I was the group leader in this project to analysis the Broadway industry, conduct primary & secondary research and provide recommendations for Broadway. The leave behind was submitted for a Marketing Research course.

1. Broadway Analysis
Group Members:
David De Rosa
Julie Lefeuvre
Amanda Paquin
Sonny Patel
1

2. Executive Summary
Research on Broadway was conducted to increase annual Broadway attendance of the secondary
target audience. From this objective, Broadway should subsequently see an increase in annual revenue
and ticket sales. The research was conducted to obtain a better understanding of the entertainment and
Broadway industries, as well as, an understanding of the attitudes and purchasing habits of theatergoers.
The methodology of this study began with a situational analysis to determine the history and
current state of the entertainment and Broadway industries. The target audience for Broadway was
researched and analyzed. Following the target audience analysis, secondary markets were determined.
These markets were targeted in a survey with a sample size of 42 males and females. The survey results
were analyzed in IBM SPSS to interpret the data and determine suitable conclusions recommendations.
We have found that the cast, advertising and ticket prices are major factors in patron’s willingness
to attend Broadway. Members of our secondary target audience are likely to recommend Broadway
shows and research the show’s ticket prices before attending. This shows a high level of preparation
when considering a Broadway show. Satisfaction is dependent upon the theatergoers perception of
Broadway. Future attendance is dependent upon the cast members of the Broadway show. Word-of-
mouth is dependent upon the theatergoers willingness to attend Broadway.
We recommend that Broadway increase advertising towards secondary markets, continue to cast
celebrity actors, and increase awareness of discount ticket options.
2

3. Industry & Market Trends
3

4. Market Size
Shows in Production
48
Broadway
222 Off-Broadway
323
Off-Off-Broadway
• 40 Broadway Theaters in Manhattan make up ―Broadway‖
• 2010-2011 season: 42 shows opened
• 2010-2011 total attendance: 12,534,595
• 2010-2011 attendance grew 5.4% from 2009-2010
4
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. <http://www.theatermania.com>.
The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.

5. Trends in Sales
Yearly Grosses
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
0
1
0
9
8
7
6
5
4
3
2
1
01
01
00
00
00
00
00
00
00
00
00
-2
-2
-2
-2
-2
-2
-2
-2
-2
-2
-2
10
09
08
07
06
05
04
03
02
01
00
20
20
20
20
20
20
20
20
20
20
20
• Ticket sales have steadily increased over the past decade
• During the financial crisis, ticket sales remained constant from previous year
5
The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.

6. Ticket Price Trends
Average Broadway Ticket Price
($)
2010 82
2006 67
2000 52
1999 50
0 20 40 60 80 100
• Steady increase in average Broadway ticket price due to economic inflation
• $32 increase in average price in 11 years
• 2010 average Orchestra ticket price is $140
"There's No Business like Broadway's: Lessons in Ticket Pricing from New York | Stage | Guardian.co.uk." Latest News, Sport and Comment from the Guardian | The Guardian. Web. 23 Oct. 2011.
http://www.guardian.co.uk/stage/theatreblog/2011/jan/17/broadway-lessons-ticket-pricing-discounts.
Robertson, Campbell. "Broadway - Tickets - Theater - New York Times." The New York Times - Breaking News, World News & Multimedia. 23 Oct. 2011. Web. 23 Oct. 2011.
<http://www.nytimes.com/2006/05/08/theater/08tick.html?pagewanted=all>.
Back Stage; 06/09/2000, Vol. 41 Issue 23, p5, 2p 6
"There's No Business like Broadway's: Lessons in Ticket Pricing from New York | Stage | Guardian.co.uk." Latest News, Sport and Comment from the Guardian | The Guardian. Web. 23 Oct. 2011.
<http://www.guardian.co.uk/stage/theatreblog/2011/jan/17/broadway-lessons-ticket-pricing-discounts>.

7. Lifestyle Trends
• Those are attended live theater in the last 12 months are
40 times more likely to be politically very liberal Sample 189
compared to the average (000) 3,091
• Liberal outlook is projected to appeal to the audience
Vertical 6.64%
• Will Ferrell starred in You’re Welcome America
• Growth of contemporary rock music in original musicals Horizontal 30%
• Popular musicals include: Spring Awakening, Bloody Index 140
Bloody Andrew Jackson, & Rock of Ages
• Growth in new productions from novels Base 1.41%
• Popular titles include: The Light in the Piazza, Les
Liaisons Dangereuses, The Color Purple, & Wicked
• Growth of new musicals from film
• Popular musicals include: The Little Mermaid, Beauty
and the Beast, Shrek, Legally Blonde, 9 to 5, The
Wedding Singer, Mary Poppins, & The Lion King
• Popular musicals include: Spring Awakening, Bloody
Bloody Andrew Jackson, & Rock of Ages
Simmons Choices 3 7
Back Stage (19305966); 2/12/2009, Vol. 50 Issue 7, p10-11, 2p, 1 Color Photograph
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. http://www.theatermania.com.

8. Seasonal Factors
• Highest grossing months include:
December and April
• A steady increase in total sales leading
up to December Seasonality of Total Broadway Ticket Sales
• Fall show openings occur in
November
• Theatergoers are purchasing
tickets for holiday gifts
• Steady increase after the holiday
season leading up to April
• Spring show openings occur in
April
• Tony award nominees are
announced in the spring
8
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. <http://www.theatermania.com>.

9. Changes in Consumer Relationship
• Change from Broadway star to main stream stars on Broadway
• Original Broadway stars include: Bernadette Peters, Angela Lansbury, Patti
LuPone, Julie Andrews, Fred Astaire, Gene Kelly, and Ben Vereen
• New Actors to Broadway include: Catherine Zeta Jones, Dane Cook, Julia
Stiles, Daniel Radcliffe, Laura Linney, Brooke Shields, and Christina Rucci
• A focus on musicals appropriate for child audience
• Popular titles include: Cats, Beauty and the Beast, Shrek, The Addams
Family, The Lion King, Mary Poppins, Spiderman: Turn Off the Dark
9
"Broadway: The American Musical . Stars Over Broadway | PBS." PBS: Public Broadcasting Service. Web. 23 Oct. 2011. <http://www.pbs.org/wnet/broadway/stars/index.html>.
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. <http://www.theatermania.com>.

10. Internal Industry Trends
10

11. Top Ten Broadway Hits
Rank Show Name Gross Avg Tkt Price Broadway Run Performances
1 Phantom Of The Opera $770.0M $76.75 24 years* 9283
2 The Lion King $699.1M $104.85 15 years* 5197
3 Wicked $467.6M $108.90 9 years* 2718
4 Beauty & The Beast $429.2M $86.20 14 years 5461
5 Mamma Mia $416.9M $83.14 11 years* 3560
6 Les Miserables $406.3M $80.76 17 years 6680
7 Chicago $377.4M $77.72 16 years* 5612
8 Cats $366.4M $59.56 19 years 7485
9 The Producers $288.4M $67.48 7 years 2502
10 Miss Saigon $285.8M $65.71 11 years 4092
*Denotes a Presently running
show
Disney has been successful on Broadway after producing six Broadway
shows including: Beauty & the Beast, Tarzan, The Lion King, Mary
Poppins, Aida, and The Little Mermaid. Disney has produced two productions
that rank in the top 4 major hits in Broadway history.
11
"15 Biggest Broadway Hits of All Time." CNBC. CNBC, n.d. Web. 22 Oct 2011. <http://www.cnbc.com/id/39656612/15_Biggest_Broadway_Hits_of_All_Time>.

12. Trends in Spending
• 2010 – 2011 Spending
Broadway Spending Direct Spending Total Impact
(million $) (million $)
Spending by Broadway $5,192.2 $7,700.1
Tourists
Show Expenses $949.2 $2,048.5
Theatre Expenses $34.6 $51.4
Total $6,175.9 $9,800.1
• Broadway positively impacts New York City’s economy
• Broadway’s substantial economic contributions strengthens the ties with city
community
12
The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.

13. Trends of Growth
• 2010-2011 produced record high gross with a 5.9% increase from previous year
• 2010-2011 attendance grew 5.4% from last year
13
The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.

14. Current Positioning
• Broadway’s main objective is to sell tickets
• Broadway positions towards tourists over Manhattan locals
• Producers will open productions with familiar titles to draw in tourists
• Directors will cast familiar actors/actresses to draw in tourists
• Broadway aims to provide entertainment for all ages that may appeal to a mass
audience with a wide genre of productions
• Heavy users attend 6+ live events per year (6%) 14
The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. http://www.broadwayleague.com.

15. Research Methodology
15

16. Goals & Objectives
The goal of this study is to determine why the secondary target audience—couples
with children or planning to have children between the ages of 25 – 44—is not
attending Broadway as often as the primary target audience which includes
couples, families and individuals 45 years of age and older. Given the high attendance
rate of the primary target audience, we chose to focus on the variables that negatively
impact the next largest audience in hopes that it will increase that segment’s attendance.
The objectives of this study are to increase annual Broadway attendance of
secondary target market and subsequently increase annual revenue and ticket sales for
Broadway. Additionally, the study aims to discover a better understanding of the
attitudes and purchasing habits of the secondary target market.
16

17. Type and Intent of Study
The situational analysis using secondary research from Simmons Choices
3, Playbill.com, Theatermania.com, and Broadwayleague.com will assist with the intent
of the Broadway study. The research will aim to get a better understanding of the
overall entertainment and Broadway industries and to understand the attitudes and
buying habits of the primary target audience.
The survey analysis using primary research by surveying the secondary targets’
attitudes toward Broadway will show results that can assist with recommendations and
conclusions. The primary research will aim to understand the attitudes and buying
habits of the secondary target market and determine factors that may or may not
increase or decrease the attendance of Broadway performances.
1st 2nd
17

18. Definition of Population & Methodology
Sample size: 42
Gender: Males & Females
Age Range: 25 – 44
Martial Status: Any
Children: Planning to have or currently have one or more children
Geographic Region: New York, New Jersey, Pennsylvania, Connecticut and Lyon, France
Ethnicity: African American, Asian, Caucasian, Hispanic and Multi-Racial
From November 10th 2011 to November 27th 2011, 43 surveys were administered to occupants of
the general Northeast area in 4 different locations. Survey questions were chosen based on a situational
analysis of the entertainment and theater industries and their relevance to the goal of this study. In
total, 43 questionnaires were distributed and 42 were deemed valid, representing a usability of 98%.
Preliminary questions were asked to ensure each survey taker was within the secondary target market
population. Survey questions were asked to determine factors that inhibit Broadway attendance.
18

19. Questionnaire Development
Survey Objectives
To discover the factors that most influence the buying and spending habits of
Broadway-goers in either a negative or positive way.
Data Collection Method
Most of the surveys were self-administered. A few surveys were administered via
email. Potential survey-takers were screened to determine whether they had
children, and if not, were excluded from the study.
Individual Question Content
To remain unbiased and objective, various attitude questions were asked, using the
semantic differential method. This method demonstrated the level of attention of
survey-takers. Various, nominal, ordinal, interval, and ratio questions were asked.
Ratio questions were asked to limit the inability to respond.
Question Wording and Sequence
Objective wording was used to avoiding leading respondents to a desired
response. The sequence of survey questions were ordered from broad to detailed and
ended with demographic questions.
19

20. Primary Research Analysis
20

21. Segmentations & Target Market Choice
The research objective to
survey both men and women
was met. Findings show
that there were slightly more
men surveyed then women.
21
IBM SPSS Statistics

22. Segmentations & Target Market Choice
69.04% of the survey
population are
Caucasian. This
statistic is consistent
with the target market
defined in the
situational analysis.
22
IBM SPSS Statistics

23. Descriptive Survey Analysis
From the people surveyed:
• 5 earn less than $40,000
a year.
• 22 earn between $40,000
to $80,000
• 8 earn between $80,000
to $125,000
• 5 earn between $125,000
to $200,000
• 2 earn more than
$200,000
23
IBM SPSS Statistics

24. Segmentations & Target Market Choice
From those surveyed:
• 19 have 1 child
• 14 have 2 children
• 7 have 3 children
• 1 has 4 children
• 1 has more than 5
children
24
IBM SPSS Statistics

25. Segmentations & Target Market Choice
Out of those surveyed, the
vast majority (78.57%) had
attended a Broadway show in
the last 12 months. Although
their past attendance does not
determine their future
attendance, this shows that
most of those surveyed have a
prior interest in theater.
25
IBM SPSS Statistics

26. Means Analysis
Statements Mean
The cast of B'way determines my desire to 3.67
attend.
I am likely to recommend a B'way show. 4.60
Advertising for B'way influences my choice 3.68
of show. Theater-goers are indifferent towards a
I go to B'way because my family wants to 3.52 Broadway show’s cast (11.9%), influence of
go to B'way.
I research B'way ticket prices before 4.00
advertising (19%), researching ticket prices
1-7 choosing a show. (9.5%), and attending Broadway based on
I attend B'way because I want to. 4.74
family’s wants (2.4%) and special occasions
I only see B'way shows for special 4.26 (11.9%). The above values indicate the
occasions.
After attending a show I dislike, I will 4.19 percentage of the median responses. Of the
continue to attend B'way in the future. survey-takers, 54.7% responded any disagree
I am satisfied with the price of my B'way 3.14 that they are satisfied with their ticket price.
tickets.
Makes me feel valuable. 3.43 The results also showed that 57.1%
Makes me feel wise. 3.52 responded any agree to recommending a
Makes me feel pleasant. 4.33
Broadway show and 61.9% to attending
Makes me feel nice. 4.21
Makes me feel agreeable. 3.36 Broadway because they wanted to.
1-5 Makes me feel happy. 3.98
I find B'way positive. 4.26
I find B'way exciting. 3.81
I find B'way affordable. 2.26
I find B'way stimulating. 3.14 26
IBM SPSS Statistics

27. Correlation Analysis
Correlated Statements from Survey Questions
The cast of Broadway influences my desire to attend. 0.586 I will attend Broadway in the next 12 mos.
I seek out new productions on Broadway. 0.546 I will attend Broadway in the next 12 mos.
I only see Broadway shows for special occasions. -0.803 Attended Broadway last 12 months.
I attend Broadway because I want to. 0.797 I am likely to recommend a Broadway show.
I will continue to attend Broadway after being dissatisfied. 0.545 I am likely to recommend a Broadway show.
Broadway makes me feel wise. 0.532 I am likely to recommend a Broadway show.
I find Broadway to be exciting. 0.587 I am likely to recommend a Broadway show.
I find Broadway to be exciting. 0.587 I am likely to recommend a Broadway show.
Broadway makes me feel nice. 0.542 I am likely to recommend a Broadway show.
I attend Broadway because I want to. 0.570 I find Broadway to be exciting.
Broadway makes me feel wise. 0.600 I find Broadway to be exciting.
Broadway makes me feel valuable. 0.571 Broadway makes me feel wise.
Broadway makes me feel valuable. 0.581 Broadway makes me feel useful.
Broadway makes me feel wise. 0.620 Broadway makes me feel useful.
Statements from the survey results were rated. Using SPSS, the data was able to be
correlated for similarity. Negative correlations indicate an inverse relationship between
two statements. For example, when the survey taker agreed that they only see
Broadway show for special occasions, they did not attend Broadway in the last 12
months. Strong positive correlations indicate that both statements are likely to happen
together. When theatergoers attend Broadway because they want to, they are also likely
to recommend a Broadway show. 27
IBM SPSS Statistics

28. Correlation Analysis
Correlated Statements from Survey Questions
I attend Broadway because I want to. 0.537 I find Broadway to be positive.
I am dissatisfied after going seeing a Broadway show. -0.621 I find Broadway to be positive.
Broadway makes me feel wise. 0.590 I find Broadway to be positive.
Broadway makes me feel pleasant. 0.505 I find Broadway to be positive.
I am dissatisfied after going seeing a Broadway show. -0.622 Broadway makes me feel nice.
Broadway makes me feel valuable. 0.509 Broadway makes me feel nice.
Broadway makes me feel wise. 0.568 Broadway makes me feel nice.
Broadway makes me feel pleasant. 0.795 Broadway makes me feel nice.
Broadway makes me feel wise. 0.634 Broadway makes me feel pleasant.
Broadway makes me feel useful. 0.547 Broadway makes me feel pleasant.
I am dissatisfied after going seeing a Broadway show. -0.653 Broadway makes me feel pleasant.
I will continue attending Broadway after being dissatisfied. 0.508 I attend Broadway because I want to.
The above statements are additional correlations that were found using SPSS. The
correlations are made through the attitudes of the survey takers. When Broadway makes
the target feel pleasant, the target also feels nice. When the target is dissatisfied after
going to see a Broadway show, the do not feel pleasant.
28
IBM SPSS Statistics

29. Regression Analysis: Satisfaction
IV
DV
Feel
pleasant
IV Dissatisfaction
Find
B’way
positive
Satisfaction is dependent upon the theater-goers perception of Broadway. When the
theater-goer does not feel pleasant towards Broadway or find Broadway positive, then
dissatisfaction occurs. Feeling pleasant has a significance of .012 and finding Broadway
positive has a significance of .011. These high significances support our interpretations of
Broadway dissatisfaction. 29
IBM SPSS Statistics

30. Regression Analysis: Future Attendance
IV
DV
Cast
I will attend B’way in
the next 12 mos.
IV
Attend
last 12
mos.
Future attendance of Broadway is dependent upon the cast of the Broadway show.
Attending a Broadway show in the last 12 months does not affect future attendance.
The casts of Broadway hold a significance of .002, while the previous attendance
has a significance of .010. 30
IBM SPSS Statistics

31. Regression Analysis: Future Attendance
DV
IV
After disliking a B’way
I attend .508 show, I will continue to
B’way attend B’way
because I
want to
After a theater-goer experiences dissatisfaction from seeing a Broadway show, they
are still likely to attend Broadway in the future. With 99% confidence, future
attendance is dependent upon theater-goers attending Broadway because they want
to. The dependent variable has a beta coefficient of .508.
31
IBM SPSS Statistics

32. Regression Analysis: Word of Mouth
DV
IV
I go to .596 I am likely to recommend
B’way a B’way show
because I
want to
Word of mouth affects the future attendance of Broadway. The likelihood of a
theater-goer to recommend a Broadway show is dependent upon the theater-goer
attending Broadway because they want to. The beta coefficient is .596. There is a
100% confidence level in the relationship between independently attending
Broadway and their recommendations to others.
32
IBM SPSS Statistics