u.s. live event attendance study

U.S. LIVE EVENT ATTENDANCE STUDY JUNE 2014

In partnership with:

Sporting events • Similar to the previous year, one in four adults attended paid sporting events in the past year, which was

heavily driven by males. Roughly one-third of sporting event attendees expect to attend more sporting events in the next 12 months. Expectations of increased attendance is highest among 18-24 year olds, consistent with 2013.

Concerts • Roughly one in five adults attended a concert in the past 12 months, about a third of whom expect to

attend more in the next 12 months. Over the past year, almost 7 in 10 concert attendees purchased a concert ticket online. This all falls in line with the previous year.

Live theater or arts events • Significantly fewer adults attended a live theater or arts event in the past year than in the previous year

(17% vs. 20%, respectively). Declining expected attendance for the next 12 months suggests the trend may continue. Event attendees still average about 3 events in the year, largely driven by females.

Live family shows • Live family show attendance (18%) and average number of events attended (2.1) were in line with 2013.

Only one in three attendees purchased their most recent live family show ticket online, considerably lower than in every other category.

Executive Summary

2

Live event attendance overall showed similar patterns as in 2013.

Half of Americans attended a live event in the past year, with an average of 5.3 events. Sporting events and concerts were the most commonly attended event types, consistent with 2013.

Overall emerging trends • Fewer African Americans attended a live event in the past 12 months than in 2013. • StubHub.com, while still a smaller player for theater and family events, is gaining ground in ticket sales

for concerts, and is the top seller for sporting events.

The study is based on RDD phone interviews among N=3,000 U.S. residents during the month of May, 2014. The RDD sample was supplemented with a cell phone sample for 30% of overall completed surveys. The study covers several areas, including the following: • How many Americans attend live events each year • How often they attend • Who attendees are • Where tickets are purchased Significant differences between last year and the previous year at the 95% confidence level are denoted with a letter. The final data set was weighted to ensure U.S. Census representation for age, ethnicity and region. Four major paid live event categories were tracked:

Methodology

Music concerts

Professional & college sporting

events

Live theater or arts events

Live family shows

3

Specs

Weighting

Categories

Significance Testing

LIVE EVENTS

4

5

Live Event Overview

Half of Americans attended a live event in the past year, consistent with 2013.

50% of Americans

attended a live event

51% in 2013

5.3 Average number of

events attended

5.5 in 2013

Letters represent statistically significant difference (2014=A, 2013=B)

6

Live Event Attendance

% Who Attended Event in Each Category (in the past 12 months)

# of Events Attended:

25% 22%

17% 18%

4.6 3.0 2.8 2.1

SPORTS CONCERTS LIVE THEATER/ARTS FAMILY

Live Event Attendee Demographic Profile

7

70%

16%

9%

2% 3%

ETHNICITY GENDER

50% and 50% respectively in 2013

15%

20% 21% 19%

14%

11%

15%

20% 19%

20%

13% 12%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

23% 20%

18% 17%

10% 12%

22%

19% 20%

15%

9%

14%

< $30K $30K - $49K

$50K - $74K

$75K - $99K

$100K - $124K

$125K+

INCOME AGE

2014 2013

2014 2013

Average = $69K $71K in 2013

Average = 44 44 in 2013

67% 16%

12%

2% 4%

Caucasian Hispanic

2013 2014

African American Asian Other


A

Fewer African Americans attended a live event in the past 12 months than in 2013.

51% 49%

Ethnicity Attendance Shares

For all but Asians, sporting events dominated live event attendance. In the past year, Asians attended more concerts than in 2013. Live family shows continue to have the highest attendance shares among African

Americans and Hispanics.

8

42%

45%

26%

26%

20%

20%

11%

10%

2013

2014

35%

40%

29%

23%

12%

11%

24%

26%

2013

2014

35%

35%

21%

22%

18%

15%

26%

28%

2013

2014

42%

36%

18%

35%

25%

16%

16%

13%

2013

2014

Sporting events Concerts Live theater or arts events Live family shows

CAUCASIAN

HISPANIC

AFRICAN AMERICAN

ASIAN

Attendance by Region

Live event attendance was consistent across regions and in line with 2013.

9


WEST

SOUTH

MIDWEST NORTHEAST

51% attended a live

event

52% in 2013

5.3 live events attended

5.3 in 2013

53% attended a live

event

52% in 2013


5.7 in 2013

53% attended a live

event

53% in 2013


5.4 in 2013

47% attended a live

event

50% in 2013


5.5 in 2013

SPORTS

10

11

Sports Overview

One in four adults attended a sporting event, similar to 2013.

25% of Americans attended

a sporting event

23% in 2013


events attended

4.8 in 2013


Sporting Event Attendee Demographic Profile

12

71%

15%

8%

2% 3%

ETHNICITY GENDER


16% 19%

23% 20%

13%

9%

14%

19%

23% 22%

13%

9%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

18% 19% 18% 19%

12%

15% 17% 17%

21%

17%

11%

17%

< $30K $30K - $49K

$50K - $74K

$75K - $99K

$100K - $124K

$125K+

INCOME AGE

2014 2013

2014 2013


Average = 43 43 in 2013

70%

14%

10%

2% 3%

Caucasian

Hispanic

2013 2014



61% 39%

Sporting Event Trends

EXPECTED ATTENDANCE – NEXT 12 MONTHS

13

28% Expect to attend

more often 27% in 2013

57% Will attend the same

55% in 2013

15% Will attend less

18% in 2013

African American attendees were significantly less likely to say they expect to attend more sporting

events in the next 12 months (40% in 2014, 57%A in 2013)

65% of season ticket holders expect to attend the same number

of sporting events in the next 12 months; 26% expect to attend

more


Those in the Northeast were more likely to attend a sporting event in 2014 than in 2013 (26%B vs. 19%)

Sporting Event Ticket Purchasing

14

WEBSITES VISITED TO PURCHASE TICKETS

26% VISIT FIRST 11% VISIT SECOND












50% 48% in 2013

of attendees purchased a sporting event ticket online in the past 12 months


15

Most Recent Sporting Event Ticket Purchase Method

ONLINE

41% 40% in 2013

BOX OFFICE

17% 18% in 2013

SEASON TICKET HOLDER

7% 7% in 2013

TICKET OUTLET CENTER

3% 3% in 2013

PHONE

1% 3% in 2013

OTHER

31% 30% in 2013

?


Hello…

CONCERTS

16

17

Concerts Overview

About 1 in 5 adults attended a concert in the past 12 months, consistent with the previous year.


a concert

23% in 2013


events attended

3.2 in 2013


Concert Attendee Demographic Profile

18

76%

13%

7%

2% 3%

ETHNICITY GENDER


18% 20% 19% 18%

15%

11%

15%

20% 18%

22%

14%

10%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

23%

16% 18% 17%

10%

16%

21%

17%

21%

14%

10%

18%

< $30K $30K - $49K

$50K - $74K

$75K - $99K

$100K - $124K

$125K+

INCOME AGE

2014 2013

2014 2013


Average = 43 43 in 2013

71%

15%

8%

2% 4%

Caucasian

Hispanic

2013 2014



52% 48%

GENDER AVERAGE

AGE AVERAGE HH

INCOME

59% 41% 39.2 $72.1K

58% 42% 38.6 $72.9K

57% 43% 41.9 $75.3K

53% 47% 44.8 $68.9K

53% 47% 42.7 $77.3K

50% 50% 41.8 $78.1K

19

Bar, major festival & amphitheater attendees were most likely to be male. Local festival attendees were the oldest, yet have the lowest household income. Arena and club/theater attendees had the highest household income.

Bar

Local festival

Amphitheater

Club/theater

Arena

Major festival

Concert Attendee Demographics by Venue Type

Concert Trends


20




54% in 2013


16% in 2013

More concert attendees went to concerts at bars in the past 12 months than in the

previous year (35%B in 2014, 30% in 2013)

18-24 year old attendees were the most likely age group to indicate that they

expect to attend more concerts in the next 12 months (43%)


Concert Ticket Purchasing

21










8%A and 4% respectively in 2013




68% 66% in 2013

of concert-goers purchased a concert ticket online in the past 12 months


22

Most Recent Concert Ticket Purchase Method

ONLINE

58% 53% in 2013

BOX OFFICE

15% 17% in 2013


3% 6% in 2013

PHONE

5% 7% in 2013

OTHER

19% 17% in 2013

?



N/A

Hello…

LIVE THEATER OR ARTS

23

24

Live Theater or Arts Overview

Fewer adults attended a live theater or arts event compared to the previous year.

17% of Americans attended a live theater or arts event

20%A in 2013


events attended

2.7 in 2013


Live Theater or Arts Attendee Demographic Profile

25

75%

10%

9%

2% 4%

ETHNICITY GENDER


11%

17% 19%

20% 18%

16%

12%

17% 17%

22%

16% 16%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

16% 17% 18%

20%

14% 16%

15% 17%

21%

17%

11%

19%

< $30K $30K - $49K

$50K - $74K

$75K - $99K

$100K - $124K

$125K+

INCOME AGE

2014 2013

2014 2013


Average = 47 47 in 2013

70%

13%

12%

2% 4%

Caucasian

Hispanic

2013 2014



41% 59%

Live Theater or Arts Trends


26




59% in 2013


14% in 2013

African Americans were less likely to attend a live theater or arts event in the past year

(13% vs. 19%A)

In 2014, 45-54 year olds were significantly less likely to attend a live theater or arts

event (17% vs. 23%A)


Live Theater or Arts Ticket Purchasing

27














49% 46% in 2013

of attendees purchased a live theater or arts event ticket online in the past 12 months


28

Most Recent Live Theater or Arts Ticket Purchase Method

ONLINE

40% 38% in 2013

BOX OFFICE

26% 29% in 2013


7%

3% in 2013


2% 4% in 2013

PHONE

5% 9%A in 2013

OTHER

20% 18% in 2013


B

? Hello…

LIVE FAMILY SHOWS

29

30

Live Family Show Overview

Nearly one in five Americans attended a live family show, consistent with the previous year.


a live family show

18% in 2013


events attended

2.3 in 2013


Live Family Show Attendee Demographic Profile

31

60% 22%

13%

2% 4%

ETHNICITY GENDER


11%

25% 23%

17%

14%

10%

15%

25%

20% 19%

10% 11%

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+

26% 24%

18% 17%

7% 8%

28%

20% 20%

12%

6%

13%

< $30K $30K - $49K

$50K - $74K

$75K - $99K

$100K - $124K

$125K+

INCOME AGE

2014 2013

2014 2013


Average = 43 42 in 2013

57%

21%

17%

2% 4%

Caucasian

Hispanic

2013 2014



B

A

49% 51%

Live Family Show Trends


32




51% in 2013


16% in 2013

• Hispanics were the largest ethnic group to attend a live family show (25%)

• Yet, Hispanic attendees were significantly more

likely to say they’d attend fewer family events in the next 12 months (22%B in 2014, 7% in 2013)


Live Family Show Ticket Purchasing

33








44% and 6%A

respectively in 2013






39% 37% in 2013

of attendees purchased a live family show ticket online in the past 12 months


34

Most Recent Live Family Show Ticket Purchase Method

ONLINE

33% 30% in 2013

BOX OFFICE

29% 32% in 2013


6% 5% in 2013

PHONE

3% 7%A in 2013

OTHER

29% 26% in 2013

?



N/A

Hello…

ADDITIONAL ANALYSES

35

Expected Attendance by Geographic Location

36

ATTEND MORE

ATTEND THE SAME

ATTEND LESS

Northeast

Sporting event 23% 64% 13%

Concert 30% 64% 6%

Live theater or arts event 31% 56% 13%

Live family show 37% 45% 18%

South


Concert 27% 53% 20%



Midwest


Concert 27% 55% 18%



West


Concert 31% 53% 16%



In general, more attendees expect to increase attendance next year than decrease it, with the exception of live theater events in the Midwest where it remains neutral. Roughly a third expect family show attendance growth across all regions. The

Northeast has high growth potential for all types of live events except sporting, where it already made significant gains in 2014.

Most Recent Live Event Ticket Purchase Methods

37

Concert attendees were the most likely to purchase tickets online. Similar to last year, the box office is mostly preferred by live theater or arts event and live family show attendees. Phone purchases, which were generally low in 2013, have declined further in 2014.

SPORTING EVENT

CONCERT LIVE THEATER

OR ARTS EVENT LIVE FAMILY

SHOW

Online 41% 58% 40% 33%

Box Office 17% 15% 26% 29%

Season ticket holder 7% NA 7%B

NA

Ticket outlet center 3% 3% 2% 6%

Phone 1% 5% 5% 3%

Other 31% 19% 20% 29%

53% (2013)

17%

NA

6%

7%

17%

40% (2013)

18%

7%

3%

3%

30%

38% (2013)

29%

3%

4%

9%A

18%

30% (2013)

32%

NA

5%

7%A

26%


Live Event Crossover (1 of 2)

38

Sporting event attendees attended all other event types more so than non-Sporting event attendees, similar to 2013. Concert attendees demonstrate the same pattern.

40%

30%

23%

16% 13%

16%

Concert

2.5X

Live theater or arts event

2.3X

Live family show

1.5X

Sporting event attendees Non-Sporting event attendees

More likely to attend other events

46%

34%

22% 19%

12% 16%

Sporting event

2.4X


2.7X

Live family show

1.4X

Concert attendees Non-Sporting event attendees


2.2X in 2013 2.3X in 2013 1.5X in 2013 2.3X in 2013 2.4X in 2013 1.5X in 2013

Sporting Events Concerts

* statistically significant difference between groups

*

*

*

*

*

*

Live Theater or Arts Events

Live Family Show Events

39

Live theater or arts event attendees were most likely to also attend concerts and sports, while live family show attendees were most likely to attend live theater or arts events.

43% 43%

27%

18% 21%

16%

Concert

2.4X

Sporting event

2.1X

Live family show

1.7X


28%

33%

26%

21% 23%

15%

Concert

1.3X

Sporting event

1.4X


1.7X


2.4X in 2012 2.2X in 2012 1.9X in 2012 1.5X in 2012 1.5X in 2012 1.9X in 2012

Theater/arts event attendees Non-Theater/arts event attendees

Live family event attendees Non-Live family event attendees

Live Event Crossover (2 of 2)

* statistically significant difference between groups

* *

*

*

*

*

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