Live Entertainment Marketers to Increase Use of Online, Out-of-Home

Consumers across the U.S. continue to support live entertainment events despite the recession.  This is great news for producers of opera, symphony and 743811_opera_entrancetheater groups. But these marketers must continue to advertise their offerings to stay top of mind with their core audience. Increasingly, this may mean using online media.

According to a recent Media Audit release,  media use statistics for live arts events patrons are as follows:

  • Heavy Internet users (3+ hours daily):  41.9%
  • Heavy Outdoor users (drive 200+ miles a week): 37.5%
  • Heavy Radio users (3+ hours daily): 21%

In general, about 3 out of 10 U.S. consumers attend at least one live arts performance  annually. The audience demographics are typically more female (55.7%) than male (44.3%). And some U.S. markets enjoy higher attendance rates at these events. The Media Audit reports the following top five markets.

  • Ann Arbor, MI 40.6%
  • Hartford, CT 38.1%
  • Long Island, NY 38%
  • Washington, D.C. 37.6%
  • New York City, NY 35.7%

As producers of this year’s Christmas concerts and ballets consider where to advertise their events, it seems a safe bet that many will allocate a significant portion of the budget to online media outlets.

[Source: FYI Newsletter, The Media Audit, October 2009] 
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.