Live Attendance Report: US 2012

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

LIVE EVENTS
OVERVIEW
of Americans
attended a live event
Average number
of events attended
* *
* Statistically significant difference

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
% 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

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

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
* * * *
*
*

INCOME
< $30K $30K-
$49K
$50K-
$74K
$75K-
$99K
$100K-
$124K
$125K+
# 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
*

6.2
4.0 4.3 4.4
6.9
5.1
6.2 5.8
Caucasian Hispanic African
American
Asian
ETHNICITY
# 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
* *
* *
*

► 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
ETHNICITY
ATTENDANCE SHARES
30%
44%
34%
43%
26%
22%
35%
27%
25%
17%
10%
21%
20%
17%
21%
9%
Asian
African American
Hispanic
Caucasian

GEOGRAPHICS
WEST
The West saw the greatest increase in live event attendance from 2011 to 2012
SOUTH
MIDWEST
NORTHEAST
attended a live event*
*
*

GEOGRAPHICS
WEST
SOUTH
live events attended
MIDWEST
NORTHEAST
Event attendance increased in the South
*

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

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%
<$30K $30K-
$49K
$50K-
$74K
$75K-
$99K
$100K-
$124K
$125K+

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
* *

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
* *

18% 20% 20%
16%
9%
18%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+
CONCERTS
DEMOGRAPHIC PROFILE
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%

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%*

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

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
*

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%

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

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
*

23% 21% 21%
15%
8%
12%
< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+
FAMILY
DEMOGRAPHIC PROFILE
MALE FEMALE
50% 50%
<$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%

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

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

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

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
More Likely to Attend Other EventsMore Likely to Attend Other Events

36%
41%
32%29% 26% 26%
Concerts Sports Arts
1.9x 1.3x2.3x 1.6x 1.2x1.2x
% ARTS ATTENDEES
% FAMILY ATTENDEES
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%

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

Live Attendance Report: US 2012

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