SOURCE: Arts & Analytics

Arts & Analytics

January 15, 2016 09:05 ET

Attendance at Live Performances Predicted to Surge 200 Percent Nationally in 2016

Online Marketing and Word of Mouth Most Effective, TV Advertising the Least

DENVER, CO--(Marketwired - Jan 15, 2016) - A new survey focused on performing arts purchasing behaviors revealed attendance at live performances in 2016 will dramatically increase nationally by 200 percent. Arts & Analytics, a provider of predictive analytics software targeted to meet the needs of the arts and culture communities, commissioned the survey that was conducted through an independent firm and uncovered a number of additional key findings including:

  • Consumers will attend and spend more on performances in 2016: 33 percent of respondents are planning to go to more performances in 2016.

  • The internet and word of mouth echo loudest: Online marketing is how 67 percent of respondents' learn about upcoming performances, followed closely by "the buzz" which was cited by 50 percent of purchasers. Surprisingly, 31 percent of patrons still find direct (snail) mail most helpful when receiving information about new performances. And in another startling statistic, 10 percent of respondents currently do not see or hear anything about upcoming live events, indicating that local marketers still have an opportunity to capture their attention. TV ads scored amongst the lowest on creating awareness for upcoming performances.

  • The Tony® effect: Of the 38 percent of patrons polled who watch the Tonys or similar TV performances, the Tony's influence their purchasing behavior nearly 40 percent of the time which equates to about $500M in revenue when the shows travel.

  • Purchasing factors and the need for better and targeted marketing: Cost remains the biggest factor in buying tickets, affecting purchases 56 percent of the time.

"Consumer surveys are very important as they give us a clear view into how and why people purchase tickets for performances," said Tom Gabbard, president and CEO, Blumenthal Performing Arts. "As a Tony Award voter and Broadway road operator, I need to make sure we are bringing the performances that resonate most with consumers, while making sure ticket prices and marketing methods are reasonable and effective. The results from this survey validate the work we are doing in these areas and we are looking forward to welcoming new and current audience members to performances in 2016."

Detailed survey results can be found at: http://www.artsandanalytics.com/wordpress/survey-download/. Arts & Analytics plans to conduct quarterly surveys on issues of importance to the performing arts industry.

"Purchasing decisions are being influenced by content vs. channel. It isn't the big TV ad anymore -- think Tony Awards clips on YouTube and organic word of mouth," said Liz Miller, vice president, CMO Council. "Marketers in the arts are still not comfortable marketing and engaging on a customer experience, one-on-one level. It is still spray and pray on a patron list because the sophistication we expect from our patrons is not matched in our communications."

About Arts & Analytics 
Arts & Analytics is a provider of predictive analytics software targeted to meet the needs of the arts and culture communities. Leveraging big data and precision marketing, its new software-as-a-service solution PatronLink360 empowers performing arts organizations to strategically attract and retain audiences, as well as obtain donors to ensure venues are able to self-fund.

Leading arts organizations including the Blumenthal Performing Arts, Lyric Opera of Chicago, and the Denver Center for Performing Arts have engaged Arts & Analytics to build audiences and attract donors. Arts & Analytics is headquartered in Denver, Colorado. For more information visit www.artsandanalytics.com/ or like on Facebook at https://www.facebook.com/ArtsandAnalytics.

Contact Information

  • Editorial Contact:
    Devan Gillick
    Breakaway Communications for Arts & Analytics
    415-358-2487
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