & CONCERT ATTENDEES
Non-sports attendeeSports attendee
2.0x 1.7x1.9x
% CONCERT ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012
% SPORTS ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012
More Likely to Attend Other EventsMore Likely to Attend Other Events
28© 2012 Ticketmaster LLC
36% 41%32%29% 26% 26%
Concerts Sports Arts
1.9x 1.3x2.3x 1.6x 1.2x1.2x
% ARTS ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012
% FAMILY ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012
More Likely to Attend Other Events More Likely to Attend Other Events
LIVE EVENT CROSSOVERARTS & FAMILY EVENT ATTENDEES
► Arts event attendees are most likely to also attend Concerts► Family event attendees are most likely to also attend Sports events
51% 46%
26%23% 24% 21%
Concerts Sports Family
Non-arts attendeeArts attendee
Non-family attendeeFamily attendee
32%
29© 2012 Ticketmaster LLC
LiveAnalytics delivers fan insights and live event intelligence to venues, sponsors, artists and teams to improve marketing effectiveness, increase sales and enhance the live event experience. Comprised of a dedicated team with experience in research, analytics, modeling, marketing and strategy consulting, LiveAnalytics leverages the robust Ticketmaster database and turns data into insights, recommendations and results.
For More Information Contact Your Ticketmaster Client Development Director orEmail us at [email protected]
U.S. LIVE ATTENDANCE STUDY2012