Live Attendance Report: US 2012

2© 2012 Ticketmaster LLC

EXECUTIVE SUMMARY METHODOLOGYLiveAnalytics tracks US live event attendance and purchase behavior for consumers aged 18 and older. This is the 4th wave of a study that is conducted annually and the second wave where year over year responses and trends are comparable.

The study is based on RDD phone interviews among N=3,000 U.S. residents. The RDD sample was supplemented with a cell phone sample for 30% of overall completes.

The study covers several areas, including the following:

How many Americans attend events each year

How often they attend

Who attendees are

Where tickets are purchased

Significant differences between 2011 and 2012 are denoted with an asterisk at the 95% confidence level. Four major paid event categories are tracked:

Live event attendance is healthy and remains a mainstream activity in the US.

Nearly two-thirds (62%) of Americans told us they attended a live event in the past year, and for those that did attend, the average was 6.5 events.Both these numbers are up compared to 2011.

Increases in attendance are driven by some distinct segments.

25-44 year olds are going to more events this year versus last year.Concerts experienced the largest increase in average number of events attended. They increased to 3.6 events annually (up from 3.2 in 2011).Attendance rates are, as expected, highly correlated with income levels. Both the higher and lower income groups showed greater elasticity from 2011 to 2012, with the lower income growing in percentage and the higher income growing in number of events attended.

We also see a positive outlook going forward.Around one-third of live event attendees say they plan to attend more events over the next twelve months while only about 11% say they plan less.This is more optimistic than last year where 31% planned to attend more and 16% planned less.

LIVE ATTENDANCE STUDY2012

MUSIC CONCERTS

PROFESSIONAL AND COLLEGE SPORTS

PERFORMING ARTS EVENTS SUCH AS BROADWAY, OPERA, PLAYS OR DANCE

LIVE FAMILY EVENTS SUCH AS CIRCUS, ICE OR CHILDREN’S SHOWS


LIVE EVENTSOVERVIEW

of Americans attended a live event

Average numberof events attended

* *

* Statistically significant difference


LIVE EVENTSATTENDANCE (LAST 12 MONTHS)

30% 30% 27%22%

Sports Concerts Arts & Theater Family

# OF LIVE EVENTS

5.6

3.6 2.8

2.1


% WHO ATTENDED A LIVE EVENTNearly of Americans attended at least one Sports event or Concert in the last

12 months, with slightly less attending Arts &

Theater

Those who attend Sports events go to

a year, compared to only for those who attend Family events


LIVE EVENTS DEMOGRAPHICSPROFILE

2012 AVERAGE AGE = 43.5

50% 50%

2012 AVERAGE INCOME = $70.7K

15%20% 20% 20%

12% 12%

18-24 25-34 35-44 45-54 55-64 65+

4% 2%

10%

16%

68%

20% 21% 21%15%

8%

15%

< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+<$30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+

MALE FEMALE


LIVE EVENT DEMOGRAPHICS

18-24 25-34 35-44 45-54 55-64 65+

AGE

18-24 25-34 35-44 45-54 55-64 65+

% WHO ATTENDED A LIVE EVENT

# OF LIVE EVENTS

year olds, the percent of Americans

for all age groups

on average in 2012 than in

2011

* * * *

* *



LIVE EVENT DEMOGRAPHICSINCOME

< $30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+


# OF LIVE EVENTS

< $30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+

In 2012, the low income group (under $30k) was far

at least one live event than in

2011

Those in the

events

*



6.24.0 4.3 4.4

6.95.1

6.2 5.8

Caucasian Hispanic African American

Asian

LIVE EVENT DEMOGRAPHICSETHNICITY


# OF LIVE EVENTS

59%46% 46% 52%

63% 66%52% 56%

Caucasian Hispanic African American

Asian

While the overall percentage of Hispanics in the population is small,

the percentage that attend Concerts is

and is growing rapidly

attended more events in 2012

* *

* **



► and are most likely to attend Sports events► over-index for Arts & Theater, over-index for Concerts► Family events have the highest attendance shares among and


ETHNICITYATTENDANCE SHARES

30%

44%

34%

43%

26%

22%

35%

27%

25%

17%

10%

21%

20%

17%

21%

9%

Asian

African American

Hispanic

Caucasian


GEOGRAPHICSATTENDANCE (LAST 12 MONTHS)

WEST

The West saw the greatest increase in live event attendance from 2011 to 2012

SOUTHattended a live event

attended a live event

MIDWEST

attended a live event

NORTHEAST

attended a live event *

* *



GEOGRAPHICSATTENDANCE (LAST 12 MONTHS)

WEST

SOUTHlive events attended

live events attended

MIDWEST


NORTHEAST


Event attendance increased in the South

*



SPORTSOVERVIEW

of Americans attended a sports event

Average number of events attended

Sports attendees go to more sports events than those who attend Concerts, Arts & Theater or Family events


14%18%

23%16%

10%

19%

< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+

SPORTSDEMOGRAPHIC PROFILE

15% 18%23% 22%

12% 10%

18-24 25-34 35-44 45-54 55-64 65+

2012 AVERAGE AGE = 43

MALE FEMALE

57% 43%

4% 2%

10%

16%

68%


<$30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+


SPORTSTRENDS

EXPECTED ATTENDANCENext 12 Months

from 55% in 2011 from 18% in 2011

Expect to attend more often

Will attend the same

Will attend less

from 28% in 2011

SPORTS PURCHASE METHODS & ATTENDANCE BEHAVIOR► of sports event attendees purchased their tickets at the

box office; no change from a year ago► Sports events make up of all live events attended by those

who have $100k or more household incomes► In comparison, only of all live events attended by those

who have less than $100k household income are sports events

► of Season Ticket Holders expect to attend the same number of events in the next 12 months; expect to attend more

► 18-24 year-old attendees were the most likely segment to indicate that they expect to attend more in the next 12 months

* *



CONCERTSOVERVIEW

of Americans attended a concert


More Americans are attending Concerts and those attending are going to even more events

* *



18% 20% 20%16%

9%

18%

< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+

CONCERTSDEMOGRAPHIC PROFILE


MALE FEMALE

50% 50%

2012 AVERAGE INCOME = $75K

<$30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+

16%23%

18%22%

11% 10%

18-24 25-34 35-44 45-54 55-64 65+

4% 2%

9%

15%

70%


CONCERT PURCHASE METHODS & ATTENDANCE BEHAVIOR

► have declined from tofrom 2011 to 2012, while

increased

CONCERTSTRENDS

► and have grown in frequency ofattendance among their respective audiences

► of Concert attendees go to shows (versus 43% in 2011);

they go to concerts at annually (versus 2.3 in 2011)




Will attend less

versus 35% in 2011

versus 53% in 2011

versus 13% in 2011

53%

37%

9%*



CONCERTSVENUE TYPE DEMOGRAPHICS

GENDERAVERAGE

AGEAVERAGE HH

INCOME

BAR

LOCAL FESTIVAL

AMPHITHEATER

CLUB/THEATER

STADIUM/ARENA

MAJOR MUSIC FESTIVAL

► Amphitheater attendees have the highest household incomes, while local festival attendees are the oldest at

► Bar attendees have the lowest average age and are far more likely to be male► Festival attendees are also generally younger and this group has the lowest

household incomes


ARTS & THEATEROVERVIEW

of Americans attended an Arts & Theater event


More Americans are attending Arts & Theater events, although the average number of events attended has not changed

*



15% 17%20%

16%10%

21%

< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+

ARTS & THEATERDEMOGRAPHIC PROFILE

MALE FEMALE

42%

<$30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+

13%16% 17%

22%17% 16%

18-24 25-34 35-44 45-54 55-64 65+

2012 AVERAGE INCOME = $80.7K 2012 AVERAGE AGE = 46.8

4% 3%

9%

11%

74%58%


ARTS & THEATER PURCHASE METHODS & ATTENDANCE BEHAVIOR

► Box office purchases have declined from tofrom 2011 to 2012

ARTS & THEATERTRENDS

► of Arts Organization Members expect to attend the same number of events in the next 12 months; expect to attend more

► In 2012, of Arts Organization Members attended more than 10 events compared to of average Arts event attendees

56%

31%Expect to attend more often


Will attend less

versus 56% in 2011

versus 29% in 2011

versus 15% in 201113%



FAMILYOVERVIEW

of Americans attended a Family event


Family attendance is up as more Americans attended at least one event, but the average number of events attended is about the same


*


23% 21% 21%15%

8%12%

< $30K $30K-$49K $50K-$74K $75K-$99K $100K-$124K $125K+

FAMILYDEMOGRAPHIC PROFILE


MALE FEMALE

50% 50%


<$30K $30K-$49K

$50K-$74K

$75K-$99K

$100K-$124K

$125K+

13%

23%28%

18%

9% 10%

18-24 25-34 35-44 45-54 55-64 65+

5% 1%

15%

21%59%


FAMILY PURCHASE METHODS & ATTENDANCE BEHAVIOR► Box office purchases have

declined from tofrom 2011 to 2012

FAMILYTRENDS

► 2 in 10 events attended by Hispanics and Asians are Family events

► Family event attendees are far more ethnically diverse than attendees of other events; are Hispanic and are African American

► In 2011, only were Hispanic and were African American



Will attend less

versus 33% in 2011

versus 51% in 2011

versus 16% in 2011

50%

37%

13%



EXPECTED ATTENDANCE (NEXT 12 MONTHS)

U.S. Regions ATTEND MORE SAME ATTEND

LESS

NORTHEAST

Sports 23% 62% 15%Concerts 36% 58% 6%

Arts 25% 59% 16%Family 37% 46% 17%

SOUTH

Sports 38% 54% 7%Concerts 39% 50% 11%

Arts 35% 51% 14%Family 41% 49% 10%

MIDWEST

Sports 27% 62% 11%Concerts 37% 56% 7%

Arts 26% 64% 10%Family 33% 59% 8%

WEST

Sports 38% 51% 12%Concerts 38% 52% 11%

Arts 34% 54% 12%Family 35% 47% 18%

► Concert attendance growth is expected across all regions► Sports attendance is expected to grow particularly in the South and West► Family event attendance is expected to grow particularly in the South

GEOGRAPHICS


PURCHASE METHODSLIVE EVENTS

ONLINE 36%

BOX OFFICE 22%

SEASON TICKET HOLDER 10%

TICKET OUTLET CENTER 4%

PHONE 4%

OTHER 25%

► Box office is mostly preferred for Arts & Theater and Family events► Ticket outlet centers are most commonly used for Family event tickets► The phone is most important for Arts & Theater events



46% 42%31%

24% 21% 19%

Concerts Arts Family

45% 46%

26%23% 19% 20%

Sports Arts Family

► Sports attendees are attending all other event types more so than non-sports attendees

Non-concert attendeeConcert attendee

2.4x 1.3x1.9x

► Concert attendees are much more likely to attend Arts events than non-concert attendees

LIVE EVENTS CROSSOVERSPORTS EVENT & CONCERT ATTENDEES

Non-sports attendeeSports attendee

2.0x 1.7x1.9x

% CONCERT ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012

% SPORTS ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012

More Likely to Attend Other EventsMore Likely to Attend Other Events


36% 41%32%29% 26% 26%

Concerts Sports Arts

1.9x 1.3x2.3x 1.6x 1.2x1.2x

% ARTS ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012

% FAMILY ATTENDEES WHO ATTENDED OTHER LIVE EVENTS IN 2012

More Likely to Attend Other Events More Likely to Attend Other Events

LIVE EVENT CROSSOVERARTS & FAMILY EVENT ATTENDEES

► Arts event attendees are most likely to also attend Concerts► Family event attendees are most likely to also attend Sports events

51% 46%

26%23% 24% 21%

Concerts Sports Family

Non-arts attendeeArts attendee

Non-family attendeeFamily attendee

32%


LiveAnalytics delivers fan insights and live event intelligence to venues, sponsors, artists and teams to improve marketing effectiveness, increase sales and enhance the live event experience. Comprised of a dedicated team with experience in research, analytics, modeling, marketing and strategy consulting, LiveAnalytics leverages the robust Ticketmaster database and turns data into insights, recommendations and results.

For More Information Contact Your Ticketmaster Client Development Director orEmail us at [email protected]

U.S. LIVE ATTENDANCE STUDY2012

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Live Attendance Report: US 2012