Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Widening the audience
- Buy the show
- Targeting the younger generation
Market in Brief
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- Theatre attendance on the increase
- Reaching new audiences
- Boom time for the West End
- All about tickets
- The subsidised sector
- Trouble ahead
- Future audiences
- Why not go?
Fast Forward Trends
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- Extend My Brand
- What’s it about?
- What we’ve seen
- What next?
- Brand Experience
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Ten-year increase in theatre-going
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- Figure 1: Theatre visiting, 1998-2008
- ABC1s still the most enthusiastic attendees
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- Figure 2: Theatre visiting, by demographic sub-group, 2008
- Young people’s arts attendance to get a boost
- The Cultural Olympiad
- Funding for the arts
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- Figure 3: Arts Council England funding for the five English national performing arts companies*, 2008-11
- The benefits of subsidised funding
- Moving from measurement to judgement
- Tourist market
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- Figure 4: Attitudes towards British culture, by incoming markets, February 2008
- Refurbishment and regeneration
Broader Market Environment
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- Key points
- Performing arts benefit from affluent, ageing population
- The global financial crisis
- Winners and losers
- Cutting back
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- Figure 5: Areas where consumers would cut back spending, July 2008
- The UK online
Competitive Context
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- Key points
- Consumer spending on leisure
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- Figure 6: Consumer expenditure on selected leisure goods and activities, 2002-07
- Spending priorities
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- Figure 7: Expenditure priorities, 2007 and 2008
Strengths and Weaknesses in the Market
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- Strengths
- Strong cultural tradition
- Tourist appeal
- Supported by subsidy
- ABC1 audience
- Inspires passion
- Weaknesses
- Faltering economy
- Crumbling theatres
- Funding cutbacks
- Elitist and boring
- Barriers to attendance
Who’s Innovating?
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- Key points
- Engaging new audiences
- Improving the playhouse
Market Size and Forecast
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- Key points
- Overview
- Central London admission trends
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- Figure 8: Trends in theatre admissions and box office revenue in central London, 2003-13
- A golden age for the West End
- The effects of the slowdown
- Tough times ahead
- Factors used in the forecast
- Theatre, production and performance trends
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- Figure 9: Trends in number of venues, performances and productions in central London, 2003-07
- Regional admission trends
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- Figure 10: Regional trends in UK theatre admissions, 2000-03 to 2005-08*
Companies and Products
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- Key points
- Overview
- English National Performing Arts Companies (regularly funded organisations)
- Birmingham Royal Ballet
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- Figure 11: Birmingham Royal Ballet income, 2006-07
- English National Opera
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- Figure 12: English National Opera income, 2006-07
- The Royal National Theatre
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- Figure 13: The Royal National Theatre income, 2007-08
- Royal Opera House
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- Figure 14: Royal Opera House income, 2007-08
- Royal Shakespeare Company
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- Figure 15: Royal Shakespeare Company operational income, 2007-08
- Commercial theatres
- The Ambassador Theatre Group
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- Figure 16: The Ambassador Theatre Group selected financial information, 2006-07*
- Delfont Mackintosh Theatres
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- Figure 17: Delfont Mackintosh Theatres selected financial information, 2006-07*
- Live Nation Theatres
- Financial overview
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- Figure 18: Live Nation (Venues) UK Limited, 2006-07
- The Really Useful Group Theatres
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- Figure 19: Really Useful Theatres Limited, 2006-07*
Brand Elements
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- Brand map
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- Figure 20: Attitudes and usage of performing arts brands, July 2008
- Royal Opera House
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 21: Attitudes towards the Royal Opera House brand, July 2008
- Royal Shakespeare Company
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Royal Shakespeare Company brand, July 2008
- Andrew Lloyd Webber’s Really Useful Group
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Really Useful Group brand, July 2008
- English National Ballet
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the English National Ballet brand, July 2008
- Brand qualities of performing arts brands
- National Theatre most accessible
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- Figure 25: Personalities of various performing arts brands, July 2008
- Experience of performing arts brands
- Infrequent usage is typical
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- Figure 26: Consumer usage of various performing arts brands, July 2008
- Brand intentions for performing arts brands
- Lloyd-Webber – low usage, but best retention
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- Figure 27: Consideration of various performing arts brands, July 2008
- Brand momentum for performing arts brands
- Momentum lacking in the performing arts
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- Figure 28: Momentum of various performing arts brands, July 2008
- Brand motivation for performing arts brands
- No confusion on brand proposition
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- Figure 29: Momentum of various performing arts brands, July 2008
- Brand satisfaction for performing arts brands
- Royal Philharmonic is most excellent
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- Figure 30: Satisfaction with various performing arts brands, July 2008
- Brand commitment to performing arts brands
- RSC most recommended
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- Figure 31: Commitment to various performing arts brands, July 2008
- Round up
Brand Communication and Promotion
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- Key points
- Advertising expenditure
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- Figure 32: Advertising expenditure for selected leading performing arts companies, 2004-08
- Promotional activity
Who Goes and Who Wants to Go?
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- Key points
- Attendance in the past year
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- Figure 33: Attendance at performing arts events in the last 12 months, August 2008
- Ballet just not macho enough?
- Social class still affecting attendance
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- Figure 34: Attendance at performing arts events in the last 12 months, by socio-economic group, August 2008
- Education – that’s what you need
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- Figure 35: Attendance at performing arts events in the last 12 months, by educational level, August 2008
- Attendance in the future
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- Figure 36: Likelihood of attending performing arts events in the future, August 2008
- Opportunities for expansion
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- Figure 37: Past attendance compared with likelihood of attending performing arts events in the future, August 2008
- Familiar patterns seen among future attendees
- Enthusiasm for repeat visiting
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- Figure 38: Performing arts visiting and future intentions, by performing arts events attended in last 12 months, August 2008
Ticket Purchasing Methods
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- Key points
- Likely methods of ticket purchase
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- Figure 39: Likely methods of ticket purchase, August 2008
- Usual suspects for online booking
- Booking methods by past attendance
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- Figure 40: Likely methods of ticket purchase, by performing arts events attended in last 12 months, August 2008
Attitudes Towards the Performing Arts
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- Key points
- Barriers to attendance
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- Figure 41: Attitudes towards the performing arts, August 2008
- A question of money
- Lack of time or interest
- Attendees vs non-attendees
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- Figure 42: Attitudes towards the performing arts, by attendees and non-attendees in previous 12 months, August 2008
- Attitudes by past attendance
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- Figure 43: Attitudes towards the performing arts, by performing arts events attended in last 12 months, August 2008
- Attitudes by future attendance
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- Figure 44: Attitudes towards the performing arts, by performing arts events likely to attend in future, August 2008
Assessing Enthusiasm for Performing Arts
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- Key points
- Number of types of performing arts attended
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- Figure 45: Repertoire of attendance, August 2008
- Musicals play well
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- Figure 46: Repertoire of attendance, by type of performance attended, August 2008
- From the sublime to the ridiculous?
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- Figure 47: Repertoire of attendance, by performing arts events likely to attend in future, August 2008
- Expense concerns persist
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- Figure 48: Repertoire of attendance, by attitudes towards performing arts, August 2008
- Number of types of performing arts likely to go to in future
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- Figure 49: Repertoire of types of performing art likely to/want to attend in future, August 2008
- Ballet/dance and opera for the more enthusiastic
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- Figure 50: Repertoire of types of performing art likely to/want to attend in future, by type likely to/want to attend in future, August 2008
- Potential to increase audience
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- Figure 51: Repertoire of types of performing art likely to/want to attend in future, by types attended in last 12 months, August 2008
- Choice and expense are constant concerns
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- Figure 52: Repertoire of types of performing art likely to/want to attend in future, by attitudes towards performing arts, August 2008
Appendix – Broader Market Environment
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- PDI
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- Figure 53: Trends in personal disposable income and consumer expenditure, 2003-13
- Socio-economic groups
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- Figure 54: Forecast adult population trends, by socio-economic group, 2003-13
- Age trends
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- Figure 55: Trends in the age structure of the UK population, by gender, 2003-13
- Internet penetration
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- Figure 56: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age and working status, 2003-08
- Broadband penetration
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- Figure 57: Broadband internet at home usage, July 2007-July 2008
Appendix – Who Goes and Who Wants to Go?
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- Past attendance – detailed demographics
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- Figure 58: Attendance at performing arts events in the last 12 months, by demographic sub-group, August 2008
- Future intentions – detailed demographics
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- Figure 59: Likelihood of attending performing arts events in the future, by demographic sub-group, August 2008
- Figure 60: Types of performance likely to visit in future, by demographic sub-group, August 2008
Appendix – Ticket Purchasing Methods
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- Ticket purchasing methods – detailed demographics
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- Figure 61: Likely methods of ticket purchase, by demographic sub-group, August 2008
- Ticket purchasing methods, by future intentions
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- Figure 62: Likely methods of ticket purchase, by performing arts events likely to visit in future, August 2008
- Combinations of ticket purchasing methods
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- Figure 63: Likely methods of ticket purchase, by most popular other methods of ticket purchase, August 2008
- Figure 64: Likely methods of ticket purchase, by next most popular other methods of ticket purchase, August 2008
Appendix – Attitudes Towards the Performing Arts
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- Attitudes towards the performing arts – detailed demographics
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- Figure 65: Most popular attitudes towards the performing arts, by demographic sub-group, August 2008
- Figure 66: Next most popular attitudes towards the performing arts, by demographic sub-group, August 2008
- Attitudes towards the performing arts, by ticket purchasing methods
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- Figure 67: Likely methods of ticket purchase, by most popular attitudes towards the performing arts, August 2008
- Figure 68: Likely methods of ticket purchase, by next most popular attitudes towards the performing arts, August 2008
- Combinations of attitudes towards the performing arts
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- Figure 69: Most popular combinations of attitudes towards the performing arts, August 2008
- Figure 70: Next most popular combinations of attitudes towards the performing arts, August 2008
Appendix – Assessing Enthusiasm for Performing Arts
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- Number of types of performing arts attended – detailed demographics
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- Figure 71: Repertoire of attendance, by demographic sub-group, August 2008
- Number of future intentions – detailed demographics
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- Figure 72: Repertoire of types of performing art likely to/want to attend in future, by demographic sub-group, August 2008
- Repertoire of types of performing art likely to/want to attend in future, by booking methods
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- Figure 73: Repertoire of types of performing art likely to/want to attend in future, by method of purchase likely to use, August 2008
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