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Who Buys Source

StubHub took a look at cities based on population and concert attendance (according to gross sales per capita) and ranked the cities by how much money the residents spent on attending concert events in 2010: 1. Hartford; 2. Boston; 3. New York; 4. San Francisco; 5. Nashville; 6. Philadelphia; 7. Oklahoma City; 8. Raleigh; 9. Milwaukee; 10. Detroit.

Business Wire, 2011

Profiling adults 18+ who attended either a live theater performance, rock concert, country concert or dance performance in the past year:

GfK MRI, 2010

Of those adults 18+ who attended a live theater performance in the past year, 62.0% were women and 38.0% were men.

GfK MRI, 2010

Adults 18+ who attended a live theater performance in the past year, by age group: 18-24, 9.1%; 25-34, 15.6%; 35-44, 16.4%; 45-54, 21.1%; 55-64, 20.1%; 65+, 17.7%.

GfK MRI, 2010

Adults 18+ who attended a live theater performance in the past year, by income bracket: $100,000+, 39.3%; $75-99,999, 16.3%; $60-74,999, 11.5%; $50-59,999, 8.5%; $40-49,999, 6.9%; $30-39,999, 7.1%; $20-29,999, 5.0%; under $20,000, 5.5%.
 

GfK MRI, 2010

Adults 18+ who attended a live theater performance in the past year, by race: White, 84.2%; Black, 8.1%; Other, 7.7%; Hispanic origin, 8.3%.

GfK MRI, 2010

Adults 18+ who attended a live theater performance in the past year, by marital status: Single, 21.8%; married, 61.1%; separated/widowed/divorced, 17.1%.

GfK MRI, 2010

Adults 18+ who attended a live theater performance in the past year, by region: Northeast, 21.4%; Midwest, 24.1%; South, 29.4%; West, 25.1%.

GfK MRI, 2010

Of those adults 18+ who attended a rock concert in the past year, 55.4% were men and 44.6% were women.

GfK MRI, 2010

Adults 18+ who attended a rock concert in the past year, by age level: 18-24, 18.9%; 25-34, 25.4%; 35-44, 22.9%; 45-54, 21.3%; 55-64, 9.3%; 65+, 2.2%.

GfK MRI, 2010

Adults 18+ who attended a rock concert in the past year, by income bracket: $100,000+, 37.9%; $75-99,999, 17.3%; $60-74,999, 11.9%; $50-59,999, 7.9%; $40-49,999, 8.0%; $30-39,999, 6.5%; $20-29,999, 4.4%; under $20,000, 6.1%.

GfK MRI, 2010

Adults 18+ who attended a rock concert in the past year, by race: White, 88.1%; Black, 2.7%; Other, 9.2%; Hispanic origin, 10.6%.

GfK MRI, 2010

Adults 18+ who attended a rock concert in the past year, by region: Northeast, 21.4%; Midwest, 23.3%; South, 29.5%; West, 25.8%.

GfK MRI, 2010

Adults 18+ who attended a rock concert in the past year, by marital status: Single, 36.0%; married, 51.1%; separated/widowed/divorced, 12.9%.

GfK MRI, 2010

Of those adults 18+ who attended a country concert in the past year, 57.3% were women and 42.7% were men.

GfK MRI, 2010

Adults 18+ who attended a country concert in the past year, by age range: 18-24, 14.6%; 25-34, 16.9%; 35-44, 18.1%; 45-54, 20.2%; 55-64, 14.8%; 65+, 15.4%.

GfK MRI, 2010

Adults 18+ who attended a country concert in the past year, by income group: $100,000+, 30.3%; $75-99,999, 16.3%; $60-74,999, 10.9%; $50-59,999, 8.8%; $40-49,999, 8.1%; $30-39,999, 8.8%; $20-29,999, 6.9%; under $20,000, 9.8%.

GfK MRI, 2010

Adults 18+ who attended a country concert in the past year, by race: White, 91.9%; Black, 2.3%; Other, 5.8%; Hispanic origin, 8.8%.

GfK MRI, 2010

Adults 18+ who attended a country concert in the past year, by region: Northeast, 13.7%; Midwest, 28.6%; South, 39.1%; West, 18.6%.

GfK MRI, 2010

Adults 18+ who attended a country concert in the past year, by marital status: Single, 23.4%; married, 58.8%; separated/widowed/divorced, 17.8%.

GfK MRI, 2010

Of those adults 18+ who attended a dance performance in the past year, 70.4% were women and 29.6% were men.

GfK MRI, 2010

Adults 18+ who attended a dance performance in the past year, by age group: 18-24, 17.2%; 25-34, 16.5%; 35-44, 19.1%; 45-54, 20.1%; 55-64, 14.5%; 65+, 12.6%.

GfK MRI, 2010

Adults 18+ who attended a dance performance in the past year, by income bracket: $100,000+, 36.0%; $75-99,999, 15.3%; $60-74,999, 10.6%; $50-59,999, 9.0%; $40-49,999, 8.0%; $30-39,999, 7.0%; $20-29,999, 6.1%; under $20,000, 8.0%.

GfK MRI, 2010

Adults 18+ who attended a dance performance in the past year, by race: White, 75.7%; Black, 11.0%; Other, 13.3%; Hispanic origin, 11.2%.

GfK MRI, 2010

Adults 18+ who attended a dance performance in the past year, by region: Northeast, 20.9%; Midwest, 20.2%; South, 31.4%; West, 27.5%.

GfK MRI, 2010

Adults 18+ who attended a dance performance in the past year, by marital status: Single, 28.3%; married, 56.4%; separated/widowed/divorced, 15.3%.

GfK MRI, 2010

According to a study of the 2009-2010 season, 66% of Broadway theatergoers were women. The female/male ratio of Broadway customers has remained fairly constant over the last 20 years. Not only is almost two-thirds of the Broadway audience female, but women were more likely to make ticket purchasing decisions, according to The Broadway League.

The Broadway League, 2010

According to The Broadway League, those Broadway patrons who go to 15 or more shows each year only make up 6% of the overall audience, but they purchase 31% of all tickets sold.

The Broadway League, 2010

The average age of the touring Broadway theatergoer is 50, compared to 48 for those who go to productions appearing on Broadway.

The Broadway League, 2010

According to a study of  2009-2010 attendance figures, approximately 63% of all Broadway tickets were purchased by tourists.

The Broadway League, 2010

Seventy-seven percent of Broadway theatergoers over age 25 have completed college, and 39% hold a graduate degree. Seventy-three percent of touring Broadway audiences also finished college, with 41% owning graduate degrees.

The Broadway League, 2010

Approximately 70% of touring Broadway audiences are women, who also make 73% of the ticket-buying decisions. 

The Broadway League, 2010

Based on research by The Broadway League, Caucasians accounted for 75% of admissions to Broadway productions during the 2009-2010 season. However, audiences have become slightly more diverse in the past decade. There were a higher percentage of Asian theatergoers in the 2009-2010 season, increasing from 3.9% to 6.1% of the overall total.

The Broadway League, 2010

According to GfK MRI data, the top 20 metro areas for adults who went to live theater in the past year: 1. Salt Lake City; 2. Minneapolis/St. Paul; 3. Chicago; 4. New York; 5. Washington, DC; 6. Cleveland/Akron; 7. Seattle/Tacoma; 8. San Francisco/Oakland/San Jose; 9. Denver; 10. Hartford/New Haven.

Marketing Daily, 2010

When They Buy Source

The slowest months for Broadway show attendance are typically January, February and September.

The Wall Street Journal, 2011


How They Buy Source

Average ticket prices for the top 10 North American concert tours in 2010: Bon Jovi, $91.59; Roger Waters, $126.14; Dave Matthews Band, $57.38; Michael Buble, $84.07; Eagles, $105.53; Paul McCartney, $138.49; Trans-Siberian Orchestra, $50.35; Lady Gaga, $98.02; James Taylor/Carole King, $82.60; The Black Eyed Peas, $63.12.

Pollstar, 2011

The average ticket price for Broadway musicals during the 2009-2010 season was $88.77 (up from $80.50 the previous season). The average ticket price for a Broadway play in 2009-2010 was $72.79 (up from $65.98 during the 2008-2009 season).

The Broadway League, 2010

A 2010 Rasmussen Report asked consumers the maximum amount they would be willing to pay for music concert ticket: $25, 37%; $50, 35%; $75, 12%; $100, 6%; more than $100, 4%.  

USA Today, 2010

What They Buy Source

The top 20 American concert tours of 2010, based on gross ticket sales (totals in millions): 1. Bon Jovi, $108.2; 2. Roger Waters, $89.5; 3. Dave Matthews Band, $72.9; 4. Michael Buble, $65.7; 5. Eagles, $64.5; 6. Paul McCartney, $61.8; 7. Trans-Siberian Orchestra, $52.4; 8. Lady Gaga, $51.0; 9. James Taylor/Carole King, $50.7; 10. The Black Eyed Peas, $50.5; 11. John Mayer, $49.9; 12. Justin Bieber, $48.3; 13. Cirque du Soleil - "Alegria", $48.1; 14. Tom Petty & The Heartbreakers, $44.6; 15. George Strait/Reba/Lee Ann Womack, $41.6; 16. Brad Paisley, $40.7; 17. Tim McGraw, $39.1; 18. Nickelback, $38.5; 19. Carrie Underwood, $38.3; 20. Taylor Swift, $34.2.

Pollstar, 2011

The top 10 worldwide concert tours of 2010, based on gross ticket sales (totals in millions): 1. Bon Jovi, $201.1; 2. AC/DC, $177.0; 3. U2, $160.9; 4. Lady Gaga, $133.6; 5. Metallica, $110.1; 6. Michael Buble, $104.2; 7. "Walking With Dinosaurs", $104.1; 8. Paul McCartney, $93.0; 9. Eagles, $92.3; 10. Roger Waters, $89.5.

Pollstar, 2011

A total of 39 new shows (including new musicals, revivals, new/revival plays and special attractions) opened on Broadway during the 2009-2010 season, compared to 43 in 2008-2009 and 36 in 2007-2008.

The Broadway League, 2010

Based on research by The Broadway League, the typical playgoer saw seven shows in the previous year, compared to five performances for musical attendees.

The Broadway League, 2010

Where They Buy Source

Live Nation Entertainment is the world's largest ticket seller and promoter of live entertainment. In 2010, the company significantly expanded its ticketing services with the purchase of Ticketmaster Entertainment. The firm also owns or operates more than 125 venues in North America and Europe, and owns the House of Blues facilities through subsidiary HOB Entertainment. Annually, about 50 million people attend some 20,000 Live Nation events.

Hoover's, 2011

StubHub offers a website where season ticket holders and others can buy and sell tickets to concerts, sports events and theater shows. The company, a subsidiary of eBay, has more than 6 million tickets available through its marketplace.

Hoover's, 2011

Broadway touring shows of varying sizes are presented in more than 200 cities across the U.S. during a typical year.

The Broadway League, 2010

Business Trends Source

The top 50 North American concert tours grossed a combined $1.69 billion in 2010, down approximatley 15% from the 2009 figure of $1.99 billion. The total number of tickets sold was 26.2 million, which was off about 12% from 2009's 29.9 million. The total show count was also down (around 3%) to 2,114. The average ticket price for a North American concert declined 2% in 2010. 

Pollstar, 2011

Attendance at Broadway theatre productions totaled 11.887 million during the 2009-2010 season, down 2.1% from 12.147 million in 2008-2009. However, gross receipts were up when compared to the previous year's box office figures -- from $943 million in 2008-2009 to $1.02 billion in 2009-2010.

The Broadway League, 2010

Touring Broadway shows generated $947 million in gross revenue during the 2009-2010 season, up from $881 million in 2008-2009. Attendance at Broadway road shows totaled 15.9 million in 2009-2010, up from 14.3 million the previous season.

The Broadway League, 2010