Exactly who goes to Broadway TOURING shows anyway? Survey says . . .
Back in Feb., I posted a summary of the Broadway League’s annual survey of the Broadway audience. Well guess, what? The League also surveys touring audiences in their member theaters all over the country.
- In the 2007-2008 season, 15.3 million tickets were to sold. This number has been declining for the last six years.
- 70% of the tickets sold were purchased by women.
- Average of of the theatergoer was 50 years old.
- The vast majority of the theatergoers were Caucasian.
- 73% of the audience held a college degree and 32% held a graduate degree.
- 43% of the audience reported an annual income of more than $100,000.
- 44% were “subscribers” to the local Broadway Series.
- The average theatergoer saw 6 shows per season.
- Local newspaper was still the primary source of information, but 40% of the audience looked online at the venue’s website for information.
- The internet has surpassed phone sales and is now the most popular way to purchase tickets.
- Single-ticket buyers (non-subscribers), generally bought their tickets a few weeks prior to a performance.
- Personal recommendation was the most influential source for show selection (other than simply being included in the subscription series).
- Television commercials were the most noted form of advertising.
- 27% of the audience also attended a Broadway show in New York City.