Study | Trends in Audience Behavior: Elections, Shadow Audiences & Hidden Treasures

To start off the year, we’re looking at how elections affect ticket sales and mining for hidden treasures…

In this study of trends in audience behavior, we wanted to measure how much a major anxiety-provoking event (the U.S. election) affected ticket sales. To our surprise—and contrary to many planning conversations we witnessed—you’ll see that the election didn’t seem to have a big effect on sales. However, trends that we did find in the data include a continuation of more people buying fewer tickets, contributing to revenue figures that still don’t match pre-pandemic levels.

We also uncovered some hidden treasures revealed by our analysis that may help spur income growth. Download the full report to discover insights on:

• Building loyalty, one step at a time
• Valuing your new audiences (and their data)
• Optimizing ticket pricing for popular performances
• Activating your “shadow audience”

We hope that you gain insights from this study that help you in planning your upcoming seasons.