Broadway Show Attendees Researching Online

Consumers are spending a lot more money on Broadway shows and theater this year. In conjunction with Ipsos MediaCT, Google recently studied this trend and the consumer path to purchase. Live theater and show attendees start their research in advance and use several media sources, giving marketers plenty of opportunity to reach them.

The new Broadway Season Statistics report from the Broadway League indicates attendance so far this year is up 5.5% over last year. Google notes that queries about Broadway shows and live theater have jumped 10% when compared to 2012.  This trend should cheer marketers of these forms of live entertainment. But, they should also know that up to 30% of non-​attendees would have purchased a ticket to a live event if they’d known about it in advance. Marketers should be promoting their events because up to 30% of consumers also say they are not sure of the type of live event they’ll attend – sports, theater, or musicals – when they begin their research process. Both of these findings suggest that live event marketers could be doing more to connect with their audiences.

Live event shoppers typically begin looking for options about 2 weeks out. For the most part, 64%, the Internet serves as the primary information tool. And, 79% of consumers turn to their smartphones. As shoppers seek live event info on their mobile devices, they look at:

  • Search Engines
  • Social Networks
  • Ticket Sites
  • Online Videos

Following the research process, the purchasing starts. 80% of these consumers eventually buy a ticket. About 69% buy tickets within a month of the show date and 71% make their ticket purchases online. While most consumers buy via their PCs, about 20% of ticket sales take place via smartphone and that percentage is growing quickly.

Marketers can extend their reach by engaging with these consumers while they attend performances. About 20% of attendees comment or post during an events, 16% like or follow the event, and 30% are already researching future events.

Broadway-​style musical attendees, which comprise 11% of the U.S. population, also enjoy traveling, both around this country and abroad.  These consumers  over-​index for eating out at restaurants on holidays such as Mother’s Day or Valentine’s Day according to AudienceSCAN. A joint promotion between a restaurant and a live-​event operator may prove beneficial. These consumers are also more likely than average to start an online search after read a blog post or seeing a magazine advertisement.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.