Trends
We found that in-person attendance rose over time, while marketing dollars spent per person were lower. The efficiency seen in the overall trend belies the struggles of most arts and cultural sectors.
Demand challenges are rising in the performing arts. With two exceptions, all performing arts sectors saw attendance declines over time. The average organization in the music, dance, and theatre sectors spent more in marketing to attract fewer people, while orchestras and opera companies spent slightly less in marketing and attracted fewer people. Only general performing arts organizations and performing arts centers, which tend to offer popular fare with well-known titles, attracted more attendees over time and spent less to do so. This is one metric where a downward trend – i.e., less dollars spent to attract each attendee – is a good sign.
-
Overall, growth in marketing expenses fell short of inflation by 4.3%.
-
There were 4.4% more attendees in 2018 than in 2016.
-
Adjusting for inflation, the net results was an 8.3% decrease in marketing expenses relative to attendance.