Live Attendance Report: US 2012

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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. LiveAnalytics 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.

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Live Attendance Report: US 2012

  1. 1. 2© 2012 Ticketmaster LLC EXECUTIVE SUMMARY METHODOLOGY LiveAnalytics 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 STUDY 2012 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
  2. 2. 3© 2012 Ticketmaster LLC LIVE EVENTS OVERVIEW of Americans attended a live event Average number of events attended * * * Statistically significant difference
  3. 3. 4© 2012 Ticketmaster LLC LIVE EVENTS ATTENDANCE (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
  4. 4. 5© 2012 Ticketmaster LLC LIVE EVENTS DEMOGRAPHICS PROFILE 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
  5. 5. 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
  6. 6. 7© 2012 Ticketmaster LLC LIVE EVENT DEMOGRAPHICS INCOME < $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
  7. 7. 8© 2012 Ticketmaster LLC 6.2 4.0 4.3 4.4 6.9 5.1 6.2 5.8 Caucasian Hispanic African American Asian LIVE EVENT DEMOGRAPHICS ETHNICITY % 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
  8. 8. 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 ETHNICITY ATTENDANCE SHARES 30% 44% 34% 43% 26% 22% 35% 27% 25% 17% 10% 21% 20% 17% 21% 9% Asian African American Hispanic Caucasian
  9. 9. 10© 2012 Ticketmaster LLC GEOGRAPHICS ATTENDANCE (LAST 12 MONTHS) WEST The West saw the greatest increase in live event attendance from 2011 to 2012 SOUTH attended a live event attended a live event MIDWEST attended a live event NORTHEAST attended a live event* * * * Statistically significant difference
  10. 10. 11© 2012 Ticketmaster LLC GEOGRAPHICS ATTENDANCE (LAST 12 MONTHS) WEST SOUTH live events attended live events attended MIDWEST live events attended NORTHEAST live events attended Event attendance increased in the South * * Statistically significant difference
  11. 11. 12© 2012 Ticketmaster LLC SPORTS OVERVIEW 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
  12. 12. 13© 2012 Ticketmaster LLC 14% 18% 23% 16% 10% 19% < $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+ SPORTS DEMOGRAPHIC 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+
  13. 13. 14© 2012 Ticketmaster LLC SPORTS TRENDS EXPECTED ATTENDANCE Next 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
  14. 14. 15© 2012 Ticketmaster LLC CONCERTS OVERVIEW 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
  15. 15. 16© 2012 Ticketmaster LLC 18% 20% 20% 16% 9% 18% < $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+ CONCERTS DEMOGRAPHIC 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%
  16. 16. 17© 2012 Ticketmaster LLC CONCERT PURCHASE METHODS & ATTENDANCE BEHAVIOR ► have declined from to from 2011 to 2012, while increased CONCERTS TRENDS ► and have grown in frequency of attendance 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 ATTENDANCE Next 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
  17. 17. 18© 2012 Ticketmaster LLC CONCERTS VENUE TYPE DEMOGRAPHICS GENDER AVERAGE AGE AVERAGE 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
  18. 18. 19© 2012 Ticketmaster LLC ARTS & THEATER OVERVIEW 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
  19. 19. 20© 2012 Ticketmaster LLC 15% 17% 20% 16% 10% 21% < $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+ ARTS & THEATER DEMOGRAPHIC 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%
  20. 20. 21© 2012 Ticketmaster LLC ARTS & THEATER PURCHASE METHODS & ATTENDANCE BEHAVIOR ► Box office purchases have declined from to from 2011 to 2012 ARTS & THEATER TRENDS ► 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 2011 13% EXPECTED ATTENDANCE Next 12 Months
  21. 21. 22© 2012 Ticketmaster LLC FAMILY OVERVIEW 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 *
  22. 22. 23© 2012 Ticketmaster LLC 23% 21% 21% 15% 8% 12% < $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+ FAMILY DEMOGRAPHIC 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%
  23. 23. 24© 2012 Ticketmaster LLC FAMILY PURCHASE METHODS & ATTENDANCE BEHAVIOR ► Box office purchases have declined from to from 2011 to 2012 FAMILY TRENDS ► 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 ATTENDANCE Next 12 Months
  24. 24. 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
  25. 25. 26© 2012 Ticketmaster LLC PURCHASE METHODS LIVE 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
  26. 26. 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 attendee Concert attendee 2.4x 1.3x1.9x ► Concert attendees are much more likely to attend Arts events than non-concert attendees LIVE EVENTS CROSSOVER SPORTS EVENT & CONCERT ATTENDEES Non-sports attendee Sports 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
  27. 27. 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 CROSSOVER ARTS & 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 attendee Arts attendee Non-family attendee Family attendee 32%
  28. 28. 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 or Email us at LiveAnalytics@Ticketmaster.com U.S. LIVE ATTENDANCE STUDY 2012

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