Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Live performance is one of the fastest-growing categories of entertainment
- A large driver for growth has been the increasing affluence of the average American household
- Concert tours have become the core of the music industry
- Growing live theater grosses are driven by habitual theater-goers and higher-income females
- Largest promoter Live Nation is reshaping industry dynamics
- Global giant Ticketmaster dominates ticket sales but may lose ground in 2009
- Secondary ticket market gains legitimacy
- Large-scale campaigns through new kinds of marketing
- Most forms of live entertainment skew to the younger consumer
- Most desirable demographic may be 25-34 year olds
- Street festivals as popular as live concerts
- Level of corporate sponsorship is still tolerable
- Online still second to print
- Appeal to Boomers broadens live concert consumer base
Insights and Opportunities
-
- Future ticket pricing to reflect demand
- Artists with live draw take control
- The sexiest word in advertising is ‘free’
- Concert marketers should do more pulling
Fast Forward Trends
-
- Crowdsourcing
- What's it about?
- Subsidize my dream
- Open source marketing
- What about a cover contest?
Competitive Context
-
- Live entertainment grows faster than other forms of entertainment
-
- Figure 1: Hours spent annually on various forms of non-live entertainment, 2003-07
- Internet streaming of Live Earth sets new records
- Live concerts in a theater near you
Segment Performance—Music Concerts
-
- Live performance takes center stage in the music industry
- Music concert revenues
-
- Figure 2: Gross concert revenues in North America, at current and inflation-adjusted prices, 2003-12
Segment Performance—Broadway Theater
-
- Key points
- Broadway theater benefits from live entertainment boom
- Broadway show revenues
-
- Figure 3: Indexed gross ticket sales for Broadway and touring Broadway shows, 2002-07
- Figure 4: Gross ticket receipts for Broadway and touring Broadway shows, at current and inflation-adjusted prices, 2002-12
- Growth dynamics different for Broadway and touring Broadway
-
- Figure 5: Tickets sold and average gross price per ticket for Broadway shows, 2002-08
- Figure 6: Tickets sold and average gross price per ticket for touring Broadway shows, 2002-08
- Theater grosses come largely from regular attendees
Supply Structure—Concert Promoters
-
- Key points
- Live Nation leads global event promotion
-
- Figure 7: Top 10 concert promoters worldwide, 2007
- Live Nation: A closer look
-
- Figure 8: Segment breakdown of Live Nation revenues, 2007
- New initiatives
Retail Channels—Ticket Distributors
-
- Key points
- Ticketmaster dominates primary ticket sales worldwide
-
- Figure 9: Tickets sold worldwide by leading primary vendors, 2007
- Live Nation changes dance partners
- Secondary ticket resale market
- Internet marketplaces legitimize scalping
- Artists embracing change
Market Drivers
-
- Increasing American affluence drives up ticket buys
-
- Figure 10: Distribution of households, by income, 1999 and 2005
- Aging population suggests growth for theater
-
- Figure 11: U.S. population and projections and attendance of concerts, by age, 2002-12
- Gas prices and consumer confidence put a dampener on demand
-
- Figure 12: Reaction to rising gas prices, by gender, November 2007
Innovation and Innovators
-
- New agency offers one-stop marketing for touring theater
- Mobile ticketing via text message
Advertising and Promotion
-
- Overview
- Television ads
-
- Figure 13: George Michael 25 Live Tour, 2007
-
- Figure 14: The Police Live Tour, 2007
- Figure 15: Aerosmith Live Tour, 2007
-
- Figure 16: Wicked Touring Musical, 2007
- Internet marketing
-
- Figure 17: Sources of information about live entertainment events and buying tickets, by age, May 2008
- Mobile marketing
Attendance
-
- Key points
- Concerts, live theater, comedy club and dance
-
- Figure 18: Attendance of live entertainment forms, by gender, January-November 2007
-
- Figure 19: Attendance of live entertainment forms, by age, January-November 2007
-
- Figure 20: Attendance of live entertainment forms, by household income, January-November 2007
-
- Figure 21: Attendance of live entertainment forms, by race/ethnicity, January-November 2007
- Attendance at concerts, live theater, comedy club and dance, by cohort
-
- Figure 22: Attendance of live entertainment forms, by cohort, January-November 2007
- Further event breakdown
-
- Figure 23: Attendance of specific types of events, May 2008
- Trips to attend live entertainment
-
- Figure 24: Overnight trips for live entertainment, by gender, age, household income and race/ethnicity, May 2008
- Spending intent
-
- Figure 25: Spending intent for live entertainment, by age, May 2008
The Consumer—Music Festivals and Street Fairs
-
- Key points
- General features of interest
-
- Figure 26: Interest in features of street festivals, by gender, May 2008
-
- Figure 27: Interest in features of street festivals, by age, May 2008
- Corporate sponsorship
-
- Figure 28: Attitudes towards corporate sponsorship of music festivals/street fairs, by gender, May 2008
-
- Figure 29: Attitudes towards corporate sponsorship of music festivals, by age, May 2008
The Consumer—Sources of Information
-
- Key points
- Sources of information
-
- Figure 30: Sources of information about live entertainment events and buying tickets, May 2008
-
- Figure 31: Sources of information about live entertainment events and buying tickets, by age, May 2008
-
- Figure 32: Sources of information about live entertainment events and buying tickets, by household income, May 2008
The Consumer—Attitudes and Motivations
-
- Key points
- Buying tickets
-
- Figure 33: Attitudes and views about live entertainment and ticketing, May 2008
-
- Figure 34: Attitudes and views about live entertainment and ticketing, by age, May 2008
-
- Figure 35: Attitudes and views about live entertainment and ticketing, by household income, December 2007
- Additional amenities and services
-
- Figure 36: Interest in additional amenities for live entertainment travel packages, by gender, May 2008
-
- Figure 37: Interest in additional amenities for live entertainment travel packages, by age, May 2008
Cluster Analysis—Performance Ambassadors, Middle spectators, Fair-weather friends
-
- Insight
- Performance Ambassadors
- Middle spectators
- Fair-weather friends
- Cluster characteristics
-
- Figure 38: Live entertainment clusters, May 2008
- Figure 39: Did you perform in live entertainment events?, by clusters, May 2008
- Figure 40: Expenditures for live entertainment, by clusters, May 2008
-
- Figure 41: Beliefs and habits, by clusters, May 2008
- Figure 42: Attendance of live entertainment as a spectator, by clusters, May 2008
-
- Figure 43: Overnight stay at a motel/hotel for live entertainment, by clusters, May 2008
- Figure 44: Beliefs and habits about music festivals/street fairs, by clusters, May 2008
- Cluster demographics
-
- Figure 45: Live entertainment clusters, by gender, May 2008
- Figure 46: Live entertainment clusters, by age, May 2008
- Figure 47: Live entertainment clusters, by income, May 2008
-
- Figure 48: Live entertainment clusters, by race, May 2008
- Figure 49: Live entertainment clusters, by Hispanic origin, May 2008
- Methodology
Custom Consumer Groups
-
- Spending intent
-
- Figure 50: Spending intent for live entertainment, by age and gender, May 2008
-
- Figure 51: Spending intent for live entertainment, by gender and household income, May 2008
- Age and race/ethnicity
-
- Figure 52: Spending intent for live entertainment, by age and race/ethnicity, May 2008
-
- Figure 53: Sources of information about live entertainment events and buying tickets, by age and race/ethnicity, May 2008
-
- Figure 54: Attitudes and views about live entertainment and ticketing, by age and race/ethnicity, May 2008
-
- Figure 55: Interest in features of street festivals, by age and race/ethnicity, May 2008
Appendix: Other Useful Consumer Tables
-
-
- Figure 56: Sources of information, by gender, May 2008
-
- Figure 57: Attitudes towards corporate sponsorship of music festivals/street fairs, by household income, May 2008
-
Appendix: Trade Associations
Back to top